Rwanda’s tourism sector posted another strong performance in 2025, buoyed by the continued expansion of the Visit Rwanda global branding campaign and its high-impact partnerships with international sports teams across Europe and the United States.
Launched in 2018 by the Rwanda Development Board (RDB), the Visit Rwanda initiative was designed to position the country as a premium tourism and investment destination.
Rwanda is widely known as the Land of a Thousand Hills, offering iconic national parks, rich biodiversity, unique wildlife, and vibrant cultural experiences that continue to attract visitors from around the world.
Over the past nine years, Visit Rwanda has gained global visibility through strategic sponsorships with elite football clubs, including Arsenal FC of England, Paris Saint-Germain (PSG) of France, and Bayern Munich of Germany.
The Visit Rwanda logo, prominently displayed on team kits and across major competitions, has played a central role in promoting the country to millions of fans worldwide.
Although the partnership with Arsenal is set to conclude in June 2026, the club remains one of the most influential platforms through which Rwanda has been marketed internationally.
Expanding the European footprint
In 2025, Rwanda strengthened its presence in European football by signing a new partnership with Atlético de Madrid, making it the first Spanish club to collaborate with Visit Rwanda.
The agreement, which runs until 2028, extends the brand’s visibility to Spain and Spanish-speaking markets globally.
Under the deal, Visit Rwanda branding appears on the kits of both the men’s and women’s teams, including training apparel and matchday walkout jerseys.
The brand is also promoted at Atlético de Madrid’s home ground, the Riyadh Air Metropolitano Stadium, and across the club’s digital platforms.
In addition, Visit Rwanda is recognized as the club’s official training partner, positioned as a global tourism hub, and named the official coffee supplier.
Strategic entry into the US market
Beyond Europe, 2025 marked a significant milestone as Visit Rwanda entered the United States sports market.
On September 29, 2025, RDB announced partnerships with the LA Clippers of the National Basketball Association (NBA) and the Los Angeles Rams of the National Football League (NFL).
The partnerships are expected to contribute to Rwanda’s target of generating USD 1 billion in tourism revenue by 2029, by exposing the country to millions of American sports fans.
As part of the collaboration, the LA Clippers will support the refurbishment of basketball courts in Rwanda, while their G League affiliate, the San Diego Clippers, will provide annual training programs for Rwandan basketball coaches.
These programs will combine in-person and virtual sessions aimed at developing youth basketball talent and strengthening local coaching capacity.
Visit Rwanda branding will feature at major US sports venues, including SoFi Stadium, which hosts up to 70,000 fans, Hollywood Park, a large sports and entertainment complex, and Intuit Dome, the home arena of the LA Clippers.
The brand will also appear on training and match kits worn by players from both teams.
RDB Chief Executive Officer Jean-Guy Afrika said the partnerships would further deepen ties between Rwanda and Los Angeles while promoting sports as a driver of development.
Through the partnerships with the LA Clippers and LA Rams, Rwanda and Los Angeles will be united in advancing sports development, he said.
Growing tourism returns
Visit Rwanda continues to promote Rwanda’s culture, landscapes, and investment opportunities, while also challenging negative stereotypes about Africa by presenting a more accurate and positive image of the continent.
The initiative also maintains its partnership with the Basketball Africa League (BAL), launched in 2019, further reinforcing Rwanda’s position as a hub for international sports and events.
In 2024, Rwanda earned more than USD 647 million from tourism, with revenues projected to surpass USD 700 million in 2025, highlighting the growing economic impact of the Visit Rwanda strategy and its global sports partnerships.
