NALSU NEWS: South African Cultural Observatory Research (SACO) Highlights Social, Cultural and Economic Value of the National Arts Festival
The creative arts do not just enrich our lives and worlds: they create jobs and opportunities as well.
Professor Jen Snowball, head of the Economics and Economic History Department at Rhodes University -- and an affiliate of the Neil Aggett Labour Studies Unit (NALSU) -- is part of the South African Cultural Observatory (SACO), which examines these issues.
SACO is a national research organisation funded by the Department of Sport, Arts and Culture, and hosted by the Nelson Mandela University, with partner universities, of which Rhodes University is one. NALSU provides essential administrative support for SACO's Rhodes leg. SACO's mandate is to provide up-to-date, policy- and industry-relevant data on the cultural and creative industries in South Africa.
In 2024, SACO commissioned a study to mark the 50th anniversary of the National Arts Festival (NAF) in Makhanda. The 2024 edition of the Festival, which featured close to 300 performances, provided an opportunity to revisit and extend earlier impact studies. The study, undertaken by a research team from Rhodes, used a mixed-methods approach: surveys of over 1,000 festival-goers, in-depth focus groups with artistic producers, and interviews with Festival organisers to assess the National Arts Festival's cultural, social, economic, and environmental impacts.
The research provided compelling evidence of the National Arts Festival significance for audiences, artistic producers, and the host town of Makhanda.
Findings indicate that the National Arts Festival continued to play a key role in expanding access to the arts and supporting audience development. The demographic profile of attendees had become increasingly diverse. Importantly, the festival attracted both long-standing and first-time attendees. While 26% of respondents had attended ten or more National Arts Festivals, 17% were attending for the first time. Across the board, audience members reported high levels of satisfaction: 80% rated shows on the Curated programme 4 or 5 out of 5, while 76% gave similar ratings to Fringe events.
Over 80% of festinos agreed that the festival promoted exposure to diverse art forms, and increased their understanding and enjoyment of the arts. The festival's role in fostering intercultural exchange and social cohesion was similarly affirmed, with 81% agreeing that it brought together people from different cultural backgrounds.
The research also confirmed that the National Arts Festival remained a valuable contributor to the local economy. Despite broader national economic challenges, and a decline in audience spending compared to the pre-COVID years, the 2024 festival had an economic impact of R57.9 million in Makhanda, and R131.8 million in the Eastern Cape. The Festival's partnership with the Social Employment Fund also supported 1,604 local jobs, in addition to the 247 roles directly linked to the event.
On the other hand, the study found that the average length of visitor stay has decreased over time, falling from 6 nights in 2016 to 3.4 nights in 2024. Cost, and the availability of accommodation, were among the key barriers cited by respondents. This suggests the need for further investment in visitor infrastructure to sustain the festival's economic benefits.
For artistic producers, the National Arts Festival remained an important platform for creative development, exposure, and professional networking. Survey and focus group data highlighted the festival's role in providing a space for experimentation, intercultural collaboration, and dialogue between artists and audiences.
An important innovation in the study was the introduction of indicators to assess the National Arts Festival's environmental sustainability practices. Data collected from festival organisers tracked initiatives related to responsible procurement, waste reduction, and education around sustainable behaviours, for visitors and suppliers.
The National Arts Festival stands out not only as a major cultural event, but as a case study in the multi-faceted value of the arts in a post-pandemic context. The festival offers an essential space where artistic innovation, cultural participation, economic activity, and environmental responsibility intersect.
The full report is available on the South African Cultural Observatory website:
ABOUT NALSU: The Neil Aggett Labour Studies Unit (NALSU), housed in Sociology at Rhodes, is engaged in policy, research, and workers' education. Named in honour of Dr Neil Aggett, a union organiser who died in an apartheid jail in 1982, NALSU has a non-sectarian, non-aligned, and pluralist practice. It has active relations with numerous policy, labour, and research organisations.
MORE: www.ru.ac.za/nalsu