Festivals can enhance Zim’s tourism brand

Tourism

Charles Mavhunga

ZIMBABWE’s rich cultural heritage and diverse culinary traditions have the potential to attract global audiences through the power of festivals.

Festivals can shape the country’s tourism brand and provide a platform for Zimbabwe to showcase its vibrant identity.

1. Harare International Festival of the Arts (HIFA)

The Harare International Festival of the Arts (HIFA) was founded in 1999. Its main objective was to showcase and celebrate the diversity of arts and culture, both within Zimbabwe and internationally.

The festival was also meant to provide a platform for artistes and performers to share their work, promote cultural exchange and foster creative expression. Over the years, it had become a significant event on the African arts calendar, attracting a wide range of participants and audiences from around the world.

2. Victoria Falls Carnival

Victoria Falls Carnival was founded in 2009. The main objective of the festival is to bring together people from different backgrounds to celebrate music, arts and culture in the iconic setting of Victoria Falls, Zimbabwe. The event features live music performances by local and international artistes, as well as adventure activities such as bungee jumping and white-water rafting. The carnival has become a major attraction for tourists visiting Victoria Falls during the festive season.

3. Chimanimani Arts Festival

The Chimanimani Arts Festival was founded in 2018. The main objective of the festival is to promote and celebrate the arts and culture of the Chimanimani region, as well as to provide a platform for local and regional artistes to showcase their talents and connect with audiences. Hosted in the scenic Eastern Highlands, the Chimanimani Arts Festival celebrates traditional music, dance and arts of the local communities.

It draws visitors interested in experiencing the authentic cultural traditions of Zimbabwe.

4. Hwange Elephant Festival

The Hwange Elephant Festival was founded in 2016. The main objective of the festival is to raise awareness about elephant conservation and wildlife protection, while also celebrating the beauty and significance of elephants in Zimbabwe’s natural heritage. The festival includes educational programmes, wildlife safaris and community engagement activities, highlighting Zimbabwe’s commitment to sustainable tourism and wildlife conservation.

5. Intwasa Arts Festival

The Intwasa Arts Festival was founded in 2005. Its main objective is to celebrate and promote the diversity of arts and culture in Bulawayo and the surrounding region, providing a platform for artistes to showcase their work and for the community to engage with various art forms.

The festival features music, dance, theatre, literature, visual arts and culinary experiences, showcasing the vibrant cultural tapestry of the region and attracting visitors interested in immersing themselves in Zimbabwean arts and culture.

These festivals, among others, have contributed to enhancing Zimbabwe’s tourism industry by promoting cultural exchange, fostering community engagement and showcasing the country’s unique attractions.

They have helped to position Zimbabwe as a dynamic and culturally rich destination, appealing to a wide range of travellers seeking authentic experiences.

Additionally, these festivals have economically benefitted local communities and businesses, further bolstering the tourism sector in Zimbabwe.

Lessons from other countries

Zimbabwe can learn several valuable lessons from festivals in other countries to enhance its tourism identity. There are international festivals that focus on sustainability, promoting eco-friendly practices and supporting local communities. Zimbabwe can also incorporate sustainable tourism practices into its festivals, such as promoting responsible wildlife viewing, conservation efforts and eco-friendly accommodations and culinaries.

The following are the examples:

1. Bordeaux Wine Festival — France: The Bordeaux Wine Festival was founded in 1998.

The main objective of the festival is to celebrate and promote the world-renowned wines of the Bordeaux region, as well as to showcase the cultural, culinary and historical heritage of Bordeaux.

2. Taste London — United Kingdom: Taste London was founded in 2004. The main objective of the festival is to bring together food lovers and top chefs to celebrate the diverse and innovative culinary scene in London.

The festival provides an opportunity for visitors to sample a wide range of dishes from renowned restaurants, participate in cooking demonstrations and engage with various food and drink producers.

3.Ubud Food Festival —Indonesia: The Ubud Food Festival was founded in 2015.

The main objective of the festival is to showcase the rich and diverse culinary traditions of Indonesia, as well as to promote food sustainability, innovation and cultural exchange.

The festival further provides a platform for local and international chefs, food writers and food enthusiasts to come together and explore Indonesian cuisine.

It is, therefore, important for Zimbabwe to incorporate these elements into its festivals to enhance the country’s tourism identity, attract a diverse range of visitors and showcase the country’s cultural and culinary richness to the world.

Charles Mavhunga co-authored textbooks in Business Enterprising Skills and is currently studying for a PhD in Management at Bindura University of Science Education. He can be contacted at [email protected]/ Cell:0772 989 816.