Ghana Distances Itself from ‘Detty December’ Label, Pushes New Branding for Festive Season
Ghana’s official responsible for diaspora affairs has expressed discomfort with the popular phrase “Detty December,” saying the term carries negative connotations and should not be associated with the country.
Kofi Okyere-Darko, who oversees Ghana’s relationship with its diaspora community, said he personally does not support the use of the term in reference to Ghana’s end-of-year festivities. He explained that while the phrase is widely used by young people to describe unrestricted fun during the festive season, its literal meaning in West African Pidgin — “dirty” — makes it unsuitable for official national branding.
According to Mr Okyere-Darko, government communication deliberately avoids the phrase and instead promotes a tourism campaign known as “December in Ghana.” He noted that although “Detty December” has gained popularity, especially among younger audiences, it is not the official name of the country’s December tourism drive.
He further argued that Ghana’s appeal to visitors goes beyond the festive month of December, pointing out that diasporans and tourists have been travelling to the country for many years through earlier initiatives such as Akwaaba programmes at the turn of the millennium.
Despite his reservations, Mr Okyere-Darko welcomed discussions about rebranding the season in a way that still resonates with younger people. He suggested that “December in Ghana” could be shortened to “D.I.G.” with a youthful slogan to maintain its appeal.
The phrase “Detty December” is believed to have gained prominence about eight years ago after Nigerian musician Mr Eazi introduced his Detty Rave festival in Accra. Since then, the term has become widely associated with end-of-year parties and entertainment events in Ghana and Nigeria.
December continues to be a major tourism period for Ghana. In December last year alone, more than 125,000 international visitors arrived in the country, many of them members of the African diaspora. This figure was significantly higher than arrivals recorded in other months, a trend that has been consistent over the past several years.
This December, Accra has been buzzing with festivals, concerts and social events, attracting visitors mainly from the United States and Europe. International stars and local music icons have featured prominently at major events, further boosting the country’s entertainment profile.
Ghana has, in recent years, positioned itself as a welcoming destination for Africans and people of African descent worldwide. This push was reinforced in 2019 with the launch of the Year of Return initiative, which encouraged people with African roots to visit, invest and reconnect with the country.
While the December influx is widely viewed as an economic boost, some residents have raised concerns about rising prices, heavy traffic and overcrowding during the festive period. Nonetheless, officials say the season is gradually evolving beyond nonstop partying to include culture, heritage and investment opportunities
