Ghana's festive season campaign is officially under way. Tourism, Arts and Culture Minister Abla Dzifa Gomashie launched December in GH 2026 at the Labadi Beach Hotel in Accra on Tuesday, October 20, 2026, according to a report by Graphic Showbiz.
This year's campaign is themed "Ghana to the World" and aims to draw Ghanaians abroad, the African diaspora and international visitors to experience the country's culture, tourism and creative industries.
The minister addressed the long-running debate over what to call the season. Many young people and visitors call it "Detty December", while official campaigns use "December in GH".
According to Graphic Showbiz, Gomashie said the naming dispute should not distract from the season's potential to create jobs and improve livelihoods. "If you're in my generation, you're welcome to call it December in GH," she said, adding that younger people can "call it what they want." The aim, she said, is for people to "experience our country in December."
Gomashie said the success of the season should be measured by the economic opportunities it creates, not just by excitement or visitor numbers. She said the benefits should reach content creators, booking agents, hoteliers, tour operators, food vendors, fashion designers, artisans, filmmakers, musicians and young entrepreneurs, Graphic Showbiz reports.
She also urged hospitality and tourism operators to put safety, professional service and fair pricing first, and warned against practices that make Ghana unnecessarily expensive for visitors.
The minister announced the inaugural African Festival of Arts, Culture and Creativity (A-FESTA), to be organised with the African Union Development Agency (AUDA-NEPAD). It is scheduled for December 9 to 11, 2026.
According to Graphic Showbiz, A-FESTA will bring together AU member states, policymakers, creative entrepreneurs, investors, development partners, academics, communities and members of the diaspora to promote cultural exchange, skills development and investment in Africa's creative economy.
Visitors were encouraged to explore all 16 regions of Ghana rather than staying only in Accra. The minister pointed to initiatives such as PANAFEST, Emancipation Day, the Joseph Project, the Year of Return and Beyond the Return as programmes that have strengthened Ghana's appeal to visitors and the diaspora.
Gomashie said a conversation with Togbe Afede XIV, Agbogbomefia of the Asogli State and founder of Africa World Airlines, led to the airline's latest Embraer E-190 aircraft being branded "Experience Ghana". She said partnerships like this can help promote the country, according to the report.
The minister urged Ghanaians to act as ambassadors, saying the experiences they give visitors can shape international perceptions of the country. She described December 2026 as a chance to turn everyone connected to Ghana into an ambassador for the national brand.
The launch comes as Ghana's December calendar fills up quickly. Events already announced include Entertainment Week Ghana's summit and festivals, Samini Xperience in Dansoman and many concerts and parties, raising questions in the industry about whether there are too many events competing for the same audiences. Graphic Showbiz has also explored the issue, describing the season as having "too many shows" for "too little December".
For organisers and venues, the crowded calendar means competition for ticket sales, sponsors and headline artistes. For visitors, it means plenty of choice, but also higher prices for flights, hotels and transport during the peak weeks.
The report did not include visitor arrival figures, revenue estimates or job-creation targets for this year's season. Talk Talk will report on official figures as they become available.
With December fast approaching, attention will turn to the full calendar of events, the A-FESTA programme and how well hotels, airlines and service providers manage the expected rush of visitors.
