The Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, has called for a stronger focus on economic opportunities, cultural promotion and quality visitor experiences as Ghana prepares to welcome tourists during the 2026 festive season.
Speaking at the launch of December in GH 2026 in Accra on Tuesday, the Minister said the initiative must go beyond entertainment and visitor numbers to deliver tangible benefits to businesses, creative professionals and communities across the country.
She urged Ghanaians and international visitors to focus on experiencing Ghana’s cultural richness and hospitality rather than becoming preoccupied with debates over the branding of the festive season.
“Call it what you want, but come and experience Ghana,” was the central message she conveyed as the country prepared for another season of cultural activities, entertainment and international engagement.
This year’s celebration is being held under the theme, “Ghana to the World: Our Music, Our Culture, Our December.”
Mrs. Gomashie said the theme reflected the country’s determination to showcase its cultural identity, creative talent and heritage while positioning tourism as a driver of economic growth, investment and employment.
Tourism benefits must reach local businesses
The Minister stressed that the success of December in GH should be measured not only by the number of visitors entering the country but also by the economic opportunities generated for Ghanaians.
She said the tourism season offered opportunities for a wide range of businesses and professionals, including hoteliers, tour operators, food vendors, fashion designers, artisans, musicians, filmmakers, content creators and young entrepreneurs.
According to her, the benefits must extend beyond major events and established tourism businesses to reach communities and people whose livelihoods depend on the hospitality and creative industries.
Mrs. Gomashie, who also serves on the National Development Planning Commission (NDPC), said tourism development required deliberate investment in Ghana’s cultural and heritage assets.
She explained that culture was not isolated from other sectors of the economy but was closely connected to trade, foreign relations, transport and the promotion of Ghanaian products abroad.
She noted that the country’s cultural identity and creative output formed part of the value Ghana presented to international markets through institutions such as the Ghana Export Promotion Authority (GEPA).
The Minister said December in GH built on earlier initiatives, including PANAFEST, Emancipation Day, The Joseph Project, the Year of Return and Beyond the Return, which have contributed to strengthening Ghana’s international tourism profile.
She said the challenge was to sustain that momentum and ensure that the attention generated during the festive season translated into lasting opportunities for the country.
Ghana to host continental arts and culture festival
In a major announcement at the launch, Mrs. Gomashie disclosed that Ghana was collaborating with the African Union Development Agency (AUDA-NEPAD) to organise the maiden African Festival of Arts, Culture and Creativity, known as A-FESTA.
The festival is scheduled to take place in Ghana from December 9 to 11, 2026, with an official launch expected in the coming weeks.
The initiative is intended to bring together African Union member states, policymakers, creative entrepreneurs, investors, development partners, academics, local communities and members of the African diaspora.
Mrs. Gomashie said A-FESTA would provide a platform for cultural exchange, skills development and investment while creating opportunities for African countries to strengthen their creative economies.
The festival also aligns with the broader ambition to use culture and the creative arts to deepen connections across the continent and with Africans in the diaspora.
She linked the initiative to President John Dramani Mahama’s Blackstar Experience, which she said offered strategic direction for promoting Ghana through music, film, fashion, gastronomy, literature, heritage and the performing arts.
The Minister commended President Mahama for raising Ghana’s international profile through his engagements abroad. She also praised filmmaker Blitz Bazawule for helping showcase the country’s creative and cultural potential to international audiences.
Government wants tourism beyond December
While acknowledging December as a major period for tourism, Mrs. Gomashie said Ghana must work towards attracting visitors throughout the year.
She encouraged tourists to venture beyond Accra to discover attractions and cultural experiences across all 16 regions.
The Minister also recognised the contributions of Ghanaian personalities who promote the country’s image through their work, including Wode Maya, Chef Abbys, Christie Brown, Stonebwoy, Shatta Wale, Wiyaala and Ibrahim Mahama of Red Clay Studios.
She said the visibility created by creatives and cultural ambassadors could help attract international attention and strengthen Ghana’s position as a destination for authentic African experiences.
The Minister’s remarks underline the importance of developing tourism products that give visitors reasons to explore the country beyond the festive season.
Gomashie warns against excessive tourism costs
Mrs. Gomashie also urged tourism operators and other industry stakeholders to prioritise visitor safety, fair pricing and quality service.
She said Ghana’s reputation for hospitality must be reflected in the services provided by hotels, transport operators, event organisers and other businesses serving tourists.
She cautioned against practices that make the country unnecessarily expensive for visitors, emphasising the need to provide quality experiences that encourage tourists to return.
The Minister disclosed that a conversation with Togbe Afede XIV, Agbogbomefia of the Asogli State and founder of Africa World Airlines, had led to the branding of the airline’s latest Embraer E190 aircraft with the inscription “Experience Ghana.”
She cited the branding as an example of how the tourism message could be promoted through partnerships and visibility across different sectors.
GTA calls for greater support for Ghanaian creatives
The Chief Executive Officer of the Ghana Tourism Authority (GTA), Mrs. Maame Efua Houadjeto, appealed to event organisers, promoters, producers and sponsors to give Ghanaian talent greater opportunities during the festive season.
She urged stakeholders to ensure that local musicians and other creative professionals benefited from the numerous activities planned for December.
Mrs. Houadjeto disclosed that more than 150 events had been registered nationwide for December in GH 2026, with additional events expected to be added.
Accra accounted for more than 100 registered events, according to the figures provided at the launch, highlighting the capital’s central role in the festive season’s activities.
The GTA’s appeal to event organisers comes as the country prepares for a period expected to bring together visitors, entertainers, businesses and members of the diaspora.
The December in GH campaign is expected to provide a platform for promoting Ghana’s tourism attractions, supporting the creative industry and strengthening the country’s reputation as a destination for cultural experiences.
For the Minister, the broader objective is to ensure that the excitement surrounding December translates into sustainable economic benefits and encourages visitors to experience Ghana throughout the year.
Story by Osman Issah Abadoo
