UN Tourism Leader Promotes Culture and Peace Through Music

Photo: WAM

Shaikha Nasser Al Nowais, who has been elected as the next Secretary-General of UN Tourism for the 2026–2029 term, visited the Democratic Republic of Congo (DR Congo). During her visit, she met with President Félix Tshisekedi to discuss how the UN and the Congolese government can work together. The main focus was to improve culture, tourism, and sustainable development in the country.

Talks with the President of DR Congo

In her meeting with President Tshisekedi, they spoke about building strong partnerships between UN Tourism and DR Congo. Both sides agreed that tourism and culture are important tools for helping the country grow. They also discussed ways to make DR Congo a leading place for cultural tourism in Africa. This would not only help the economy but also build national pride.

Promoting DR Congo as a Cultural Hub

One of the goals discussed was to raise DR Congo’s global profile. Shaikha Al Nowais and the President explored ways to show the world the rich culture and traditions of the Congolese people. They believe that by sharing local music, art, and history, more tourists and cultural investors will be attracted to the country.

Bilateral Meeting with Culture Minister

Shaikha Al Nowais also held a special meeting with Yolande Elebe Ma Ndembo, the Minister of Culture, Arts, and Heritage in DR Congo. In this meeting, they talked about how both sides could work together to improve cultural spaces like museums and performance centres. They also discussed creating strong policies to protect the rights of artists and their intellectual property.

Empowering Communities Through Culture

During the talks, both sides agreed that culture and tourism play a big role in helping communities grow. They talked about using culture to bring people together and rebuild national identity. They also stressed the importance of making policies that include everyone and support artists, youth, and local traditions.

Participation in Music and Tourism Festival

Shaikha Al Nowais attended the first-ever World Music and Tourism Festival in Kinshasa, the capital of DR Congo. This event was organised by the Ministry of Tourism in DR Congo, with support from UN Tourism. The goal of the festival was to promote peace and sustainability through cultural and tourism activities.

Theme of the Festival: “The Rumba Route for Peace”

The festival was held under the theme “The Rumba Route for Peace.” It brought together leaders in culture and tourism from around the world. Many African artists and creative organisations joined the event. There were live music performances, important meetings, and tours of cultural sites. The event gave a new platform for using music and tourism to build peace and improve communities.

Music as a Universal Language

Shaikha Al Nowais said that music can help bring people from different cultures together. She called it a “universal language” that helps people understand and respect each other. She believes that music can break down barriers and help build peace between communities and nations.

Investment in Creative Industries

She also said that investing in music and the creative arts can help young people and local economies. By supporting creative talents, countries can give youth more job opportunities and help communities earn income. These industries can play a big role in achieving the United Nations Sustainable Development Goals (SDGs).

New Project: “Musical Villages Across Continents”

During the festival, Shaikha Al Nowais announced a new international project called “Musical Villages Across Continents.” This project will officially begin in 2026. It aims to build creative community centres in both Africa and Latin America. These centres will help young people learn music, connect with artists from other countries, and grow local cultural economies.

Goals of Musical Villages

The main goals of these musical villages are to support cultural exchange, discover and train musical talent, and boost the local economy through creative activities. The centres will be located in both rural and urban areas. This way, people from all walks of life can take part and benefit from the programme.

Roundtable on Music and Peace

Shaikha Al Nowais also joined a special discussion titled “Transatlantic Rhythms for Peace.” This event was a high-level roundtable where ministers and cultural leaders from Africa, Latin America, and Asia shared their ideas. They talked about how music tourism can help build peace and improve international relations.

Leaders Who Participated

Some of the main speakers at the roundtable included M'pambia Musanga Didier, the Minister of Tourism of DR Congo, and Yussif Issaka Jajah, the Deputy Minister of Tourism, Culture and Creative Arts of Ghana. These leaders shared how music and tourism are helping their countries and people.

Focus on Cultural Diplomacy

The roundtable focused on cultural diplomacy. This means using culture, like music and art, to build better relationships between countries. It also discussed how tourism that focuses on music can bring new opportunities and promote equal development between regions.

Visit to Symphony Orchestra School

While in Kinshasa, Shaikha Al Nowais visited the Kimbanguist Symphony Orchestra School. This is a special music school that trains young musicians. She met with the students and learned about the programmes that teach music and arts. She praised the young musicians and encouraged them to continue developing their skills.

Supporting Young Talents

Shaikha Al Nowais said she was very impressed by the hard work of the young musicians. She said that supporting youth talent is important for the future of any country. Programmes like these not only teach music but also give youth a purpose and hope.

Building Bridges Through Culture

In all her meetings and visits, Shaikha Al Nowais stressed the importance of building bridges between cultures. She said that through shared experiences in music and tourism, people can connect more deeply. This leads to peace, understanding, and mutual respect.

A Vision for the Future

The visit to DR Congo by the future UN Tourism leader marked a big step in global efforts to use culture and tourism for peace and development. Her vision includes helping local communities, protecting artists’ rights, and encouraging international cooperation through music and culture.