Akagera National Park experienced a strong growth in the third quarter of 2024, generating over $1.5 million (approximately Rwf2 billion) in tourism revenue and welcoming over 16,000 visitors, according to the park management..
This trend, driven by a mix of marketing activities and diversification of park activities, represents a 1 per cent increase year-on-year and 48 per cent quarter on quarter.
"This upward trend is positive for us,” said Jean Paul Karinganire, Assistant Tourism and Marketing Manager for Akagera National Park, who attributed the strong performance to a combination of high season traffic, effective marketing, and increased tourism activities.
Karinganire indicated that the third quarter performance aligns with the Northern Hemisphere's summer, drawing tourists from across the globe, particularly from the USA, France, Germany, Belgium, the UK, the Netherlands, Canada, and Nigeria.
Northern Hemisphere Summer, a period typically from June to August, is a popular time for vacations and travel in countries like the US, Canada, and European nations.
The Visit Rwanda effect
The park management partly attributed the growth to its collaboration with Visit Rwanda, a marketing campaign and brand initiative by the Rwanda Development Board (RDB) aimed at promoting Rwanda as a tourism destination.
"We participate in trade fairs across Europe and Africa, engage audiences through social media, and work with stakeholders like the Rwanda Development Board (RDB) and the African Parks Network,” Karinganire added.
The impact of these efforts is clear, he added, with a surge in both local and international visitors, demonstrating Akagera's appeal as a year-round destination.
Of the total visitors to Akagera in the third quarter, nearly 8,000 were Rwandan citizens. Karinganire attributes this to various initiatives to promote domestic tourism, including significantly reduced park entry fees for locals.
"Rwandans pay Rwf 15,000, compared to US$100 for foreign visitors. Accommodation rates are also comparatively lower for locals, which has encouraged more Rwandans to explore Akagera,” he noted.
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Efforts by RDB to raise awareness about national parks have further bolstered local interest, making Akagera National Park one of the favorite destinations for Rwandans and foreign tourists.
In addition to drawing more local visitors, Akagera park’s diverse activities, including the chance to see the Big Five lions, elephants, buffaloes, and black and white rhinos have helped boost interest.
"The Big Five are thriving, with populations that include 58 lions, 142 elephants, and about 4,000 buffaloes,” Karinganire said.
Park activities benefit locals
Adding to Akagera’s appeal, various activities like hot air balloon rides, night game drives, and boat tours offer visitors immersive experiences. These activities, some of which cost up to $400 per personlike the hot air balloon, have contributed significantly to the park’s revenue.
Davidson Mugisha, owner of Wildlife Tours Rwanda, emphasised the financial impact of these activities on park revenue.
"We benefited from the high season, but the addition of popular activities like balloon tours, boat rides to park islands, and night game drives significantly contributed to revenue increase,” he said.
"For instance, balloon rides cost about $400 per person, and boat rides are $45, both attracting high interest.” Mugisha noted, adding that these experiences not only drive park income but also support local businesses, with tourists often spending longer periods in the area.
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However, Mugisha expressed concern that nearby hotels and motels don’t fully benefit from Akagera’s tourism boom, as visitors staying outside the park face additional entry fees. He urged RDB to review policies to better distribute economic benefits to businesses surrounding the park.
"A shared income model could allow both the park and local businesses to thrive,” he suggested.
While tourism growth has positively impacted local businesses, some hotel owners near the park feel the policies could be adjusted to further benefit them.
Bamuririmbe Jean Bosco, Managing Director of Akagera Neighbors Accommodation, noted that his hotel has seen increased business in the quarter under review, as many visitors, including students and local tourists, opt for affordable lodging outside the park.
"Akagera National Park is not only visited by foreign tourists; the increase in Rwandan visitors includes many locals and students who may find park accommodations beyond their budgets,” heexplained.
However, Bamuririmbe raised concern about the policy requiring visitors staying outside the park to pay a re-entry fee each time they enter.
"This re-entry fee policy limits the revenue that hotels outside the park could generate. Revising it could enhance revenue for nearby accommodations,” he suggested.