Cancellations, low publicity hit ‘December in GH’

A trend analysis by the B&FT reveals that Ghana’s annual flagship tourism event, ‘December in GH’ (DiGH), is experiencing its lowest levels of publicity, public engagement and awareness this year since its inception in 2019.

These developments leading up to the initiative’s sixth edition this year are largely attributed to the ‘wait-and-see approach’ during the just-ended general elections, which affected event organisers as many were reluctant to release event schedules earlier.

With the declining buzz around the events, the B&FT can confirm that a number of events will be scaled down or cancelled entirely.

Already, Taste of Ghana, a niche event by the Ghana Investment Promotion Centre (GIPC), has been cancelled. Taste of Ghana brings together hundreds of participants both locally and from the diaspora.

Also, Afrofuture, perhaps the biggest and most popular event on the calendar of the DiGH, will take place at the beach this year.

This, according to event experts, will definitely affect its usual structure in terms of feel and aura, which may not match its known appeal as an event traditionally organised on parks.

Participation

This year, the Ghana Tourism Authority (GTA) is expecting to welcome some 1.5 million participants to the events, with a chunk of visitors from the diaspora.

However, industry stakeholders have reservations toward the projected participation considering the plethora of challenges confronting this year’s activities.

December in Gh

Since its inception in 2019 as part of the ‘Year of Return’, DiGH has become the centrepiece of Ghana’s cultural and tourism landscape, drawing locals and global visitors eager to immerse themselves in Ghana’s vibrant heritage, arts and entertainment.

This festive season boasts a diverse array of activities designed to showcase the true essence of Ghanaian culture while fostering community connections.

The GTA has always maintained that “each event is an opportunity for collaboration, inspiration and connection”.

Visitor turnout and growth

The 2023 Tourism Report highlights a remarkable growth in visitor numbers, which more than doubled in 2022, showing an impressive 47 percent increase.

The trend continued in 2023 with 1.1 million arrivals, a 25 percent rise from the previous year, surpassing pre-COVID figures by two percent. This signifies a vibrant recovery for Ghana’s tourism sector, with a target of 1.3 million visitors in 2024.

The festivities of December in GH not only elevate the tourism experience, but also generate significant economic benefits, particularly for SMEs.

These dynamic events drive demand for everything from accommodation to local artisan goods, benefitting small businesses and communities.