Rwanda Development Board (RDB) is considering a partnership with American fitness influencer and entrepreneur Ashton Hall to support efforts to promote Rwanda as a tourism destination through the Visit Rwanda brand.

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RDB’s Chief Tourism Officer, Irène Murerwa, met Hall on Saturday, July 11, alongside Rwandan content creator Enock Uwizeye, popularly known as Ashton Small or Kagarara, and Indian content creator Yogendra Kushwah, known online as Indian Ashton Hall.

The meeting discussed "their visit to Rwanda and opportunities to showcase the country's unique tourism experiences to global audiences,” RDB said.

Although RDB did not disclose details of the discussions, the meeting points to the country's continued efforts to market its tourism sector through personalities with a strong international following.

Through the Visit Rwanda brand, the country has over the years combined traditional destination marketing with strategic partnerships, including sponsorship deals with European football clubs as well as NBA and NFL clubs, to promote the country as a key tourism and investment destination.

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The discussions came a day after Hall, Kagarara and Kushwah arrived in Kigali a part of their African tour. They have also visited Nigeria, Ghana, and Cameroon.

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Hall’s arrival followed a viral online connection with Kagarara, whose content introduced the American fitness influencer to many Rwandans and helped spark widespread interest in the visit.

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Hall is widely known for his fitness, lifestyle and motivational content, which has earned him millions of followers across social media platforms, making him one of the world's most followed fitness influencers.