Author: Wycliffe Nyamasege

  • How Visit Rwanda’s global partnerships are driving recognition, investment, and growth

    How Visit Rwanda’s global partnerships are driving recognition, investment, and growth

    At the heart of this transformation is the Rwanda Development Board (RDB), which oversees national economic development and ensures that tourism functions as a strategic pillar rather than a peripheral industry. The “Visit Rwanda” initiative is tasked with promoting the country’s natural and cultural assets while ensuring that tourism benefits local communities and preserves critical wildlife ecosystems.

    Tourism contributed a record Frw 1.9 trillion (9.8% of GDP) in 2024, a 17.7% increase over pre-pandemic levels. Central to this success is Rwanda’s high-value, low-volume model, which prioritises conservation and attracts affluent travellers seeking luxury eco-tourism experiences, such as gorilla trekking in Volcanoes National Park.

    Tourism contributed a record Frw 1.9 trillion (9.8% of GDP) in 2024, a 17.7% increase over pre-pandemic levels.

    By linking tourism revenue to wildlife preservation and community benefit, Rwanda has transformed its natural capital into a premium, sustainable offering that ensures long-term economic resilience.

    {{Global recognition through sports diplomacy
    }}

    Beyond traditional marketing, Rwanda has leveraged elite sports partnerships to enhance its international recognition. Collaborations with European football clubs such as Arsenal, Paris Saint-Germain (PSG), Bayern Munich, and Atlético de Madrid, along with more recent partnerships with U.S. sports franchises including the LA Clippers and LA Rams, have placed the country firmly on the global stage.

    The Los Angeles Rams and NBA’s LA Clippers are the latest partners of the Visit Rwanda brand.

    The Arsenal partnership, launched in 2018, alone reaches millions of fans worldwide through stadium branding and broadcast coverage, with a reported annual value exceeding $12 million. PSG’s partnership, renewed through 2028, extends Rwanda’s influence into youth development, education, and cultural exchange, including initiatives like the PSG Academy Rwanda.

    Additionally, Bayern Munich and Atlético de Madrid further consolidate visibility across Germany, Spain, and Latin America, while U.S. sports deals connect Rwanda with high-net-worth American audiences.

    The Arsenal partnership, launched in 2018, alone reaches millions of fans worldwide through stadium branding and broadcast coverage, with a reported annual value exceeding $12 million.

    These partnerships serve dual purposes: generating extensive international media coverage and showcasing Rwanda’s economic strength and stability to the global investment community. By partnering with world-renowned, financially robust institutions, Rwanda reinforces its image as a modern, trustworthy economy and a prime destination for foreign direct investment (FDI).

    {{Tangible economic impact
    }}

    The branding strategy has produced measurable results. Tourism revenues surpassed $620 million in 2023 and grew to $647 million in 2024, driven by a 27% increase in gorilla tourism revenue and an 11% rise in air travel. The sector directly supported nearly 386,000 jobs, benefiting hospitality, service, and rural communities.

    Rwanda's gorilla trekking luxury lodges.

    FDI has similarly surged, with total inflows reaching $716.5 million in 2023, a 44.3% increase from the previous year.

    Strategic visibility through sports partnerships has also helped attract investment for major infrastructure projects, including the greenfield Bugesera International Airport, designed to handle 14 million passengers annually by 2028. This airport, alongside roads, hotels, and logistics projects, is set to catalyse further tourism and business development.

    {{Soft power and human capital development
    }}

    The initiative’s benefits extend beyond financial metrics. Partnerships with PSG and Bayern Munich have facilitated skills transfer, mentorship, and youth development, creating a pipeline of talent that elevates Rwanda’s human capital. The PSG Academy Rwanda, for instance, produced the country’s U13 team that won the PSG Academy World Cup in 2022, showcasing Rwanda’s rising youth potential on an international stage.

    Partnerships with PSG and Bayern Munich have facilitated skills transfer, mentorship, and youth development, creating a pipeline of talent that elevates Rwanda’s human capital.

    Domestic buy-in is also crucial. By channelling investments into local communities and job creation, Rwanda ensures that high-profile campaigns garner public support and link global visibility to tangible national development.

