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Rwanda redux
The landlocked central African state is sticking to its tourism strategy for future international event success, with new hotels leading the virtual way, writes Paul Colston.
Rwanda has surprised many with its global tourism PR campaign in recent years, not least in the sponsorship of global brands, including a £30m (US$39m) three-year shirt sponsorship deal signed in 2018 with Arsenal Football Club in the UK.
“Rwanda wouldn’t have occurred to me as a place for tourism, so perhaps you do need to shock people,” Kelvyn Gardner, the head of international development at the Licensing Industry Merchandisers’ Association, said at the time.