Detty December, a popular term for Ghana and Nigeria's end-of-year party season, can have negative connotations, Ghana's official for diaspora affairs has said, adding that he does not want the label linked with his country.
On a personal level I don't want the word 'detty' to be associated with anything Ghana... that's something I'm not very comfortable with, Kofi Okyere-Darko stated.
Detty, which is West African Pidgin for dirty, is often used to describe the unrestricted fun that characterizes the year-end celebrations.
The celebrations are believed to provide a significant boost to Ghana's economy, with over 125,000 international visitors arriving in December last year, marking a notable increase in tourism.
Despite this influx, the government consciously avoids the term Detty December, encouraging a new tourism initiative dubbed December in Ghana instead. Okyere-Darko, who oversees diaspora relations, asserted that this rebranding effort aims to appeal to younger audiences, suggesting a catchy abbreviation: D.I.G., or Let’s Dig It!.
This branding shift comes as Ghana continues to establish its reputation as a vibrant destination for diaspora engagement and investment. While the festivities draw significant crowds, they also raise issues of price gouging and congestion.
Alongside the parties and concerts—such as those featuring Busta Rhymes and UK rapper Giggs—this year's December also includes investment seminars, networking sessions, and cultural showcases, providing new opportunities for engagement.
