Visit Rwanda

What Visit Rwanda does

Visit Rwanda is the official government tourism brand of Rwanda, managed by the Rwanda Development Board (RDB), a state entity headquartered on KG 220 St in Kigali. The brand was launched in 2018 to promote Rwanda as a tourism and investment destination globally. It operates a digital tourism platform at visitr wanda.com that functions as both a content portal and a booking entry point for gorilla trekking, national park experiences, MICE events, and foreign investment promotion. Core products include mountain gorilla trekking in Volcanoes National Park, wildlife safaris across four national parks (Volcanoes, Akagera, Nyungwe, Gishwati-Mukura), the Kigali Convention Centre for meetings and events, the annual Kwita Izina gorilla naming ceremony, cultural heritage experiences, and adventure activities (canopy walkway, Congo Nile Trail cycling, kayaking, helicopter tours).

The business model combines government-funded tourism marketing with permit-based revenue. Direct revenue is generated from gorilla trekking permits priced on a tiered basis by visitor category ($1,500 international, $500 foreign resident/African, $200 Rwandan/EAC) and national park entry fees (e.g., canopy walkway $5-$40). Ten percent of permit and park revenue is contractually reinvested in local communities. Distribution occurs through the self-serve website and an integrated booking subdomain (visitrwandabookings.rdb.rw), a network of approved tour operators (Vazquez Tours, Songa Africa, Thousand Hills Africa, Uber Luxe Safaris, Kingfisher Journeys), RwandAir as the national carrier, and direct enterprise sales through the Kigali Convention Centre and RDB investment portal. Primary customer segments are international tourists (highest-margin segment), Rwandans and East African Community residents, sports fans reached through sponsorship activations, MICE delegates, and foreign investors.

The brand's go-to-market motion is event-driven and sponsorship-led, anchored by premium global sports partnerships. Visit Rwanda became Arsenal FC's first shirt sleeve partner in 2018 (partnership ended November 2025), Atlético de Madrid's first-ever African partner in 2022, a Paris Saint-Germain premium partner, and the exclusive jersey patch sponsor of the LA Clippers and official tourism sponsor of the LA Rams, SoFi Stadium, and Hollywood Park (2023-2025), making it the first African tourism brand with deals across both the NBA and NFL. A front-of-shirt partnership with Aston Villa launched in July 2026. The brand also serves as a Founding and Host Partner of the Basketball Africa League. Underlying technical infrastructure is a WordPress-based web platform with online booking integration, virtual tour content, and multilingual support (English, Dutch, German), backed by Rwanda's 98% 4G nationwide coverage and WTTC Global Safety and Hygiene Stamp certification (2020).

Name

Visit Rwanda

Legal name

Rwanda Development Board (RDB)

Website

https://visitrwanda.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Visit Rwanda is the official government tourism brand of Rwanda, managed by the Rwanda Development Board, promoting gorilla trekking, national parks, MICE events, and foreign investment through premium sports sponsorships with Arsenal, PSG, LA Clippers, LA Rams, and Aston Villa.

Ownership category

akta.pro rank

Product category

Tourism Destination Marketing

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152), Nature Parks and Other Similar Institutions (712190), Travel Agencies (56151)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Safari & Wildlife Travel Agencies (THAKAFAG)

akta.pro secondary industries

Safari Lodges & Tented Camps (THAAAHAC), Rainforest & Jungle Ecotourism Tours (THAAAEAF), Jungle/Rainforest Expedition & Survival Tour Operators (THAAADAI), Safari Lodges (Big Five/Game Reserves) (THAGAIAA), Safari & Wilderness Luxury Resorts (THAGACAD), Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

Keywords

• Destination marketing organization
• Wildlife tourism promotion
• Gorilla trekking permits
• MICE event hosting
• Investment promotion services

Headquarters

HQ city

Kigali

HQ country

Rwanda

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Tourism Promotion and Marketing: Government-funded tourism marketing initiative managed by Rwanda Development Board to promote Rwanda as a premier tourism and investment destination
2. Gorilla Trekking Permits: Revenue from issuing permits for gorilla tracking in Volcanoes National Park - tiered pricing for different visitor categories
3. National Park Fees: Fees collected for access to Akagera, Nyungwe, Volcanoes National Parks and other protected areas
4. Investment Attraction: Marketing Rwanda as an investment destination through the Visit Rwanda investment portal, supporting economic development goals

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Visit Rwanda is the official government tourism marketing brand of Rwanda, managed by the Rwanda Development Board (RDB). It promotes Rwanda as a tourism and investment destination globally through a digital platform, online booking portal for gorilla permits and national park access, and high-profile international sports sponsorships. The platform enables tourists to discover, plan, and book wildlife safaris, gorilla trekking, cultural heritage visits, adventure activities, and MICE events across Rwanda's national parks and Kigali Convention Centre.

