H.E. Shaikha Nasser Al Nowais, Secretary-General-elect of UN Tourism for the 2026–2029 term, met with H.E. Félix Tshisekedi, President of the Democratic Republic of Congo, to discuss avenues for future cooperation between UN Tourism and the Congolese government in the areas of culture, tourism, and sustainable development. The meeting focused on strengthening partnerships to advance shared priorities, while addressing the challenges facing the cultural sector. Discussions also explored opportunities to elevate the Democratic Republic of Congo’s status as a leading cultural and tourism hub in Africa.
Her Excellency also held a bilateral meeting with H.E. Yolande Elebe Ma Ndembo, Congolese Minister of Culture, Arts, and Heritage, during which both sides explored prospects for collaboration aimed at enhancing cultural infrastructure and developing public policies to safeguard intellectual property and promote the rights of artists. The meeting underscored the vital role of culture and tourism in rebuilding national identity and empowering local communities, highlighting the need for inclusive and forward-looking policies in both sectors.
World Music and Tourism Festival
The meetings took place on the sidelines of H.E. Shaikha Al Nowais’s participation in the inaugural edition of the World Music and Tourism Festival, organised by the Congolese Ministry of Tourism in collaboration with the UN Tourism in Kinshasa. The Festival’s aim is to support sustainable cultural and tourism policies and highlight the role of music and the arts in promoting intercultural dialogue through diverse tourism and cultural activities.
Held under the theme “The Rumba Route for Peace,” the Festival brought together prominent cultural leaders and tourism policymakers from around the globe, along with African artists and creative institutions. It featured live musical performances, high-level institutional dialogues, and field visits, serving as an unprecedented international platform that blends culture, tourism, and community development.
Significance of culture and music in creating tourism opportunities
H.E. Shaikha Al Nowais emphasized that music serves as a universal language that fosters understanding, tolerance, and solidarity among cultures. She underscored the vital role of investment in cultural and creative industries as powerful drivers of social and economic empowerment, particularly for youth. Her Excellency also noted that music transcends borders and reflects shared human values, making it a powerful tool for promoting cultural awareness and unlocking sustainable tourism opportunities across continents.
‘Musical Villages Across Continents’ initiative
During her participation in the festival, H.E. Shaikha Al Nowais announced an international initiative titled “Musical Villages Across Continents,” set to officially launch in 2026. The initiative aims to establish creative community centres in both Africa and Latin America to nurture local musical talent, promote cultural exchange, and encourage the creative economy in both rural and urban communities, in line with the UN Sustainable Development Goals (SDGs).
Roundtable on tourism as a tool for cultural diplomacy
H.E. participated in a high-level roundtable discussion titled ‘Transatlantic Rhythms for Peace: Advancing Advocacy and Policy Strategies for International Connections.’ It brought together ministers and international policymakers from Africa, Latin America, and Asia to discuss the growing role of music tourism as a tool for cultural diplomacy, peace-building, and equitable development. Participants included H.E. M’pambia Musanga Didier, Minister of Tourism of the Democratic Republic of the Congo, and H.E. Yussif Issaka Jajah, Deputy Minister of Tourism, Culture and Creative Arts of the Republic of Ghana.
Visit to the Symphony Orchestra School On the sidelines of her participation in the festival, H.E. Shaikha Al Nowais visited the Kimbanguist Symphony Orchestra School, where she met with young musicians and learned about the school’s training and arts academic programs.