    {{Resilience amid criticism
    }}

    The high-profile partnerships have often attracted scrutiny, with critics citing the costs and alleging “sportswashing” aimed at “polishing” Rwanda’s image abroad. Officials have consistently dismissed these claims, defending the strategy as a long-term investment in national branding, economic growth, and youth development.

    Tensions with the Democratic Republic of Congo over alleged funding sources have added a geopolitical dimension. Despite calls for termination from the DRC, Rwanda has maintained its agreements, highlighting the strategic resilience and enduring value of the partnerships.

    Looking ahead, Rwanda’s future growth will hinge on diversifying tourism offerings, including luxury resorts, golf courses, and experiential centres, while leveraging sports partnerships to expand the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. Strategic infrastructure projects like Bugesera Airport will further enable high-yield tourism and business travel, translating global recognition into sustainable economic development.

    The “Visit Rwanda” initiative exemplifies how developing economies can leverage strategic global partnerships to amplify their voice, attract investment, and drive comprehensive national growth. By aligning tourism, conservation, youth development, and infrastructure, Rwanda has positioned itself as a model of how destination branding can intersect with economic diplomacy to deliver tangible and intangible returns.

    Rwanda’s "Visit Rwanda" initiative has rapidly evolved from a tourism promotion campaign into a cornerstone of the country’s economic diplomacy, leveraging global partnerships to secure recognition, attract investment, and drive sustainable growth.
  • Rwandan youth from South Africa visit homeland to explore history and heritage

    Rwandan youth from South Africa visit homeland to explore history and heritage

    A group of young Rwandans living in South Africa has visited their homeland for the first time, participating in a 10-day programme designed to educate them about Rwanda’s history and development.

    The visit, organised under the Ministry of Foreign Affairs and International Cooperation’s “Come and See, Go and Tell” initiative, aimed to help Rwandans born or raised abroad connect with their roots and share their experiences with others.

    During the programme, the youth toured key historical and cultural sites, including the Kigali Genocide Memorial and the Museum of the Struggle to Stop the Genocide. They learned about the events leading to the 1994 Genocide against the Tutsi and the role of the Rwandan Patriotic Front in ending it.

    Sixteen-year-old Kazenga Rukundo said the trip gave him a deeper understanding of Rwanda.

    “Where we live in South Africa, we don’t know much about our country. I came here to learn so I can return with knowledge of where I come from. I will tell others about how safe Rwanda is and how forgiveness was extended to those involved in the genocide — it’s a lesson other countries could learn from,” he said.

    Faith Aisha, another participant, said the visit inspired her to consider working in Rwanda, noting the country’s peaceful environment and opportunities for development.

    “I am pleased there is peace, no noise, and the atmosphere is welcoming. It’s a place I would enjoy working in,” she said.

    Lehumo Ivan Umutoni encouraged other Rwandans born abroad to visit the country, saying the experience helped him appreciate Rwanda’s culture and history.

    “Rwanda is a beautiful and safe country. Everyone who has never visited should take the opportunity to see it,” he said.

    The youth will also be assisted in obtaining official Rwandan documents, helping them strengthen their ties with the country.

    Maziyateke Sandrine, Director of Rwanda Community Abroad at the Ministry of Foreign Affairs and Cooperation, described the programme as an important step in connecting diaspora youth to their homeland.

    “This initiative helps children of Rwandans born abroad learn about their country and encourages them to share that knowledge with others. We are hopeful that future visits will see even greater participation,” she said.

    The 10-day programme includes visits to multiple sites highlighting Rwanda’s history, culture, and development achievements.

    When the youth were received at the Kigali Genocide Memorial.
    The youth were briefed on the historical events that led to the 1994 Genocide against the Tutsi in Rwanda.
    Sixteen-year-old Kazenga Rukundo expressed excitement at visiting Rwanda as his homeland, noting that the trip would help him gain a deeper understanding of the country.
    Lehumo Ivan Umutoni said that Rwandans born abroad who have never visited the country are missing out on a lot.
    The youth laid wreaths and paid tribute to the victims interred at the memorial.
    Following the memorial visit, the youth group leader stressed the importance of preventing a repeat of such atrocities.
    The group also visited the Campaign Against Genocide Museum.
    Murekatete Husna as she took in the view of Kigali city.
    Lehumo Ivan Umutoni emphasised that the level of safety in Rwanda is unmatched elsewhere.
    Sixteen-year-old Kazenga Rukundo expressed delight at how safe Rwanda is.
    The youth were also promised assistance in obtaining Rwandan identification documents.

