Economic impact of Christmas in the Africa region
In Africa, Christmas is more than just a holiday, it is celebrated with joy and enthusiasm. However, the festive season brings more than just cheer; it becomes a catalyst for economic growth, and the continent witnesses a unique blend of tradition and commerce during this time.
Africa is known for its extensive wildlife viewing opportunities and unique landscapes. During Christmas, the beaches from South Africa’s award-winning city, Cape Town to Zanzibar are warm and sunny.
December is a popular time to travel to Africa being an African or not. The African economy gets to experience a boost in its economy during the festive season.
Ghana is becoming a global destination, attracting people from all corners of the world during what is now known as 'Detty December'. This surge in international visitors has impacted the country's tourism economy and generated substantial revenue for national development.
In 2021, the Ghana Tourism Authority (GTA) projected an addition of US$2 billion to the Ghanaian economy, with an anticipated arrival of 600,000 individuals during the festive season, local media Business and Financial Times reported.
Diaspora Homecoming
During the African Christmas season, families are reunited, and when people from the diaspora visit, it brings life to local economies. The transportation sector is experiencing a surge, with flight tickets, hotel bookings, and airport services going up. Oluwatoyosi, a representative for a Lagos hospitality brand in Nigeria, featured by local media The Guardian said December remains the month that brings substantial impact on the hospitality industry, noting a remarkable 55% increase in extended-stay bookings during December 2021.
Similarly, during the Christmas season, Nigerian airlines witness heightened demand, with fares soaring by over 50%, as reported by This Day Newspaper in 2022.
Christmas events
The festive Christmas season in Africa welcomes a wave of events that attract people from around the world. Christmas events like the popular Calabar carnival in Nigeria, a masterpiece of African tradition; Sierra Leone street carnivals in the country’s capital, Freetown; AfroFuture; AfroNation; and the Rusinga Festival in Kenya take centre stage. These events, extending a warm invitation to attendees from around the world, not only showcase rich traditions but also serve as economic stimulants.
Beyond the joyous festivities, visitors actively contribute to local economies by spending on various offerings both at the event and in the surrounding areas.
A study by the University of Benin in 2020 emphasized the significant potential of such Christmas events to create job opportunities for unemployed youths and artisans, positioning them as forms of tourism drawing millions of visitors during the holiday season.
In Africa, Christmas isn't just a time for religious and cultural celebrations; it's also a season that impacts economies. This shows that the joy of the season goes beyond the festivities.
