Ghana Rebrands 'Detty December' as 'December in Ghana' to Boost Tourism and Address Concerns
Ghana's diaspora affairs official Kofi Okyere-Darko has expressed discomfort with the term "Detty December," which has negative connotations due to its meaning of "dirty" in West African Pidgin. He stated that the word should not be linked to Ghana and that the government is avoiding the term in its branding efforts, instead promoting "December in Ghana" for tourism campaigns.
The Detty December trend, which gained traction about eight years ago following Mr Eazi's Detty Rave festival in Accra, marks a period packed with festivals and concerts attracting mainly visitors in their 20s to 40s from the US and Europe. Last December, over 125,000 international visitors, including many from the diaspora, traveled to Ghana, signaling a strong boost to the economy during this season.
This December’s entertainment calendar includes high-profile acts such as Busta Rhymes performing at Rhythm and Brunch, Giggs at Afro Paradise on 31 December, as well as performances by Samini and Reggie Rockstone. Alongside music events, the period also features investment seminars and cultural showcases.
Despite the economic benefits, locals have raised concerns regarding price gouging, overcrowding, and traffic congestion. To appeal to younger audiences and update its image, Okyere-Darko suggested rebranding "December in Ghana" to an abbreviated form, "D.I.G. Let's dig it!", as part of efforts to enhance the nation's tourism appeal.
