ORTPN was created
by your government in 1973. Since then, the genocide
of 1994 seriously affected the image of Rwanda.
According to your experience, how would you describe
the perception that the international community
may have about Rwanda as a tourism destination 8
years after the war?
There is no doubt that some people still think
Rwanda is a relatively unsafe destination. It
is a priority for the tourism office to try and
change that perception. To this end, we have been
inviting tour operators, journalists, travel writers
and film crews, to visit. On the whole, we have
received very positive responses and media coverage
from these visits. Rwanda's image is starting
to improve. A couple of years ago, we were constantly
asked about the security situation at travel fairs,
now we are asked about flights and tourist seasons
- an excellent turn-around!
To develop a new image, you have been participating
in fairs, creating contacts with regional partners.
Can you tell us more about those channels that
you use to promote your image and what you expect
from them?
We use the fairs as a marketing tool. As tourism
in Rwanda is in its infancy, we cannot afford
to carry out big advertising campaigns nor can
we afford the use of expensive PR and marketing
tools. So we participate in major fairs where
we meet the "big players" in the industry
and sell Rwanda as a viable tourist destination.
We are also in touch with a number of tour operators
who used to organise tours to Rwanda before 1990
and a number of them have responded to our invitation
to visit. We hope this and the other initiatives
in place will have a positive impact on both our
image and our tourism figures.
Basically, are you trying to improve the yield
per tourist?
That is our main objective. We are developing
packages that will encourage tourists to stay
in Rwanda for a minimum of 6-7 days. We would
like to see an approximate spend per tourist of
$200 a day. This places the onus on us to dramatically
improve the quality of our product. Another key
focus for the industry is to produce a well-trained
workforce.
What are the main assets that you usually put
forward during your meetings with foreigners when
talking about tourism potential in Rwanda?
Today our main product is the mountain gorilla.
Fortunately, our new tourism plan focuses on diversifying
the tourism product and although the main attraction
will continue to be the Mountain Gorilla, we are
building an "experience" around it,
and all our other tourist attractions.
The Rwanda Tourism Working Group has identified
5 major tourism areas: Kigali (the Capital), Ruhengeri
(Volcanoes National Park, mountain climbing, Dian
Fossey…), Butare (Museums/Arts & Crafts),
Akagera National Park (savannah park, birds, fishing…)
Nyungwe National Park (primates, birds, orchids…)/Lake
Kivu.
Before year-end, we will have a five star lodge
in Ruhengeri; the Hotel Izuba in Gisenyi (3-4
star) is being rehabilitated and water sports
and other attractions will be offered to visitors.
The Lake Kivu, which is currently a popular relaxation
and conference spot, will feature key recreation
activities. We are building new experiences around
Butare, which has a rich historical and cultural
base and the Akagera National Park will be restocked
and will soon provide middle to luxury-tented
accommodations. Finally, the dramatically beautiful
Nyungwe National Park, another tourism asset,
will offer upgraded facilities for over-night
visitors.
Today, what is more important, to attract tourists
or to invite investors in the tourism sector?
The two are equally important and it is difficult
to have one without the other. When we sell Rwanda,
we sell both the country's tourist attractions and
the existing tourism investments opportunities -
which are numerous. |
Do you think flight
connections to Rwanda need to be improved?
This issue has been visited a number of times by
tourism stakeholders. The general consensus is that
the aviation industry always responds to the needs
of a market. If we currently have limited flights
into Rwanda, it is a reflection of the market's
needs. As soon as we start to fill the existing
capacity into the country, we have no doubt that
the aviation industry will adjust its capacity in
response.
What are the main limits to the development of
the tourism industry and what are the measures to
be taken in order to provide more incentives to
foreign investors?
With regard to constraints within the tourism sector,
the one big threat as always, is perceived insecurity.
Other factors would be: a poor product, poor or
inadequate marketing& promotion and insufficient
resources - both human and financial. With regard
to investors, we are, unfortunately, currently not
providing adequate investment incentives for those
interested in the tourism industry. The Rwanda Investment
Promotion Authority (RIPA) is the government body
mandated to examine this matter, and we are aware
that various alternatives and models for implementation
are currently being studied.
Are some tourism related education programs being
initiated in Rwandan universities?
Yes, both the Kigali Institute of Science and Technology
(KIST) and the University of Butare both responded
to the sector's call to introduce Tourism and Hospitality
courses tertiary level. KIST has already effected
the program, and Butare University is soon to follow
suit.
The Minister of tourism of Mauritius recently
visited the country. What type of relationship do
you intend to build with Mauritius?
Our government requested that the Ministry of Tourism
in Mauritius assist us in 3 key areas: human resource
development, creation of investment incentives and
destination marketing and promotion. They responded
very positively to our request and consultations
are on going.
Are you also trying to build some cooperation
with neighbouring countries?
Absolutely. Kenya, Uganda, Tanzania and South Africa
are all natural partners for Rwanda.
As all 4 countries already have a mature tourism
industry, we have found it simpler and more expeditious
to partner with them and create tourism "circuits"
that include their attractions, as well as ours.
Several of our local tour operators are already
working with their counterparts in these and other
countries.
The government is currently in the process of
restructuring ORTPN in order to get a new approach
to tourism promotion and conservation management.
Briefly, what will be the major aspects of the restructuring
of your institution?
The process will focus on 3 key areas: one will
be to separate wildlife/conservation management
from tourism promotion. The other is to create or
reinforce key departments that were either ineffective
or non-existent in the previous structure (e.g.
Tourism Promotion, Community Conservation, Veterinary
Department, Planning, Research and Human Resource
Development), and finally, the process will look
to recruit new or train existing staff.
According to your objectives for the next 5 years,
have you been able to calculate the funds that have
to be invested in order to fulfil your development
plans?
Yes. We are looking at investing approximately $80
million over the next 8 years (or about 10 million
dollars a year). Only a fraction of this however,
will come as a direct government subsidy. The rest
will be funded through tourism receipts, levies,
donors and private sector participation.
You were awarded last year at the World Travel
Market in London for being 'The most adventurous
destination'. How would you describe Rwanda as an
adventurous destination?
The category 'The most adventurous destination'
was submitted based on the gruelling nature of trekking
for gorillas in the Volcanoes National Park. In
general, visitors battle dense vegetation, stinging
nettles, slippery slopes, and sometimes - the cold,
the thick mud, heavy mist and sheets of rain! It
is a half-day trip in the jungle that no one can
ever forget. Seeing the mountain gorilla really
is a once in a lifetime experience!
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