wanda 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 .

The mountainous central African country is trying to put its troubled past behind it and speed development , Covid pandemic notwithstanding . The capital , Kigali has , in recent times , witnessed the construction of many top-class hotels and the Rwanda Development Board is confident the country can double its revenue from tourism ( which currently makes up over 5 % of GDP ) to over US $ 800m in the next few years .

Tourism is the country ’ s No . 1 foreign exchange earner and tourist numbers grew 8 % on the back of the PR campaign in 2019 , according to Rwandan officials who are placing a post-Covid stake on high-end travel ( thanks to the mountain gorillas of the Volcanoes National Park ) and hosting conferences .

The establishment of the Rwanda Convention Bureau in 2014 heralded some rapid growth for the MICE industry and the market , pre-Covid at least , was driven by the expansion of Rwanda Air , the national flag carrier ; the opening of the Radisson Blu Hotel & Convention Centre , Kigali , the first conference hotel in Rwanda , and , most recently , Kigali Arena , a multi-functional sports hall , signifying the synergy of the

travel and tourism industry .

The infrastructure development paired with strategic international marketing campaigns , have enabled Rwanda to become a sought-after meeting destinations in Africa , ranking second most popular destination for international events on the continent , according to the ICCA rankings , points out Hanna Moges , director of marketing and communications at Radisson Blu Hotel & Convention Centre , Kigali . “ However , due to the Covid-19 pandemic and its impact on the travel and tourism industry , the MICE sector in Rwanda was put in a temporary standstill , with a ripple effect on private sector support services such as accommodation , suppliers and event organisers . After months of unprecedent disruptions , the industry ’ s flexible and adoptive nature allowed for virtual and hybrid meetings to be the most practical meeting mechanisms ,” she says , adding that the convention centre was at the forefront of efforts to introduce alternatives for organisers and bring together the best in technology and heightened health and safety measures . The Hotel and Convention Centre

“ After months of unprecedent disruptions , the industry ’ s highly flexible and adoptive nature allowed for virtual and hybrid meetings to be the most practical meeting mechanisms .”

Below : Going hybrid in Rwanda

recently received the SGS certification for implementing a series of cleanliness and hygiene procedures , having undergone on-site testing , including in-situ Adenosine Triphosphate ( ATP ) and RT-qPCR testing methods - part of the Radisson Hotels Safety Protocol .

“ Adding to these strict safety measures , designated hybrid meeting rooms at the Kigali Convention Centre ( KCC ), equipped with the latest in technology , are proving to be demand generators for both local and international events .,” Moges notes , pointing out that the 3rd Africa Tourism Leadership Forum , Africa Green Growth Forum , 13th Extraordinary Session of the Assembly of the African Union Heads of State and Government on the African Continental Free Trade Area ( AfCFTA ) and Smart Africa board meetings , were all hosted using the KCC hybrid event set-up .

“ Until things ‘ get back to normal ’ or evolve to new dimensions in the post pandemic world , the MICE industry ’ s survival will depend on , among other things , openness to technological solutions , innovative services , and cost management ,” Moges concludes .