≡-UN Tourism Reaffirms Commitment to Africa’s Growth at Rumba Route for Peace Festival – Viral of Today

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Home » AFRICA » UN Tourism Reaffirms Commitment to Africa’s Growth at Rumba Route for Peace Festival Thursday, July 31, 2025The “Rumba Route for Peace” Festival, that took place from 16 to 18 July 2025, under the High Patronage of His Excellency the President of the Republic, Félix Antoine Tshisekedi Tshilombo, was indeed a landmark in the promotion of peace through cultural expression. The occasion, in Kinshasa, was a meeting of minds from around the world — leaders, artists and institutions ­— that share a faith in music’s power to effect born-again truths. This festival of rhythm and culture echoed the UN Tourism calls for culture to serve as a bridge to stimulate connection and understanding between nations.A Historic Inauguration: Government and Industry Leaders UniteThe Festival opened with grandeur as President Tshisekedi officially inaugurated the event, delivering a speech that highlighted the importance of culture and tourism in the development of Africa and beyond. This was followed by keynote speeches from the Honorable Didier M’Pambia Musanga, Minister of Tourism, and the Honorable Yolande Elebe Ma Ndembo, Minister of Culture, Arts, and Heritage. Their remarks were a testament to the Congolese government’s commitment to integrating culture and tourism as central pillars in their national development strategy.UN Tourism Secretary-General Zurab Pololikashvili also addressed the audience, underlining the significance of cultural tourism and its potential for promoting peace, sustainability, and economic growth. The Festival was further supported by global music industry giants, including Sony Music Entertainment and Spotify, and respected organizations such as UNESCO, the African Regional Intellectual Property Organization (ARIPO), and Sound Diplomacy, all joining forces to explore the intersection of culture, technology, and development.The Role of Music in Promoting Peace and Sustainable DevelopmentThe Festival’s panels provided deep insight into the multifaceted role of music tourism in shaping sustainable development, peacebuilding, and cultural preservation. Four high-level sessions explored how music can bridge divides, foster inclusivity, and enhance economies through tourism. These discussions tackled a wide range of topics, from safeguarding the intellectual property rights of artists to leveraging the power of digital platforms to amplify African music and cultural heritage.The session titled “Transatlantic Rhythms for Peace” focused on the potential of music to connect African and global audiences, promoting dialogue and mutual understanding. Meanwhile, “From Vinyl to Viral” explored how digital platforms are revolutionizing the global music industry, enabling artists to reach international audiences and expand the cultural impact of their work.The “Fair Play” Masterclass, led by ARIPO, was another highlight, offering 100 artists and creative entrepreneurs valuable knowledge and practical tools on how to build fairer, more sustainable music economies. By focusing on copyright and intellectual property rights, the Masterclass sought to empower African musicians and artists, ensuring they receive proper recognition and compensation for their creative contributions.Connecting with Heritage: A Celebration of African Music and DanceMusic was not just discussed but also celebrated in its most vibrant form, with live performances from artists across Africa. Performers from Angola, Kenya, South Africa, and Zimbabwe captivated the audience with dynamic shows that reflected the diversity and richness of African musical traditions. These performances emphasized the festival’s commitment to celebrating African culture while highlighting the continent’s significant contribution to global music.One of the festival’s most unique features was the immersive rumba initiation, which invited participants to explore the Congolese rumba, one of the UNESCO-recognized cultural heritages of humanity. This hands-on experience combined music, dance, and cuisine, offering attendees a deeper connection with Congolese culture and the rhythms that have shaped the country’s identity.Youth Empowerment and Education: UN Tourism’s Commitment to the FutureThe festival also marked an important step in empowering the next generation of tourism professionals in Africa. UN Tourism reaffirmed its commitment to a sustainable future by awarding 100 scholarships for Destination Marketing through the UN Tourism Academy. This initiative aims to nurture young African talent and provide them with the necessary skills to lead the continent’s tourism sector toward a more inclusive and sustainable future.In addition to the scholarships, President Tshisekedi hosted an audience with UN Tourism leaders, where discussions centered around the importance of leveraging cultural tourism as a strategic tool for national development. The President expressed his full support for initiatives that promote tourism and culture as critical drivers of economic growth, particularly for youth empowerment and social cohesion.A Vision for the Future: A Stronger, Unified Africa Through Cultural TourismThe “Rumba Route for Peace” Festival concluded with a shared sense of purpose and optimism for the future. By combining the transformative power of music with a strategic focus on sustainable tourism and youth education, the Festival showcased how cultural initiatives could contribute to peacebuilding, economic growth, and social development across Africa. This event underscored the crucial role of collaboration between government, private sector, and international organizations in advancing the cultural and tourism sectors, while aligning with the UNWTO’s “Agenda for Africa: Tourism for Inclusive Growth.”While our world finds itself confronted with colossal challenges, the “Rumba Route to Peace” Festival proved that culture, tourism and music can act as a driver of change – one that brings nations together, supports peace, and contributes to the construction of a more inclusive world. By promoting these values, the Festival has also contributed towards creating a legacy that will influence and inspire future cultural and tourism endeavours across Africa as they chart a course towards prosperity and unity.

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