The Minister for Tourism, Arts and Culture, Abla Dzifa Gomashie, has called for the annual December in Ghana festivities to generate sustainable economic opportunities for Ghanaians beyond entertainment and tourism.
She said the celebrations should create jobs, support local businesses and improve livelihoods across the tourism and creative industries.
Speaking at the launch of December in Ghana 2026 on October 20, the minister said the success of the initiative should be assessed not only by visitor numbers and the excitement surrounding events but also by the economic benefits accruing to local communities and businesses.
“The true value of December in Ghana must be measured not only by the excitement of the events or the number of visitors it attracts, but also by the sustainable economic opportunities it creates for Ghanaians,” she said.
Madam Gomashie said the benefits should extend to content creators, booking agents, hoteliers, tour operators, food vendors, fashion designers, artisans, filmmakers, musicians and young entrepreneurs.
She added that the quality of experiences offered to visitors and residents should also strengthen Ghana’s international reputation as a tourism destination.
Local creatives
The Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, has also called for Ghanaian creatives to secure a greater share of the opportunities generated by the annual festivities.
She urged event organisers to give local musicians and other creative professionals greater prominence in their programmes, arguing that the celebrations should help Ghanaian talent reach international audiences and establish sustainable careers.
“At the heart of this year’s message is a clear ambition to carry Ghanaian talents further into the international market. Our musicians and creatives deserve opportunities that match their talents. They deserve stages that build their audience, partnerships that expand their reach and recognition that translate into lasting livelihoods,” she said.
Madam Houadjeto appealed to organisers to ensure that Ghanaian performers made up a greater proportion of event line-ups.
“Let Ghanaian talents form the greater share of your performing line-ups,” she said.
Her call highlights the need to translate the increased international attention surrounding December festivities into meaningful opportunities for local performers and professionals in the creative economy.
Promoting Ghana internationally
December in Ghana, popularly known among young people as “Detty December”, has become a major tourism attraction, with concerts, festivals and other events drawing visitors from across the world.
This year’s celebration is being held under the theme, “Ghana Welcomes the World Home.”
The initiative forms part of the Black Star Experience, which seeks to promote Ghana’s culture, heritage, tourism and creative industries.
The two officials’ calls place local participation and economic empowerment at the centre of the 2026 celebrations, with an emphasis on ensuring that the benefits of increased tourism extend beyond entertainment to Ghanaian businesses, workers and creative professionals.
Their remarks also underscore the importance of creating lasting economic opportunities from the annual influx of visitors, rather than allowing the benefits to be measured solely by the scale of festivities and visitor numbers.