Product overview

Visit Rwanda is the official tourism marketing platform managed by the Rwanda Development Board, promoting Rwanda as a premier travel and investment destination. The platform serves as both a content website and booking portal for tourism experiences across Rwanda's national parks, cultural heritage sites, and adventure activities. The portfolio includes gorilla trekking and wildlife safaris, sports sponsorship partnerships with global brands (Arsenal FC, PSG, Atlético Madrid, LA Clippers, LA Rams, Aston Villa, Basketball Africa League), MICE facilities through the Kigali Convention Centre, and investment promotion services. Core tourism products include national park experiences, cultural museums, adventure activities (cycling, hiking, kayaking), and culinary tourism (coffee/tea tours), supported by specialized fan engagement programs and the annual Kwita Izina gorilla naming ceremony.

Differentiator

Problem solved

Functional benefit

Products and services

• Visit Rwanda Tourism Platform The official tourism marketing and booking platform for Rwanda, featuring destination information, travel packages, itinerary planning tools, and online booking capabilities for national parks, gorilla trekking, accommodations, and activities. Targeted at international tourists planning travel to Rwanda.
• Gorilla Tracking Tours Guided mountain gorilla trekking experiences in Volcanoes National Park, including golden monkey tracking and multi-day wildlife safari combinations. Permits sold at tiered pricing based on visitor nationality and residency status.
• Kigali Convention Centre World-class convention facility conveniently located near Kigali International Airport, offering premium environment for regional and international conventions, exhibitions, festivals, meetings, and events. Targets MICE organizers and corporate groups.
• Rwanda Investment Promotion Platform Comprehensive investment portal managed by Rwanda Development Board, promoting Rwanda as a business destination with information on investment incentives, sectors, procedures, and One Stop Centre services for business registration. Targeted at international investors and business travelers.
• Cultural Heritage Experiences Cultural attractions including King's Palace in Nyanza, Ethnographic Museum, Kigali Genocide Memorial, Rwanda Art Museum, Kandt House Museum showcasing Rwanda's history and contemporary culture. Targets culturally curious international tourists.
• Adventure Activities Outdoor adventure activities including Congo Nile Trail cycling, Nyungwe canopy walkway, hiking, kayaking, caving, and helicopter tours across Rwanda's diverse landscapes. Targeted at adventure-seeking tourists.
• Coffee and Tea Tours Agricultural tourism experiences at coffee and tea plantations including washing station tours, processing demonstrations, and tastings at locations like Kinunu, Gisovu, and Gisakura estates. Targets culinary and agricultural tourism enthusiasts.

Quantifiable outcome

• Rwanda ranked 9th safest country in the world by World Economic Forum
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered flagship and core.

