COVID-19: How the pandemic is reconfiguring Rwanda’s tourism sector in the new normal

The COVID-19 pandemic has brought about monumental shifts in the global tourism sector, and Africa has not been spared from its impact. However, amidst the crisis, there lies a silver lining of opportunities waiting to be harnessed for the recovery of the industry. CNBC Africa's Tessi Kaven engaged in a riveting conversation with Nicole Bamukunde, Director of Vatel Rwanda, shedding light on the transformative changes and strategies being employed in Rwanda's tourism sector in the era of the 'new normal'. In the wake of the pandemic, the tourism landscape has undergone a significant metamorphosis, steering industry players towards an era of reinvention and innovation. Bamukunde emphasized the pivotal role of the tourism industry, not only in Rwanda but globally, highlighting the need for a paradigm shift in how stakeholders approach tourism. She underscored the importance of reimagining various facets of the sector, from events to dining experiences, and travel methodologies. One of the cornerstone strategies for revitalizing the tourism sector was the concept of community tourism. Bamukunde accentuated the essence of crafting new products and fostering domestic and regional tourism to propel the industry forward. Domestic tourism surfaced as a key driver of recovery amidst the crisis, prompting governments to strategize on ways to captivate their local populace into embracing and exploring their own countries. Bamukunde commended Rwanda's initiatives through RDB and the 'Visit Rwanda' campaign, which spotlighted the country's attractions to its citizens. The implementation of resident packages by upscale hotels and active participation of government officials in highlighting local gems played a substantial role in cultivating awareness among Rwandans about the richness of their heritage and natural wonders. This concerted effort aimed at reshaping the mindset of citizens towards choosing local destinations for leisure, thereby fostering a culture of domestic tourism. Reflecting on the future of the tourism sector, Bamukunde delved into the realm of education and the critical role of cultivating the next generation of tourism professionals. She elucidated on the importance of integrating courses on sustainable development, entrepreneurship, and communication skills in academic curricula to equip youths with the requisites to navigate the dynamic landscape of the industry. Emphasizing the significance of youth involvement in shaping their career trajectories, Bamukunde advocated for a collaborative approach between the education sector, private enterprises, and the government to align educational offerings with industry demands and youth aspirations. Furthermore, government intervention has been instrumental in steering the tourism sector towards recovery in Rwanda. Bamukunde lauded the government's efforts in ensuring a safe environment for tourists and locals alike, fostering a conducive atmosphere for the resurgence of tourism activities. She stressed the paramount importance of continuous investment in healthcare infrastructure and stringent adherence to safety protocols to sustain the resurgence of tourism. Additionally, Bamukunde underscored the significance of utilizing this period of economic slowdown to invest in youth education and skill development, thereby fortifying the sector's human capital and fortifying future resilience. Against the backdrop of challenges posed by the pandemic, Rwanda's tourism sector has exhibited signs of revival, attributing its resurgence to strategic government support, educational reforms, and an enhanced focus on domestic tourism. The industry's evolution towards a more sustainable, community-driven model coupled with efforts to nurture the next generation of tourism professionals is poised to usher in a new era of growth and innovation in Rwanda's tourism landscape.