Page 191 - MOET ENGLISH PR REPORT - JULY 2025

7/29/25, 4:27 PM Shaikha Al Nowais meets with President of Congo in Kinshasa
She also held a bilateral meeting with HYolande Elebe Ma Ndembo, Congolese Minister of Culture,
Arts, and Heritage, during which both sides explored prospects for collaboration aimed at enhancing

cultural infrastructure and developing public policies to safeguard intellectual property and promote
the rights of artists.

The meeting underscored the vital role of culture and tourism in rebuilding national identity and
empowering local communities, highlighting the need for inclusive and forward-looking policies in
both sectors.

The meetings took place on the sidelines of Shaikha Al Nowais's participation in the inaugural

edition of the World Music and Tourism Festival, organised by the Congolese Ministry of Tourism
in collaboration with the UN Tourism in Kinshasa. The Festival's aim is to support sustainable
cultural and tourism policies and highlight the role of music and the arts in promoting intercultural
dialogue through diverse tourism and cultural activities.

Held under the theme "The Rumba Route for Peace," the Festival brought together prominent
cultural leaders and tourism policymakers from around the globe, along with African artists and

creative institutions. It featured live musical performances, high-level institutional dialogues, and
field visits, serving as an unprecedented international platform that blends culture, tourism, and
community development.

Shaikha Al Nowais emphasised 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. She 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.During her
participation in the festival, 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).

Al Nowais 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 M'pambia Musanga Didier, Minister of Tourism of the

Democratic Republic of the Congo, and Yussif Issaka Jajah, Deputy Minister of Tourism, Culture
and Creative Arts of the Republic of Ghana.

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