DURBAN – The 10th edition of the Mpumalanga Cultural Xperience was officially launched on Tuesday, May 13, 2025, during Africa’s Travel Indaba (ATI) – the continent’s leading tourism trade event, held at the Inkosi Albert Luthuli International Convention Centre in Durban.
This significant launch took place at a venue that symbolises African excellence and heritage, providing the ideal platform to introduce Mpumalanga’s flagship cultural festival to both local and international tourism markets. The launch was led by the Head of Department for Culture, Sport and Recreation, Godfrey Ntombela, supported by departmental officials and stakeholders from the Mpumalanga Tourism and Parks Agency.
With nearly 10 000 delegates attending this year’s ATI and participation from 27 African countries, the department’s spokesperson, Sibongile Nkosi, highlighted that the ATI was strategically chosen. “We are excited to have an opportunity to sell the province’s premier festival to the world, especially at a time when it is celebrating this milestone,” she said.
The Mpumalanga Cultural Xperience features a dynamic programme, including the Carnival Xperience, Choral Xperience, Comedy Xperience, Kasi Xperience, Film Xperience, International Xperience, 013 Summer Blaze, Marathon Xperience, Soul Session Xperience, Traditional Xperience, and the Mpumalanga Gospel Music Awards.
HOD Ntombela emphasised that this year’s edition signals a shift in approach. “We are not doing business as usual – it’s business unusual. Our new logo for the 10th anniversary speaks directly to our mandate to promote cultural diversity and social cohesion.”
He further noted the continued prioritisation of local artists: “We are keeping to our 90/10 model – 90% of our line-up consists of Mpumalanga-based artists, and 10% are from outside our borders to widen our appeal.”
He also confirmed DCSR’s role in the upcoming G20 Tourism Summit. “We are working with the national department led by Minister McKenzie, and through our MEC, we will be hosting sub-committees. Indeed, we’re going to promote our heritage sites and also promote and support our local creative industry.”
A new official website was unveiled at the event, supported by the Mpumalanga Tourism and Parks Agency. The Executive Manager of Tourism, Ntwanano Mtungwa, highlighted the festival’s positive impact on local tourism. The launch also attracted individuals from neighbouring provinces and countries who committed to supporting the landmark event.
Africa’s Travel Indaba ran from May 12 to 15, 2025.
