Today, Visit Rwanda and Paris Saint-Germain launched a new campaign to showcase Rwanda’s breathtaking tourism attractions and iconic sporting and events facilities, and to invite the world to visit Rwanda. The campaign features Paris Saint-Germain legend Jérôme Alonzo alongside first-team players Keylor Navas, Lionel Messi, Sergio Ramos, Ander Herrera, and Leandro Paredes. The campaign aims to position Rwanda’s as a premiere global destination for leisure and sports tourism.
The centerpiece of the campaign is a video that premiered at the Parc des Princes in Paris during the recent Paris Saint-Germain and Monaco game. The video was broadcasted at the 48,000-capacity stadium before kick-off and during half-time. The video promotes Rwanda’s unique attractions, with a focus on the new Kigali Golf Course – the first of its kind in the region, and the latest sporting facility that strengthens the country’s position as a global sports tourism hub.
Speaking at the launch of the campaign at Parc des Princes, Paris Saint-Germain Sponsorship Director, Marc Armstrong said:
“Rwanda is quickly becoming the home of sport in Africa and we are proud to partner with Visit Rwanda to showcase the country’s world-class attractions and facilities. Youri Djorkaeff and recently, Rai, our Paris Saint-Germain legends have visited the country and experienced the famous Rwandan hospitality and I encourage everyone to plan their trip to the Land of a Thousand Hills today.”
“Rwanda is open for tourism and we are excited to welcome the world to experience our rich culture, lush national parks and unique wildlife, and be part of some of the world’s most exciting sporting events – from the Basketball Africa League to the Road World Championships. A visit to Rwanda is guaranteed to be memorable, and this new campaign with Paris Saint-Germain gives just a taste of what visitors can expect,” said Ariella Kageruka, Acting Chief Tourism Officer, Rwanda Development Board.
Josue Dushimimana, CEO, Rwanda Ultimate Golf Course, said: “The Kigali Golf Course is located in the heart of Rwanda’s capital city and is the first of its kind in the region. With an 18-hole course and clubhouse, tennis courts, a pro-shop and a health club, the Kigali Golf Course is ready to welcome the world’s best as well as amateur golfers to tee off their next adventure in Rwanda.”
The launch of the campaign took place as part of a week-long set of activities to promote the country’s diverse tourism offering to travel buyers in France and Europe. During the week, representatives from the Rwanda Development Board and nine tour operators from the Rwanda Tourism Chamber participated in the International Luxury Travel Market (ITLM), the world’s leading luxury tourism travel fair held annually in Cannes, France.
Attending the show for the fifth time, the Rwanda Development Board together with Primate Safaris, Thousand Hills Africa, Songa Africa, Palast Tours, Volcanoes Safaris, Uber Luxe Safaris, Eco-Community Tours, Mapendano Voyages and Africa Journeys met with international luxury tourism buyers to establish business partnerships and share why Rwanda is one of the best places in the world for both leisure and sports tourism.
A tourism business event was also held in Paris to engage French travel agencies and attract French tourists to Rwanda. During the event, Ariella Kageruka, Acting Chief Tourism Officer, presented Rwanda’s tourism experiences and the robust health measures the country has put in place to ensure safe and seamless travel.
Speaking at the event, Rwanda’s Ambassador to France, Francois Ngarambe, said:
“Rwanda’s culture and warm hospitality await all travelers. We are committed to making these partnerships work by continuously investing in our tourism experiences to exceed traveler expectations.”
The event also featured a photo exhibition by French photographer Mathieu Courdesses that showcased Rwanda’s wildlife and highlighted the country’s conservation efforts. Rwandan tour operators connected with their French counterparts, who were introduced to Rwanda’s vibrant culture through a traditional dance performance. The event concluded with a raffle in which Vlad Toderasc, from French tour company Masai Spirit, won an all-expenses paid trip to Rwanda.
- Watch the Visit Rwanda tourism campaign video here.
- Learn more about Rwanda’s sports and adventure tourism here.
- Doreen Ingabire, Head of Communications, Rwanda Development Board, at email@example.com.