This archive report was first published on 4 December 2019.
On Wednesday, Rwanda sealed a deal with French soccer club Paris St Germain to boost tourism in the east African nation, marking its second such partnership in the past year.
The Rwanda Development Board's chief executive, Clare Akamanzi, highlighted the significance of the deal, stating, 'We invest part of our tourism revenues in strategic collaborations such as the one with Paris St Germain because we understand the positive effect they have on the overall perception of the country globally.'
Although the exact amount Rwanda will pay for the deal remains undisclosed, a source close to the French club revealed that it is worth between Sh900m and Sh1.1b.
Under the agreement, PSG will promote Rwandan products, and messages promoting Rwanda will be displayed on its women's team kit and in the club's stadium.
PSG announced the partnership on Twitter, saying, 'Inviting the world to participate in the remarkable transformation of Rwanda.'
This deal follows a similar partnership Rwanda signed with English Premier League club Arsenal in May.
Rwanda's tourism sector has shown significant growth, with the central bank reporting that the country earned Sh39 billion from tourism in 2018 and is forecast to earn Sh41 billion this year.
The nation aims to reach Sh82 billion in tourism revenue by 2024, primarily driven by conferences and high-end tourists who trek with gorillas.