    Photos: Habyarimana Raoul

  • Trump discloses Israel’s halt of bombing in Gaza, urges Hamas to move quickly

    Trump discloses Israel’s halt of bombing in Gaza, urges Hamas to move quickly

    “Hamas must move quickly, or else all bets will be off,” he said in a Truth Social post. “I will not tolerate delay … Let’s get this done, FAST.”

    In a separate post on Saturday, the president said that after negotiations, Israel has agreed to the initial withdrawal line, which has been shown to Hamas.

    “When Hamas confirms, the Ceasefire will be IMMEDIATELY effective, the Hostages and Prisoner Exchange will begin, and we will create the conditions for the next phase of withdrawal,” he added.

    Meanwhile, Israeli Prime Minister Benjamin Netanyahu said he hopes to announce the release of all hostages from Gaza “in the coming days” as indirect talks with Hamas continued in Egypt on Monday on a new U.S. plan to end the war.

    In a brief statement late Saturday, Netanyahu mentioned he has sent a delegation to Egypt “to finalize technical details,” adding that “our goal is to contain these negotiations to a timeframe of a few days.”

    On Friday, Trump said that Hamas must accept the 20-point peace plan on Gaza by 6 p.m. Eastern Time (2200 GMT) on Sunday, otherwise “all HELL, like no one has ever seen before, will break out against Hamas.” Hamas announced later that it had accepted the proposal in principle and was ready to open mediated talks, a response broadly welcomed by the international community, which urged both sides to seize the chance to end the war and ease civilian suffering.

    The 20-point plan outlines a ceasefire-for-hostages deal, a phased Israeli withdrawal, a demilitarized Gaza, and international oversight of Gaza’s reconstruction and governance after the end of the conflict. Hamas will be excluded from the governance structure.

    Under the ceasefire terms, Israel will halt military actions and pull back to the agreed lines. Hamas, within 72 hours of Israel publicly accepting the agreement, must release all hostages, alive and deceased. In return, Israel will free 250 life sentence prisoners plus 1,700 Gazans who were detained after Oct. 7, 2023. Disarmed Hamas members who commit to peaceful coexistence will be given amnesty and those who wish to leave Gaza will be provided safe passage to receiving countries.

    President Donald Trump says Israel has temporarily stopped the bombing in the Gaza Strip to give hostage release and the 20-point peace deal a chance to be completed.
  • AFC/M23 expands ranks with more than 9,000 newly trained commandos

    AFC/M23 expands ranks with more than 9,000 newly trained commandos

    The ceremony, held in Tchanzu on Wednesday, October 1, 2025, North Kivu, brought together senior commanders of the Congolese Revolutionary Army (ARC) under the leadership of Major General Sultani Makenga.

    The new recruits showcased their combat readiness through synchronised parades, tactical manoeuvres, martial arts, and live-fire demonstrations.

    Makenga, who presided over the event, hailed the recruits as “revolutionaries of change,” commending their discipline, endurance, and loyalty to the movement’s mission. He urged them to uphold professionalism and integrity, warning that “corruption, tribalism, drug abuse and sexual violence will never be tolerated within the ARC.”

    Addressing the recruits in Swahili, Makenga called on them to view their mission as a national duty to restore dignity and unity to a nation he described as “broken by years of poor governance and discrimination.”

    “From today, you have become a true army — an army of liberation and deliverance, fighting to bring meaningful change to our country,” he declared.

    “We have risen to provide genuine leadership to our nation, one that values discipline, patriotism, and service to the people.”

    Makenga emphasised that the new force must distinguish itself from other armed factions by maintaining strong ties with civilians and avoiding abuses against local communities.

    “You will be respected as guardians of change only through your actions,” he said. “The people must see you as liberators, not as bandits. If you act otherwise, you will face consequences.”

