The Ghana Tourism Authority (GTA) has called on event organisers to prioritise Ghanaian artistes and creatives during December celebrations, as Ghana positions its music, culture and heritage as key attractions for international visitors.
The Chief Executive Officer of the GTA, Maame Efua Houadjeto, made the call at the launch of December in GH and the unveiling of its event calendar. The event, held under the theme “Ghana to the World: Our Music, Our Culture, Our December,” took place at the Labadi Beach Hotel in Accra on Tuesday, 20 October 2026.
She said the festive season presents an important opportunity to expand the international reach of Ghanaian talent, strengthen cultural tourism, and ensure that the economic benefits of increased visitor numbers extend to local businesses and communities.
Mrs Houadjeto urged event organisers, promoters, producers and sponsors to give Ghanaian musicians prominent billing, quality performance opportunities and fair remuneration, while also creating platforms for emerging artistes to grow their audiences.
“Our musicians and creators deserve opportunities that match their talents. They deserve stages that build their audiences, partnerships that expand their reach, and recognition that translates into lasting livelihoods,” she said.
She encouraged organisers to showcase the diversity of Ghanaian music including hiplife, highlife, gospel, contemporary sounds and traditional music while welcoming international performers and collaborations that can open doors for local artistes to reach audiences beyond Ghana.
The GTA CEO stressed that December in GH should extend beyond concerts and nightlife to embrace the wider creative industry, including fashion designers, filmmakers, dancers, photographers, comedians, spoken-word artists, painters, craftspeople and technical crews.
According to her, the initiative should generate opportunities for local enterprises and young creatives while ensuring that the benefits of the festive season continue beyond December.
Adding an international perspective, Abdul Kudus Husein, UNESCO representative from the Press and Information Office, highlighted Ghana’s historical significance, cultural diversity and role in connecting Africa with its diaspora.
He described Ghana as an important champion of African heritage, noting that the country offers visitors the opportunity to connect with the continent’s history while experiencing its contemporary transformation and cultural vibrancy.
He said the Ghana experience, particularly during December, should allow visitors to appreciate both the country’s historical legacy and its potential to inspire future generations.
Reflecting on his travels to Takoradi, he recounted learning more about the historical connections between Ghana and the Caribbean, including links to diaspora communities that he had not previously known originated in Ghana.
Mr Husein emphasised the importance of preserving both tangible heritage, such as historical sites and monuments, and intangible heritage, including traditional practices, living customs and cultural expressions.
The UNESCO representative commended efforts to build excitement around December in GH well ahead of the festive season and disclosed that he had arranged to return to Ghana in December to experience the celebrations.
More than 150 events planned nationwide
As part of the December in GH initiative, Mrs Houadjeto announced that more than 150 events had been registered across the country, with additional activities expected to be added to the calendar.
Accra alone had recorded more than 100 events, while the Central Region had 10, the Western Region eight and the Eastern Region seven. The Volta Region had six registered events, followed by the Northern Region with five. The Ashanti and Upper East regions had three events each, while the Upper West and Bono regions had one each.
The calendar is expected to provide visitors with opportunities to explore Ghana’s regions through music, cultural festivals, heritage attractions, local cuisine, fashion and community celebrations.
Mrs Houadjeto encouraged members of the Ghanaian diaspora to return home, reconnect with their roots and introduce others to the country, while inviting international visitors to experience Ghana’s hospitality and cultural richness.
She also urged tourism and hospitality operators to prioritise excellent customer service, noting that every interaction—from transportation to accommodation and guided tours could influence a visitor’s overall experience and willingness to return.
Both addresses underscored the importance of using December in GH to promote Ghana internationally while supporting local talent, preserving cultural heritage and strengthening the link between tourism and economic opportunity.
The initiative seeks to ensure that visitors leave Ghana with more than memories of concerts and festivities a deeper connection to the country’s people, history, music and culture.
Story by : Belinda Anim-Piesie
