Mosi Day of Thunder Boosts Tourism Through Music, Culture, and Strategic Partnerships
Zambian Breweries Plc and the Ministry of Tourism and Arts, through the Zambia Tourism Agency (ZTA), have reaffirmed their shared commitment to promoting Zambia’s rich cultural heritage and boosting local tourism through strategic partnerships and vibrant festivals like the Mosi Day of Thunder.
Speaking during the 2nd Annual UN Tourism CAF-CAM Summit in Livingstone, the stakeholders highlighted the growing impact of music and arts events in driving domestic and international arrivals to Zambia’s iconic destinations — especially Livingstone, home of the world-renowned Mosi-oa-Tunya Falls.
“Mosi Day of Thunder is more than a music festival. It is an economic and cultural engine that drives local business and introduces thousands of tourists to Zambia’s rich offerings,” said Hon. Rodney Sikumba, Minister of Tourism and Arts, in an interview with Financial Insight Zambia.
He emphasized that events like this not only celebrate Zambian identity but also serve as catalysts for economic development, community empowerment, and cultural preservation.
The annual festival attracts thousands of music lovers and adventure seekers, creating a ripple effect on local businesses, from accommodation providers to market vendors and tour operators. Notably, each ticket sold offers access to tourist attractions like the Mosi-oa-Tunya Falls, ensuring that visitors enjoy both natural beauty and high-energy entertainment.
Tawanda S. Hojane, Legal and Corporate Affairs Director at Zambian Breweries, echoed this sentiment, underlining the brand’s long-standing support for national pride and sustainable development.
“The Mosi Day of Thunder, anchored by our Mosi Premium Lager, creates proudly Zambian moments that celebrate our identity, culture, and heritage. It has become a ‘national property,’ enriching communities, uplifting businesses, and offering a platform for local talent to shine,” he said.
This year’s festival is especially significant as it marks 50 years of Mosi Premium Lager, a milestone being celebrated with the theme “Unleashing 50 Years of Thunder”. Set for April 26, the 2025 edition promises an even grander celebration of Zambian culture, music, and unity.
The initiative also supports the Zambia Tourism Agency’s “Take a Holiday YAMULOKO” campaign, which encourages Zambians to explore their own country and positions Zambia as a premier Southern African travel destination.
“We invite all festivalgoers and international tourists to come and taste Mosi in its birthplace,” said Hojane. “Come for the music, stay for the adventure, and leave with a story worth sharing.”