    He further urged the soldiers to remain united and steadfast, pledging continued training and logistical support for those deployed to various battlefronts.

    “Our country must be freed through collective effort,” he added. “Let us rebuild a professional and people-centred army — one that earns the respect of the nation.”

    The graduation comes just weeks after a separate batch of over 7,000 fighters completed training under the same command.

    According to AFC/M23 officials, the expansion signals a new phase in the movement’s reorganisation, positioning it as a structured and disciplined force with ambitions to “defend the Congolese people and build a new, united, and respected Congo.”

    The AFC/M23 rebel coalition controls large swathes of territory in the eastern DRC, including the cities of Goma and Bukavu, which were seized earlier this year after a protracted conflict. The group accuses President Felix Tshisekedi’s administration of marginalising Kinyarwanda-speaking communities and poor governance.

  • Rwanda ‘puzzled’ by DRC’s last-minute decision not to sign regional integration framework

    Rwanda ‘puzzled’ by DRC’s last-minute decision not to sign regional integration framework

    In a post on X on Saturday night, October 4, Government Spokesperson Yolande Makolo said the Rwandan delegation in Washington, D.C. was fully prepared to sign the framework, describing it as beneficial to both nations and the wider Great Lakes region.

    “The Rwandan delegation in Washington, D.C. this week was ready to sign the Regional Economic Integration Framework (REIF), which benefits both our countries and the region,” Makolo wrote.

    “We are puzzled by the DRC’s last-minute decision not to sign the agreement, given the positive atmosphere of the negotiations during which the text of the REIF was finalised, and the diligent mediation work of Senior Advisor Massad Boulos and the State Department.”

    Makolo added that while progress had been made under the Peace Agreement signed in June, the DRC had refused to proceed with certain security commitments until specific actions discussed at the Joint Oversight Committee (JOC) meeting earlier in the week were implemented.

    That meeting, held on October 1, 2025, in Washington, D.C., brought together representatives from Rwanda, the DRC, the United States, Qatar, Togo (as the African Union facilitator), and the African Union Commission.

    According to a joint communiqué issued by the U.S. State Department, the parties discussed concrete steps to neutralise the FDLR militia group and advance the lifting of Rwanda’s defensive measures in line with the peace roadmap. The FDLR was formed by the perpetrators of the 1994 Genocide against the Tutsi in Rwanda, and the Government of Rwanda maintains that the group’s genocidal ideology poses a grave security threat to the Great Lakes region.

    The Committee also finalised an Operation Order for the Joint Security Coordination Mechanism and confirmed October 1 as its start date, with both sides reaffirming commitments to refrain from hostile rhetoric.

    However, the communiqué also acknowledged rising tensions in Uvira and Walikale, where the AFC/M23 rebel coalition continues to accuse the Kinshasa administration of targeting civilian populations through drone attacks despite a declared ceasefire. The Congolese government has also faced accusations of using foreign mercenaries in its conflict with the M23, in contradiction to ongoing peace efforts. The Committee urged calm and restraint by all actors, warning that renewed hostilities could undermine the fragile progress achieved through recent diplomacy.

    Despite the setback on the REIF, Rwanda reaffirmed its commitment to the peace process and the U.S.-mediated approach.

    “Rwanda believes in the peace agreement and in the approach of the U.S. mediation, and hopes that the REIF will eventually be signed,” Makolo said. “The peace process must succeed. It is the best chance for stability and economic development for our region.”

    {{A blueprint for shared prosperity
    }}

    The Regional Economic Integration Framework (REIF), first announced in August 2025, was designed to strengthen economic cooperation between Rwanda and the DRC while supporting regional peace efforts.

    The framework, finalised after the Washington Declaration of Principles and aligned with the June Peace Agreement, outlines joint commitments in key sectors, including mineral governance, energy, infrastructure, tourism, and public health.

    Both countries had agreed to combat the illicit mineral trade, formalise artisanal and small-scale mining, and promote transparency in the critical minerals sector, including tin, tantalum, tungsten, niobium, and gold. The framework also envisions cooperation in energy generation through projects such as Ruzizi III and methane gas extraction from Lake Kivu, as well as infrastructure development linked to the Lobito Corridor.

