Tourism evokes the ideals of scenery, creatures and infrastructure to many a mind, but there is always a great deal in the almost inconspicuous element in this industry: cultural tourism.

Cultural tourism is where people visit other countries to learn about their way of life and social strata.

The type of tourism is increasingly becoming a way for ordinary Rwandans to support their families and communities as well as learn about other countries.

Initiatives such as the Iby’ lwacu cultural village in Northern Province and the botany tour run out of Musanze District benefit both the people involved and the larger regional economy.

One example of Rwandan cultural tourism is ‘Azizi Life Experiences’, a Muhanga-based company that gives tourists a taste of village life. 

Tour-goers spend the day with one of three artisan groups, learning about their daily activities.

"We have created the experience day in a way that tries to break down barriers between different people by working together, eating together and learning together,” said Tom MacGregor, director of Azizi Life.

During the tour, people participate in activities such as hoeing fields, preparing meals, and fetching water. They also share their skills with sisal weaving, showing guests how to obtain, dye and use banana leaf fibers to make jewelry.

Throughout the day, a translator allows guests who cannot speak Kinyarwanda to learn about the women, while the women in turn learn about the tourists.

‘Amazing exchange’

"The Rwandan artists get a glimpse of what people’s lives are like from all over the world,” said MacGregor. "Artisans always ask about life back in the country the tourists are from, which increases their understanding and acceptance of other cultures.”

He said guests are from countries ranging from Norway to Brazil to Canada.

This exchange is part of what makes cultural tourism enjoyable for both the artisans and the tourists.

"It is amazing to have the opportunity to share what our lives are like,” said Alice Dusabirane, a member of the Abarikumwe artisan cooperative.

Dusabirane uses the income from cultural tourism to support her one child.

"People learn about what we do every day, and we learn about how they live in their country,” she said.

Berthilde Mukamusoni, a member of the same cooperative who supports four children, agreed. 

"We enjoy showing our lives to others. It is good to see how amazed people are by the things that we do every day, even though it is very normal to us,” she said.

Currently, there are 40 different households that welcome visitors into their home through Azizi. 

Each time visitors participate in a tour, all the artisans involved are paid a fair wage. With this money, artisans can contribute to the social and economic welfare of themselves and their region.

"The artisans are able to use this income for all kinds of things, from their children’s education to medical insurance, right through to home improvement and investments in livestock and land,” MacGregor said.

Communities reaping

Artisans also contribute to their community by paying other community members to work for them, lending money to neighbours, and spending their wages in local shops.

In a collective interview of artisans involved in the programme, the women agreed that participating in cultural tourism has had a positive impact on both themselves and their neighbours.

"For my friends, I used to ask them for food or money without any hope of paying them back, but now it has stopped,” the group said. 

"For my family, if I buy land or an animal, my husband respects me. For my neighbours, giving them jobs or letting them borrow money creates friendship.”

Like many other cultural tourism sites and experiences in Rwanda, Azizi is growing. In 2013, Azizi had 527 participants, but with an increase in interest, the organisation projects more than 700 visitors for this year.