Rwanda is often synonymous with mountain gorilla trekking, but this 14 million East African nation is rapidly transforming into a global leader in tourism with low, high value, impact.
During Cape Town's Wit Africa “Spotlight: Rwanda” panel, industry leaders James Bales (Coach Singa) and FOUAD CAUNHYE (Chief Executive of Rwandare) shared insights into Rwanda's ambitious tourism strategy, conservation activities and growing economic influence.
Rwanda's economic rise: “Singapore in Africa” approach
TravelStart CEO Moderator Stephan Ekbergh opened by highlighting Rwanda's impressive trajectory. Ranked second in Africa in the World Bank Business Report, Rwanda has achieved fame as “Singapore in Africa” due to its rapid economic growth and has achieved strong governance focused on development.
Despite a relatively low GDP (2024), Rwanda focuses on 90% mobile penetration, Africa's lowest homicide rate, and sustainable development. But perhaps the most notable transformation is the role of women in the reconstruction of the nation after the 1994 genocide.
“Rwanda has the highest proportion of women in Parliament worldwide, exceeding 60%, and women were at the forefront of peacebuilding and reconciliation. It is a major initiative, such as Community Court (GACACA), Economic Cooperatives and Education Programs,” Ekbergh said.
Singita Kwitonda Lodge: Built for nearly 10 years.
Maintenance through hospitality: A low-impact model with high value
When it comes to tourism, Rwanda follows a clear philosophy: high value, low impact travel – a model in Botswana. The government sees hospitality as a conservation tool, ensuring tourism development is consistent with environmental protection.
“Rwanda has a national plan with well-defined priorities that combines conservation and tourism,” said Bales, whose family has been involved in conservation and hospitality in Africa, said. “Private and public sector collaboration is exceptional, with minimal deficits.”
Bales is associated with the story of how Singita, which runs 19 lodges, camps and villas in Rwanda, Tanzania, South Africa, Zimbabwe and Botswana, entered Rwanda.
“One day, a prominent South American investor visited the gorilla and the president was very excited. He asked the investor, where are you staying?
“The next day, the president called us and asked us if we could develop a high-end lodge. He then assigned someone from the department to cut down on the red tape.”
That conversation moved what would become the Singata Kuitonda Lodge, a gorgeous safari retreat on the edge of Volcanic National Park, where one-third of the world's surviving mountain gorillas. This trip took nearly 10 years. It followed four to five years of involvement to find the right site, followed by another four to five years of development.
“It's a long journey,” Bayless said. “What makes Rwanda special is the specific choice of a niche that has chosen to become world class. One of these is the national plan for gorilla habituation.”
This fits Singita's core mission, Bailes said. “We have redefine the 30-year, luxurious safari experience. Our aim is to maintain and protect massive cuts in African wilderness for future generations.”
“What makes Rwanda special is the specific choice of a niche that has chosen to become world class. One of these is the national plan for gorilla habituation.” Photo credit: Singita.com
Long-term tourism play in Rwanda: Air travel as a growth engine
To expand your tourism, you need more than just a luxury lodge. Connectivity is required. This is where Rwandair, one of Africa's fastest growing airlines, plays a key role.
“Rwanda carefully selects partners and projects that fit their environmentally friendly long-term vision,” says Fouad Caunhye. “This is not a short-term idea, it's about sustainable and strategic growth.”
In 2024, Qatar Airways acquired a minority stake in Rwandaa, boosting the Rwanda aviation sector. This followed a $1.3 billion investment in a new international airport designed to handle 7 million passengers a year, with plans to expand to a capacity of 14 million passengers per year by 2032.
Fouad Caunhye, CCO, Rwandair, James Bailes, Director, Talk about Rwanda's development during a panel at Singita Wit Africa
Rwandare currently serves 23 destinations in 20 countries, positioning Kigali as a key transport hub with key routes to London, Paris, Brussels, Dubai and Doha.
Kaunhee, who previously worked with Emirates Airlines and Qatar Airways, said the airline's mission is to build on Qatar's West Africa link, and vice versa, “fostering Africa and Buck as hubs.”
He said that South Africa is one of Rwanda's biggest markets, with inbound visitors having high yields, spending an average of between $4,000 and $5,000 per person, with an average length of stay of seven days.
In 2022, tourism ranked as a leading foreign exchange income player in Rwanda, generating $445 million, an increase of 171.3% from 2021. In 2023 it was the fourth visited African destination with 1.4m visitors after 9.6m in South Africa, 1.48m in Kenya and 1.8m in Tanzania.
Kigali is one of the most vibrant cultural cities in the world. Photo credit: Singita.com
Beyond the Gorilla: Kigali's cultural renaissance and technical ambition
Gorilla trekking remains Rwanda's biggest tourist draw, but the country is diversifying its appeal.
“Beyond the gorillas, there is Red Gela National Park, offering a Big Five Safari experience. Nyongwe Forest is one of the most pristine rainforests in Africa,” Bales said. “And there's Kigali, one of the world's most vibrant cultural cities, with incredible restaurants and a thriving art scene.”
Technology is also a major focus. Kigali Innovation City, a hub for startups and tech investment, positions Rwanda as a leader in Africa's innovation. The project is a partnership between Africa50 and the Rwanda Development Committee, whose ambition is to create 50,000 jobs, $150 million and 2,600 university alumni from four universities. One of them is Carnegie Mellon University Africa.
Caunhye said Rwandair has invested heavily in the use of technology, including using AI, using AI in aviation, predicting weather patterns and optimizing flight paths. “Making Rwanda a tech-led country is part of a broader strategy.”
“Startup Nation” with a unified vision
What sets Rwanda apart from other African countries? According to the panel, it is a seamless collaboration between the government and private companies.
“This country operates almost like a startup. One heart, one heart,” observed Eckberg.
Caunhye has been added. “When I first visited Kigali in 1996, Rwanda was still recovering from unimaginable devastation, and today it is a bold experiment ongoing.
And there's one more thing that Rwanda is superior to tourism and technology.
“Coffee is the best in the world,” Kawn-hee added with a smile.
