A new UNESCO report reveals that Southern Africa’s arts and cultural festivals are far more than entertainment, serving as significant drivers of economic growth, job creation, tourism, and social development.
The study, Creating for the Future: Harnessing Southern Africa’s Arts and Cultural Festivals for Sustainable Development, analyses 10 major festivals across nine countries in 2024. These events generated over $11.7 million (R195 million) in revenue and created nearly 3,000 jobs.
Key findings include a strong multiplier effect: every dollar invested yields an additional $2.51 (R41.80) in local economies. With 61% of attendees being non-local, festivals significantly boost tourism.
Socially, the sector promotes equity, with 54% of management roles held by women and 65% of the workforce under 31 years old, aiding youth empowerment. Additionally, 45% of performing artists were local, including 37% emerging talents.
Environmental sustainability, however, lags, with only one festival implementing a comprehensive green strategy, though many have adopted partial measures.
The report calls for increased planning and investment to maximise festivals’ potential as year-round contributors to sustainable development.
An example of purposeful integration is the Luxurious Marble Circus (LMC) in South Africa, which combines entertainment with initiatives supporting local feeding schemes, young artists, and sustainability through recycling and upcycling. Corporate involvement, such as from Investec, doubled funding for such efforts from R820,000 in 2024 to R1.5 million in 2025.