Ghana missing out on billion-dollar Carnival Industry - WCC CEO urges urgent investment
Pax Nindi, Chief Executive Officer of the World Carnival Commission (WCC), warned during a visit to Accra that Ghana could be losing out on billions in tourism revenue due to underinvestment in carnival. He said, "Ghana is sitting on a goldmine but does not know it." He cited Brazil, where an estimated £200 million investment in carnival generates about £1.5 billion in returns, and Goa in India, where authorities reportedly invest around $10 million and earn close to $1 billion from carnival activities.
Globally, carnival events attract more than 50 million participants and generate approximately $15 billion annually. Mr. Nindi stressed that Ghana is well-positioned to become a major hub for carnival tourism but requires deliberate policy direction, funding, and industry organisation. Mr. Nindi warned that political discontinuity remains a major obstacle. Henry Lewis Antonie, President of the WCC, stated that investment in carnival artists and infrastructure yields strong returns while creating jobs and promoting national identity.
The WCC collaborates with the Ghana Federation of Masqueraders and Fancy Dress (GFMFD) to develop the Black Star Carnival into a globally competitive event. The Commission plans to host a three-day international conference in Ghana, bringing together stakeholders from countries including the Bahamas, Colombia, Trinidad and Tobago, and Brazil. Participants are expected to stay for up to two weeks.
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The World Carnival Commission is urging Ghana to invest in its carnival industry. According to the WCC, Ghana is missing out on a massive opportunity - but political hurdles remain.
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