With the support of Governance for Competitive Technical Assistance Technical Project (G4C), Rwanda Development Board has launched the Tourism Marketing Programme targeting the East African Community.

Coinciding with the launch of the common East African tourist visa on January 1, an accomplishment largely credited to Rwanda’s strong diplomacy after being tasked by fellow EAC members Uganda and Kenya to prepare the logistics for it, coupled with this initiative, RDB’s Tourism and Conservation Department has unveiled their new regional marketing strategy.

Coincides with joint visa

The inauguration of the 18-month programme coincides with the recent announcement at the World Travel Market in London by Rwanda, Kenya and Uganda introducing the East African single joint visa.

The visa, scheduled to take effect on January 1, will allow visitors to travel more freely through the three countries with a single and more affordable visa at $100 (Rwf670).

It will complement the visa through engaging social media campaigns for regional travellers as well as special events and partnership opportunities for tour operators, travel agents and journalists. The campaign will build on the broad recognition Rwanda is receiving as a top international travel destination.

National Geographic Traveller recently selected Rwanda’s Nyungwe Forest as one of the top 20 destinations in 2014 for “what’s authentic, culturally rich, sustainable and superlative in the world of travel today.” Condé Nast Traveller lists Rwanda as one of its “Top 10 Destinations to Watch in 2014,” citing the country as Africa’s emerging safari hotspot. Rwanda is the only African destination to be included on the list.

G Adventures, an international tour operator, identified Rwanda as one of its five hottest destinations in 2014 for British travellers.

The programme will differentiate Rwanda from neighbouring destinations by informing EAC nationals, expatriates and international travellers about the country’s extensive nature- and culture-based tourism attractions while enticing them to add Rwanda to their regional circuit or to extend the Rwandan leg of their multi-country itinerary.

Increased receipts

Ultimately, the programme will result in increased visitation and tourism receipts for Rwanda. Tourism being the nation’s largest foreign exchange earner, the investment in EAC promotion is important to secure future economic growth.

The programme is being implemented with the support of Solimar International, a Washington, DC-based tourism development and marketing firm. They bring extensive international expertise and several years’ experience working in East Africa.

Earlier in the year, The New Dawn Associates (NDA), in collaboration with other partners, RDB and RwandAir, organised two major familiarisation tours for travel agents, tour operators and selected media representatives to showcase what Rwanda has to offer under the theme “Beyond the Gorillas,” giving a comprehensive insight into the wide range of tourism attractions.