• Aston VillaflagshipGTM or Marketing Partner · 14 July 2026Official Front of Shirt Partner with Aston Villa - major Premier League club, providing prominent brand visibility on team kits.
• Los Angeles ClippersflagshipGTM or Marketing Partner · 29 September 2025Exclusive jersey patch sponsor of the LA Clippers. First time an African tourism brand established partnership with an NBA team. Engagements include community activations such as court refurbishments and coaching clinics in Los Angeles and Rwanda, with Clippers' G League affiliate hosting youth coaches from Rwanda for annual training sessions.
• Los Angeles RamsflagshipGTM or Marketing Partner · 29 September 2025Official tourism sponsor of the LA Rams, SoFi Stadium, and Hollywood Park. First African tourism brand to establish partnerships across both NBA and NFL. Multi-year sponsorship agreement part of expanded US market strategy.
• Arsenal FCflagshipGTM or Marketing Partner · 1 January 2018Official Tourism Partner and first shirt sleeve partner. Visit Rwanda logo featured on left sleeve of all AFC teams. Partnership ended around 2025. Arsenal shirt seen 35 million times daily globally. Included player visits, coaching clinics, and trophy bonus clause.
• Paris Saint-Germain (PSG)flagshipGTM or Marketing PartnerPremium partner with PSG, part of Rwanda's strategy to reach European and global football audiences. PSG reported €837 million in total revenue for 2024-25, ranking fourth in Deloitte Money League, enabling significant brand exposure.
• Atlético de MadridflagshipGTM or Marketing PartnerVisit Rwanda became Atlético de Madrid's first ever African partner, gaining exposure to the club's global fanbase and Spanish-speaking markets.
• Basketball Africa League (BAL)coreStrategic or Co-development PartnerFounding and Host Partner of the Basketball Africa League, co-founded by NBA Africa. Rwanda-based APR FC and RSSB Tigers have participated in the league, showcasing Rwanda's basketball talent internationally.
• Rwanda Football FederationcoreStrategic or Co-development PartnerPartnership with Rwandan Football Federation for organizing coaching clinics and supporting football development programs, including women's football initiatives.
• African ParkscoreStrategic or Co-development PartnerManages Akagera National Park in partnership with Rwanda Development Board since 2010. Reintroduced lions in 2015 after 20-year absence and black rhinoceros in 2017.
• Kigali Convention CentrecoreChannel Partner/ Reseller/ DistributorWorld-class MICE facilities operated as part of Rwanda's tourism infrastructure, conveniently located close to Kigali International Airport.
• RwandAircoreChannel Partner/ Reseller/ DistributorRwanda's national airline providing connectivity and promoting Visit Rwanda to international travelers. Strong African hub potential with highly connected airline network.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tourism New Zealand: A national destination marketing organization that promotes New Zealand globally through brand campaigns and partner networks. Like Visit Rwanda, it is a government-affiliated DMO responsible for converting international awareness into tourism arrivals, operating with a national-brand remit rather than as a private tour operator.
• South African Tourism: South Africa's national tourism brand agency promoting wildlife safaris, cultural heritage, and adventure travel. It is the closest direct peer: an African national DMO with safari and conservation-driven product, competing for similar wildlife-tourism demand.
• Kenya Tourism Board: Kenya's national tourism marketing body focused on safari, Big Five, and conservation tourism across its national parks. Direct competitive overlap with Rwanda in East African wildlife tourism markets, with overlapping product categories (gorilla/primate vs Maasai Mara safari).
• &Beyond: A luxury safari and conservation-travel operator running high-end wildlife experiences across Africa (including Rwanda). Comparable in product type (high-yield primate/safari experiences), though structured as a private operator rather than a national DMO.
• VisitBritain: The UK's national tourism agency that markets Britain internationally through brand partnerships, sports tie-ins, and digital campaigns. Highly comparable in DMO structure, sports-marketing tactics, and international brand-building approach — especially relevant given the Arsenal partnership history.
• Wilderness Safaris: A leading African luxury safari operator covering multiple countries including Rwanda. Operates within similar high-end wildlife-and-conservation product category, complementing and sometimes running tours inside Rwanda's parks.
• Singita: A luxury safari and conservation brand operating high-end lodges and experiences across Africa, including Rwanda. Comparable product positioning (premium wildlife + conservation) and target customer (high-LTV international travelers).

Broad incumbents

• Abercrombie & Kent: A global luxury travel company offering curated tours including Rwanda gorilla trekking and African safari. Broader portfolio than Visit Rwanda but overlapping strongly on the luxury wildlife customer segment and on the supply side of partner tour operators.
• Intrepid Travel: A global adventure and small-group tour operator that offers Rwanda itineraries among a broader portfolio. Comparable as a channel for moving gorilla-trekking demand, though operates as a private operator across many destinations rather than a national DMO.

Others

• African Parks: A non-profit conservation organization that manages protected areas across Africa including Akagera National Park in partnership with Rwanda Development Board. Direct operational partner rather than competitor, but materially comparable in conservation-tourism management capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/visitrwanda
• Instagraminstagram.com/visitrwanda
• Xx.com/visitrwanda_now
• LinkedInlinkedin.com/company/visitrwanda

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Rwanda