Content creators play a key role in inspiring others to visit their country - they tell the impactful arts and cultural stories of the country and its communities.

Zambia and Rwanda are countries with rich and diverse cultural heritage, with distinct customs, languages and artistic expressions. By highlighting their unique histories and traditions, creatives can inspire a deeper appreciation and interest in their country’s diverse cultural offerings, attracting tourists to experience this unique heritage firsthand.

Building on the success of previous phase of TUI Colourful Cultures Zambia, the project’s second phase extends its scope and activities to Rwanda. The initiative continues to support artists and artisans by helping their professional development, expanding their market access, and promoting the unique arts and culture through tourism. The first phase of the project hosted workshops in Lusaka, Livingstone, Kitwe in Zambia, providing technical assistance and market access to content creators. Helping to inspire tourists to visit Zambia through impactful storytelling, the project supported over 90 jobs and 15 organisations.

The new phase of the project features masterclasses in Lusaka, Livingstone, and Kigali, with an additional advanced masterclass in Livingstone. These sessions build capacity amongst the creative community, helping them craft compelling arts and cultural stories that inspire tourism. Target beneficiaries are young people aged 18 to 35 who are passionate about storytelling, conservation, arts, culture and tourism.

Participants receive training from a diverse team of experts. The workshops also create links to tourism organisations that can use their services once the training is complete. The project works with organisations including Canon, Nikon, Yellow Ray Digital, Women’s Museum, Artisanal Institutions, Open Window University and the two countries’ Ministry of Tourism.

The programme includes four field trips, allowing participants to apply their skills in creating cutting-edge cultural content. Additionally, two fellowships—one for a Zambian and one for a Rwandan storyteller—provide six months of ongoing support, including practical experiences, stipends and mentoring to become Destination Ambassadors for both countries.

Overall, the project supports more than 120 jobs through technical assistance, and engages 30 organisations, cultural societies, various art spaces and artisanal cooperatives. This initiative fosters a vibrant cultural scene and promotes Zambia and Rwanda as must-visit destinations through the power of storytelling.