Online Reporter
Mashudu Netsianda [email protected]
WHILE Zimbabwe marks Culture Month with colourful dances, traditional attire, indigenous cuisine and heritage exhibitions, attention is increasingly shifting from merely celebrating culture to turning it into an economic asset capable of creating jobs, attracting investment and contributing to Vision 2030.
For years, Zimbabwe’s culture has largely been viewed through the lens of preservation and identity. However, in a rapidly changing global economy where creativity has become currency and heritage has become industry, attention is now shifting towards a more pressing question: How can Zimbabwe turn its vast cultural wealth into sustainable economic power capable of creating jobs, attracting investment and driving Vision 2030?
Across the world, countries are transforming cultural heritage into billion-dollar industries through tourism, film, fashion, music, crafts and digital content. Zimbabwe has untapped cultural wealth that, if properly commercialised, can become a powerful pillar of economic growth.
Officially launching the 2026 National Culture Month commemorations in Bulawayo last week, President Mnangagwa declared that culture was not merely about preserving traditions but a strategic economic asset that could drive industrialisation, tourism, national development and job creation.
His remarks reflected a growing recognition that Zimbabwe’s heritage is more than history, it is an untapped economy.
Indeed, culture can also become a practical tool for economic transformation, community empowerment and job creation. From rural craft markets to global streaming platforms, Zimbabwe’s cultural wealth has the potential to become more than a source of pride. It can become a source of prosperity.
From the ancient mystical stone walls of Great Zimbabwe to the sacred Matobo Hills, from Tonga basketry and Ndebele beadwork to Mbira music and indigenous cuisine, Zimbabwe possesses a rich cultural landscape with huge commercial potential.
Sadly, much of this wealth remains underutilised. Across the world, countries are generating billions from culture through film, fashion, music, festivals, crafts and heritage tourism. According to the United Nations Educational, Scientific and Cultural Organisation (Unesco), the global cultural and creative industries sector generates more than US$2 trillion annually and employs millions of young people.
The ongoing Culture Month celebrations running under the theme: “Creativity and Diversity: Advancing Vision 2030 through Cultural Expressions”, highlight the country’s rich diversity, with traditional leaders, artists, musicians and cultural groups showcasing Zimbabwe’s heritage.
One of the country’s strongest opportunities lies in cultural tourism. Zimbabwe already attracts visitors to natural attractions such as Victoria Falls and Hwange National Park, but integrating authentic cultural experiences into tourism packages could significantly increase visitor spending and length of stay.
Sites such as Great Zimbabwe and Khami Ruins, traditional villages, culinary festivals and indigenous dance showcases could become major tourism revenue streams if properly marketed.
International tourists are increasingly seeking authentic African experiences. Visitors want more than hotels and game drives. They want local stories, food, dances and traditions. Communities can benefit directly if cultural tourism is organised professionally.
Countries such as South Africa, Kenya and Rwanda have successfully integrated culture into tourism branding, turning local traditions into international attractions.
In Zimbabwe, culture commercialisation could open new economic opportunities, particularly for the youth. The rise of digital platforms has created space for Zimbabwean musicians, filmmakers, fashion designers and content creators to reach global audiences. However, limited infrastructure and inadequate investment continue to hinder growth.
Local fashion designers using African prints and traditional patterns are increasingly gaining international attention, while musicians blending traditional instruments with modern sounds are attracting regional audiences. The Government and the private sector must invest in creative hubs, recording studios, training institutions and digital distribution platforms.
Another major issue surrounding cultural commercialisation is the protection of indigenous knowledge and heritage. Traditional medicines, crafts and cultural symbols are often exploited without communities benefiting financially. Zimbabwe needs stronger intellectual property laws and branding mechanisms to protect local cultural products from exploitation.
Communities producing unique crafts and traditional products could benefit from geographical indication branding, similar to how countries protect products such as Champagne in France or Rooibos tea in South Africa.
Traditional leaders have also called for greater inclusion of rural communities in cultural value chains to ensure benefits reach grassroots populations. Culture Month celebrations themselves present opportunities for economic activity.
For many rural communities, culture is already an economic activity through pottery, weaving, carving, beadwork and traditional performances. What is often missing is market access, business training and investment support.
The Government has repeatedly emphasised the importance of culture in national development and social cohesion.
Under the Second Republic, major national events have increasingly been decentralised across provinces as part of the devolution agenda, creating opportunities for communities to showcase their cultural uniqueness while benefiting economically.
But for culture to become a serious economic driver, Zimbabwe must move beyond ceremonial celebrations and invest strategically in the creative industries.
This includes expanding arts infrastructure, integrating culture into entrepreneurship programmes, supporting export promotion for cultural products, improving digital access and ensuring artists and cultural entrepreneurs can access affordable financing.
There are also growing calls for stronger partnerships between the Government, local authorities, tourism operators, educational institutions and private investors to unlock the full economic value of Zimbabwe’s cultural heritage.
Events such as the Harare International Festival of the Arts and the Intwasa Arts Festival koBulawayo have already demonstrated the economic potential of arts and culture festivals.
If strategically promoted, Culture Month could evolve into a national tourism and investment season similar to carnivals and heritage festivals in other countries.
Culture is no longer just something to preserve. It is something that can build industries, create jobs, empower communities and transform lives. If properly commercialised, Zimbabwe’s heritage can become one of the country’s most valuable economic assets on the road towards Vision 2030.
