Rwanda Development Board (RDB) has carried out a major coup that is the talk of the internet. It has landed a sponsorship deal with one of the world’s largest and most famous football clubs; Arsenal.

The mere mention of the deal was a mediatic triumph as it was widely reported on mainstream media and is most likely to arouse more interest in Rwanda and the region’s tourism attractions. Unique marketing approaches have been the country’s hallmark, such as the annual gorilla naming ceremony, Kwita Izina, that has found its niche 0n the tourism calendar.

The continued presence on many of the world’s tourism salons and shows has also played a hand in selling the country. This year Rwanda scooped the Best Exhibitor Award during the annual ITB- Berlin in the African category. All these achievements have multiplier effects; showcasing the country’s attractions and also giving a piece of the pie to our neighbouring countries, especially Kenya and Uganda with which we share the common East African Tourism Visa.

So what does the Arsenal deal entail?

The three year deal will see "Visit Rwanda” printed on the left sleeve of the players’ jerseys. Arsenal claims that its shirt is viewed 35 million times daily, which will be a major factor in Rwanda’s bid to promote its tourism sector.

Arsenal players will visit Rwanda and the team will also conduct sports development camps for both players and coaches.

So the local tourism sector should gear up for what will definitely be a high season for the next three years and beyond. But are they well prepared? As we speak now, the annual customer care campaign, "Na yombi” is underway.

The campaign was another RDB-inspired drive that overhauled the once lethargic customer care, especially in the hospitality industry. It was very successful and quickly spread to other service providers, be they private or government offices.

Innovation has been the buzz word of this country and it has not been mere talk; it has walked the talk so now it is up to the tourism sector to do their part.