This week, Kigali opens its doors to the world. Over 100 nations are represented, and global stars like Tour de France winner Tadej Pogacar as well as French cycling star Julian Alaphilippe are here for the first-ever UCI Road World Championships on African soil. Team Rwanda has promised a strong show on the roads, determined to prove that on home ground they can compete with the very best. But beyond the podiums and medals, Rwanda is also running another race; one for service excellence.

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For every visitor, this is the start of a personal journey. New, unknown, full of excitement. And that story begins at Kigali International Airport. Visitors notice the hills and the banners, but more importantly, how they are welcomed. As I highlighted in my previous article, people remember how you made them feel. Was the immigration officer warm and efficient? Did luggage arrive promptly, with clear communication if there was a delay? Did airport staff make them feel like valued guests, or like numbers being processed? These opening moments set the tone for everything that follows.

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Outside the terminal, their journey continues. Hosts and drivers will be the next storytellers. Visitors will expect reassurance, knowing they are being guided fairly, that their drivers are confident in navigating the city, and yes, that simple tools like Google Maps are used effectively to inspire trust. Guests don’t expect perfection, but they do expect to feel safe, informed, and respected from the very first ride.

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At the hotels, the narrative deepens. Some guests are here for the race, while others are in Kigali for business, family, or leisure. No one should feel like a second-best guest. Service must be consistent, whether checking in a cycling fan or a business traveller.

Guests will remember if receptionists made check-in smooth, if staff anticipated needs like offering water after a long journey or checking dietary preferences before meals. They will remember the food that reflects Rwanda’s culture, the proactive updates about road closures, and whether staff went beyond the expected. These are the details that make an experience feel personal, not mechanical or transactional.

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As visitors move through Kigali, they will admire the beauty of the streets, the cleanliness, the order, the traffic police at every corner. But what will stay with them are the countless small interactions through their encounters with officers, volunteers, and pedestrians offering directions. Are instructions given with calm and patience? Are diversions explained with empathy to locals trying to get about their day? Each ordinary encounter becomes part of Rwanda’s service story.

And then comes the farewell, the final sprint in Rwanda’s service race.

Just as a cyclist digs deep for a strong finish, service providers must deliver their best in the closing moments. Was checkout rushed, or handled with grace? Did anyone lean in to ask, "How was your stay?” before the guest departed? Were small issues resolved so they didn’t cross the finish line carrying frustration? The goodbye is not a formality; it is the last push, the decisive moment that determines whether visitors remember the stumble or the strength of the finish.

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For locals, too, this championship is a journey. Hosting the world means road closures, diversions, and daily inconveniences. It also means an opportunity to feel proud. The difference lies in how changes are communicated. A clear explanation that says, "We know this affects you, but here’s why it matters and how we’ll support you,” transforms irritation into understanding. Service culture is not only about guests, but also about how we treat one another.

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Events like the UCI Championships act as magnifying glasses. They reveal cracks, but they also highlight strengths. Medals and headlines will fade, but service is the legacy visitors will carry home. That’s why communication is so critical. Collecting feedback, checking in, and resolving issues before they escalate can transform a visitor’s experience. Silence leaves frustrations to grow; clear communication turns potential complaints into loyalty. And it doesn’t stop at the point of departure.

I often emphasize the 72-hour rule: within three days, reach out to every guest to thank them, check in, or resolve any pending issues. Imagine if Kigali’s hotels, restaurants, and operators adopted this practice during the championships. It would show that Rwanda listens, learns, and cares beyond the transaction.

Team Rwanda has promised to give their best on the roads. That promise should also be an internal one for every service provider in Rwanda. From the airport officer to the street vendor, from the hotel receptionist to the taxi driver, each has a role in delivering Rwanda’s best to the world because the races will be remembered in medals, but the way guests are treated will be remembered in stories, recommendations, and return visits.

As cyclists cross their finish lines, so too will every Rwandan who welcomed a guest, gave directions, or solved a problem with grace. The true victory will not be measured only in seconds and medals, but in kindness, clarity, and care, because the truth is simple; the last impression lasts the longest.

And in 2025, Rwanda has the chance to win both races.

Guests arrive as visitors, but leave as storytellers. Let’s give them something unforgettable to say about Rwanda!

The author is a certified hospitality trainer and Founder of Outstanding Solutions Afrika, a boutique hospitality and tourism consulting firm dedicated to transforming service excellence.