Ariella Kageruka, Head of Tourism at Rwanda Development Board : “Growth only with sustainability in mind”

At this year’s World Travel Market (WTM) in London, Ariella Kageruka – Head of Tourism Department at Rwanda Development Board, shared insights into how the country’s tourism has evolved—from gorilla trekking to MICE (Meetings, Incentives, Conferences, and Exhibitions), from community-based initiatives to high-end hospitality. In this exclusive conversation, she looks at current trends, major markets, sustainability models, and ambitious development plans for 2026.

How has Rwanda’s tourism performance been in 2025 so far?

Ariella Kageruka – We’ve had a great year. While 2025 data isn’t yet finalized, trends are very positive. Europe remains one of our top five source markets, and the UK specifically ranks fourth—after the East African Community region, the USA, and Nigeria. Compared to 2019, UK arrivals have surpassed pre-pandemic levels by more than 100%. We recorded over 16,000 arrivals from the UK. From that number, 26% traveled for holidays, 26% to visit friends and relatives, and 17% for business.

What about air connectivity—has that helped drive growth?

Ariella Kageruka – Absolutely. Rwanda is steadily building an aviation hub in Kigali. In recent years, we’ve seen a rise in transit passengers—up 31% between 2023 and 2024. Major airlines are expanding routes; for instance, Qatar Airways resumed its Doha–Kigali connection this summer. We also have direct links with Amsterdam, Paris, Brussels, and Istanbul, and we’re working to establish a direct flight to Germany soon.

Many travelers associate Rwanda with gorilla experiences. How significant is that for your tourism economy?

Ariella Kageruka – The mountain gorillas are our most iconic attraction but their contribution is less important in numbers than for our global image. However they represent a small share of overall visitors. Rwanda receives over one million tourists annually, while our four national parks welcome more than 100,000 combined. We follow a “low-volume, high-value” model—focusing on sustainable tourism that protects ecosystems while delivering economic benefits.

How does Rwanda ensure tourism benefits local communities?

Ariella Kageruka – Since 2005, we’ve had a Tourism Revenue Sharing Scheme that allocates 10% of national park income directly to communities living next to the parks. This helps fund schools, health centers, and local infrastructure. It creates a strong incentive for conservation—people see wildlife and protected areas as sources of opportunity and pride, not conflict. We want growth of our tourism but only with sustainability in mind.

Rwanda has become known for business tourism. How is the MICE sector performing?

Ariella Kageruka – Exceptionally well. Since 2014, Rwanda has developed a strong MICE industry. Kigali now ranks second in Africa for business events, according to ICCA. This year, we hosted the World Cycling Championships—the first ever held in Africa. It was a milestone that showcased Rwanda’s organizational capacity and hospitality.

What about new tourism experiences beyond nature and conferences?

Ariella Kageruka –  We’re diversifying our offerings. Culinary tourism is emerging—near Volcanoes National Park, there’s a women-led distillery making vodka from locally grown potatoes. Coffee and tea plantation tours are also popular, offering “crop-to-cup” experiences across the country. Culture, dance, and art are part of almost every visitor’s itinerary.

Are there new hotel developments visitors should know about?

Ariella Kageruka – We have seen many in recent months. Kigali recently welcomed a new five-star Mövenpick under Accor, and Hilton opened a property in the Sports City complex. The boutique Pinako Kigali offers panoramic city views from one of the capital’s highest hills. Wilderness Safaris expanded in Akagera and Volcanoes National Parks, and Hemingway’s Collection now manages The Retreat in central Kigali.

The UK-Rwanda migration agreement made global headlines. Has that affected tourism perception in the UK?

Ariella Kageruka – Actually, not at all. If anything, it rather sparked curiosity and awareness for our country. It gave us a platform to show that Rwanda is safe, welcoming, and forward-looking. Our tourism image remains strong and continues to grow. Rwanda today is a place of hope and opportunity—for visitors and residents alike.

What are Rwanda’s main projects for 2026?

Ariella Kageruka – We aim to diversify markets and grow revenues. We recently partnered with Mandai in Singapore to open an aviary inspired by Nyungwe National Park—now a UNESCO World Heritage Site. It’s a creative way to inspire travelers abroad to visit Rwanda.

On infrastructure, we’re developing the new Bugesera International Airport in partnership with Qatar. The airport, due in about three years, will support both leisure and business tourism, including potential mega-events like Formula One.

In terms of performance, we expect tourism revenues to reach $700 million in 2025 and $750 million in 2026—all while maintaining our high-yield, low-impact strategy.

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