Accra: The Chief Executive Officer of the World Carnival Commission (WCC), Pax Nindi, has described carnival as one of the biggest income-generating ventures with immense potential to boost Ghana’s economy. Speaking in an interview with journalists in Accra over the weekend, Nindi emphasised the economic benefits of carnival, noting that Ghana has yet to fully tap into its potential.
According to Ghana Web, Nindi highlighted the lucrative nature of carnival, explaining that it is a business capable of generating significant revenue. He drew comparisons with other countries, noting that Brazil invests about £200 million in carnival and reaps approximately £1.5 billion in profit. Similarly, Goa in India reportedly invests about $10 million and generates close to $1 billion in returns from carnival activities. Nindi believes these examples could serve as a model for Ghana, where reluctance to invest in carnivals means missing out on potential economic benefits.
Nindi stressed that with a proper strategy, Ghana could generate substantial revenue from carnival tourism, pointing out the country’s reputation as a safe destination compared to some other African countries. Globally, carnival, particularly Caribbean-influenced festivals, accounts for over 300 events and attracts more than 50 million participants, generating an estimated $15 billion annually.
He called for increased investment in digital education for carnival, international collaborations, knowledge sharing, and the promotion of creativity while preserving cultural heritage. Nindi also underscored the need to train young people to become carnival producers, sharing that he started training young people four years ago, with many now working in Dubai and other countries. He urged stakeholders to invest in youth development, noting that Ghana’s flexible regulatory environment offers a competitive advantage.
The WCC CEO further highlighted the importance of utilising local resources, such as palm trees, to produce costumes instead of relying on imported materials. Nindi emphasised that Ghana already possesses the necessary cultural assets to build a thriving carnival industry. He explained that in Africa, the concept of carnival is often misunderstood, associating it with masquerading and fancy dress, which many people overlook. In contrast, these are not necessarily seen as carnival in the West but rather as parties.
Nindi made these remarks during the WCC team’s visit to Ghana to support the Ghana Federation of Masqueraders and Fancy Dress (GFMFD) in preparing for the upcoming Black Star Carnival. The delegation included Henry Lewis Antonie, President of the Commission, and Jemma Jordon, Deputy Communications Officer. Nindi commended the federation for engaging the WCC, describing it as a step in the right direction.
During their visit, the team engaged key institutions, including the Ministry of Tourism, the Ministry of Youth and Sports, the National Youth Employment Agency, and some Members of Parliament to deepen understanding of the carnival industry. He revealed plans to organise a three-day international conference that would bring together stakeholders from countries such as the Bahamas, Colombia, Trinidad and Tobago, and Brazil, boosting tourism and the local economy.
Nindi also expressed optimism about growing support within government, noting that some policymakers are already involved in masquerading and fancy dress activities. He further shared his experience supporting carnival development in countries such as South Africa and England. The Black Star Carnival aims to bring together masqueraders, fancy dress groups, and industry players under one umbrella to enhance recognition and collaboration with government. However, he identified political discontinuity as a major challenge, citing the tendency for projects to be abandoned when governments change.
President of the Commission, Henry Lewis Antonie, emphasised the economic value of investing in carnival artists, stating that investing in carnival and its artists yields significant returns. He added that carnival showcases cultural heritage, celebrates tradition, and fosters national unity, suggesting that the Black Star Carnival should not be limited to an annual celebration. Antonie highlighted the potential for global collaboration, cultural exchange, and the use of technology to drive sustainability and growth in the sector, suggesting that carnival can inspire a new generation of artists and designers.