Creative entrepreneur George Quaye has expressed concern about the declining visibility of Ghana’s December in GH brand, saying the initiative has lost some of the momentum it gained during the 2019 Year of Return.

Speaking on Joy FM’s Showbiz A-Z, hosted by Kwame Dadzie, the Team Lead of ImageBureau said the campaign, which once dominated Ghana’s festive-season tourism promotion, no longer appears to enjoy the same level of attention.

Quaye acknowledged that every government has the right to introduce new policies and promote its own vision. However, he believes an established national brand such as December in GH deserved stronger support and continuity.

He described the situation by saying the excitement surrounding the brand had been reduced.

“It’s just sad that the fire around the brand December in GH feels a bit doused,” he said.

Calls for stronger support for the brand

Quaye explained that December in GH previously served as a major platform for promoting Ghana to international visitors, particularly members of the diaspora.

He recalled how the Ghana Tourism Authority engaged event organisers internationally to attract visitors and build excitement around activities during the festive season.

Although he said he was not seeking to blame any administration, he argued that efforts to introduce new initiatives should not come at the expense of a programme that had already gained international recognition.

“Maybe it’s just more time that we need, but I would have wished that what was started some time back that was titled the December in GH, which became a global phenomenon, would have been jealously guarded and pushed,” he added.

His comments come as the government continues to promote the Black Star Experience as part of its broader strategy to position Ghana as an international tourism and cultural destination.

December in GH and the Year of Return

The December in GH initiative was developed by the Ghana Tourism Authority to attract international tourists and members of the diaspora to spend the Christmas and New Year holidays in Ghana.

The campaign gained significant momentum during the 2019 Year of Return, which encouraged people of African descent across the world to reconnect with Ghana through tourism, culture, heritage and investment.

Concerts, festivals, parties and homecoming activities subsequently became major features of Ghana’s December calendar.

The festive season also became widely associated with the expression “Detty December”, which was popularised in 2019 by Ghanaian creative Bernard Kafui Sokpe, popularly known as Mr Meister.

Government announces more than 150 events for December 2026

Meanwhile, the Ministry of Tourism, Culture and Creative Arts and the Ghana Tourism Authority have announced more than 150 activities for the 2026 festive season under the theme “Ghana to the World”.

The programme is scheduled to run from December 1, 2026, to January 3, 2027, as part of the Black Star Experience initiative.

The activities are expected to showcase Ghana’s music, fashion, food, heritage, culture and hospitality while creating opportunities for businesses and creative industry players.

Quaye’s comments add to the ongoing conversation about how Ghana can sustain its festive-season tourism appeal while building on the international recognition achieved during the Year of Return.

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