Ghana Raises the Bar for December Festivities with Enhanced Standards and Global Appeal
Ghana is gearing up for another vibrant festive season as the Ghana Tourism Authority (GTA) intensifies preparations for this year’s “December in Ghana” programme. The GTA has announced a renewed commitment to transparency, stakeholder coordination, and elevated service quality, aiming to ensure that the country’s signature end-of-year celebrations continue to attract a diverse mix of visitors, from the Ghanaian diaspora to international tourists. This strategic focus is designed to sustain and grow Ghana’s reputation as a leading destination for culture, entertainment, and heritage experiences on the global stage.
During a recent media engagement in Accra, GTA CEO Maame Efua Houadjeto highlighted the evolution of “December in Ghana” into a multifaceted national attraction. The initiative now draws visitors not only for its renowned entertainment offerings but also for its rich blend of culture, investment opportunities, family reunions, and heritage tourism. Houadjeto underscored the GTA’s determination to ensure that every aspect of the visitor journey—from event organisation to hotel service delivery—meets the highest standards of professionalism. This approach is seen as essential for maintaining Ghana’s competitive edge and for delivering memorable experiences that encourage repeat visits and positive word-of-mouth across international markets [[2]](https://ghanaiantimes.com.gh/gta-tightens-standards-for-december-in-ghana/).
One of the GTA’s key strategies this year is to reinforce the importance of quality service delivery across the hospitality sector. Plans are underway to convene a customer service roundtable specifically for hotel owners, where best practices and the critical role of guest satisfaction will be discussed. The Authority also intends to produce visible reminder banners for hotels and to engage operators directly on the importance of treating customers with respect and warmth. As Houadjeto noted, the success of the festive season hinges on how visitors are welcomed and the lasting impressions they take home. She encouraged all Ghanaians to project a positive image during the festivities, reminding stakeholders that the country’s famed hospitality is a major draw for international guests.
Beyond the headline concerts and entertainment events, the “December in Ghana” programme has expanded to include a wide array of activities. According to Annabelle McKenzie, Director of International Affairs at the GTA, the calendar now features community service projects, investment and business forums, cultural showcases, and repatriation initiatives. This holistic approach not only enriches the visitor experience but also strengthens the programme’s role as a platform for economic and social engagement. For Africa’s tourism professionals, this model offers valuable insights into how festive seasons can be leveraged to drive both tourism receipts and broader development objectives.
To ensure that all events meet the required standards, the GTA has implemented a rigorous event endorsement process. Organisers must navigate a nine-step procedure that includes demonstrating alignment with the Black Star Experience, submitting comprehensive security plans, providing evidence of prior experience in hosting events in Ghana, and ensuring proper registration with relevant authorities such as the Ghana Cruise Authority for tour-related activities. Each proposal undergoes due diligence before being reviewed by a seven-member committee, which can endorse, reject, or request further clarification. Approved events are then contracted and added to the official “December in Ghana” calendar, which is marketed both nationally and internationally to maximise exposure and attendance.
The GTA’s efforts are further supported by structured facilitation and responsive inter-agency coordination, ensuring that any bottlenecks are swiftly addressed. This collaborative approach is designed to deliver a seamless and impactful festive period, preserving the credibility of the Black Star Experience and reinforcing Ghana’s status as a destination that commands global attention.
Since its inception in 2019, “December in Ghana” has become a cornerstone of the country’s tourism strategy, attracting thousands of visitors each year and strengthening Ghana’s international reputation for warmth, creativity, and unity. The GTA’s ongoing collaborations with event organisers, the diaspora community, and local creatives have helped to promote a dynamic and inclusive tourism agenda that resonates with both domestic and international audiences.
For Africa’s travel industry, Ghana’s approach offers a compelling blueprint for harnessing the power of festive seasons to drive tourism growth, foster stakeholder collaboration, and elevate service standards. As the continent’s destinations compete for a share of the lucrative holiday market, the emphasis on professionalism, transparency, and visitor-centric experiences will be key to unlocking new opportunities and sustaining long-term growth. The coming December promises not only a celebration of Ghanaian culture and hospitality but also a showcase of how strategic planning and stakeholder engagement can transform seasonal events into engines of national and regional tourism success.