    Further provisions include collaboration on cross-border conservation, tourism, and public health, alongside expanded cooperation in sectors such as agribusiness, education, and ICT.

    Officials had described the REIF as a “living platform” for sustained economic collaboration, expected to complement security stabilisation under the Washington peace roadmap.

    {{Hopes for renewed momentum
    }}

    The DRC’s hesitation to sign the REIF comes at a delicate time for regional diplomacy, as both nations work to implement the June 2025 Peace Agreement under U.S. mediation. The agreement’s success is seen as crucial to stabilising eastern Congo and creating conditions for long-term economic recovery.

    Rwanda has expressed optimism that the framework will eventually move forward. “The peace process must succeed,” Makolo reiterated, framing economic integration as inseparable from the region’s broader security and development goals.

    The next Joint Oversight Committee meeting is expected to take place later this month following sessions of the Joint Security Coordination Mechanism, with hopes that discussions will restore momentum toward implementing both the peace and economic integration agreements.

    Government Spokesperson Yolande Makolo said the Rwandan delegation in Washington, D.C. was fully prepared to sign the framework, describing it as beneficial to both nations and the wider Great Lakes region.
  • How Rwanda’s CyberHub will tackle Africa’s growing cybersecurity skills gap

    How Rwanda’s CyberHub will tackle Africa’s growing cybersecurity skills gap

    The initiative, led by the National Cyber Security Authority (NCSA) in partnership with Cisco and German development agency GIZ, is based at the University of Rwanda’s College of Science and Technology. It includes a Cybersecurity Academy, Innovation Hub, and advanced technology labs to provide training, research, and collaboration in cybersecurity.

    The CyberHub will offer access to Cisco Networking Academy, a global IT skills-to-jobs program, with courses ranging from basic digital literacy to AI, penetration testing, ethical hacking, and advanced cybersecurity certifications.

    The centre also provides a collaborative space for learners and stakeholders to explore emerging technologies, including AI and machine learning applications for threat detection and response.

    {{Addressing a critical skills gap
    }}

    Globally, there are an estimated four million unfilled cybersecurity positions, with Africa facing a particularly acute shortage. Minister of ICT and Innovation Paula Ingabire said the centre’s initial target of training 200 professionals is a starting point toward closing this gap.

    “Our job is not just for the training. How do we connect them to jobs and opportunities? How do we make sure that we are creating businesses that thrive?” the minister stated during the launch.

    {{Partnerships and technology
    }}

    Cisco provided networking equipment, AI-driven security systems, collaboration platforms, and IoT sensors to make the facility fully connected. Conrad Stein, Cisco’s Country Digital Acceleration leader for Africa, said the hub aims to empower young people, women, and underserved communities with the skills needed to secure digital infrastructure and create economic opportunities.

    Dima Kandalaft, senior director at Cisco, described the centre as one of the most advanced on the continent and said it will serve as a platform for both cybersecurity training and broader technological innovation.

    {{Supporting Rwanda’s digital ambitions
    }}

    The CyberHub aligns with Rwanda’s National Strategy for Transformation, which aims to raise digital literacy from 53% to 100% and train one million coders. University of Rwanda Principal Dr. Ignace Gatare praised the hub for promoting practical skills and research, while Silvia Heer of the German Embassy highlighted its role in supporting national digital security as part of Rwanda’s broader development agenda.

    The centre is also part of Cisco’s Country Digital Acceleration programme, which has implemented over 1,600 projects globally, supporting digital skills, innovation, and secure technology ecosystems.

    Minister Ingabire said the long-term goal is to ensure that Rwanda and the wider continent have a workforce capable of anticipating, detecting, and responding to cybersecurity threats.

    “The weakest link always in cybersecurity is often people. And if we’re not training people to match the technology investments that we’re making, we leave a huge gap and space for where many of the attackers will take advantage of the weaknesses and the weakest links that we have.”

