Rwanda Development Board (RDB) is inviting qualified firms to support the promotion of Rwanda as a tourist destination across selected European markets. The initiative is being implemented in collaboration with the Embassies of Rwanda in France and Luxembourg. ALSO READ: Rwanda’s tourism revenues hit Rwf1tn in 2025 - report According to a communiqué released on Tuesday, June 9, selected firms will be responsible for supporting destination marketing and brand promotion activities across several European countries, including France, Luxembourg, Monaco, Spain, Italy, Switzerland, and Portugal. This follows a similar initiative recently conducted in partnership with the Embassy of Rwanda in the US, which issued a request for proposals to support Rwanda’s destination marketing activities in the US, Brazil, Mexico, and Argentina. Applications for that assignment are due by June 22. Visit Rwanda continues to expand its international footprint through a growing portfolio of high-profile sports partnerships across Europe and North America. These partnerships include collaborations with Arsenal, Paris Saint-Germain (PSG), Atlético de Madrid, and Bayern Munich. Arsenal became the first club to partner with Visit Rwanda in 2018, followed by PSG in 2019, with subsequent deals further expanding the programme’s global reach. ALSO READ: Rwanda’s tourism revenues hit Rwf1tn in 2025 - report In September 2025, Visit Rwanda signed long-term sponsorship agreements with the Los Angeles Clippers of the National Basketball Association (NBA) and the Los Angeles Rams of the National Football League (NFL), becoming the first African tourism brand to sponsor teams in both leagues. The brand also featured on Clippers jerseys, at the Intuit Dome in Los Angeles, and across major venues such as SoFi Stadium and Hollywood Park, which attract millions of visitors. According to RDB, the country’s tourism sector maintained steady growth in 2025, generating $685 million (about Rwf1 trillion).
