Detty December's Cost vs Value Dilemma
Detty December, Ghana’s most vibrant cultural export, is facing a crisis of value perception among locals and visitors alike.
As visitors from the diaspora and across Africa flock to Accra for music, culture, nightlife, reunions, and festive celebrations, hotels overflow, Airbnbs surge in occupancy, and restaurants are packed.
However, beneath the excitement, a growing unease has emerged, with both locals and visitors questioning whether Detty December still offers good value for money.
Complaints about high costs dominate discussions, with visitors citing hotel rates rivaling major global cities, inflated restaurant bills, and unexpected nightclub charges.
Locals report being priced out of regular spaces, unable to enjoy the season without stretching tight budgets, and frustration is palpable on social media.
The real issue lies not in the expense, but in the relationship between price and perceived value, with costs rising faster than service quality, transparency, and overall experience.
Visitors unconsciously compare Ghana to cities with similar costs, where pricing is accompanied by predictable service standards, clear communication, and efficient systems.
Disappointment sets in when comparable pricing meets long waits, inconsistent service, or unclear charges, and the issue is not about being cheap, but about fair pricing.
One recurring complaint concerns numerous taxes attached to hospitality services, with dining bills often inflated by multiple taxes and additional service charges.
For locals, the value gap carries emotional weight, as December is a time for homecoming, family gatherings, and cultural belonging, and when everyday spaces become inaccessible, frustration turns inward.
The season begins to feel less like a shared celebration and more like an exclusive event for outsiders, eroding social goodwill and unique energy.
The price-value conundrum has consequences beyond individual dissatisfaction, with frustration spreading quickly in the digital age and shaping expectations for future visitors.
Ghana’s stakeholders must address this challenge by protecting destination competitiveness, preventing tourists from turning elsewhere, and ensuring coordination, clear communication, and consistent service standards.
Tiered offerings could allow both premium and accessible experiences to coexist, ensuring locals are not excluded while visitors have options meeting their expectations.
Ultimately, Detty December’s success cannot be measured only by revenue figures, but also by how people feel when the season ends, and Ghana’s challenge is not to make December cheaper, but to make it feel worth it.
The future of Detty December depends on closing the gap between price and value before disappointment becomes the loudest story of the season, according to Dr. Kofi Aning Jnr, Research Fellow at the University of the Witwatersrand.
Image Source: MYJOYONLINE
