From genocide to sustainable tourism - A case study in reforming Rwanda’s image

“When Rwanda comes to mind, people might think of as just another normal African country. Some, though, might be reminded of the genocide in 1994, when over 800,000 civilians were killed, marking a dark moment in the continent’s history. Despite that, Rwanda has made a 180-degree change to its image and reputation through tourism, based on strong governance and strict policy-making.”

As part of his Southeast Asian tour, Manzi Kayihura, executive chairman of Wilderness Africa, who was part of a working committee with the Rwandan government, tells their story, which he believes could be an example for other countries.

Manzi was recently invited to speak in Thailand about how Rwanda has reformed tourism, while sustaining conservation efforts.

While most countries aim at increasing visitors, promoting tourist attractions and their culture, Rwanda’s strategy prioritises what they describe as “low volume, high yield”, a different approach to mass tourism, which has led to over-tourism in major cities around the world.

“So with that decision, when we are in an ecologically sensitive area, you can't help it, but you have to manage the volumes. So, it was a different approach to tourism.”

Road to revival

Reviving its image was, in fact, a major challenge. Citing its landlocked location, dense population and ecological sensitivity as the main challenges, Manzi said that “thoughtful” policymaking and strong collaboration between the public and private sectors were the most important aspects in developing sustainable tourism.

“When we are in an ecologically sensitive area, you can’t help it, but you have to manage the volumes,” Manzi said.

Above all is staying true to its strategy. He explains that, when it comes to eco-tourism, stakeholders must prioritise three key aspects - wildlife, conservation efforts and the community. This, he believes, makes a huge difference for the African country.

“You can’t find conservation without tourism,” Manzi says, adding, “I strongly believe that they go hand in hand. Being able to find the link between tourism and conservation is what has really made a big difference for us and, in the process, makes sure that the community also profits from it. They are the major stakeholders after all.”

Now, Rwanda’s tourism sector contributes close to 10% of its GDP, which he credited to conservation efforts in the country, which have helped to improve tourism.

Leisure tourism alone sees between 100,000 to 150,000 “high-end” visitors annually. Therefore, he stressed the importance of creating circuits to spread tourism benefits across regions.

“You can’t have millions going into one area and neglecting another area… You spread the wealth around the country,” he states, while also adding that Rwanda’s secret to effective enforcement lies in transparency and zero tolerance for corruption.

“Rwanda has been very strict on fighting against corruption,” he said. “Doing an environmental impact assessment study of your investment is also vital. Without that you can’t start.”

Manzi Kayihura

Advice to Thailand

When asked what Thailand could learn from the Rwandan model, Manzi emphasises the importance of having a common vision between the government and the private sectors.

He also suggests identifying strategic locations; those which can or cannot take on mass tourism, and cutting down on tourist volumes in those areas.

“Actually, when you reduce volumes (in some areas) to make it more scarce, you attract more attention,” he explains.

“No one should be embarrassed about having an exclusive product. There's nothing wrong with being exclusive. Should the whole country be exclusive? No, not necessarily, but there have to be products that are defined as such, and conservation is key. One also has to find a way of making sure that tourism revenues are pumped back into conservation,” he advised.

In the age of social media, though, the increase in the number and significance of travel influencers on Instagram and TikTok plays a huge role, which have created hype about certain tourist destinations, with picture-perfect locations to attract potential travellers.

In order to ensure certain destinations do not become over-commercialised, managing the demand is also important. He also suggests that having local partners who truly understand the market would also be helpful.

“Social media is effective. It really puts the product out there. You have to decide, however, how you're going to regulate the demand, and then the pricing comes in. Just like a hotel. There are different levels of hotels for different markets. So, I think it will depend effectively on pricing and how you conserve it, and pricing determines how much you pump back into conservation,” he said.

If you don’t conserve it, you will lose it

Asked why sustainable tourism is gaining global attention, Manzi noted how countries around the world are realising the negative impacts over-tourism can inflict, where millions of people flock to one or two prime destinations in a country, leaving other locations unknown to travellers.

“When you have a destination, you create a circuit, you spread the wealth around the country,” he explains, adding that tourism revenues not going back into conservation efforts is a “fatal blow”.

“Conservation is at the core of any kind of nature-based tourism, whether it's a beach or a national park. If you don't conserve it, you lose it. I think the world is realising that, if they don't do that now, a lot of countries will lose their treasures, from marine life to wild animals.”

Looking ahead, Kayihura remains optimistic, as countries are becoming much more aware of the importance of promoting sustainable tourism and conservation.

“This is our world, we need to protect it. Conservation is everything,” he concluded.