Stop inflating event attendance figures to massage egos – Ruddy Kwakye urges accurate data for sustainable planning

Ghanaian media personality and creative entrepreneur Ruddy Kwakye has urged event organisers and players in the creative industry to stop exaggerating attendance figures. He warned that inaccurate data could undermine policy planning, particularly on climate change and waste management. He said reliable attendance figures were necessary to help organisers plan events responsibly and enable policymakers to develop effective measures to reduce waste and limit the environmental impact of large gatherings.

Mr Kwakye made the remarks at the inaugural Climate x Culture Summit, organised by CultureJoint in Accra on Thursday, October 22. “Exaggerating the numbers of attendees at events is pure ego pleasing,” he said. “Inflating the numbers strokes egos and feels nice, but we can’t have a plan or policy. When we take the actual and accurate numbers, that’s when we’re able to make policies across the board, especially with conversations around climate change.” He stressed that accurate data was essential to developing policies that could be effectively implemented across the events and creative industries.

“Accurate data is vital,” he added. Mr Kwakye said reliable attendance figures could help event organisers determine the number of waste bins, toilets, cleaning personnel and waste collection points required at venues. They could also help organisers estimate the volume of waste generated and plan for its collection, recycling and disposal. He warned that inflated attendance figures could undermine these planning efforts and make it difficult for regulators and industry stakeholders to assess the environmental footprint of events.

Afro Nation’s beach clean-up efforts Mr Kwakye also highlighted environmental initiatives undertaken by the Afro Nation team at Laboma Beach, where the festival has largely been held. He said the team had undertaken clean-up efforts to improve the condition of the beach and its surroundings, with the aim of making the area more environmentally friendly for festivalgoers, residents and fisherfolk who depend on the shoreline for their livelihoods.

According to him, the team cleared sections of the beach that had accumulated waste and installed a net beneath the bridge where water from the lagoon flows into the sea. The net is designed to trap rubbish and other debris as water passes through, preventing the waste from reaching the ocean. The intervention, he said, demonstrates how event organisers can take practical steps to manage waste and reduce pollution beyond the immediate event venue.

His remarks highlighted the need for the creative industry to combine accurate data collection with practical environmental measures to make events more sustainable. Climate x Culture Summit The discussion formed part of the inaugural Climate x Culture Summit 2026, held under the theme “Designing Sustainable Creative Experiences for Africa.” The summit was organised by CultureJoint in partnership with the Office of the Minister of State for Climate Change and Sustainability at the Presidency.

It brought together stakeholders from the creative industries, climate sector, government and other fields to examine how culture and creativity can contribute to climate action and sustainable development. Mr Kwakye’s contribution focused on the role of accurate data and practical waste management in reducing the environmental impact of Ghana’s events industry.