The Covid-19 pandemic and increasingly rapid changes in our climate have drastically altered the global travel landscape, forcing countries to recalibrate and reconsider their approach to tourism. For nations like Rwanda, where tourism plays an essential role in our economic development, the need for innovation has become paramount. As we host the World Travel & Tourism Council’s (WTTC) 23rd Global Summit, I am proud to say that Rwanda, and indeed many nations in Africa, are setting a new standard for sustainable and community-centred tourism.
While extreme weather events and travel restrictions have exposed the vulnerabilities of countries that depend heavily on tourism, we know that adversity breeds innovation. Across Africa, we have witnessed an acceleration in new resilient, and inclusive tourism models, especially in nations where natural beauty and cultural heritage are cornerstones of the tourism industry.
In Rwanda, where nature-based tourism accounts for 35 percent of leisure and business visitors, we made the difficult but necessary decision to adopt a low volume, high yield approach to tourism. Such an approach ensures that we can both sustain and restore our unique natural heritage, even as we welcome more visitors from around the world.
Our national parks are a living testament to this commitment. For example, we have reintroduced lions and rhinos to Akagera National Park, celebrated the inscription of Nyungwe National Park as a UNESCO World Heritage site and are working to expand Volcanoes National Park, home to the majestic and endangered mountain gorillas, by nearly a quarter.
None of this would have been possible without investing in nature, which is the backbone of Rwanda's tourism industry. But sustainable tourism isn’t just about preserving flora and fauna – it’s about building communities. For instance, 10% of our national park tourism revenue goes directly to community-led development projects. This unique approach ensures that as tourism thrives, so do local communities.
Tourism is a powerful driver for economic growth, and its potential across Africa is monumental. By 2033, WTTC predicts that one in every $13 generated in Africa will come from travel and tourism, and one in 17 jobs will be rooted in this sector. This nexus of conservation and commerce is where Rwanda invests most heartily. Indeed, the World Bank has estimated that for every $1 million that nature-based tourism activities bring into our economy, an additional 1,328 new jobs are created.
It is clear that when countries invest in conservation tourism, we are, in essence, investing in our people. It is an approach that creates jobs, fosters economic growth, boosts climate resilience and ensures that the rewards of tourism are shared - a rare win-win for people and our planet.
In the coming decade, the WTTC projects that Rwanda's travel and tourism sector will inject over $2.1 billion into our national economy, fostering 568,000 jobs. Achieving this will propel Rwanda into a new era of prosperity, elevate living standards, bolster local communities through job opportunities, preserve precious ecosystems, and amplify Rwanda's global standing as a champion of sustainable tourism. It is a similar story across the continent.
This 23rd WTTC Global Summit, co-hosted by the Rwanda Development Board, is a testament to the strides Africa has made in the tourism sector. This influential gathering in the heart of Kigali represents the aspirations and achievements of the entire continent. It is also an acknowledgment of Africa’s phenomenal growth in the travel and tourism sector, its promising trajectory and the lessons it has to offer.
That the summit is being held in Africa for the first time is a clear demonstration of the tremendous potential Africa holds, especially given its youthful population. The gathering will be a confluence of thoughts, innovations, and strategies, focusing on resilience, sustainable growth, and the profound impact of emerging technologies and markets on tourism - with the ultimate goal to build bridges for a more sustainable future.
The global shift towards community-centric tourism is more than just a trend – it’s a necessity. As we stand at the precipice of a tourism renaissance, it’s heartening to see Rwanda and the broader African continent lead the way. Africa has a vision for a brighter, more sustainable future for the travel and tourism sector - and it is one the rest of the world can learn from.
The writer is the Chief Executive Officer of the Rwanda Development Board.