Last weekend, October 18, the BK Arena roared with a spectacle for the international Mixed Martial Arts fraternity. The Professional Fighters League (PFL) Africa semifinals hosted at the arena not only delivered thrilling MMA action to over 4,000 fans in attendance, but also showcased Rwanda’s amazing beauty to the world. The event was more than just a night of combat sport; it was a successful showcase of Rwanda’s growing status as one of Africa’s safest and most attractive tourist destinations. With President Paul Kagame, PFL Africa Chairman Francis Ngannou, and Minister of Sports Nelly Mukazayire all in attendance, Rwanda made a bold statement, once again that it is ready for the global stage. Inside the PFL smart-cage, fans witnessed 11 fights, five stoppages, and six hard-fought decisions. Yet between the rounds, for the millions watching on TV, cameras shifted to something equally captivating: Rwanda’s breathtaking tourist attractions. What a spectacle it was. The commentators didn't disappoint either when it came to destination marketing. From the serene Lake Kivu to the mist-covered peaks of Volcanoes National Park, viewers were given a front-row seat to some of the country’s most iconic natural wonders. From where I was watching with other people, we could not help but simply enjoy in awe. Trust me, I did my bit in supplementing what we were watching hundreds of miles beyond the BK Arena. This strategic blending of sport and tourism promotion is already paying dividends. Rwanda is fast becoming a preferred destination not just for global sporting events, but for travelers seeking safety, adventure, and unforgettable experiences. The country's transformation over the last three decades has been nothing short of remarkable. Today, it is widely recognised as one of the safest countries in Africa, and indeed, the world. Kigali, its clean and orderly capital, is consistently ranked among the safest cities on the continent. Those who care to know, know that tourists can explore freely without fear, something that has become a foundation for the country's tourism appeal. Rwanda is now the model of good governance, order and cleanliness. In some place, it's an envy of sort. Security, efficient infrastructure, and a strong political commitment to development have helped build a robust foundation for hosting international events, from cycling, basketball, tennis championships, to spectacles like PFL Africa. With Formula 1 in the pipeline in a couple years, Rwanda seems unstoppable. Just weeks before the MMA event, Rwanda successfully hosted the UCI World Road Championships, a major event that drew millions of viewers globally. These back-to-back international successes are a clear indicator that Rwanda is not only capable of delivering world-class events, but is increasingly becoming the venue of choice for organisers seeking security, quality, and reliability. While Rwanda may be known globally for its remarkable post-genocide recovery, it is the country’s natural beauty that is capturing the imagination of tourists. At the heart of the country's tourism offering is Volcanoes National Park, home to the world-famous mountain gorillas and the legacy of conservationist Dian Fossey. Gorilla trekking is often described as a once-in-a-lifetime experience. Akagera National Park, on the other hand, offers traditional Big Five safaris, with lions, elephants, rhinos, buffaloes, and leopards thriving once again after years of restoration efforts. Nyungwe National Park, with its ancient rainforest, offers chimpanzee tracking and East Africa’s only canopy walk, an unforgettable trek through the treetops. Then there’s Lake Kivu in the west, and the dramatic Rusumo Falls at the Rwanda-Tanzania border. These two scenic places were a fixture between rounds during the PFL Africa event, and they both offered magnificent viewing. I must admit, I had never before seen, especially the Rusumo Falls. The one thing worth noting is that tourism is no longer a sector on the periphery in Rwanda. It is becoming the backbone of its economy. In fact, hosting (successfully) these high-profile sports events is proving to be a magic stick as the international community, once they are here, get to actually see what Rwanda is about in the real world, not just in news and documentaries. Already the country’s largest foreign exchange earner, tourism is expected to grow even more rapidly thanks to strategic branding, investment in infrastructure and high-profile international sports events. Each televised event like PFL Africa or the UCI Championships brings Rwanda into millions of homes across the globe, showcasing its natural assets and reassuring potential visitors of its beauty, safety, modernity and uniqueness. When I was watching the latest two events, first the UCI World Road Race Championships last month, and then the PFL Africa last weekend, I was assuring those whom I was with, that actually Rwanda isn’t just welcoming tourists; it’s impressing them. I believe, with more global sporting events on the horizon, and a growing international spotlight, Rwanda’s strategy is working. And it goes without saying the tourism sector is thriving, as the world is watching, and Rwanda is proving; one event at a time, that it is one of the safest, most inspiring, and most rewarding destinations in African and beyond.
