Sports partnerships: a winning strategy to promote tourism in Rwanda
Rwanda has been able to find an original and effective strategy to promote its tourism: sporting partnerships with European football clubs. Indeed, for several years, the country has signed contracts with renowned clubs such as Arsenal, Paris Saint-Germain and more recently Bayern Munich.
These partnerships take different forms, ranging from visibility on players’ jerseys and advertising panels during matches, to the promotion of Rwanda on the clubs’ social networks. The objective is clear: attract new visitors by highlighting the country’s tourist attractions.
And the results are there. According to official figures, Rwanda welcomed more than a million visitors in 2022, generating nearly $445 million in revenue from tourism. Sports partnerships have undeniably contributed to this success, by raising awareness of the travel possibilities and opportunities offered by the country.
Some opponents criticize this strategy, questioning the return on investment of sports partnerships. However, tourism officials in Rwanda defend this approach by emphasizing the importance of marketing to attract visitors. Tourism today represents 10% of the country’s GDP, and the income it generates is reinvested for the country’s development.
Alongside sporting partnerships, Rwanda is also investing in infrastructure to host major sporting events. The construction of a 45,000-seat stadium, the Amahoro stadium, is an example. Estimated at $165 million, this project aims to attract international sports competitions and strengthen the country’s image as a tourist destination.
In conclusion, sports partnerships prove to be a winning strategy to promote tourism in Rwanda. By associating the country with renowned clubs, Rwanda manages to attract the attention of supporters and create a strong link between sport and tourism. An original and effective approach which contributes to the economic development of the country while strengthening its attractiveness.