Cultural Events as a Strategy for Sustainable Relationships among Key Players

It is through various events that culture connects diverse societies while simultaneously separating them in terms of identity and uniqueness. Cultural events are thus attended avidly by numerous people in their quest for unique cultural experiences. Moreover, as they are perceived in some societies as traditional and even sacred phenomena, cultural events are an inducement for tourist turnout that results in tourism and economic growth. As a result of its cultural appeal, the Umkhosi weLembe event evokes a sense of belonging and cultural pride amongst local residents and attracts domestic and international visitors alike. Conversely, in some parts of the world cultural events may engender socio-cultural conflict between local residents and tourists, especially if the events have not been properly organized or managed. Strategic management (SM) is therefore considered essential for uniting local residents and tourists who share the mutual desire for an event’s satisfactory an uplifting ambience. This paper highlights SM as a fundamental requisite for rendering Umkhosi weLembe a catalyst for sustainable relationships between local residents and tourists.