Kinshasa will host the first-ever World Music and Tourism Festival this year under the High Patronage of President Félix Antoine Tshisekedi Tshilombo, in collaboration with UN Tourism. The landmark event aims to promote peace and sustainable development by uniting global players in tourism, culture, and the creative arts, positioning the Democratic Republic of the Congo as a rising hub for cultural tourism.
Held under the theme “The Rumba Route for Peace”, this pioneering Festival will spotlight music’s unique ability to bridge cultures, heal communities, and foster mutual understanding across continents. It reinforces tourism’s vital role as a vehicle for intercultural dialogue, peaceful coexistence, and economic empowerment. It will also serve to promote the Democratic Republic of the Congo as a leading destination for cultural and musical tourism, reinforcing national identity and economic diversification through the arts.
Music as a Catalyst for Sustainable Tourism and Cultural Diplomacy
Set against the backdrop of the city’s vibrant musical and cultural landscape, the Festival reflects the growing global momentum behind cultural tourism, particularly through creative industries and intangible heritage. Congolese Rumba, inscribed by UNESCO in 2021 as part of the Intangible Cultural Heritage of Humanity, will serve as the central thread of the Festival, linking musical expression with identity, pride, and global resonance.
The event will advance ongoing efforts to position Africa’s cultural assets as strategic levers for tourism growth, offering immersive experiences, artistic showcases, and high-level discussions on policy, branding, innovation, and creative economy development.
DR Congo’s Minister of Tourism Didier M’Pambia handing over a souvenir of the country to UN Tourism Secretary General Zurab Pololikashvili
A Rich and Inclusive Programme Across Three Days
The Festival will take place at the Central African Cultural and Arts Centre (CCAPAC) and will feature an integrated programme including:
- Ministerial and expert-led roundtables on key topics such as:
- Transatlantic musical diplomacy for peacebuilding
- Copyrights management, intellectual property protection, and fair remuneration for artists
- Musical heritage, storytelling and destination branding
- The role of youth and digital innovation in safeguarding culture
- A dynamic Cultural Village and Exhibition Centre promoting local artisanship, fashion, Congolese cuisine, and traditional and contemporary music.
- A series of musical performances spanning Traditional, Urban, Folk, and Rumba genres, with both Congolese and international artists.
- A Masterclass “Fair Play” in the music economy, capacitating artists and entrepreneurs to build sustainable, equitable creative ecosystems.
- A vibrant “Rumba Route” welcome evening, a Gala Dinner, and curated cultural discovery tours, including river cruises and city landmarks, designed to immerse participants in Kinshasa’s cultural heritage and promote cross-cultural friendship.
This rich mix of cultural immersion, policy dialogue, and business networking aims to stimulate cross-sector collaboration and enhance the role of music and tourism in building peaceful, inclusive societies.
A Diverse Line-Up of Global Stakeholders
The First World Music and Tourism Festival will bring together representatives from governments, international organizations, the private sector, civil society, and academia. Confirmed speakers and partners include representatives from Sony Music Entertainment, Sound Diplomacy Events & Education, UNESCO, the African Regional Intellectual Property Organization (ARIPO), and prominent African, Latin American, and European researchers and cultural leaders.
Through this diverse platform, the event will emphasize the importance of fostering a more equitable and sustainable creative economy, in which artists, communities, and destinations benefit from the cultural and economic value they generate.
A Milestone for the Democratic Republic of the Congo and the Region
As a pioneering initiative, the Festival signals a new chapter in the cultural positioning of the Democratic Republic of the Congo. It affirms the country’s leadership on the continent in fusing music, tourism and diplomacy to project a modern, inclusive and resilient national image.
By anchoring its tourism strategy in creativity, innovation, and heritage, the DRC is laying the groundwork for long-term investment in its cultural and creative economy, while showcasing its potential as a model for music-led tourism development in Africa and beyond.
Join Us in Kinshasa
Recognizing the historical and cultural ties between Africa, the Americas, and beyond, this event is open to the public, industry professionals, artists, policymakers, investors and youth innovators. It promises to be a celebration of identity, diversity and innovation, and a bold step forward in the global movement to integrate music and tourism as powerful forces for peace and prosperity.
