At the heart of this transformation is the Rwanda Development Board (RDB), which oversees national economic development and ensures that tourism functions as a strategic pillar rather than a peripheral industry. The "Visit Rwanda" initiative is tasked with promoting the country's natural and cultural assets while ensuring that tourism benefits local communities and preserves critical wildlife ecosystems.
Tourism contributed a record Frw 1.9 trillion (9.8% of GDP) in 2024, a 17.7% increase over pre-pandemic levels. Central to this success is Rwanda's high-value, low-volume model, which prioritises conservation and attracts affluent travellers seeking luxury eco-tourism experiences, such as gorilla trekking in Volcanoes National Park.
By linking tourism revenue to wildlife preservation and community benefit, Rwanda has transformed its natural capital into a premium, sustainable offering that ensures long-term economic resilience.
Global recognition through sports diplomacy
Beyond traditional marketing, Rwanda has leveraged elite sports partnerships to enhance its international recognition. Collaborations with European football clubs such as Arsenal, Paris Saint-Germain (PSG), Bayern Munich, and Atlético de Madrid, along with more recent partnerships with U.S. sports franchises including the LA Clippers and LA Rams, have placed the country firmly on the global stage.
The Arsenal partnership, launched in 2018, alone reaches millions of fans worldwide through stadium branding and broadcast coverage, with a reported annual value exceeding $12 million. PSG's partnership, renewed through 2028, extends Rwanda's influence into youth development, education, and cultural exchange, including initiatives like the PSG Academy Rwanda.
Additionally, Bayern Munich and Atlético de Madrid further consolidate visibility across Germany, Spain, and Latin America, while U.S. sports deals connect Rwanda with high-net-worth American audiences.
These partnerships serve dual purposes: generating extensive international media coverage and showcasing Rwanda's economic strength and stability to the global investment community. By partnering with world-renowned, financially robust institutions, Rwanda reinforces its image as a modern, trustworthy economy and a prime destination for foreign direct investment (FDI).
Tangible economic impact
The branding strategy has produced measurable results. Tourism revenues surpassed $620 million in 2023 and grew to $647 million in 2024, driven by a 27% increase in gorilla tourism revenue and an 11% rise in air travel. The sector directly supported nearly 386,000 jobs, benefiting hospitality, service, and rural communities.
FDI has similarly surged, with total inflows reaching $716.5 million in 2023, a 44.3% increase from the previous year.
Strategic visibility through sports partnerships has also helped attract investment for major infrastructure projects, including the greenfield Bugesera International Airport, designed to handle 14 million passengers annually by 2028. This airport, alongside roads, hotels, and logistics projects, is set to catalyse further tourism and business development.
Soft power and human capital development
The initiative's benefits extend beyond financial metrics. Partnerships with PSG and Bayern Munich have facilitated skills transfer, mentorship, and youth development, creating a pipeline of talent that elevates Rwanda's human capital. The PSG Academy Rwanda, for instance, produced the country's U13 team that won the PSG Academy World Cup in 2022, showcasing Rwanda's rising youth potential on an international stage.
Domestic buy-in is also crucial. By channelling investments into local communities and job creation, Rwanda ensures that high-profile campaigns garner public support and link global visibility to tangible national development.
Resilience amid criticism
The high-profile partnerships have often attracted scrutiny, with critics citing the costs and alleging 'sportswashing' aimed at "polishing" Rwanda's image abroad. Officials have consistently dismissed these claims, defending the strategy as a long-term investment in national branding, economic growth, and youth development.
Tensions with the Democratic Republic of Congo over alleged funding sources have added a geopolitical dimension. Despite calls for termination from the DRC, Rwanda has maintained its agreements, highlighting the strategic resilience and enduring value of the partnerships.
Looking ahead, Rwanda's future growth will hinge on diversifying tourism offerings, including luxury resorts, golf courses, and experiential centres, while leveraging sports partnerships to expand the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. Strategic infrastructure projects like Bugesera Airport will further enable high-yield tourism and business travel, translating global recognition into sustainable economic development.
The "Visit Rwanda" initiative exemplifies how developing economies can leverage strategic global partnerships to amplify their voice, attract investment, and drive comprehensive national growth. By aligning tourism, conservation, youth development, and infrastructure, Rwanda has positioned itself as a model of how destination branding can intersect with economic diplomacy to deliver tangible and intangible returns.
Wycliffe Nyamasege
