Thursday, July 10, 2025
Kinshasa, the vibrant capital of the Democratic Republic of the Congo, is set to make history as it hosts the inaugural World Music and Tourism Festival, an event under the distinguished patronage of His Excellency Mr. Félix Antoine Tshisekedi Tshilombo, the President of the Democratic Republic of the Congo. This landmark occasion, which will take place at the Central African Cultural and Arts Centre (CCAPAC), will celebrate the cultural synergy between music and tourism, highlighting their shared potential for sustainable development, mutual understanding, and global peace.
The theme of the festival, “The Rumba Route for Peace,” underscores the profound impact that music has in bridging divides, fostering unity, and creating invaluable opportunities for cultural exchange. With the support of UN Tourism, the event aims to foster dialogue on how music can be an agent of peace, strengthen communities, and promote tourism through the shared appreciation of cultural heritage.
Music, Heritage, and Innovation in the Spotlight
One of the festival’s key highlights is its celebration of Congolese Rumba, a genre of music that earned UNESCO recognition as an Intangible Cultural Heritage of Humanity in 2021. This recognition marks the importance of Congolese Rumba in shaping the region’s musical identity, influencing global music cultures, and boosting tourism through its unique sounds. The festival will explore how this music genre is a powerful tool for cultural diplomacy, not just within the African continent but across the globe.
UN Tourism’s involvement in the event is in alignment with their broader mission to utilize cultural assets to drive inclusive growth and foster cross-cultural exchanges, particularly within Africa. By promoting Congolese Rumba, the festival seeks to connect Africa’s diverse musical traditions with the world, creating new opportunities for cultural and economic development.
A Three-Day Celebration of Culture and Collaboration
The three-day program promises a dynamic blend of activities, roundtable discussions, performances, and workshops, all designed to spark conversation and inspire collaboration. Among the key topics to be addressed in the roundtables are:
- Musical Diplomacy for Peace: Exploring the role of music as a tool for fostering global peace and cooperation.
- Copyrights and Fair Pay for Artists: Advocating for fair compensation and intellectual property protection for musicians and artists.
- Music and Destination Branding: Discussing how music can serve as an effective tool for promoting tourism and enhancing destination branding.
- Youth and Digital Innovation in Culture: Engaging younger generations and leveraging technology to preserve and innovate cultural practices.
Alongside these sessions, the festival will feature a Cultural Village and Exhibition Centre, where attendees can engage with the rich heritage of the Congo through displays of art, music, and history. The event will also showcase live performances by both Congolese and international artists, offering a rich mix of music that celebrates cultural diversity and artistic innovation.
Celebrating Artistic Excellence
As part of the festival’s programming, there will be a “Fair Play” Masterclass aimed at artists and entrepreneurs, offering valuable insights into how to succeed in the music industry, secure fair compensation, and build sustainable careers. The festival will also host a Rumba-themed welcome and Gala Dinner, bringing together attendees for an evening of celebration, networking, and cultural exchange. Cultural tours will allow guests to experience Kinshasa and its surroundings, immersing themselves in the Congolese culture that has shaped the music being celebrated.
The festival’s wide-ranging events aim to demonstrate the power of culture and creativity to drive positive change and sustainable development. It reflects the festival’s commitment to inclusive development, a goal that resonates deeply with UN Tourism’s mission to foster sustainable growth, cultural diversity, and shared prosperity.
A Platform for Global Exchange
The World Music and Tourism Festival is more than just a celebration of music. It is a platform for dialogue, collaboration, and exchange. Government representatives, industry leaders, artists, business stakeholders, and members of civil society will come together to share ideas, form partnerships, and explore the role of music in promoting tourism and cultural heritage. With confirmed partners such as UNESCO, ARIPO, Sony Music Entertainment, Sound Diplomacy, and cultural leaders from Africa, Latin America, and Europe, the event promises to be a truly global gathering of minds.
This festival is open to the public, professionals, and youth, inviting everyone to engage with the intersection of music, identity, and tourism. It offers a powerful reminder of how culture can serve as a bridge for peace, mutual understanding, and connection across the world. Whether through performances, policy discussions, or cultural experiences, the World Music and Tourism Festival in Kinshasa will leave a lasting impact on all who attend, reinforcing the message that music and tourism have the power to unite the world.
A Call to Action
The World Music and Tourism Festival presents an unparalleled opportunity to explore how cultural diplomacy, sustainable tourism, and the arts intersect to create a better future. As we look to build a more inclusive, connected world, this event serves as a timely reminder of the profound role music can play in shaping our collective journey towards peace and prosperity. Join us in Kinshasa as we celebrate the power of music, heritage, and innovation to transform the world and its people.
