The tourism business conference and Rwanda tourism week exhibition, which closed on Saturday December 4, 2022 in Kigali, made a case for promoting intra-Africa tourism and increasing funding for conservation.

The event was organised by The Rwanda Chamber of Tourism, along with other players in the Tourism industry and attracted over 1,000 local and international delegates with over 100 investors.

It brought together actors from the tourism industry, experts and specialists, leaders of key local and regional businesses, financial institutions, aviation and organisations in order to strengthen and speed up the sector's economic recovery.

The forum was also an opportunity to network, engage, build partnerships, share insights, and devise strategies for intra-Africa travel and tourism.

Among issues discussed during the event, included the tourism outlook in Africa for the year 2022-2023, needed investments in green tourism and sustaining livelihoods, trends impacting hospitality sector, trans-boundary wildlife conservation in Africa, untapped potential in Meetings, Incentives, Conferences and Exhibitions (MICE) and hospitality sector, to grow business tourism and service delivery as well as digital tourism solutions to innovate and market tourism at the national and continental level under the African Continental Free Trade Area (AfCFTA).

Frank Gisha Mugisha, the Director General of Rwanda Chamber of Tourism, said that the tourism forum and tourism week were an opportunity to promote business tourism and Intra-Africa tourism.

"It’s all about promoting intra Africa tourism. Rwanda Tourism Week was a success, not just for Rwanda as a host country, but to every country that attended and contributed in leading tourism to another level,” he said.

He noted, "In the tourism industry, learning how to narrate our own story plays a big role and integration between regional and international key players will make African countries tell their stories.”

Signed agreements

Rwanda Chamber of Tourism signed a cooperation agreement with ZATI (Zanzibar Association of Tourism Investors) which was represented by its Chairman, Rahim Bhaloo.

This relationship aims to further promote tourism activities both in Rwanda and Zanzibar.

"It is a dream seeing that eventually we are coming together forming alliances. I believe that once we come together then we will be creating opportunities for our people,” said Rahim.

Rwanda Chamber of Tourism also signed a cooperation agreement with CTM - Benin (Consortium pour les touristes par millions au Bénin) representing the private sector in Benin, represented by the president Dine Bouraima.

Rwanda Chamber of Tourism again signed a cooperation agreement with the Africa Tourism Board represented by Executive Chairman Dr Cuthbert Ncube.

The agreement will provide a practical framework to optimise promotional activities and support the growth of tourism in Rwanda.

Michaella Rugwizangoga, RDB's Chief Tourism Officer and Ariella Kageruka, Head of Tourism and Conservation, on Saturday also met with the Minister of Tourism and Environmental Affairs of the Kingdom of Eswatini, Hon. Moses Vilakati and discussed collaboration in areas of cultural tourism and conservation.

"All we need is to work together and make Africa grow strength to strength,” said Moses M. Vilakati, Minister of Tourism and Environmental Affairs in the Kingdom of Eswatini.

Speaking during the tourism business forum, Eugene Mutangana, the Conservation Management Expert at Rwanda Development Board (RDB), said that there is a need for increasing funds for conservation and encouraged Rwandan youth to get involved in conservation.

"We need to enhance strategies that educate our youth on how to effectively address issues in the conservation area,” he said.

Jimmy Musoni, the Chief Commercial officer at RwandAir said: "Rebranding and perfecting our tourism destination areas allows us to present our story and attract potential tourists.”

Tapping into MICE

According to Sylvia Gasana, the Director of Event Coordination, there is a need for strategies to tap into potential in Meetings, Incentives, Conferences and Exhibitions and the hospitality sector.

"One of the key untapped potential to grow MICE tourism is human capital, there is a need to invest and train mass talent available on the African continent,” she said.

According to Carmen Nibigira, Tourism and Hospitality Expert, at Mastercard Foundation, young people need support to boost business tourism.

"We need to think beyond our current realities, anticipate tomorrow's variables, and create a future that will enable young people to thrive and move our economy in the right direction,” she said.

"Rwanda’s strategy focuses on attracting players to invest in Rwanda to help restore, promote and protect our tourism destinations,” said Kageruka, while speaking at the Africa Tourism Business Forum.

Ron Adam, Israel’s Ambassador to Rwanda said that improving customer care in the tourism and hospitality sector is a big needed investment.

"The hospitality sector needs to invest in improving customer experience and creating room for better customer service when dealing with investors. It’s time for the Rwandan tourism industry to be recognised,” he said.

Emmanuel Nsabimana, Head of Tourism Regulation at RDB, emphasised the need for players in the industry to adapt in order to attract more visitors into the region.

"From the government point of view, we need to connect Africa more to the rest of the world. The private sector should also be prepared by ensuring that they package their products to suit travellers from all markets,” he said.

Sports tourism

Rwanda has begun promoting a new type of tourism, Golf tourism, with the aim to promote conservation and natural environment protection.

Rwanda Chamber of Tourism launched the first "Golf for Conservation” event aimed at promoting conservation best practices in Rwanda and promoting golf as a sport tourism.

Speaking during the forum, Josue Dushimimana , Chief Executive Officer at Kigali Golf Resort and Villas said: "Kigali Golf Resort & Villas is more than just a sport area but a conservation hub to over 60 bird species.”

