By Grace Zigah
Ghanaian media personality and creative entrepreneur George Quaye has expressed concern over what he describes as the declining visibility and excitement surrounding the government’s December in GH initiative, arguing that a brand that once attracted global attention appears to have lost some of its momentum.
Quaye believes the initiative, which helped establish Ghana as a major festive-season destination for international visitors and members of the diaspora, deserved stronger promotion and protection rather than being overshadowed by successive branding concepts.
Speaking in an interview with Kwame Dadzie on Joy FM’s Showbiz A-Z, the entertainment industry figure acknowledged that every government had the right to introduce its own policies, programmes and development vision.
However, he questioned whether sufficient efforts had been made to sustain the identity and popularity of December in GH.
According to him, the excitement that once surrounded the brand appears to have diminished, raising concerns about how the country’s festive-season tourism strategy is being managed.
“It’s just sad that the fire around the brand December in GH feels a bit doused. When December in GH was the lead brand that was headlining everything but, frankly, it’s not that I want to apportion blame. I mean, new king, new law. Everybody has their vision. There is nothing wrong with having a vision and wanting to propagate it,” he stated.
Quaye further argued that while introducing new concepts was not necessarily a problem, such initiatives should offer something more impactful than what had already been established.
He said he would have preferred the original December in GH concept to receive continued attention and investment because of the international recognition it had achieved.
“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.
December in GH emerged from efforts by the Ghana Tourism Authority to position the country as a preferred destination for international tourists, particularly members of the African diaspora seeking to reconnect with their roots during the festive season.
The initiative gained significant international attention during the 2019 Year of Return campaign, when Ghana hosted a series of concerts, cultural festivals, parties and homecoming activities that attracted visitors from different parts of the world.
Over time, December became one of the country’s busiest entertainment and tourism periods, with international artistes, tourists, celebrities and members of the diaspora travelling to Ghana for the festivities.
The expression “Detty December” also became increasingly popular in describing the country’s vibrant festive-season entertainment culture.
However, the branding has generated controversy over the years, particularly regarding whether Ghana’s December activities should be promoted primarily around nightlife and entertainment or expanded to include broader economic and cultural opportunities.
In May 2025, Speaker of Parliament Alban Bagbin criticised the expression “Detty December”, arguing that it portrayed Ghana negatively and pledging to challenge its use.
Director of Diaspora Affairs at the Presidency, Kofi Okyere Darko, popularly known as KOD, also questioned the concept in December 2025, advocating a festive season that went beyond parties and nightlife to incorporate investment, business opportunities and professional networking.