    Rwanda on Thursday launched the CyberHub, a new centre designed to strengthen cybersecurity skills and innovation, in a move aimed at addressing Africa’s growing digital skills gap.
    The initiative is led by the National Cyber Security Authority (NCSA) in partnership with Cisco and German development agency GIZ.
    The CyberHub will offer access to Cisco Networking Academy, a global IT skills-to-jobs program, with courses ranging from basic digital literacy to AI, penetration testing, ethical hacking, and advanced cybersecurity certifications.
    University of Rwanda Principal Dr. Ignace Gatare praised the hub for promoting practical skills and research, while Silvia Heer of the German Embassy highlighted its role in supporting national digital security as part of Rwanda’s broader development agenda.
  • Netflix shares dip as Musk targets platform’s ‘woke’ content

    Netflix shares dip as Musk targets platform’s ‘woke’ content

    The company’s stock fell 4.3% in less than two days, sliding to $1,140.50 by Thursday afternoon in New York. The decline pulled its market capitalisation down to $482.9 billion from around $498 billion on Wednesday, according to figures from stockanalysis.com.

    The controversy erupted earlier in the week after conservative social media account Libs of TikTok revived the hashtag #CancelNetflix, citing corporate diversity policies and the inclusion of LGBTQ+ characters in animated series such as Dead End: Paranormal Park. The campaign quickly gathered momentum, with critics alleging that Netflix was exposing children to inappropriate narratives.

    Resurfaced clip from Dead End: Paranormal Park led Musk to encourage his followers to cancel their subscriptions.

    Musk entered the debate on Wednesday, reposting the hashtag to his 227 million followers on X, the social media platform he owns. “Cancel Netflix for the health of your kids,” he wrote, intensifying calls for a boycott.

    His intervention added weight to the backlash, with users posting screenshots of cancelled subscriptions across social media platforms. Shares fell for a third consecutive day as the campaign spread, heightening pressure on the California-based streaming leader.

    Hamish Steele, the creator of Dead End: Paranormal Park, rejected the claims in a series of now-deleted posts on Bluesky, describing the accusations as “lies and slander.”

    The issue has also revived scrutiny of Musk’s own complicated relationship with gender identity. His eldest daughter, Vivian Jenna Wilson, publicly transitioned in 2022, a move Musk later attributed to what he called the “woke mind virus.”

    Netflix has not formally addressed the controversy, but the stock’s slide shows how quickly cultural flashpoints can become financial headaches for global brands.

    Netflix has shed more than $15 billion in market value after billionaire Elon Musk urged consumers to cancel their subscriptions, accusing the streaming giant of pushing what he described as harmful “woke” content.
  • The Los Angeles Rams: Everything you need to know about new Visit Rwanda partner

    The Los Angeles Rams: Everything you need to know about new Visit Rwanda partner

    The latest partnership, which also includes the NBA’s LA Clippers, marks the first time an African tourism brand has partnered with an NFL franchise, underlining Rwanda’s ambition to use sport as a global bridge to attract tourism, investment and visibility.

    As part of the multi-year agreement, Visit Rwanda will serve as an official international tourism sponsor of the Rams, SoFi Stadium and Hollywood Park, the vast entertainment complex that has transformed Inglewood into one of America’s premier sports and leisure destinations.

    The team was founded in 1936 as the Cleveland Rams before relocating to Los Angeles in 1946, becoming the first professional football team to establish itself on the American West Coast.

    The partnership provides Rwanda with significant visibility inside SoFi Stadium, including digital advertising on the venue’s massive Infinity Screen and throughout its LED and IPTV displays.

    The Visit Rwanda brand will also feature in two of the stadium’s most exclusive spaces, the West Owners Club on Level Two and the North Canyon Basin on Level Three, where Rwanda’s natural beauty and tourism highlights will be showcased through innovative design features.

    {{A club with a storied journey
    }}

    For those less familiar with the Rams, they are one of the most storied franchises in the National Football League, with a history stretching back nearly nine decades. The team was founded in 1936 as the Cleveland Rams before relocating to Los Angeles in 1946, becoming the first professional football team to establish itself on the American West Coast.

    In 1995, the Rams moved again, this time to St. Louis, where they enjoyed a golden era, capturing their first Super Bowl in 1999 with an explosive, high-scoring offence that earned the nickname “The Greatest Show on Turf.” In 2016, the franchise returned to Los Angeles, reaffirming its deep roots in the city.