In the previous year, the sports tourism industry generated over $6 million, accounting for 13 per cent of the total generated revenues earned from the MICE industry.

In light of promoting sports (Golf) tourism, Golf for Conservation activity was conceived to match the local community with The Rwanda Tourism week 2022 participants.

The activity brought together RTW 2022 participants to enhance and create business networks among golfers and the business community across Africa, to embrace environmental conservation best practices that promote sustainable tourism.

On this note, Kageruka made a case for investing in green tourism and sustaining livelihoods.

Tourism week

As the Global Tourism sector recovers from COVID-19, the Rwanda Chamber of Tourism, in collaboration with key partners from the public and private sector and development stakeholders, organised the Rwanda Tourism Week-2022 — aiming at adopting strategies and establishing platforms to share pragmatic global experiences that align with rethinking the tourism industry.

This was done through product diversification, innovation and creating strong partnerships that open the Africa Markets for Tourism Business to a sustainable bounce-back.

A photo competition was created to enable storytellers (local and international photographers) to showcase Rwanda’s diverse tourism attractions, beautiful scenery through photography. This was an opportunity for the talented photographers to raise awareness on Rwanda as a destination through various social media platforms.

The tourism week also hosted a live informal fashion show that highlights the innovation of renowned local and regional clothing brands.

The event was organised to empower and inspire women, young talented minds working in the creative and fashion industry, to showcase authentic designs and promote the Rwandan creative industry.

There was also the launch of Restaurant week, which was done on November 25.

This was aimed at promoting the culinary industry, promoting restaurant businesses. It encouraged diners to discover new trends/ new restaurants, and participate by ordering a menu at an affordable price (promotional packages introduced to promote restaurant week).

Dinners had the opportunity to enjoy their experience at top restaurants for a discounted and set-price.

Rwanda Tourism awards winners

During the Gala Dinner that took place at Kigali Convention Centre on Saturday, 19 operators in the tourism and hospitality sector of the year were rewarded.

The winners include High Ground Villa as apartment of the year in apartment category, Chillax Lounge at Century Park Hotel as bar and night club of the year in Bars and Night clubs category, The Bishop's House as Boutique hotel of the year in Hotels and lodges category, One&Only Gorilla Nest as luxury lodge of the year in hotels and lodges category, Kigali Marriott Hotel as Town Hotel ( Mid-Upper range)of the year in hotels and lodges category and Cleo Kivu as vacation hotel/resort of the year in hotels and lodges category.

They are also Brioche as coffee shop/café of the year in Restaurants and coffee shops category, Nyurah Restaurant as restaurant of the year in restaurants and coffee shops category, INTARE CONFERENCE ARENA as conference and event venue of the year in conference and event category and Red Rocks Initiatives as community-based tourism initiative of the year in community based tourism initiatives category.

Rugero Jeannette emerged female tour guide of the year as Gilles MUGABE was male tour guide of the year.

Ezra Ndikumwenayo is Youth tour guide of the year.

Terra incognita Ecotours is Female tour operator of the year.

GO TELL TOURS AND TRAVELS LTD became tour operator of the year.

GORILLA EXPEDITION SAFARIS is Youth tour operator of the year.

Bercedou Travel Agency emerged as female Travel Agency of the year and Satguru Travels & Tours Services Ltd as Travel Agency of the year.

Selam Travel Solutions is Youth owned Travel Agency of the year.

The need for embracing E-tourism

Operators in tourism in various African countries have identified the problem of business operators who have not yet embraced digital tourism as one of the modern ways to attract more customers in a fast way.

The gap was identified in a panel discussion on Friday, with a topic dubbed "Digital tourism solutions to innovate and market tourism at the national and continental level under the African Continental Free Trade Area (AfCFTA).

E-Tourism is the use of information and communication technologies (ICTs) in the tourism industry. It involves the buying and selling of tourism products and services.

There are 300,000 tourism-based businesses in Africa, but only 15 per cent of them use technology known as 'E-Tourism', which makes them miss opportunities available in this sector.

In Rwanda, Covid-19 affected the tourism sector where revenues decreased from $498 million in 2019 to $131 million in 2020.

Chris Dushime, the Director of Business Technology at the Private Sector Federation in Rwanda, said they are keen to scale up technology training centres in different areas so that businesses in tourism and tourism professions embrace e-tourism.

He said that e-tourism is timely for Rwanda and the rest of Africa in the digital era.

Mugisha, the Director General of Rwanda Chamber of Tourism, said they will soon launch a platform dubbed "Rwandaful” which will connect different tourism operators and market their services and products.

"Any person in Africa and beyond can discover where to buy products from Rwanda through the platform,” he said.

The first day of the Africa Tourism Business Forum ended on a high note with an excursion to Umusambi village, with conservation stories by the bonfire and networking among key stakeholders of Africa’s travel, tourism, hospitality and aviation sectors.

Umusambi village is a nature reserve and sanctuary for the disabled, rescued Grey Crowned Cranes from captivity.

It is currently a refuge for rehabilitated cranes and a haven for wetland biodiversity.

Thanks to its great progress in sustainable tourism, Rwanda has been selected to host the 2023 World Travel & Tourism Council (WTTC) Global Summit, the most influential Travel and Tourism event gathering thousands of industry players to discuss ways to support the sector’s growth.