ASSESSING THE IMPACT OF UMHLANGANO WA MASEKO NGONI ON RURAL LIVELIHOODS OF SURROUNDING COMMUNITIES. A CASE STUDY OF NKOLIMBO VILLAGE IN NTCHEU DISTRICT, MALAWI.

This study assesses the impact of Umhlangano wa Maseko Ngoni, a cultural heritage festival, on the rural livelihoods of surrounding communities, with a particular focus on Nkolimbo Village in Ntcheu District, Malawi. Cultural festivals are increasingly recognized as important drivers of local socio-economic development through tourism promotion, income generation, cultural preservation, and community participation. However, there is limited empirical evidence on the extent to which the Umhlangano wa Maseko Ngoni contributes to improving the livelihoods of rural households in its host communities. The study aims to examine the socio-economic benefits generated by the festival, assess its contribution to employment and household incomes, evaluate its role in preserving cultural heritage and promoting social cohesion, and identify the challenges that limit its positive impact on local livelihoods. A case study research design will be employed, using both qualitative and quantitative approaches. Data will be collected from households, community leaders, local business operators, festival organizers, and government officials through questionnaires, interviews, and focus group discussions. Quantitative data will be analyzed using descriptive statistics, while qualitative data will be analyzed through thematic analysis. The findings are expected to provide insights into the relationship between cultural tourism and rural development in Malawi. Specifically, the study is anticipated to reveal that the festival contributes to income diversification through the sale of agricultural products, crafts, food, accommodation, and transport services, while also strengthening cultural identity and community participation. At the same time, challenges such as inadequate infrastructure, seasonal economic benefits, limited market access, and unequal distribution of festival-related opportunities may reduce its overall impact on rural livelihoods the study will contribute to the existing body.