Page 182 - MOET ENGLISH PR REPORT - JULY 2025

7/29/25, 4:26 PM Shaikha Al Nowais meets with President of Congo to explore future partnerships in culture, tourism, and sustainable 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.

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