Ghana’s tourism authorities have initiated a rebranding effort for the country’s massive December tourism season, currently known colloquially as “Detty December.” Kofi Okyere-Darko, Ghana’s Director of Diaspora Affairs, expressed reservations about the term’s association with the country, stating he is “not very comfortable” with the label despite its popularity among younger visitors.
The term “Detty,” derived from West African Pidgin English meaning “dirty,” has evolved to signify unrestrained celebration and entertainment. The phrase gained prominence approximately eight years ago following Nigerian artist Mr Eazi’s Detty Rave festival in Accra. However, government officials now prefer the officially sanctioned “December in Ghana” tourism initiative.
This branding debate occurs against the backdrop of remarkable tourism growth. Last December witnessed over 125,000 international visitors, primarily from the diaspora community, marking a significant increase compared to other months and continuing a three-year upward trend. The seasonal influx represents a substantial economic boost for the West African nation.
The December experience has expanded beyond pure entertainment. While Accra continues to host major events featuring international artists like Busta Rhymes and Giggs alongside local legends Samini and Reggie Rockstone, the calendar now incorporates investment seminars, networking sessions, and cultural showcases. This diversification offers diaspora visitors opportunities in property, minerals, fashion, and textiles.
Ghana’s strategic positioning as a diaspora destination began intensifying in 2019 with the “Year of Return” initiative, encouraging people of African descent to invest and connect with their heritage. While the tourism surge brings economic benefits, some locals report challenges including price inflation, overcrowding, and traffic congestion during peak season.
Mr Okyere-Darko acknowledged the need for branding that resonates with younger audiences, proposing the initials “D.I.G.” for December in Ghana with the accompanying slogan “Let’s dig it!” This compromise attempts to bridge the gap between official preferences and organic cultural terminology while maintaining Ghana’s appeal as a premier December destination.