The latest Travel Expenditure Survey by the National Institute of Statistics Rwanda (NISR) shows that the tourism sector posted a modest growth in 2024, with travelers spending $579.5 million, up from $563.8 million in 2023. This is good news for a sector that is considered a key pillar of the economy. But beneath the incremental rise lies a deeper challenge: how can Rwanda transform these gains into more inclusive, sustainable growth? The data reveals that visitors are spending mostly on accommodation, food, transportation, and holiday-related experiences. Cultural experiences like weaving, cooking, and guided nature excursions are also attracting attention. These preferences signal a strong demand for authentic, localised offerings. This is a unique opportunity for Rwanda to differentiate itself as a cultural and eco-tourism destination. Yet the growth remains uneven. Holidaymakers dominate the statistics, while spending by visitors seeing friends and family (VFR) or on business and education fluctuates and, in some quarters, lags. This underscores a missed opportunity: how can the country encourage longer, more diversified stays across different visitor categories? It’s encouraging to see local entrepreneurs benefiting from tourism. Artisans crafting souvenirs, youth engaged in experiential tours, and guides facilitating cultural activities. But the broader ecosystem must be strengthened. Infrastructure outside major tourist hotspots remains underdeveloped. Tourism training programmes, especially for rural youth, are not scaling fast enough to meet demand. If not addressed, these gaps could stunt long-term growth. Policymakers and business leaders must now look beyond raw spending figures. The real question should be about how to turn each tourist dollar into a meaningful livelihood for Rwandans. The good news is that the survey offers valuable insights – what services are thriving, where gaps exist, and how spending habits vary across regions and visitor types. To challenge the status quo, there is a need for a more targeted strategy: incentivise community-based tourism, support innovation in cultural enterprises, and foster data-driven investments in less-visited regions. At the same time, diversifying offerings for business and education travelers could balance seasonal dips and boost year-round resilience. Rwanda’s tourism story is promising, but its next chapter depends on how boldly and wisely it responds to the opportunities at hand. With thoughtful planning, inclusive policies, and data-led action, tourism can evolve from modest growth to transformational impact.
