How local tourism has been boosted by Visit Rwanda deals
Rwanda is gaining international attention after signing long-term sponsorship agreements with the NFL’s Los Angeles Rams and the NBA’s Los Angeles Clippers.
Rwanda is the first African nation to collaborate with teams in both leagues as a result of the agreements.
Visit Rwanda will become the Clippers’ official coffee sponsor at their home stadium, Intuit Dome, and their exclusive jersey patch sponsor under the agreements.
Every practice outfit and jersey worn for home and away games will prominently display the sponsor.
The campaign, created by the Rwanda Development Board (RDB), was introduced in May 2018 with a prominent collaboration with Arsenal Football Club. It showcases Rwanda’s diverse fauna, rich culture, and stunning scenery.
Rwanda has become more well-known throughout Europe, Africa, and America thanks to later collaborations with Paris Saint-Germain, the Basketball Africa League, and now American sports clubs.
“We have virtually doubled tourism revenue since the Visit Rwanda campaign began, with $650 million expected in 2024. According to Valliere Sheja, the Chief Strategy and Communications Officer of the Rwanda Development Board (RDB), this illustrates how well the Visit Rwanda campaign is working to propel growth and raise tourism-related revenue.
The NBA and NFL agreements follow a decade of explosive growth in Rwandan tourism. In 2017, tourism brought in $438 million, with 94,000 visits to national parks—mostly from Volcanoes National Park—generating $18.7 million.
Additionally, Rwanda was listed by ICCA as the third-most popular MICE travel destination in Africa.
Even though it fell slightly to $425 million in 2018, Rwanda’s image as a popular African travel destination was cemented when it reached over 250 million people thanks to international media coverage.
In 2019, national parks received 110,400 visitors, resulting in a 17% rise in revenues to $498 million. The PSG partnership was also established that year, increasing Rwanda’s worldwide prominence.
2020 saw a decline in park attendance to 36,000 and a sharp decline in income to $121 million due to the COVID-19 epidemic.
Revenues above forecasts and reached $164 million in 2021, indicating the sector’s resiliency as the recovery got underway.
By 2022, 109,800 people visited national parks, bringing in $445 million in tourism revenue—a 171% increase over 2021.
With $236 million from the leisure sector and $95 million from the MICE sector, tourist revenues in 2023 surpassed 2019 levels by 24% to $620 million.
65,000 delegates attended 160 international events held in Rwanda that year.
With revenues hitting $647 million in 2024, the rising trend persisted, driven by a 27% surge in gorilla tourism and an 11% increase in aviation travel.
The 3rd IRONMAN 70.3 Triathlon, the ICANN 80 Meeting, the Africa Food Systems Forum, the Africa CEO Forum, the FIA General Assemblies & Prize Giving, and the Basketball Africa League were among the major events.
Over RWF 3.27 billion was allocated to 105 community projects through the Tourism Revenue Sharing Program, which supported equipment, infrastructure, and agriculture.
Through its strategic focus, Rwanda hopes to generate $1 billion in tourism earnings annually by 2029. Through high-profile collaborations, international media coverage, and investments in first-rate experiences, Rwanda remains a prime example of how savvy branding and sports sponsorships can revolutionize a nation’s travel industry.
