Ghana Official Pushes Back Against ‘Detty December’ Label, Calls for Refined Tourism Branding.
A senior Ghanaian government official has publicly distanced the country from the popular “Detty December” label, calling for a more deliberate and polished branding of Ghana’s globally recognised end-of-year festive season.
Speaking in Accra, the official acknowledged the economic and cultural impact of December celebrations but argued that the informal phrase does not align with the image Ghana seeks to project internationally. “Detty December” has become a widely used social media term describing the surge of concerts, nightlife, festivals and diaspora homecomings that dominate the country each December, drawing thousands of visitors from across Africa and beyond.
However, authorities maintain that the word “detty” often interpreted as “dirty” in West African pidgin carries unintended negative connotations that could undermine Ghana’s tourism brand. According to the official, the country’s global identity should reflect culture, heritage, investment opportunities and excellence, rather than be framed by slang terminology.
The government continues to promote the festive season under the official banner “December in Ghana,” an initiative designed to showcase the nation’s music, arts, history, business environment and cultural depth. The campaign builds on the momentum of earlier diaspora-focused initiatives such as the “Year of Return” and “Beyond the Return” programmes, which successfully positioned Ghana as a major destination for heritage tourism and cultural reconnection.
Despite the government’s stance, the “Detty December” phrase remains popular among young people, creatives and international visitors, many of whom associate it with joy, freedom and celebration. Over the years, it has become synonymous with sold-out concerts, packed festivals and a thriving hospitality sector, contributing significantly to Ghana’s tourism revenue during the holiday period.
Tourism analysts say the debate reflects a broader challenge for destination branding across Africa balancing organic, youth-driven cultural movements with formal national image-building. While the phrase is likely to persist informally, Ghanaian officials are keen to ensure that the country’s global narrative remains dignified, welcoming and rooted in its rich cultural heritage.
As the festive season approaches once again, one thing remains certain: whatever the name, Ghana’s December celebrations continue to capture global attention, blending culture, homecoming and celebration in a way few destinations can rival.
