Dirty 'Detty' December: Transforming Africa's Holiday Tourism
January 01, 2025 |
| My AI Generated Image of Detty December - Jan 2025 |
Had pitched this piece but it did not get a home, as usual, posting it here on the blog (might remix it later in the year and try again as I think this will be a trend to watch for the continent)
Social media is awash with posts of party goers sharing their Dirty ‘Detty’ December experiences. The word “Detty” comes from Nigeria Pidgin, which means carefree and letting loose. Dirty December is a month-long event that gives participants opportunities to let loose after a year of hard work through vibrant nightlife, music, food, and drinks.
Origins of Dirty December: From Tradition to Modern Festivities
Originally planned for international returnees, African immigrants coming home for the holiday season, Dirty December has become a global social phenomenon that caters for locals, returnees and international visitors looking to experience the vibrant African party scene.
Going back to one’s ancestral home for cultural and spiritual ceremonies has been part of African culture and tradition since pre-colonial times. These trips were formalized during the colonial era, when set periods for celebrations like Christmas were introduced. During these set periods, those who had migrated to urban areas for work traveled to their rural homes to reconnect with extended families and take part in the December festivities.
Post-independence, migration patterns expanded from rural-urban to include international migration. A 2020 report by the International Organization for Migration (IOM) shows that the number of African migrants increased by 14.7% from 2015 to 2020, reflecting that more Africans are migrating abroad. Despite this migration expansion, the culture of returning home for holiday celebrations remains, as seen with the annual December return by international returnees, christened ‘summer bunnies’ to reflect their return from cold winter abroad to warm sunny weather in Africa.
To mark the end of their stay in their respective African countries, farewell parties are usually held to give summer bunnies one last chance to let loose before going back to school or work abroad. Over time, these parties have grown into month-long celebrations, giving rise to the social phenomenon now known as Dirty December.
Economic and Cultural Impact of Dirty December
A key element of Dirty December is the influx of international visitors and returnees. This brings significant revenue to bars, hotels, restaurants, and event venues that work around the clock to cater for their needs. In Ghana, for example, the Year of Return in 2019, which marked 400 years since the first enslaved African arrived in America, coincided with Dirty December. According to Ghana’s Tourism Authority, the influx of international tourists and returnees contributed an estimated $2 billion to Ghana’s economy, benefiting the local hospitality sector and supporting seasonal jobs (Ghana Tourism Authority, 2019).
Cultural exchange is another major advantage of Dirty December. The mingling of locals, returnees, and international tourists fosters new opportunities for networking and cultural exchange. Visitors experience Africa away from the media portrayal, while locals get a chance to view their home countries through the eyes of outsiders. For many Africans living abroad, Dirty December is also an opportunity to reconnect with their heritage and traditions, which may be difficult to practice abroad.
Health Risks and Public Safety in Dirty December
While Dirty December offers great social and economic benefits, it also poses health risks for those who participate in the festivities. The hallmark of most events is the constant flow of alcohol. If not monitored, this can lead to overindulgence, alcohol poisoning, and substance abuse. The World Health Organization (WHO, 2020) indicates that excessive alcohol consumption is linked to a range of health problems, including liver disease, cardiovascular diseases, and mental health issues. Furthermore, the use of alcohol and drugs can lead to risky behaviors, such as unprotected sex, which increases the risk of sexually transmitted diseases (STDs), including HIV. Trying to keep up with the never-ending parties can also lead to exhaustion and physical ailments. To be able to party consistently, one needs to have a significant amount of money, lack of which can lead to anxiety and getting one into debt.
From a public health perspective, attending various events day after day increases the likelihood of drunk drinking which can lead to a significant increase of road accidents. According to the WHO’s Global Status Report on Road Safety (2018), road traffic injuries are a leading cause of death worldwide, with alcohol being a significant contributor to these deaths.
Though no significant studies have been done to determine the extent of benefits and consequences of Dirty December, one thing is certain, this new trend has changed the tourism landscape. Previously, the tourism sector prepared for and catered to Western tourists visiting African beaches. As more locals, returnees and international visitors flock to African countries for Dirty December, and share their insights online, they are changing the narrative of who is a tourist and they different ways they experience Africa, her people and their culture.
While this cultural phenomenon is important for the continent, to truly celebrate in the African spirit of being with family and in community, it is essential that participants enjoy the festivities responsibly. This includes managing substance use, practicing safe behaviors, and ensuring that everyone returns home, to school, and to work healthy in the new year.
Government Role in Promoting Responsible Tourism
African governments should take advantage of this phenomenon and maximize the influx of visitors to promote the best their countries have to offer. They should also be on the forefront in promoting ways to mitigate health risks. One way to achieve this is working with event organizers to implement public safety campaigns that raise awareness about responsible drinking, substance abuse prevention, and safe transportation options throughout the holiday season.
While Dirty December is changing how the world sees and interacts with Africa, it is crucial that as a continent, we prioritize the health and safety of those partaking in these festivities as we capitalize on the global attention this cultural phenomenon is bringing.
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