Minister for Tourism, Arts and Culture Abla Dzifa Gomashie opened the December in GH 2026 programme at the Labadi Beach Hotel in Accra on Tuesday, 20 October, insisting that the holiday season’s value lies in the jobs it creates and the livelihoods it boosts, rather than the debate over its name.
Speaking under the theme “Ghana to the World”, the minister welcomed Ghanaians abroad, the African diaspora and international visitors to experience the country’s culture, tourism and creative industries. She noted that the true measure of the celebrations should be the sustainable economic opportunities they generate for Ghanaians, rather than just visitor numbers or the buzz around concerts and parties.
Gomashie highlighted the potential benefits for a wide array of stakeholders – content creators, booking agents, hoteliers, tour operators, food vendors, fashion designers, artisans, filmmakers, musicians and young entrepreneurs – and urged them to become ambassadors of Ghana through the experiences they offer.
She also announced the maiden African Festival of Arts, Culture and Creativity (A‑FESTA), scheduled for 9‑11 December 2026, in partnership with the African Union Development Agency (AUDA‑NEPAD). The festival aims to bring together African Union member states, policymakers, creative entrepreneurs, investors, development partners, academics, local communities and the diaspora to promote cultural exchange, skills development and investment in Africa’s creative economy.
During the launch, the minister called on tourism and hospitality operators to prioritise visitor safety, professional service, reasonable pricing and quality experiences, warning against practices that could make Ghana unnecessarily expensive for visitors. She also revealed a partnership with Africa World Airlines, whose new Embraer E‑190 aircraft will carry the inscription “Experience Ghana”.
Gomashie reaffirmed the government’s commitment to supporting innovation, investment and sustainable job creation, especially for young people and women, and urged all stakeholders to work together to make the celebrations safe, enjoyable and economically rewarding.
As the country looks forward to the festive season, the minister encouraged visitors to explore all 16 regions and reminded Ghanaians that “Ghana is more than a destination – it is a place of heritage, belonging, discovery and opportunity.”
