…As DRC shares Congolese Rumba with world
The UN Tourism, global tourism industry body and a specialised agency of the United Nations, has commended the growing recognition of music and tourism as Africa’s soft powers, and most importantly, connecting and using both to market the continent, groom talent and lure global tourists.
Zurab Pololikashvili, secretary-general, UN Tourism, made the commendations in his opening remarks at first World Music and Tourism Festival in Kinshasa, DRC, on July 16, 2025.
Pololikashvili, who was excited in his first visit to the Democratic Republic of Congo, described Kinshasa as a city full of rhythm and energy, hence the appropriate venue for hosting the event, while thanking the Congolese president for his strong support and a deep commitment to tourism, culture, and peace.
“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,” the UN Tourism chief said.
With the event, he noted that the DRC is making history. “You are not only hosting a festival. You are sharing Congolese Rumba with the world.
“This music, recognized by the UNESCO, tells the story of your people. It is a living link between Africa and the Americas”.
He also appreciated DRC’s rich and diverse music, noting that from folk to urban, every performance tells a story. “This festival shows the world your talent, your energy, and your resilience.
But this is more than a celebration. It is also a space to think and to talk”..
However, the secretary-general pointed out some important questions, which he insisted that Kinshasa is the right place to ask them.
How do we protect musical heritage while embracing innovation? He asked.
How can destinations harness music to tell their stories and attract global travellers? How can intellectual property support the livelihoods of artists? And how do we equip our youth to be the stewards of tomorrow’s creative industries?
The above questions need answers because the UN Tourism, according to him, believes that culture and creativity must be part of every tourism plan.
“We also believe in young people. Through training and education, we must help them shape a creative and sustainable tourism future.
“This festival is a great step. It shows what tourism in Africa can be – inclusive, authentic, and proudly rooted in culture.
“Both music and tourism are instruments of peace. They break down barriers, foster understanding, create spaces for dialogue, and remind us of our common humanity”.
He also assured the DRC government that UN Tourism is here to support, through policy, investment, and partnerships.
