The Year of Return initiative owes its success to several major factors
When you hear the term “Detty December,” you think of Ghana. That is no coincidence. The “December-in-Ghana” Year of Return initiative, launched by the government in 2019, owes part of its success to several major international factors.
How did a social justice movement, a superhero movie, and a musician help fuel what has become one of Ghana’s biggest tourism revenue sources in recent years? Let’s take a closer look.
Black Panther
In 2018, a superhero movie was released in theaters worldwide. Based on comics of the same name, Black Panther told the story of a superhero who was also the king of a fictional African nation called Wakanda.
The film became a cultural and box-office phenomenon, grossing over $1.33 billion globally. What made Black Panther stand out was not just its action or plot, but something deeper.
It was the first major Hollywood movie to depict an Africa rarely shown in mainstream media. For years, news coverage had focused on poverty, conflict, and poor infrastructure.
Black Panther, however, portrayed an Africa rich in resources, technology, and effective governance. While Wakanda was fictional, many viewers recognized aspects reflective of modern African politics, economics, and cultures, far removed from the stereotypes often perpetuated in Western media.
The movie helped shift perspectives, presenting African culture in a positive and aspirational light. When Ghana launched its Year of Return initiative in 2019, the timing was perfect. Thousands of people from the diaspora, especially African Americans, traveled to Ghana to experience a beauty they had been culturally starved of, and they were not disappointed.
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The BLM Movement
In 2013, three Black women, Alicia Garza, Patrisse Cullors, and Opal Tometi, created the #BlackLivesMatter hashtag following the acquittal of George Zimmerman for the killing of Trayvon Martin. It began as a call for justice and evolved into a global movement against racism and anti-Black violence.
By 2014, it had grown into a registered organization, gaining further prominence through nationwide protests. In 2020, the brutal murder of George Floyd sparked international outrage, including in Ghana, where memorials were held.
The movement ignited conversations about racism, slavery, and the transatlantic slave trade, fostering a renewed interest in African identity among many in the diaspora. This created a powerful desire to reconnect with the continent. Ghana, with preserved historical sites like Elmina Castle and slave routes, became a poignant destination. Thousands traveled to walk in their ancestors’ footsteps—and stayed to experience contemporary African life.
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Mr Eazi and Mister Meister
In 2019, Ghana-based Nigerian musician Mr Eazi and his then-manager, Bernard Sokpe (known as Mister Meister), were brainstorming ideas for the maiden edition of Mr Eazi’s annual December show in Accra: Detty Rave. They coined the term “Detty December”—slang for coming to Ghana during the Christmas break to “detty” your body (have fun).
While Ghana officially used “December-in-Ghana,” the catchier “Detty December” resonated strongly with Gen Z and the diaspora, eventually overtaking the official tagline. Soon, people were saying, “I’m coming to Ghana for Detty December,” as they packed their bags for the airport.
What’s the Verdict?
This is not to undermine the efforts of the Ghanaian government and private sector.
The Ministry of Foreign Affairs, Ministry of Tourism, Culture and Creative Arts, and the Office of Diaspora Affairs all played crucial roles.
However, these three factors, the frustration with racism and the search for identity among African Americans, the positive portrayal of Africa in Black Panther, and the viral appeal of “Detty December”, acted as massive catalysts for the December tourism boom Ghana enjoys today.
ID/EB
