Amidst an Economic Crisis, is Detty December Going to be Different This Year?

Since 2019, Ghana has made a conscious, continuous effort to attract tourism interest through initiatives likeThe Year of Return andBeyond the Return. Visitors in Ghana during Detty December are estimated to spend at least $2,589 per person, offering a much-needed boost to the local economy. Relaxing visa restrictions at a time when many from the diaspora and beyond make Ghana their prime destination is a necessary step, but one that may not do much to lift the dimming morale of the festive season this year.

According to event planners and observers, the mood for this year's Decemberis less exciting than in previous years, owing to an ongoing economic crisis and a tense election period. "Many events that typically happen around December have scaled down because of some of these economic factors," says Randy Walker, a media and entertainment entrepreneur who has worked in various arms of events management in Ghana.

Walker cites Afrofuture as an example of the scale-back happening within the event space. "Afrofuture, which [typically] does a large scale music and culture festival that hosts over 50,000 people over two days, is now doing abeach shorelineevent, with a much scaled-down experience," Walker tells OkayAfrica. In 2023 alone, some of the major brands that would typically subsidize or sponsor some of the biggest events in the country have made drastic exits, leaving local players to fill the gap.

Walker highlights the absence of artist-led concerts, noting that tickets would usually be announced around this time. He suggests that this may be due to the upcoming elections scheduled for December 7 or a general uncertainty regarding the financial capacity of eventgoers. "These are some of the things you're considering, and they would largely affect the turnout and economy we'll see around this period."

A shared problem

In Nigeria, Monalisa Ochukpue, the lead event planner at Mona Events and Lifestyle, confirms that thegloomy economy is affecting the inflow of clients and, by extension, the light,carefree nature of the December season, when people are likely to book her event planning services.

"Things are so expensive that you find clients balking at the price we tell them," Ochukpue tells OkayAfrica. "We work twice as hard trying to convince them."

For Ochukpue, the biggest issue has been Nigeria's unstable economy and its drastic effects on price fluctuations. With the naira consistently falling against the dollar and an inflation rate of 33.88 percent in October 2024, up from32.70 percent in September 2024, Ochukpue and her team constantly face the stymie of unsustainable price increases. She admits, "It's a bit of a struggle on both ends." December in Nigeria typically features trade fairs, weddings, concerts and holiday gatherings. But people are scaling back on these, reflecting the state of things.

"Nigerians will always find a way to celebrate, but they are becoming more intentional. It's all about value for money," says Oluwatobi Olanihun, an Experience Designer and the head ofWOW! Connect, an experiential event outfit. "For example, where people once bought ten items, they might now opt for five. This shift has made people more deliberate and thoughtful in spending since money doesn't stretch as far as it used to," she tells OkayAfrica.

Ochukpue notes a marked difference in booking patterns compared to the previous year. "I had clients confidently booking from December 2023 to 2024. This year, we have fewer events happening."

A possible solution

As Walker, Ochukpue and Olanihun see it, a shift towards low-cost, community-centered events could reignite the sense of hope and good cheer typically associated with this period.

"We've seen an increase in local content consumption because of all these factors, so if I am an artist, if I am an event organizer, or if I'm throwing a party or anything around this time, I will probably be looking more at growing a certain fan loyalty by throwing free events, subsidized tickets for events," Walker says.

"This is [could be a] way of saying we see you, we hear you, we know how tough it's become in the year, and so we're throwing a big party for all of us to come and have one big ball at the end of the year."

Ochukpue advocates for a more adaptive approach to event planning, urging organizers and clients to embrace flexibility and prioritize essential needs. "This is not the time when every part of your event is key. Focus on the things that matter and have a budget so it's easier for planners to work with."

Ultimately, focusing on good company and community will be the key to getting through these times. "Focus on spending time with friends and family. Regardless of your budget, there are countless ways to enjoy the season without breaking bank. Creativity and connection often create the best memories," Olanihun advises.