Story by Lisa Masuku-Kurira (ZBC News)
ZIMBABWEAN artists are leveraging their participation at the 39th Surajkund International Crafts Mela in India to promote the country’s cultural heritage, expand arts tourism and unlock international business opportunities.
A 23-member delegation of Zimbabwean artists and crafters is exhibiting at the globally recognised crafts fair, showcasing traditional artefacts, performances and cultural expressions aimed at increasing Zimbabwe’s visibility on the international arts and tourism stage.
As part of their engagements, the delegation’s team leader paid a courtesy visit to Zimbabwe’s Ambassador to India, Ambassador Stella Nkomo, at her office in New Delhi, where discussions focused on maximising the platform for cultural promotion and economic benefit.
Ambassador Nkomo encouraged the artists to fully utilise the international exposure offered by the fair to market Zimbabwe’s arts tourism sector.
“The participation in such platforms gives us global visibility. These global showcases attract a lot of business people, so having our artists here at the Surajkund is good for marketing our arts tourism,” she said.
The Surajkund International Crafts Mela has also provided an opportunity for Zimbabwean performers to showcase traditional dances, offering audiences a deeper appreciation of the country’s cultural identity.
Traditional dancer, Prince Mutsauki, said performances such as the Bira dance play a vital role in preserving and communicating Zimbabwe’s heritage.
“The Bira dance showcases our heritage and culture. It is a dance that we dance to invite the spirits so that the spirits speak to people,” he said.
The Surajkund International Crafts Mela runs for 16 days and is one of the world’s largest cultural exhibitions, drawing participation from more than 50 countries. Organisers say the event serves as a key platform for cultural exchange, creative industries growth and international tourism promotion.
Zimbabwe’s participation forms part of broader efforts to position arts and culture as drivers of tourism, trade and people-to-people diplomacy.
