Kinshasa, 20 July 2025 (CPA) – UNWTO has pledged its support for the creation of music villages in Africa, with a view to promoting cultural and tourist assets on a global scale, at the end of the first edition of the World Music and Tourism Festival held in Kinshasa, Democratic Republic of the Congo. ‘I am now firmly committed, through this conference, to strongly supporting the movement to create music villages across Africa, in order to identify effective ways to promote the continent’s cultural and tourist potential internationally,’ said Cheikha Al Nowais, representative of the United Nations World Tourism Organisation and incoming Secretary-General of UNWTO 2026.
‘This movement must be carried out with respect for and protection of artists’ rights, ensuring that their talent is given real support, particularly through training, visibility and professional mentoring programs. The aim is to enable them to grow, flourish and contribute to raising our cultural and tourist destinations to a global level,’ added Cheikha Al Nowais. She continued: ‘A destination can only truly shine if it is supported by a strong, vibrant, rooted and shared culture. It is this culture that gives a country its soul that inspires, attracts and elevates. It is time to create a pan-African hub of artistic talent, with solid platforms across the continent.’ ‘It is in this spirit that we call for the creation of *music villages: genuine spaces for meeting, training, transmission and exchange between cultures,’ she continued, before concluding: ‘These villages will not only be physical places, but bridges between peoples, between cultures, between regions of Africa, and between Africa and the rest of the world – particularly Europe and Asia.’ ‘I would also like to warmly thank all the artists who contributed, through their talent and passion, to the success of this cultural and tourist celebration. This event has truly touched my heart, and I am convinced that it will be a source of inspiration for me in my role as incoming Secretary-General of UNWTO,’ said Sheikha Al Nowais. She concluded: « It is essential and important to strengthen the links between the United Nations and African cultural institutions. Together, we must identify effective mechanisms to support our artistic partners. These passionate women and men are the bearers of a unique heritage and are deeply committed to promoting culture. It was both an honor and a great pleasure to be in the country of rumba to celebrate this historic event. I express my deep gratitude to the President of the Republic, the Congolese authorities, in particular the Minister of Culture and Tourism, and the current Secretary-General of UNWTO, for bringing together all the necessary conditions for this exceptional meeting to take place. » ACP/