STRATEGY

Sound Diplomacy implemented a multi-phase methodology, combining direct engagement with festivals and regional experts alongside rigorous impact analysis. This included:

• Festival selection and regional scoping

• Framework development across four dimensions: economic, social, cultural, and environmental

• Primary and secondary data collection, including surveys and a regional stakeholder workshop

• Thematic analysis and benchmarking

• Strategic recommendation design for both policymakers and festival organisers

Findings & outcomes

Economic Value

Festivals contribute significantly to local economies through tourism, procurement, and employment:

• Festivals generated over USD 11 million in expenditure in 2024

• $2M direct + $9M indirect expenditure

• For every dollar invested, an estimated USD 2.51 is returned via attendee spending.

• Over 2,800 jobs were created, with 80% directly employed by festivals.

• Local suppliers received the majority of festival production budgets, with 78% of spend retained locally.

• The majority of attendees (60%) travelled from outside the host cities, stimulating the tourism sector.

Social & Cultural Impact

Festivals are vital platforms for youth empowerment, gender equality, and community engagement:

• 54% of festival management staff are women,  well above the global average in the arts sector.

• 58% of performers and 64% of workers are aged 18–31.

• 6 in 10 festivals employ persons with disabilities and provide internal training opportunities.

• Over 770 artists performed across the ten festivals, with 45% of line-ups made up of local artists and 37% emerging talent.

• 8 in 10 festivals offer family programming; 7 in 10 include participatory community initiatives.

Environmental Sustainability

While sustainability remains an emerging focus, festivals are beginning to act:

• 80% use local suppliers to reduce transport-related emissions.

• 70% report using sustainable waste management practices.

• Only 1 festival has a comprehensive environmental strategy, signalling a clear need for sector-wide support and planning.

Sector-Wide Barriers

Key systemic challenges include:

• Financial fragility: 9 in 10 festivals consider their current funding models unsustainable.

• Inclusion gaps: Only half have any accessibility provisions for people with disabilities.

• Operational strain: Inadequate infrastructure and logistical barriers hinder scale and access.

• Limited policy recognition: Many festivals lack formal relationships with public institutions, affecting funding and visibility.

Recommendations

Sound Diplomacy developed dual-track recommendations — for stakeholders and policymakers, and for festivals themselves — to promote resilience, equity, and long-term sector growth:

For Stakeholders and Policymakers

• Promote capacity building in curation, event planning, and sustainability

• Strengthen regional and global festival networks

• Support artist mobility and cultural exchange

• Integrate festivals into cultural policy and national development plans

• Provide sustainable funding mechanisms tied to inclusion, local impact, and innovation

• Invest in cultural infrastructure and accessibility

• Increase visibility of festivals in cultural data and reporting

For Festivals

• Establish internal equity, accessibility and sustainability strategies

• Collect and use data to guide decisions and strengthen funding cases

• Explore diverse financial partnerships, including with communities

• Strengthen curation and programming capacity, and reinforce inclusion policies

• Actively engage in networks, advocacy, and knowledge-sharing platforms

IMPACT

This study is the first regional-level assessment of festival-based sustainable development in Southern Africa. It offers a critical evidence base for UNESCO, national governments, and cultural sector stakeholders to strengthen support for the festival ecosystem.

Festivals are more than entertainment — they are catalysts for economic inclusion, community resilience, youth opportunity, and cultural innovation. With the right policy frameworks and institutional support, they can play a central role in advancing the Sustainable Development Goals across the continent.