Ghana’s December in GH 2025: A Cultural Powerhouse Set to Transform Tourism and Business
The Ghana Tourism Authority (GTA), in collaboration with the Black Star Experience and the Ministry of Tourism, Culture and Creative Arts, has officially launched the much-anticipated December in GH 2025 at the Banquet Hall of Jubilee House in Accra. This year’s launch, graced by the Chief of Staff Julius Debrah and attended by a host of senior government officials and creative industry leaders, signals a renewed commitment to leveraging culture as a catalyst for economic growth, community engagement, and international diplomacy [[1]](https://theheraldghana.com/ghana-tourism-authority-launches-2025-december-in-gh/).
The event’s high-profile guest list included the Senior Presidential Advisor on Government Affairs Dr Valerie Sawyerr, Minister for Tourism, Culture and Creative Arts Madam Abla Dzifa Gomashie, Black Star Experience Coordinator Rexford Owusu Marfo, Pan-African Festival Chair Prof Esi Sutherland, and GTA board members Samuel Seth Passah and Afi Amoro. Their collective presence underscored the national significance of the festival and the cross-sectoral approach that will define the 2025 season.
Running from 1 December, December in GH 2025 promises a vibrant programme of one hundred activities spanning all sixteen regions of Ghana. The calendar is meticulously curated to showcase the country’s rich cultural tapestry, featuring everything from music and theatre to culinary arts, fashion, community service, and business forums. Among the standout events are the six-day Matriarch’s Verse Experience, the SHE Rhythms Festival celebrating women in music, the African Food Festival and Ghana Food Festival, the Made in Ghana Fair, the Ayewa Festival, a Diaspora Summit in mid-December, and the grand finale AfroFuture Festival at El Wak Sports Stadium on 28 December, capped by a New Year’s Eve celebration at Labadi Beach Hotel.
The GTA is positioning December in GH as more than just an entertainment season. It is a strategic platform for cultural diplomacy, private-sector growth, and diaspora engagement. Last year’s edition drew over 200,000 international visitors, a testament to the festival’s growing global appeal and its role in driving investment in Ghana’s creative and events economy. At the launch, GTA CEO Maame Efua Houadjeto described the initiative as “a cultural movement, an economic driver and a creative footprint that continues to shape Ghana’s global identity.” For 2025, the campaign’s priorities are innovation, inclusivity, and impact, with a strong emphasis on collaboration with the Ministry of Foreign Affairs to enhance visa facilitation and travel accessibility for international guests.
Minister Abla Dzifa Gomashie reinforced the government’s commitment to developing the creative economy and expanding tourism’s contribution to national growth. She highlighted the vital role of the private sector in delivering events, training, and entrepreneurial opportunities that directly benefit local communities. This approach is designed to ensure that the economic gains from the festival are widely distributed, supporting both established businesses and emerging entrepreneurs.
Chief of Staff Julius Debrah used the occasion to challenge the sector to raise service standards, promote domestic tourism, and uphold Ghana’s reputation for hospitality. He called on the GTA to intensify training and hold service providers to high standards, ensuring that every visitor experience reflects Ghana’s national character. His message was clear: “Service is the currency of our hospitality. Ghana is a hospitable, peaceful nation; we must ensure that welcome is matched by consistent quality and that we cultivate domestic tourism alongside international arrivals.”
The operational strategy for December in GH 2025 places a premium on private-sector partnerships, involving hotels, airlines, event organizers, and small businesses. The calendar’s Diaspora Summit, scheduled for 19–20 December at the Accra International Conference Centre and Palms Convention Centre, is designed to transform cultural reconnection into trade and investment opportunities. Food, fashion, and craft showcases are expected to generate direct sales and open export pathways for creatives and small enterprises, further integrating Ghana’s cultural sector into the global marketplace.
Community inclusion and environmental stewardship are also central to the festival’s ethos. The GTA has emphasized that December in GH must deliver tangible benefits to communities through employment, capacity building, and vendor opportunities. Local stakeholders have highlighted the importance of waste management and crowd-safety planning, ensuring that the festival’s impact is both positive and sustainable. By pairing headline concerts with decentralized community activations, the programme aims to spread economic gains across all regions, rather than concentrating them in the capital.
As December in GH becomes an integral part of Ghana’s tourism strategy, the focus is on attracting both diaspora visitors and experiential travelers. To maintain momentum, the government and GTA are committed to rigorous monitoring and transparent reporting on key outcomes such as visitor numbers, length of stay, direct and indirect spending, and measurable gains for small businesses and cultural practitioners. Complementary policy measures—including improved air access, streamlined visa processes, and targeted marketing in key source markets—will be essential to matching demand with capacity.
This year’s launch at Jubilee House reaffirms December in GH as more than a cultural festival; it is a national economic instrument and a diplomatic showcase. With a packed calendar, strong political backing, and explicit private-sector involvement, Ghana is positioning the 2025 season to deliver substantial benefits for communities, creatives, and businesses alike. The festival’s evolution reflects a broader trend across Africa, where culture-led tourism is increasingly recognized as a driver of sustainable growth, international engagement, and regional pride.
