Over the past several years, a lot of effort has been put into attracting tourists to Rwanda with results including the recent recognition at the New York Times Travel Show where the country had the best tourism booth.

Results from earlier efforts continue to reap rewards, as Rwanda continues to position itself as a top tourism destination from all around the world, year-on-year, across continents.

But, for others who have never been here, and have only out-of-date information, Rwanda may seem a surprising choice.

However, when considering dangerous events, in such traditional tourist destinations such as Turkey or Paris, Rwanda is a very safe alternative.

In addition, the recent investment in increasing the tourism infrastructure capacity shows commitment to continued growth.

The good news for local businesses is that the travel/tourism sector is one of the fastest growing industries globally, worth almost a trillion US dollars. With a projected growth rate approaching 4% (much higher in Africa) in 2017, and further expansion expected into the future, it is a sector that can really benefit Rwanda.

While the financial impact of a country gaining popularity in travel circles, is clear, there are a number of positive results (besides commercial) that may not be at first glance obvious.

Besides greater revenues, the international standing of the country improves in terms of what is referred to as traditional soft power. Soft power, as opposed to economic or military hard power, refers to the ability of a country to influence other countries through persuasion or by setting a positive example, which encourages other countries to view the country favourably and want emulate it, as well as to support it.

There is an axiom of marketing; a satisfied customer will share their experience with one or two others; a dissatisfied one will tell ten or more. In the age of the social media, this effect is amplified. This multiplier effect can have profound impacts both negatively and positively.

Each person has their own narrative and how they became acquainted with a country and its people, and the results might vary, but the odds are very high that the impressions are shaped by the contacts that they have with local citizens.

In my own case, my first experience with this country started with a Rwandese exchange student I had the pleasure of getting to know in Japan.

Afterwards, the Rwandan Embassy in Tokyo was extremely supportive and friendly with everything from visas to supporting a conference that was held in Kobe. Helping to pave the way for firsthand experiences. My admiration for Rwanda only deepened once I arrived at the airport in Kigali.

During all my visits to Kigali, the quality, honesty, and warmth of shopkeepers, taxi drivers and service staff everywhere, from museums to hotels, continue to be great. But it was my chances to interact with the average people on the streets and in classrooms that left the deepest impressions.

This is the reputation of the country that people take with them when they leave. And why the well-deserved accolades continue to pile up.

This year I am helping to organise and launch an international academic event in Kigali, the English Language in Education Research conference at Mt. Kenya University, Rwanda. There will be up to 40 teachers and scholars in attendance from a wide variety of countries, including Japan, China, Canada, Burundi, and Kenya. While I may have begun the process, I alone cannot take the credit for attracting people, many of whom have never visited the region before, to attend the conference. Indeed it was Rwanda’s good reputation for safety and integrity that made it a country that many conference attendees want to visit.

With tourism continuing to grow, this is an excellent time for the country to continue on the path of increasing the number of tourists into the country. Even some of the countries with the largest economies in the world understand the benefits that tourism brings: Japan and China have active programmes to encourage visitors.

The public relations and raised international profile gained from increased tourism can turn into soft power, helping to give the government and nation a greater voice internationally that will be recognised. This leads to stronger negotiating power.

My home country of Canada learned this early on and transformed the admiration for the country into real negotiating power and the ability to gain greater recognition on the international stage: from the UN to almost all areas internationally, including as a member of the ‘G7’ group.

And, with an economy as small as Canada’s there is no way that it could have accomplished those achievements on economic or hard power alone.

Not only is it far easier to persuade others through soft power, rather than the use of force, it have deeper and longer lasting effects. Through this form of persuasion there is great geopolitical power that a country can project. In the age of instant information, it is also a valuable form of persuasion that can transform the country.

So, as the number of tourists increase and international interest in the country continues, it is important to remember the effects that each and every citizen has on their interactions with tourists and travelers from abroad.

We are all representatives of the places where we come from, and in that sense ambassadors for our countries.

The writer is a Canadian scholar currently working as an associate professor at a university in Japan. He has conducted regular visits to Rwanda and has given talks at the University of Rwanda and at the Kigali Independent University.