MAIN PICTURE: Tsonga traditional fishing called Saila in the Lowveld. INSERT: The San women of Tsholotsho’s mopane worm collection and preparation is a unique part of their culture.
CULTURAL TOURISM in simple terms can be described as travel in which the tourist is concerned with experiencing cultural environments. The environment may include landscapes, arts (the visual and performing), lifestyle of locals, values, language, religion, traditions and events.
The cultural tourism concept was necessitated by the introduction of culture groupings which saw the birth of high culture, sub culture, popular culture and global culture. The high culture group, which is termed as the “upper” class society and doesn’t allow the “lesser” class to dilute its “elite” status, is the main consumer of cultural tourism.
Where it is marketed well, the concept of cultural tourism has both economical and social benefits.
Economically, the concept has promoted tourism at world scale. According to the World Travel & Tourism Council, a forum for business leaders in the Travel and Tourism industry, in 2014 alone, nearly 1.14 billion people worldwide crossed borders as tourists. Tourism, directly and indirectly, contributed US$ 7.6 trillion to the total economy GDP (Gross Domestic Product). It also created 6.1 million jobs, thus 1 in every 11 jobs worldwide.
In Africa, despite the negative impact of Ebola on the sector, tourism performance in 2014 improved. The improvement was driven by stronger than expected performance in recovering of the Egypt political situation and international growth in other major destination markets. It was Kenya that suffered most due to terror attacks and travel warnings had negative impact on its tourism.
In Zimbabwe, tourism, directly and indirectly, contributed US$1,44 billion in 2014 which is 10.4% of the GDP. It is expected to grow by 5.0% to US$1,51 billion in 2015, which is 10.6% of the GDP. It also generated 181,000 jobs directly which is 3.1% of total employment and is expected to grow by 2.0% in 2015 to 184,500 jobs which is 3.16% of total employment.
Socially, regardless of the cultural groupings, cultural tourism has broken the hatred and xenophobia barriers and has promoted peace, friendship and understanding between the host destination and the tourists.
It also helps curb rural migration. Rural communities which have something to market in their culture have a sense of belonging in their environments and do not need to move to other areas for survival or well being.
Cultural tourism helps preserve the cultural and historical heritage to keep attracting visitors. The Karangas in Masvingo are a good example of people preserving their culture and heritage through marketing of the Great Zimbabwe (ruins). Their culture is kept alive as the locals exhibit it to tourists, be they local, regional or foreign.
Cultural tourism helps the host communities maintain and take pride in their identity. This is a case with the San people in Tsholotsho and the Tsonga (Shangaan) people in Chiredzi who are regarded as primitive in many circles of society. To them they don’t see anything primitive about their culture.
Mr Davy Ndlovu, the project manager of Tsoro-o-tso San Development Trust in Tsholotsho, maintains that his community takes pride in its identity.
Said Mr Ndlovu: “We are very proud in every aspect of our life, especially the food and dressing. I wonder how people came to regard us primitive. How can the San culture be termed primitive? Primitive to whom in the first place?” asked Mr Ndlovu.
“It is unfortunate that even some people in Zimbabwe don’t know that the San are existing in this country. We are inviting people from anywhere in the world to visit us and experience our culture. Thereafter, they shall appreciate than despise our culture,” concluded Mr Ndlovu.
Mr Herbert Hasani Phikela, coordinator of the Centre for Cultural Development Initiative in Chiredzi shares a similar sentiment.
Said Mr Phikela: “Our Tsonga (Shangaan) culture is so unique. I believe it’s one of the most marketable cultures in Zimbabwe. The Tsonga initiation and traditional fishing ceremonies are not found anywhere in the land. Our surroundings are blessed with wildlife like the small five and the big five game. It only needs people to visit our area and enjoy what our culture can offer.”
The potential of communities benefitting from cultural tourism is very big. Blessed with a diversity of culture, Zimbabwe can exploit this cultural avenue to increase its revenue by attracting more tourists who have a direct interest in culture like scholars, students and religious delegates.
But what is the government policy towards cultural tourism? The forthcoming article shall discuss the issue.