Every November, there is a noticeable shift in Accra’s energy.
The days feel fuller, hotels begin to buzz, bookings spike, production crews move with urgency and the creative scene prepares for its biggest annual moment.
December in GH has become more than a festive season – it is now a cultural economic engine, a tourism catalyst and a global reunion point for the African diaspora.
As we enter the final week of November, all indicators show that Ghana is once again ready for its premier cultural tourism season.
This year’s edition is anchored on the Black Star Experience, the new unifying framework that ties Ghana’s cultural tourism product into a coherent narrative.
Under this umbrella, the Ghana Tourism Authority (GTA) and its partners are presenting a December season that is bigger, more structured and more strategically marketed than in previous years.
The campaign rollout has been hard to miss.
From billboards on the Motorway, Spintex and Liberation Road, to digital takeovers, influencer collaborations and international visibility pushes, GTA has made a deliberate effort to ensure that December in GH is positioned as Africa’s number one festive destination.
The improved marketing has been matched with a packed calendar of signature events, each targeting different audiences across music, food, arts, theatre and fashion.
Here are some of the headline offerings shaping the 2025 season.
Taste the Culture – 26 December
This is the biggest new addition to the calendar and arguably the most ambitious cultural tourism show of the season.
Scheduled for December 26 at Independence Square, Taste the Culture promises a multisensory celebration of Ghanaian and African identity.
It brings together food, fashion, dance, visual arts and live performances from some of the continent’s top stars such as Tiwa Savage, Omalay, King Promise, Gyakie.
The event is designed not only as entertainment but also as a showcase of Africa’s creative industries – the craftsmanship, gastronomy and artistry that define who we are.
It is expected to attract both domestic and international audiences looking for an authentic cultural immersion.
AfroFuture – The Global Magnet
AfroFuture remains one of the most globally recognised festivals in Africa. Known for its vibrant fusion of music, fashion, technology and culture, it has consistently drawn thousands from across the diaspora.
This year’s edition is expected to be another major pull factor for inbound travel, with Accra once again positioned as the creative heartbeat of the continent.
The festival’s strong brand and international following continue to be a major contributor to hotel occupancy, nightlife revenue and intra-African cultural exchange.
Gastro Festival Ghana
Food tourism is one of the fastest growing segments in the global travel industry, and the Gastro Festival plays directly into that trend.
Celebrating Ghana’s culinary heritage, it brings together chefs, restaurateurs, food entrepreneurs and producers to highlight the depth of our cuisine.
For visitors who come to Ghana seeking more than nightlife and concerts, the Gastro Festival provides a rich journey into flavour, storytelling and tradition. It also strengthens the creative economy by spotlighting culinary talent and food-based SMEs.
GT Bank Concert
Corporate-backed entertainment continues to be a steady pillar of the December season, and the GTBank’s ‘The GTCO Music Concert’ is once again positioned as a must-attend event.
Known for its diverse lineup from Shatta Wale, Sarkodie, Ayra Starr, King Promise to R2Bees and strong production quality, the concert appeals to a wide demographic, from the youth market to working professionals.
Events like this are a reminder that the private sector remains a crucial partner in making December in GH sustainable, scalable and well financed.
Bhim concert
Stonebwoy’s Bhim Concert has earned its reputation as one of the most consistent and crowd-pulling shows in the Christmas calendar. Each year, it blends reggae, dancehall and Afro-fusion into a powerful display of Ghanaian musical talent.
Beyond entertainment, Bhim Concert has become an important cultural asset, attracting regional visitors and supporting Ghana’s ambition to strengthen its soft power through music.
Rapperholic
Sarkodie’s Rapperholic is another December institution. For over a decade, it has offered a high-profile platform for hip-hop, hiplife and contemporary Ghanaian music. Its brand power and loyal audience make it a critical part of the festive ecosystem.
Rapperholic continues to demonstrate how individual artists can build event IPs that contribute to tourism, employment and industry growth.
Theatre returns to the Spotlight
Beyond the concerts and festivals, December in GH is witnessing a resurgence of theatre productions.
From comedy to drama and family-friendly shows, theatre makers are reclaiming the festive season as a space for live performance as regular producers George Quaye, Naa Ashorkor, Uncle Ebo Whyte, Latif Abubakar, Chieff Moomen and others prepare to unleash their productions.
This is critical because creative tourism is not driven by music alone.
Theatre expands the experience offering, draws diverse audiences and keeps the cultural calendar richer and more balanced.
Nigeria is competing strongly — and that’s good for all of us
It would be impossible to discuss December in Africa without recognising the growing competition from Nigeria.
Lagos, in particular, has reinvigorated its own “Detty December” experience, with headline concerts, beach festivals, art fairs and street carnivals.
Burna Boy, Wizkid, Davido, and a long list of Afrobeats stars now anchor some of the biggest holiday shows on the continent—giving the diaspora even more options.
Some worry that Nigeria’s resurgence will “take travellers away” from Ghana.
I disagree. In fact, this competition is healthy.
A stronger Nigeria–Ghana December circuit positions West Africa as the world’s most vibrant Black cultural destination.
Travellers from the diaspora increasingly plan multi-city trips—Accra to Lagos, Lagos to Abidjan, Abidjan to Dakar.
The rising tide lifts all boats.
Commending GTA’s expanded marketing strategy
A season of this scale cannot thrive on event planning alone.
Marketing is what drives visibility, bookings and conversions.
This year, the GTA deserves commendation for adopting a stronger and more integrated promotional approach.
Outdoor advertising across key corridors has given the campaign significant physical visibility.
Digital targeting has made the season more discoverable internationally.
Influencer partnerships have provided cultural resonance and widened reach.
Industry collaborations with airlines, hotels, media and creative agencies have ensured coherent messaging.
We are ready
With just days to go, Accra is buzzing, hotels are preparing, streets are being lit, and creatives are polishing their final products.
Ghana is ready.
The world is ready, and Africa, as always, is rising—one festival, one drumbeat, one December at a time.
