ZIMBABWEAN MUSIC SHAPING THE TOURISM JOURNEY

Zimbabwe is actively repositioning itself as a dynamic tourism destination where music is not just heard, but profoundly lived, felt, and experienced. This bold vision was articulated by the Permanent Secretary for Tourism and Hospitality Industry, Dr. Takaruza Munyanyiwa, who spoke passionately at the inaugural UN Tourism World Music & Tourism Festival held today in Kinshasa. Dr. Munyanyiwa detailed how Zimbabwe is strategically leveraging its rich musical traditions to reimagine its tourism landscape and captivate the modern traveller seeking authentic cultural immersion.

Under the overarching umbrella of the Culture and Heritage Cluster, Zimbabwe is championing music as a gateway to exploration and profound connection. Through a vibrant calendar of festivals and traditional cultural ceremonies, the country is transforming the tourist experience. Visitors are no longer confined to mere sightseeing; they are encouraged to immerse themselves in the rhythm and soul of Zimbabwean culture, moving beyond passive observation to active participation.

Dr. Munyanyiwa highlighted that this innovative approach is underpinned by deliberate government policies and robust grassroots initiatives. These concerted efforts are focused on harnessing music as an incredibly powerful tool for sustainable tourism growth, fostering genuine cultural exchange, and driving inclusive economic development at all levels. From the ancient beats of the mbira to the energetic contemporary sounds, Zimbabwean music acts as a narrative, telling stories of resilience, joy, and identity that resonate deeply with visitors.

The Permanent Secretary elaborated on how this musical focus provides a unique selling proposition in the global tourism market. By emphasizing experiences grounded in harmony, identity, and shared humanity, Zimbabwe is crafting a distinctive niche. Tourists are invited to engage with local artists, participate in traditional dances, and explore the diverse musical genres that define the nation. This immersion creates memorable journeys that extend far beyond typical holiday snapshots, leaving a lasting impression of authenticity and warmth.

In Zimbabwe, music truly shapes the journey, transforming a visit into an authentic experience where every beat and melody offers a deeper connection to the country’s heart and soul. This strategy is set to attract a new demographic of travellers, keen to explore destinations that offer more than just scenery – places where culture is vibrant and can be genuinely experienced.