Rethinking tourism in Rwanda

Tourism in Rwanda has witnessed a remarkable recovery rate of 80% in the first half of 2022, fueled predominantly by gorilla tourism. CNBC Africa's Julius Bizimungu engaged in a riveting conversation with Rica Rwigamba, the Country Director at Mastercard Foundation, to delve into the strategies required to reimagine and reshape the tourism landscape. This discussion comes at a pivotal juncture, considering the tumultuous impact of the global pandemic on the tourism and hospitality sector. With airlines grounded, hotels shuttered, and travel restrictions in place, the industry was brought to a sudden standstill. However, amidst these challenges, valuable lessons emerged, prompting a rethink of conventional tourism paradigms. Rwigamba articulated the essence of leveraging digital platforms to engage with travelers, even during periods of restricted mobility. By maintaining a robust online presence, destinations can sustain visibility and captivate potential visitors, thereby paving the way for future travel opportunities. Moreover, a key facet of rethinking tourism involves catering to the needs of the domestic market. During the lulls in international travel, locals became the primary demographic for tourism offerings, underscoring the importance of tailoring products to suit their preferences. The discussion gravitated towards the pivotal role of public-private partnerships in fostering resilient businesses. Rwigamba cited Rwanda's successful collaboration between government entities and private enterprises during the pandemic, exemplified by events like the Pasqued Ball Africa League. The country's proactive vaccination drive ensured a safe environment for travelers, thereby instilling confidence and enabling economic activities to persist. Looking ahead, sustained partnerships will be indispensable for fostering innovation, facilitating infrastructure development, and enhancing financial access for budding entrepreneurs. As the global discourse shifts towards sustainable tourism, the imperative of conservation and community involvement comes to the fore. In Rwanda's context, the emphasis on sustainable practices resonates deeply, especially in endeavors like gorilla tourism. The country's progressive conservation efforts have not only revitalized endangered species but also fostered a culture of eco-conscious travel. Sustainable tourism in Rwanda encapsulates a synergy between environmental preservation, local community empowerment, and conscientious traveler engagement, thereby ensuring a harmonious coexistence with nature. The conversation culminated in a forward-looking discussion on job creation and skill development within Rwanda's tourism sector. With projections indicating the potential generation of 14 million jobs in the next decade, the impetus lies on fostering diversified revenue streams and nurturing entrepreneurial ventures. Rwigamba underscored the importance of cultivating skills aligned with evolving market demands, including critical thinking, problem-solving, language proficiency, and customer service excellence. Furthermore, she highlighted the pivotal role of educational institutions in equipping youth with industry-relevant skills, emphasizing the need for adaptable curricula and vocational training programs. By fostering a symbiotic relationship between the tourism sector and ancillary industries like agriculture, transportation, and retail, Rwanda can fortify its tourism ecosystem and fortify job creation prospects for the burgeoning workforce. In essence, Rwanda's tourism sector stands on the cusp of a transformative journey, marked by resilience, sustainability, and innovation. By embracing a holistic approach to tourism that prioritizes environmental stewardship, community well-being, and skill empowerment, Rwanda is poised to emerge as a trailblazer in the global tourism landscape.