Mbabane, Eswatini – Cultural festivals across Southern Africa, including Eswatini’s own renowned MTN Bushfire and Morija Arts and Cultural Festival, are not merely events for celebration but crucial engines for community identity, social inclusion, and economic growth, according to a significant new report from UNESCO. The publication, titled “Creating for the Future: Harnessing Southern Africa’s Arts and Cultural Festivals for Sustainable Development,” was recently launched, with Eswatini playing a key role through the Eswatini National Commission for UNESCO.
The report reveals how these vibrant gatherings foster deeper dialogue and mutual understanding across the region. It contends that by placing community ownership and youth participation at the core, festivals become vital spaces for preserving heritage, attracting visitors, and building social bonds across all age groups and cultures.
One of the study’s central arguments concerns the festivals’ ability to sustain indigenous music, dance, crafts, and storytelling. This serves not only to keep traditions alive but also creates a dynamic platform for intergenerational learning. Young artists, in particular, gain opportunities to express themselves, explore their cultural roots, and interact with peers from diverse backgrounds. Such exchanges are essential for promoting respect for cultural diversity and nurturing a shared sense of identity that champions inclusion. 
Beyond heritage preservation, the economic impact of these festivals is also considerable. They draw both domestic and international visitors, generating seasonal demand for local goods and services, ranging from accommodation and food to transport and crafts. For smaller towns and rural communities, this presents a valuable chance to develop community-based tourism while showcasing their unique cultural assets to a broader audience.
Furthermore, festivals perform a crucial social role, acting as common ground in regions where histories, languages, and identities may vary. They allow communities to share narratives—including those orally passed down, often untold, particularly from marginalised groups, or those that bring forth women’s contributions and address themes of gender and stereotypes. Young people find a platform to creatively reimagine their past and future through these events. The active involvement of individuals from different regions, generations, and social groups helps cultivate civic engagement and build social trust. For youth, participation in festival planning and delivery particularly instils a strong sense of belonging and empowerment, while deepening awareness of their heritage.
Despite their significant promise, many festivals continue to grapple with considerable challenges. Limited funding, inadequate infrastructure, and unequal access to resources restrict their capacity for growth and sustained impact. Artists and organisers often lack the necessary support to contribute fully to the cultural life of their societies.
To unlock the full value of festivals in Southern Africa, the UNESCO report calls for coordinated and sustained action. Key recommendations include: greater investment in cultural infrastructure, especially in underserved areas; equitable and accessible funding mechanisms that prioritize local ownership and youth-led initiatives; supportive policies that promote artist mobility, fair participation, and creative freedom; integration of festivals into national and regional development plans (specifically those linked to tourism, education, and youth engagement); and strengthening festival management capacities through training, ethical frameworks for traditional knowledge, peer learning, private sector collaboration, and regional cooperation.
The UNESCO Regional Director for Southern Africa, Nisha, stated that the report marks a defining moment in UNESCO’s efforts to show the essential role of arts and culture in driving inclusive, resilient, and sustainable development. The report, she added, is a strategic framework for action, a catalyst for policy innovation, and a celebration of the rich artistic and cultural heritage that shapes Southern Africa. It urges governments, civil society, and the private sector to unleash the full potential of arts and cultural festivals as platforms for dialogue, empowerment, and economic opportunity.
