adminNkosilathi Sibanda
IN the next five days no show would be bigger than one which will be held in Victoria Falls. All we knew about the town is nothing except it is a world-acclaimed tourist destination.That is what it is, a tourist paradise. But Victoria Falls has not been sleepy like other resort towns. The spread of leisure centres and artistes in the town has upped its entertainment scene. There have been many local and foreign visitors to the place. From the bit that we gather from the entertainment industry there, music shows are fast becoming crowd pullers.
The big show is the United Nations World Tourism Organisation, (UNWTO) 20th general assembly that starts today in the resort town. Our concern in the urban movement this week is music tourism.
There are serious people who love their music. They can spend a lifetime savings on a music tour. I know of many South Africa-based Zimbabweans who travel for a Macheso show in Bulawayo. Many in the City of Kings and Queens spend the weekend in Harare just to be at Sulu’s show.
Fans will visit a city to see a music festival or other music performances. This is what it used to be in Bulawayo before the sudden fall of its cultural industry.
When Oliver Mtukudzi is on tour, he livens up venues. His shows have ripple effects on business. His music is appreciated worldwide. Mtukudzi is a brand that every tourist would love to see. Tuku is also a tourism ambassador. Tourism, culture and entertainment are the heartbeat of resort towns. When the UNWTO delegates unwind, they should do so in the warmth of our music.
They will tell the Zimbabwean story and sing our music, even those who have never set foot here. Our music has the potential to create events that attract cultural and economic interests. Musicians will headline the celebration of welcoming visitors to the magnificent Vic Falls. What else can make a visitor feel at home than the sounds of the African drum and the mbira?
The UNWTO is not just an event where artistes will sing the theme song and relax. It is an opportunity for growth. For the young it presents a platform to research and expose one to the tourism industry.
Many would know that artistes, in whatever discipline, are an important part of the tourism industry. Thankfully the Zimbabwe Tourism Authority (ZTA) and the Lion Lager festival organisers Delta Beverages have taught the music industry how this works.
ZTA boss, Karikoga Kaseke said: “As an institution it is also our wish to contribute to the development and promotion of the arts sector, which is critical to tourism.”
It has been noted there are big business benefits in musicians developing cultural events which are attractive to tourists.
There is the much publicised Rio Carnival which brings in an estimated $500 million into the Brazilian economy each year.
Closer to home in Malawi, the Lake of Stars Arts Festival contributes $1 million to the economy according to a recent study. Tourists bring in around a quarter of a million dollars in foreign currency.
At one point, festival goers spent around $400 on average in and around Lake of Stars.
The music festivals that will be held in Victoria Falls can rake in money to boost corporates and individuals. Intwasa Arts Festival koBulawayo is the next big thing in September, we hope Raisedon Baya is in the Falls for some networking. A couple of tourists and delegates may choose to remain in the country and can make a date with Intwasa.
After all the effort by the government to give Vic Falls an economic lifeline, it is up to the local musically talented to grab the opportunity. Of course Tuku, Jeys and Sandra will sell the Zimbabwean brand, but what of the story of Vic Falls?
Recently, Tourism Minister Walter Mzembi said Government is committed to ensure that the UNWTO general assembly benefits residents the most. Tourism experts say the impact of music tourism is felt internationally. According to a recent UN report, music tourism has the potential to generate income and jobs, while promoting social inclusion, cultural diversity and human development.
That’s a motivator to all musicians. Big Up!
Let the visitors feel the Zimbabwe breeze on the dance floor and maybe they might bring their friends over next time.
Online Reporter