    The Rams have won championships in three different cities – Cleveland, Los Angeles and St. Louis – a unique distinction in the NFL. They are two-time Super Bowl champions, most recently lifting the trophy in 2022 after a 23-20 victory over the Cincinnati Bengals.

    The Rams have won championships in three different cities – Cleveland, Los Angeles and St. Louis – a unique distinction in the NFL.

    Their earlier triumph came in 2000, when they defeated the Tennessee Titans to cap off a memorable season. Beyond those modern victories, the Rams also claimed two NFL titles in the pre-Super Bowl era, in 1945 and 1951.

    {{Modern stars and leadership
    }}

    The modern Rams are led by head coach Sean McVay, one of the youngest and most innovative tacticians in the league. McVay masterminded the team’s most recent Super Bowl win, cementing his reputation as one of football’s brightest minds.

    The modern Rams are led by head coach Sean McVay, one of the youngest and most innovative tacticians in the league.

    On the field, the Rams boast a blend of established veterans and rising stars. Quarterback Matthew Stafford, the experienced leader of the offence, guided the team to its 2021 title. Wide receiver Cooper Kupp, the hero of their 2021 title run who captured the ‘triple crown’ and Super Bowl MVP, remains an iconic figure in franchise history, though he left the team in the 2025 offseason to join NFC West rivals, the Seattle Seahawks.

    Younger talents such as Puka Nacua, who shattered rookie receiving records, and running back Kyren Williams, who has brought fresh dynamism to the attack, represent the future of the franchise.

    {{SoFi stadium
    }}

    Central to the Rams’ modern identity is SoFi Stadium, their state-of-the-art home, which opened in 2020. Costing nearly five billion US dollars to build, the venue is widely regarded as the most advanced stadium in the world, with a seating capacity of 70,000 and the ability to expand to 100,000 for major events.

    Costing nearly five billion US dollars to build, the venue is widely regarded as the most advanced stadium in the world.

    Beyond football, it has already hosted the Super Bowl, will stage matches during the 2026 FIFA World Cup, and is scheduled to play a central role in the 2028 Los Angeles Olympic Games.

    The surrounding Hollywood Park development, spearheaded by Rams owner Stan Kroenke, includes retail, office space, residences and leisure facilities, making it a global destination in its own right.

    SoFi Stadium has a seating capacity of 70,000 and the ability to expand to 100,000 for major events.

    {{More than a game
    }}

    Off the field, the Rams have carved a strong identity in their community. Based in Inglewood, the team has invested heavily in programmes that focus on education, health, equality and youth development.

    Initiatives such as “Rams pLAymakers,” which honours community leaders driving social change, and “RISE with the Rams,” which promotes racial equality among young athletes, reflect the organisation’s commitment to using sport as a force for good.

    {{Why this partnership matters
    }}

    The partnership with Visit Rwanda places the country at the centre of this global spotlight. With millions of viewers tuning in to Rams games across the United States and beyond, Rwanda gains a powerful platform to showcase its gorilla trekking adventures, lush national parks, cultural heritage and status as a rising tourism destination.

    The collaboration echoes Rwanda’s other high-profile sponsorships with Arsenal, Paris Saint-Germain and Atlético de Madrid, but stands out as the first venture into American football – a sport with a massive domestic following and growing international appeal.

    The new deal that puts Rwanda at the heart of one of the most powerful sporting brands in the United States.

    For Rwanda, the agreement is more than a marketing exercise. It is a statement of intent, an effort to connect with the U.S., already its largest source of tourism revenue, and to reach global audiences who associate the NFL with spectacle, scale and excellence.

    For the Rams, it offers a new connection to Africa, a continent with a rapidly growing youth population that is increasingly engaged with global sport.

    In combining the Rams’ reputation as a powerhouse of American football with Rwanda’s image as a premier African travel destination, this partnership represents a meeting of ambition and vision.

    As the Rams continue their pursuit of further championships and Rwanda builds towards its tourism targets, both brands stand to gain from this unique and timely collaboration.

