Online Reporter
Charles Mavhunga
Tourism Branding
In an extraordinary testament to the power of cultural heritage as a tourism catalyst, a Tokyo University student’s recent journey to Zimbabwe has illuminated how the ancient Mbira instrument is emerging as one of the country`s most compelling tourism brands.
The student’s transformative experience with renowned Mbira maker and lecturer Samson Bvure demonstrates how traditional music can bridge continents and attract international visitors to Zimbabwe’s rich cultural landscape.
A Digital Discovery Leads to Cultural Immersion
The Tokyo University student’s journey began with a simple internet search about African music, which led to an academic paper by Professor Eugene focusing on Zimbabwe`s musical heritage.
“I searched on the Internet about African music, and I found Zimbabwe,” the student explained during a recent interview. “I got interested in African music and came to Zimbabwe on a university tour, where I later focused on Zimbabwe and got to know about mbira and mbira maker Mr Bvure.”
This digital discovery evolved into a profound cultural encounter that has positioned the mbira not just as a musical instrument, but as a powerful tourism brand capable of attracting international students and cultural enthusiasts to Zimbabwe.
Spiritual Connections Transcend Borders
What struck the Tokyo University student most profoundly was the spiritual dimension of mbira music, which resonated deeply with Japanese cultural values.
“I found that mbira songs have a spiritual connection, and I found that mbira is sacred and spiritual.
In Japan, we also believe in the spiritual connection, and we believe in Gods, and our culture observes ancestors,” the student shared.
This cross-cultural spiritual affinity has proven to be a crucial element in mbira’s appeal as a tourism brand. The student emphasised how “the sound gets into the heart and highly raises our spiritual motivation,” highlighting the universal language that traditional music can speak across different cultures and continents.
Master Craftsman Mr Bvure: Cultural Ambassador Extraordinaire
At the centre of this cultural tourism success story stands Samson Bvure, whose reputation as a mbira maker, player and lecturer has reached international acclaim.
The Tokyo University student’s rapid progress under Bvure’s tutelage, mastering six songs within a short timeframe, speaks to both the master’s teaching abilities and the Mbira’s accessibility to international learners.
“Through Mr Bvure, I am now able to play six songs within a short space of time, and I appreciate mbira so much as a powerful brand for Zimbabwe,” the student testified, underlining how Bvure’s expertise transforms visitors into cultural ambassadors for Zimbabwe.
Bvure’s international presence has become a magnet for cultural tourism, drawing students and tourists from the UK, Australia, Argentina, Brazil and numerous other countries. His teaching engagements at prestigious Japanese universities, including Tokyo University, Osaka, and Kyoto, have created a pipeline of international interest in Zimbabwe`s cultural heritage.
Innovation Within Tradition
What sets Bvure apart as a cultural tourism catalyst is its innovative approach to preserving tradition. He has created unique mbira tunings such as Nemakonde, Nyamatsatse and Madirativhange, which have garnered international attention while maintaining the instrument’s sacred essence.
This balance between innovation and tradition has proven particularly appealing to international audiences seeking authentic yet accessible cultural experiences.
As Bvure emphasises, “Preserving the traditional heritage values of mbira is paramount, as it is a sacred instrument played to honour Vadzimu (ancestors) and Musikavanhu.”
This commitment to authenticity has earned respect from international visitors and established the mbira as a credible cultural tourism product.
Government Recognition and Support
The impact of Bvure’s work has not gone unnoticed at the highest levels of government. Last year, 13 Tokyo University students were hosted by the Deputy Minister of Tourism, Honourable Tongai Mnangagwa, as a direct result of Bvure’s cultural diplomacy efforts.
This official recognition demonstrates how individual cultural practitioners can influence national tourism policy and create opportunities for high-level cultural exchange.
The Government’s acknowledgment of Bvure’s contribution to cultural tourism reflects a growing understanding of how traditional arts can serve as powerful tools for international engagement and economic development.
The Mbira Brand: Beyond Music to Tourism Gold
The Tokyo University student’s experience reveals how the Mbira functions as more than a musical instrument — it represents a complete cultural brand that encompasses spirituality, craftsmanship, education, and authentic African experience. The instrument’s “original and unique” qualities, combined with its “good shape” and heart-touching sound, create a multi-sensory tourism product that appeals to international visitors seeking meaningful cultural encounters.
This branding success is evident in the growing stream of international visitors who specifically travel to Zimbabwe to study with master craftsmen like Bvure. These cultural tourists often become advocates for Zimbabwe’s heritage, sharing their experiences and encouraging others to visit.
A Model for Cultural Tourism Development
The collaboration between the Tokyo University student and Mr Bvure represents a replicable model for cultural tourism development across Africa. By combining authentic traditional practices with accessible teaching methods and international outreach, cultural practitioners can create sustainable tourism products that benefit local communities while preserving heritage.
The student`s transformation from casual internet researcher to passionate Mbira advocate demonstrates the potential for cultural tourism to create lasting connections between Zimbabwe and the international community. As traditional barriers to travel continue to evolve, authentic cultural experiences like those offered through Mbira education become increasingly valuable tourism assets.
Looking Forward: Sustained Cultural Exchange
As the Tokyo University student returns home, they carry with them not just musical skills but a deep appreciation for Zimbabwe’s cultural heritage. This personal transformation multiplies the impact of Bvure`s work, creating ripple effects that extend far beyond individual lessons to influence broader perceptions of Zimbabwe as a cultural tourism destination.
The success of this cultural exchange points to promising institutional collaborations, with the University of Bindura Science Education (BUSE) taking the initiative to support Mbira players through intellectual property registration, protecting traditional innovations while encouraging cultural exchange programs with Japanese universities.
This academic partnership framework could establish sustained cultural bridges, attract international visitors and preserve Zimbabwe’s authentic cultural identity. Through master craftsmen like Samson Bvure and institutional support, Zimbabwe’s ancient Mbira continues singing across continents, transforming lives while building the nation’s tourism brand.
Charles Mavhunga co-authored textbooks in Business Entrepreneurial Skills and is currently studying for a Ph.D. in Management at Bindura University. He can be contacted at [email protected] Cell:0772989816
