Thirty-four years ago today, I was flown in a King Air fixed-wing aircraft to Musiara in the Masai Mara to lead my first-ever safari group. They had disembarked from a cruise ship docked on the Indian Ocean — a group of wealthy senior citizens eager to explore the world. I was tasked with leading them on a two-day safari, using a fleet of ten five-seater Cessna 404s. A week later, I returned to Musiara to guide a private safari for an 82-year-old widower traveling alone for 16 days. The striking commonality between the two experiences was that neither the group nor the solo traveler sought the beach. They longed for immersion in the wilderness and the awe-inspiring beauty of wildlife in its natural habitat. As a landlocked nation nestled in the heart of Africa, our greatest treasures lie in the untamed majesty of our wildlife, the breathtaking beauty of our landscapes, and the warm dynamism of our people. To cultivate a vibrant, high-value tourism industry, aspiration alone is not enough. We require a meticulously crafted strategy — a symphony of interconnected initiatives, where efficiency and effectiveness are the guiding melodies. Achieving true prosperity demands a strategic pivot from reliance on abundant natural resources or the short-term gains from international events. Instead, we must prioritise building a thriving ecosystem that seamlessly integrates substantial infrastructure investments, diversified leisure offerings, continuous innovation, efficient travel facilitation, and a strong, effective regulatory framework. Infrastructure: The foundation for success A sustained commitment to developing and maintaining world-class infrastructure is essential. This extends far beyond basic amenities. Today’s travelers — whether business executives, eco-tourists, or leisure seekers — have high expectations. Seamless connectivity and accessibility are vital, requiring well-maintained roads, reliable electricity, consistent clean water supplies even in remote areas, and high-speed internet access. These are not luxuries; they are the bedrock upon which a world-class tourism industry is built. While progress has been made, relentless investment is still needed to elevate our infrastructure to meet — and exceed — the expectations of discerning global travelers. Upgraded airport facilities, efficient public transportation in tourism zones, and internal road networks that ensure smooth travel between attractions are crucial for attracting high-value tourists who prioritize comfort, reliability, and time efficiency. Sustainable growth demands that we move beyond our traditional reliance on safaris and conference tourism. Diversifying our offerings will not only appeal to a broader demographic but also increase visitor stays and expenditure. Investments in non-traditional leisure facilities, adventure tourism, and eco-friendly resorts are critical. Architecturally impressive, sustainably built facilities will attract environmentally conscious travelers seeking unique, immersive experiences. We should also tap into the growing demand for adventure tourism by developing hiking and mountain biking trails, offering ziplining, hot air balloon rides, and hosting international sporting events such as golf tournaments. Potential locations for new golf courses could include Musanze, Nyagatare, Rusizi, and Rubavu — destinations with natural appeal. Wellness retreats in scenic, tranquil landscapes can provide visitors with a haven for rest and renewal, further diversifying our tourism portfolio. Innovation: Breathing new life into tourism Innovation must be at the heart of our tourism development strategy. Virtual reality tours of our national parks could offer prospective travelers a tantalizing glimpse of our wildlife, sparking greater interest in in-person visits. Interactive museums using augmented reality can bring our rich history and culture to life. Convenient, seamless online booking platforms for accommodations, tours, and activities are essential to attract tech-savvy travelers. Beyond digital tools, we must foster creativity in offering memorable experiences — themed festivals celebrating our heritage, culinary tourism showcasing local ingredients, and storytelling initiatives that bring ancient legends vividly to life. The key is to go beyond the predictable — to offer visitors something truly special and unforgettable. Accessibility: Making travel seamless Even the most compelling attractions will fall short if access remains complicated. For a landlocked nation, simplifying travel is crucial. We must streamline visa processes through fast, user-friendly online systems and explore visa-on-arrival options for key markets. Equally important is improving airport procedures to eliminate long queues and inefficient services, creating positive first and last impressions. Investment in modern airport infrastructure, enhanced regional air connectivity, and efficient ground transportation across borders are vital. Long-haul travelers also require seamless connections through regional hubs, while domestic air services can open up more remote destinations. A strong, transparent regulatory framework A robust regulatory framework is the scaffolding upon which a high-value tourism industry will be built. This framework must not become a barrier but instead foster investor confidence, protect natural and cultural assets, and ensure consistently high-quality visitor experiences. Licensing and quality standards must be strictly enforced to eliminate substandard operators. Environmental protection laws must be strengthened and enforced, ensuring that tourism development is sustainable. Transparent labour practices, land-use policies that involve local communities, and robust consumer protection mechanisms are equally critical. By ensuring accountability, transparency, and community empowerment, we will protect the foundation upon which our tourism success depends. A call to visionary leadership Developing a high-value tourism industry in a landlocked nation presents challenges — but the potential is immense. Strategic investment in infrastructure, leisure diversification, innovation, accessibility, and regulatory strength will unlock economic growth, create jobs, and preserve our cultural heritage. The time for visionary leadership and collective commitment is now. Together, we can build a tourism industry that embodies sustainable development and becomes a lasting source of pride for our nation.