  • How Rwanda plans to achieve a 50% rise in farming output by 2029

    How Rwanda plans to achieve a 50% rise in farming output by 2029

    Prime Minister Dr Justin Nsengiyumva told parliament on Thursday that the government plans to prioritise programmes that boost productivity while encouraging smallholder farmers to adopt modern agricultural technologies.

    “Agriculture is the backbone of our economy and a critical driver of citizens’ welfare,” he noted.

    {{Current context and goals
    }}

    In 2024, agriculture contributed 25% to Rwanda’s Gross Domestic Product (GDP). The government plans to increase this share while achieving full food self-sufficiency by 2029, up from the current 79.6%.

    The sector has played a key role in improving the economy and livelihoods. Between 2017 and 2024, Rwanda’s per capita GDP rose from $754 to $1,040, driven in part by agriculture and related industries. The value of agro-processed products also rose, reaching Frw 1 trillion in 2024, up from Frw 369 billion in 2017.

    Agriculture employs 55% of the rural population and 12% of urban residents. Nearly 70% of Rwandans rely on farming for their livelihoods, with almost half producing primarily for the market.

    {{Strategic interventions
    }}

    To reach the 50% growth target, the government plans to expand irrigated farmland from 74,375 hectares in 2024 to 132,171 hectares by 2029. Smallholder farmers with plots under 10 hectares will receive subsidies covering 50% of irrigation equipment costs.

    The government is also investing in local seed multiplication to reduce dependency on imported seeds and is promoting increased fertiliser use from 73.1 kg per hectare in 2024 to a projected 94.6 kg by 2029, to boost yields.

    Investment in agriculture will rise, with bank loans allocated to the sector expected to grow from 6% today to at least 10% by 2029. Farmers are encouraged to insure crops and livestock to minimise losses, with current schemes covering over 300,000 farmers and 56,761 livestock keepers.

    {{Production targets
    }}

    Rwanda plans to increase grain storage capacity from 318,000 tonnes to 420,000 tonnes by 2029. Annual milk production is expected to rise from 1.09 billion litres to 1.3 billion litres, while fish output will grow from 48,000 tonnes in 2024 to 77,000 tonnes. Egg production is projected to reach 21,000 tonnes, up from 17,000 tonnes.

    Prime Minister Nsengiyumva said these interventions, combined with modern technology adoption, strategic investment, and insurance programmes, are central to achieving sustainable agricultural growth and improving the livelihoods of Rwandans.

    Prime Minister Dr Justin Nsengiyumva told parliament on Thursday that the government plans to prioritise programmes that boost productivity while encouraging smallholder farmers to adopt modern agricultural technologies.
  • Renowned conservationist Dr. Jane Goodall dies at 91

    Renowned conservationist Dr. Jane Goodall dies at 91

    Dr. Goodall began her pioneering research in 1960 at Gombe Stream National Park in Tanzania, where she studied chimpanzee behaviour. She subsequently decided to live in Tanzania to remain close to the chimpanzees, establishing a career in wildlife conservation comparable to that of Dian Fossey, who devoted her life to mountain gorillas.

    In 1991, Dr. Goodall founded Roots & Shoots, a global youth-led environmental programme. The initiative now operates in nearly 100 countries, including Rwanda, with more than 1,000 members advocating for wildlife protection, community development, and environmental conservation.

    During a 2013 visit to Rwanda, Dr. Goodall met government officials, including the Rwanda Development Board, park authorities, students, and international organisations. She toured Nyungwe National Park and pledged to return to continue supporting local conservation efforts. Clare Akamanzi, then CEO of RDB, noted that the JGI had been collaborating with Rwanda on chimpanzee habituation programmes in Nyungwe through the Nyungwe Nziza project, launched in 2010.

    Dr. Goodall’s passing has been mourned globally, with tributes from conservationists, political leaders including former U.S. President Barack Obama, and international bodies such as the United Nations, recognising her lifelong dedication to wildlife and environmental conservation.

    Dr. Jane Goodall, the world-renowned primatologist and conservationist who dedicated her life to protecting chimpanzees, died at the age of 91.
    Dr. Goodall began her pioneering research in 1960 at Gombe Stream National Park in Tanzania, where she studied chimpanzee behaviour.