The Rwanda Development Board (RDB) has held talks with American singer and entrepreneur Kelis Rogers on promoting tourism and investment in Rwanda.

The meeting took place on Wednesday, July 22, bringing together RDB Chief Tourism Officer Irène Murerwa and Rwanda Convention Bureau (RCB) Deputy CEO Maeva Shukuru Habimana to explore potential areas of collaboration.

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According to RDB, the discussions focused on how the Grammy-nominated artist and businesswoman could help promote Rwanda as a destination for tourism and investment, particularly among American travellers and investors.

The engagement comes as Rwanda steps up efforts to raise its profile in the US market. Last year, RDB signed tourism promotion partnerships with American sports franchises LA Clippers and LA Rams. More recently, the tourism body held talks with fitness influencer Ashton Hall, further expanding its reach across sports, entertainment and digital media audiences.

Known professionally as Kelis, Rogers rose to international fame with hits including Milkshake and Bossy. Beyond music, she has established herself as a chef, author and entrepreneur, giving her influence that extends well beyond the entertainment industry.

The latest engagement is part of Rwanda’s broader strategy of working with high-profile international personalities to expand its tourism reach and attract investment.

The tourism sector generated $685 million in revenue in 2025, according to RDB, with 1.49 million visitors drawn by the country’s wildlife tourism, meetings and conferences, and cultural experiences.