The Chief Executive Officer of the World Carnival Commission (WCC), Mr. Pax Nindi, has called on the Government of Ghana to prioritise investment in the carnival industry, citing its potential to generate substantial economic returns.
Speaking in an interview with selected journalists in Accra over the weekend, Mr. Nindi stressed that Ghana is yet to fully harness the economic opportunities within the carnival sector.
“Ghana is sitting on a goldmine but does not know it. We have come to guide, present and share our experiences to help uncover this goldmine,” he said.
According to him, carnival is a lucrative venture capable of generating significant revenue if properly developed. He pointed to international examples, noting that countries such as Brazil and India have successfully leveraged carnival for economic gains.
Mr. Nindi explained that Brazil reportedly invests about £200 million in carnival and generates approximately £1.5 billion in returns, while Goa in India invests around $10 million and earns close to $1 billion.
“These are examples Ghana can learn from. Unfortunately, many governments are reluctant to invest in carnival and Ghana is missing out,” he noted.
He added that with the right strategy, Ghana could boost tourism and revenue generation through carnival, highlighting the country’s reputation as a safe destination in Africa.
Globally, Mr. Nindi said carnival, particularly Caribbean-style festivals, accounts for over 300 events, attracts more than 50 million participants and generates an estimated $15 billion annually.
He further called for investment in digital education for carnival, international partnerships, knowledge sharing and the promotion of creativity, while preserving cultural heritage.
Mr. Nindi also underscored the importance of youth development, revealing that he has trained young people in carnival production over the past four years, many of whom are now working internationally.
He urged stakeholders to take advantage of Ghana’s flexible regulatory environment and invest in building local capacity within the industry.
Touching on sustainability, he encouraged the use of local materials such as palm trees in costume production, instead of relying on imports.
Mr. Nindi emphasised that Ghana already has the cultural assets needed to build a thriving carnival industry.
“Ghana has the culture, the talent and the people. What we need now is organisation and belief, and the Black Star Carnival will become a lasting legacy,” he said.
He also noted that the concept of carnival is often misunderstood in Africa, where it is largely associated with masquerading and fancy dress, unlike in Western countries where it is viewed as a broader cultural and economic event.
Mr. Nindi made the remarks during a visit by WCC delegation to Ghana to support the Ghana Federation of Masqueraders and Fancy Dress (GFMFD) in preparations for the upcoming Black Star Carnival.
The delegation included the President of the Commission, Mr. Henry Lewis Antonie, and the Deputy Communications Officer, Ms. Jemma Jordon.
Mr. Nindi commended the federation for engaging the WCC, describing the partnership as a step in the right direction.
As part of their visit, the team engaged key institutions, including the Ministry of Tourism, the Ministry of Youth and Sports, the National Youth Employment Agency and Members of Parliament to deepen awareness of the carnival industry.
He also announced plans to organise a three-day international conference involving stakeholders from countries such as the Bahamas, Colombia, Trinidad and Tobago and Brazil, aimed at promoting the Black Star Carnival globally.
Participants are expected to stay in Ghana for up to two weeks, a move anticipated to boost tourism and the local economy. A report from the conference will further support international promotion efforts.
Mr. Nindi expressed optimism about growing interest within government, noting that some policymakers are already involved in masquerading and related activities.
However, he identified political discontinuity as a key challenge affecting long-term development.
On his part, Mr. Henry Lewis Antonie emphasised the economic benefits of investing in carnival artists. “If you invest in carnival and its artists, you receive twofold or more in returns,” he said.
He added that carnival plays a vital role in showcasing cultural heritage, promoting unity and creating employment opportunities.
According to him, the Black Star Carnival has the potential to evolve beyond an annual event into a major global attraction that draws attention to Ghana.
Mr. Antonie further highlighted the importance of international collaboration, cultural exchange and the use of technology to ensure sustainability and growth in the industry.
“Carnival can inspire a new generation of artists and designers,” he added.
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