Nakaaya Sumari: When music meets tourism

Dar es Salaam. The release of her second single, Mr Politician, gave her music career significant traction in the East African region. The hit had come hot on the heels of the successful first single, Malaika.

In fact, her name stood out among female musicians in 2008 when she released her debut album, 'Nervous Conditions.’

She is an award-winning artist whose contribution to promoting Millennium Development Goal 3, Promoting Gender Equality, and Empowering Women was recognised by the Kingdom of Denmark through their embassy in Tanzania.

After the release of her album, she was recognised as a woman who gave voice to the challenges faced by women in a society where they were often marginalised and unheard.

This is Nakaaya Sumari, presently serving as the Managing Director of Kai Kaya Marketing and Events, a company based in Arusha.

With her leadership style being democratic, she has employed fourteen people, eight of whom are women.

The organisation focuses on bridging the gap between the tourism and corporate sectors through innovative marketing strategies and meticulously planned events.

“I place a strong emphasis on recognising individual talents, skills, and creativity. When providing opportunities, I believe in empowering individuals to become the best version of themselves by allowing ample space for innovation and execution. This approach is geared towards achieving the overall goals set for the organisation,” she says.

After seven years in the music industry, Nakaaya transitioned into social entrepreneurship within the tourism sector following her completion of diploma courses in Tourism and Wildlife Management as well as in Music - Instrument-Voice.

"My passion for tourism stems from a deep appreciation for the diverse cultures, breathtaking landscapes, and unique experiences that our world has to offer. Travel allows us to connect, learn, and grow, fostering a profound understanding and respect for the beauty of our planet,” says Nakaaya.

She says her musical journey has evolved into a cherished hobby. Within her music journey, she discovered her passion for wildlife and a strong commitment to conservation.

“Beyond my musical endeavours, I found immense joy in contributing to the world of wildlife and conservation. This passion has become a driving force in my life, propelling me to explore innovative ways to merge my various talents. My love for music and wildlife has honed my skills in marketing and event planning,” says Nakaaya.

She says she chose to invest in Arusha as it is Tanzania's foremost tourist hub, with the iconic Serengeti and Mount Kilimanjaro located nearby. Arusha provides a unique backdrop for both tourism and corporate endeavours.

Her company leverages this geographic advantage to curate experiences that resonate with the essence of the region, creating a harmonious blend that caters to the interests of both sectors. She is happy that, apart from highlighting the natural wonders of the Arusha region, she contributes to the sustainable development of local communities.

Reaching where she is today is the culmination of diverse experiences, both positive and challenging, in combination with the connections she has with different individuals who have contributed to her learning the continuous approach while focusing on her goals with determination.

Commenting on the importance of having women's representation in the tourism sector, she says it is very crucial as it promotes diversity and inclusivity, allowing a broader range of perspectives and ideas.

Adding to that, she says, it can contribute to economic growth by harnessing the skills and talents of a more diverse workforce. It helps challenge stereotypes and ensures that the industry reflects the diverse interests and needs of both male and female tourists.

In creating a balance between her music career and a business, she said, it always demands effective time management, prioritisation, and strategic planning. For her, music has transitioned from being primarily a career to a well-honed hobby.

“Like many individuals, I am blessed with multiple talents, which can be both a gift and a challenge. Consequently, I approach prioritisation cautiously, focusing on endeavours that align with my passion while ensuring a consistent income with minimal risks,” says Nakaaya.

Commenting on the challenges facing female musicians in Tanzania and stopping those from excelling in the music career, she said that female musicians encompass gender stereotypes, restricted opportunities, and unequal treatment.

To address these issues, we need to take serious steps towards promoting gender equality within the music industry, ensuring equal opportunities, and challenging stereotypes through awareness campaigns.

"Education plays a pivotal role in this context; by fostering understanding and awareness, we empower individuals to overcome biases and contribute to the creation of a more inclusive environment. As the saying goes, when people know better, they do better," says Nakaaya.

Throughout her school years, Nakaaya was a star student, graduating top of her class from the University of Nairobi with a bachelor’s degree in Political Science and Communication.

She says that if one’s business isn't generating income, it is merely a hobby. She adds that artists can contemplate assembling a dedicated team to handle business aspects, allowing them to concentrate on their music.

She calls for the best use of technology and online platforms, which can streamline business operations, fostering synergy between the music career and entrepreneurial pursuits.

Her guiding principles in leadership are integrity, honesty, respect, fairness, and an unwavering commitment to personal and professional growth. She is fostering a healthy mental environment.

"I firmly believe that when individuals are provided with a supportive platform that nurtures both their mental and physical well-being, they emerge as highly productive and powerful contributors,’’ she says.

For those aspiring to enter the tourism industry, her advice would be to embrace curiosity and open-mindedness. Travel is not just about visiting new places; it is about immersing oneself in different cultures, understanding local perspectives, and contributing positively to the communities you visit.

The tourism industry is dynamic and ever-evolving, so staying informed about global trends, technological advancements, and cultural shifts is essential. Networking and building strong relationships within the industry can open doors to exciting opportunities, she adds.

“Lastly, remember that passion is contagious. Share your love for travel and tourism with others, whether through storytelling, blogging, or social media. Inspire those around you to appreciate the beauty and significance of exploring our world,” says Nakaaya.