Every December, huge parties are held in Nigeria and Ghana, unfolding with whirlwinds of concerts, festivals, weddings, art shows, dress up, meet up and travel. Locals and West Africans returning from the Diaspora world will gather together to create Detti December, a celebration event that lasts from mid-December to the New Year.
Det is a playful term for “dirty” in the local Pidgin word, and “Detty December” is a term commonly thought to have been coined in 2016 by Afropop star Eiji.
A major event head-writted by local and international music stars is tasting Detoti in December. Nigerian events showcase cultural heritage, from the Flytime Fest in Lagos to Carnival Calabar. In Ghana, festivals such as Afrofture and Afronation are reviving world-renowned celebrities, influencers and citizens.
But this is not just a holiday escape. Driven by youthful energy and cultural innovation, it is an economic phenomenon. And it represents a change in the relationship between African urban landscapes and the rest of the world.
Detty December now exists as a pillar of Africa's creative economy, based on the global popularity of music from the continent, from Afrobeat to Amapino.
As a marketing and entrepreneurial instructor with a focus on the creative industry, we investigated December in December and believe it is a cultural tourism phenomenon with potential to spread across the continent. In fact, it's already begun to do so.
Nigeria: Debt economic strength in December
Despite infrastructure challenges, places like Lagos are a new cultural epicenter. During Detoti in December, the city will be a reunion and celebration carnival. “I'm just back” (IJGBS) Returns, music spilling out of every bar and events appear every day.
Once a cultural moment, Detoti December quickly became a powerful economic engine. It will have a major impact on hospitality, entertainment, tourism and local businesses.
In Lagos alone, the 2024 festival generated an estimated US$71.6 million in state revenue. US$44 million was donated to the hotel, and short-term rentals added USD30 million.
Nationally, the impact is even more astounding. In December, more than 220 million US dollars were injected into Nigeria's economy in 2023.
Tourism is the main driver of this growth. An estimated 1.2 million visitors flocked to Lagos in December 2024. Almost 90% of these were diasporan Nigerians.
The Afrobeats star's Wizkid's Made in Lagos concert alone attracted nearly USD 650,000 in ticket sales. The release of the new song on Friday became a feature of the season.
Beyond direct spending, Detty December creates temporary and permanent jobs and bolsters small businesses.
Ghana: December's GH
The government in neighboring Ghana is aware of this possibility and strategically brands the festive season in December with GH. The initiative utilizes cultural tourism for substantial economic benefits. The country is taking measures like a visa arriving in December to encourage visitors.
This is based on the success of cultural tourism, such as the 2019 return campaign. GH in December 2023 reportedly attracted around 115,000 participants.
Even the challenging economic situation continues to flourish in December. This demonstrates cultural connections and much-needed desire for escape, especially between continental youth and their global diaspora communities.
South Africa: Ke Dezemba
From flytime in Lagos and afronation in Accra to the vibrant December nightlife in Kigali and Mombasa and rooftop party events in Johannesburg, African cities have become seasonal epicenter for cultural consumption.
“Ke Dezemba” is a term used in South Africa to describe the season of celebration. This is a vibrant celebration term associated with summer holidays, bras (barbecues), and social gatherings. It could be the country's Detoty December branding.
The South African Global Profile was raised during the G20 presidency in 2025. Adopting a unique version of Detoty December could continue to amplify South African brands. You can show off the country's vibrancy, creativity, hospitality and investment potential.
Match cultural celebrations to global visibility! It can also ease the seasons to strategic cultural and economic assets. In South Africa, this can inject capital into the tourism sector and boost hospitality, transportation and auxiliary services.
Read more: Culture can build a better world: Four key issues regarding the African G20 agenda
Beyond direct tourism, the South African arts and culture spotlight during this period could have lasting impact on the creative economy and promote growth and job creation.
Physical celebrations can be digitally amplified to give a lasting impression.
A notable example is Spotify's announcement of the Detty December hub. The music streaming service is intended to celebrate the festive seasons of West Africa and South Africa using party track playlists.
Phiona Okumu of Spotify explains:
Detty December is a special time for West African users, and Ke Dezemba represents the spirit of South African celebration.
How to make it work
Lessons from cities in West Africa suggest that cultural economies will flourish.
The sustainable Nigerian Detoti December model requires strategic policy support, urban planning integration and investment in creative infrastructure.
fquasie/wikimedia commonsCC by-sa
Fundraising models such as membership and sponsorship are important for longevity at music festivals. To maximize the potential of the creative sector, policy support and infrastructure investment is needed.
Strongly embodied by Detoti in December, cultural tourism has emerged as a viable economic strategy for African cities. This shows a broader perception of the economic power of culture. It offers an attractive canvas for economic development and national branding.
