Long before global tourism trends spotlighted Africa as a prime destination, the continent had already been serenading the world with its heartbeat music. From the ancient chants of the Sahel to the soul-stirring beats of Congolese Rumba, music has always been Africa’s most powerful storytelling medium. It carried histories, cultures, and identities across oceans, particularly during the transatlantic slave trade, birthing musical genres in the Americas that remain deeply African at their core.
As the 21st century unfolds, a new movement is rising: the synergy between music and tourism is emerging as one of Africa’s most compelling soft power strategies, a tool not just for economic development, but for cultural diplomacy, identity preservation, and youth empowerment. In fact, UNWTO’s 2024 African Tourism Report confirms that cultural and creative tourism now accounts for 40% of all tourism spending in Africa, while the African music industry is valued at over $7 billion and growing at 10% annually.
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Kinshasa’s Moment: When Music Meets Tourism on a Global Stage
The first-ever World Music and Tourism Festival, held recently in Kinshasa, Democratic Republic of Congo (DRC), was more than a celebration; it was a declaration. A declaration that Africa’s cultural assets are not just to be consumed, but respected, invested in, and strategically harnessed to redefine the continent’s global image. The DRC, for instance, has seen a 13% increase in cultural tourism visits in the past year alone, according to data from the African Union Tourism Barometer (2024).
Speaking at the opening ceremony, Zurab Pololikashvili, Secretary-General of UN Tourism, hailed the fusion of Africa’s music and tourism as a potent duo.
“This festival is the first of its kind. It brings together two powerful forces: music and tourism. Both connect people, build peace and bring hope,” he remarked.
Kinshasa, known for its vibrant musical heritage and bustling cultural energy, served as the perfect host. The event also marked Pololikashvili’s first visit to the DRC, where he praised the Congolese government for its visionary leadership in championing tourism, culture, and peace.
The Cultural Capital of the Congolese Rumba and Global Resonance
At the heart of the festival was the celebration of Congolese Rumba, a genre recently inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. More than just music, Rumba is a cultural bridge, a living symbol of Africa’s influence on global music, especially in Latin America and the Caribbean.
“This music tells the story of your people. It is a living link between Africa and the Americas,” Pololikashvili said, echoing the shared heritage and enduring legacy of African rhythms abroad.
Every folk song and urban beat at the festival served as a narrative, not just of joy and celebration, but also of resilience, identity, and transformation.
The Deeper Dialogue: Tourism with Purpose, Music with Meaning
Beyond the performances, the festival opened space for critical conversations around the future of Africa’s creative and tourism industries.
The UN Tourism chief posed several compelling questions:
• How do we protect musical heritage while embracing innovation?
• How can destinations harness music to tell authentic stories and attract global travellers?
• How can intellectual property support the livelihoods of artists?
• And how do we equip our youth to become stewards of tomorrow’s creative industries?
These are not just theoretical inquiries, they are strategic imperatives for a continent that holds 60% of the world’s youth population by 2030. In support of this, UNESCO’s 2024 Creative Africa Outlook notes that Africa’s cultural and creative industries employ over 8.8 million people, with music and performance arts leading job creation among youth.
Investing in Culture: The Next Frontier for Sustainable Tourism
The message from UN Tourism was clear: culture and creativity must be embedded in every national and continental tourism strategy.
“We believe in young people. Through training and education, we must help them shape a creative and sustainable tourism future,” said Pololikashvili.
By investing in local music scenes, building performance-friendly infrastructures, and protecting cultural IP rights, governments and development partners can unlock billions in tourism revenue while promoting local pride and talent development. According to Afreximbank’s 2024 CANEX report, the creative economy contributes up to $50 billion to Africa’s GDP, and tourism’s cultural segment alone is forecasted to grow by 5.6% annually through 2030.
Music and Tourism: Instruments of Peace and Prosperity
Perhaps the most powerful takeaway from the festival is the reminder that music and tourism are more than economic sectors, they are instruments of peace.
“They break down barriers, foster understanding, create spaces for dialogue, and remind us of our common humanity,” the Secretary-General said.
This alignment of rhythm and wanderlust has the power to rebrand Africa, not as a continent of crises, but as a cultural superpower full of warmth, wisdom, and world-class experiences. Recent studies by the Institute for Economics and Peace (2024) show that tourism linked to cultural heritage improves community cohesion and reduces local conflict risks by up to 17%.
A Continental Movement Begins
From Lagos to Luanda, Addis Ababa to Accra, and Cape Town to Cairo, Africa’s creative economy is gaining momentum. The inaugural World Music and Tourism Festival is only the beginning of a continent-wide renaissance where culture meets commerce, and where the soul of Africa finds expression on the global stage.
And as the DRC takes its place as a cultural leader, it also invites the world, not just to visit, but to listen.
