eBusiness Weekly
Joseline Sithole
Dangamvura Township in Mutare is where I spend my childhood. Back then having a “Ndau” dialect and tone was a dangerous business. Small urchins from the neighbourhood surrounded, sneered, poked and generally made life unbearable. I learnt to keep quiet but gradually earned my respect in the playfield where I outwitted everyone in the “pada” and “lakalaka’ games.
Secondary school was no better as every Ndau word I wrote in my Shona essays was unceremoniously corrected. Thank God the Ministry of Education has reversed that anomaly. I even changed my “Ndau” middle name” Mwatsveruka” to “Manyara” thinking that it will be more palatable. (Mwatsveruka means you should be ashamed of yourself.)
My “light bulb” moment came when I was at OR Tambo International Airport where I saw a Ndau “chimbikiza” a traditional, flaired multi-layered and multi-coloured skirt normally worn by people from the Limpopo Province in South Africa. That skirt cost a whooping R3 500 and is believed to take up not less 25 metres of material to make it. I decided I would celebrate my Ndau heritage, revert to my original Ndau name and above all make noise about the beauty of our culture. My fellow Ndau brothers; Ishmael Penyai and Phillip Kusasa are both trailblazing Ndau brothers passionately carrying our heritage to the next generation. (See Facebook Rekete Chindau and the Ndau Arts Festival).
The United Nations Educational, Scientific and Cultural Organisation (UNESCO) declared May 21 World Day of Cultural Diversity. One of the key objectives of this day is to promote cultural diversity by showcasing different types of cultural expression and to encourage inclusive equitable and vibrant participation by communities in the arts culture and heritage sectors.
What is culture?
Chimhundu (2012) points out that culture is “everything that makes a people who they are, what they have, use, do, make, practice, consume, enjoy, perceive, know and believe as well as how and why to all the above.
In short culture is the sum total of knowledge, behaviour patterns thought objectives and technical skills of society.
However, as witnessed by the above illustrations of the expensive traditional skirt advertised at an international airport, cultural heritage can be a good income earner. Local and international tourists are always on the lookout for unforgettable cultural experiences and are willing to spend a sizable amount of money on it.
What is cultural tourism?
Cultural and heritage tourism refers to tourism “where arts, culture, and heritage form a key attraction, for visitors and the focus of their visitors. A TAMS study, conducted in Canadian and US tourist markets, revealed that, after shopping and dining, cultural heritage activities have the highest participation rates of all tourism activities for visitors. Strolling around and looking at building architecture was another favourite tourist activity.
Some countries seem to excel more with Cultural Heritage tourism when compared with others. The survey conducted by BAV Group and the Wharton School at the University of Pennsylvania, revealed that overall, Europe still leads in terms of cultural ranking. At the very top of the rankings is Italy, which is celebrated for its culinary traditions, classical art, rich architecture and fashion. Other countries include; France, the UK, Spain and the United States. The Huffington Post, however, ranks China as the World’s most culturally rich country.
What are the advantages?
Culture is one of the driving forces for the growth of tourism in most countries that globally generally contributes about 12 percent to Gross Domestic Product. According to the Secretary General of the United Nations World Tourism Organisation Zurab Pololikashvvili, cultural tourism in the world represents nearly 37 percent of the total for the sector. Notwithstanding is the creation of jobs and the growth of GDP to a wide spectrum of sectors across the economy. It also preserves cultural heritage spots and improves infrastructure in the form of accommodation.
In Zimbabwe Cultural Tourism is not new. The Communal Areas Management Programme for Indigenous Resources (CAMPFIRE), has really succeeded in encouraging rural communities particularly those adjacent to national parks to manage their natural resources.
Besides ecotourism communities also engage in such activities as fisheries, harvesting of wild fruit, bee keeping among others and revenue from these is used to develop infrastructure. In Victoria Falls Mukuni Village is a Cultural Highlight and Chapungu Village offers a diversity of Cultural items.
However, SMEs and entrepreneurs need to innovate and find new ways to reach both the local and international tourists. How can they do this?
Cultural tourism does not mean International only
SMEs marketing messages should be aimed at local, regional, continental and international visitors. Thus SMEs should make a thorough assessment of these target market needs and provide requisite tourist attractions that match their desires. To this end infrastructure investment should match their reality.
For example, new architecture is strongly geared towards climate friendliness. Local tours can be arranged for schools etc and companies can take advantage of these facilities for their team building and strategy sessions.
Our unique people’s groups
The Doma and the Tonga are as unique as the Aboriginal peoples of Australia, the native tribes of Brazil and Maori of New Zealand. However, despite a violent past Australia, has made good work of elevating their indigenous people, the Aborigines through showcasing their world famous art.
In Australia, it is an offence to take a photograph of an Aboriginal without permission. As such, we have much to learn from our indigenous tribes. SMEs in the entertainment industry, can make movies documentaries and other media on this our unique heritage.
Our food, our heritage
UNESCO currently recognises 19 food and drink related traditions as part of its representative list of the “intangible cultural heritage of humanity”.
Namibia featured on this list in 2018, with their Marula Fruit Festival. We need a strictly Zimbabwean culinary culture that we can showcase to the world. How about this exquisite goat head recipe from Mutoko; You open the mouth, stuff in onions and tomatoes in there and then tie the mouth with a string. When the soup starts oozing out of the nose you know its ”show time”.
Infusing Western and local tastes
Pfuko is arguably one of Zimbabweans favourite drink. All Dairiboard did was to “bling” up a traditional drink. Zimbabwe has a diversity of wild fruits that can be infused into our everyday palates. How about turning our “mazhanje” (Sugar Plum) into a powder and mixing it with water for a healthy drink. “amatyimbi” (mopane worms) can be cut into small pieces and thrown into a salad to add on a little crunch. The main point here is we need the brave out there, to start using our own local products to create culinary powerhouses that will shake the world and be recognised by UNESCO. All those graduates from culinary school please do something. Last year we enjoyed “mazhanje” jam. My sister used exactly the same jam recipe but incorporated a traditional fruit.
Local dances and music
Way before Miley Cyrus started twerking on MTV; Cote d’ Ivoire already had the “Mapouka dance”. In the same vein the “Borrowdale dance and Sungura music are uniquely Zimbabwean. “Jerusarema” called “Mbende” was actually inscribed in 2008 by UNESCO to the representative List of the Intangible Cultural Heritage of Humanity. The Swaziland Reed Dance draws many visitors across the continent. The Brazilian Carnival with its pomp and extravagance has been on the calendar since 1836. Peculiarly it celebrates a Christian holiday. SMEs in the event industry should take up this niche market and ensure that traditional dance festivals are permanently etched on the social calendar.
Greatness routes
Israel a place of historical significance offers you a peek into Jesus’ travels through coordinated tours. We have people of historical significance whom we can be honoured to follow their footsteps. As a Ndau, I have just completed a book by Timothy Matangi and Peter Godwin both born in the Eastern Highlands but with different lenses over their childhood experiences. I wondered if I could have a Matangi/Mukiwa Tour and combine with Cyclone Idai experiences. SMEs in the tour operator’s sector, food for thought.
To conclude, cultural tourism offers a lot of opportunities and SMEs should start thinking outside the box to both celebrate our culture and make a handsome income out of it. Mahatma Gandhi says “A nation’s culture resides in the hearts and in the soul of its people”.
◆ Joseline Sithole is an SME Consultant and founder of Southern Africa Development Consultants (SODECO). For comments write to her on [email protected] or whatsapp +263773634062.
