Mutangana Eugène, Head of the Biodiversity Conservation Department at the Rwanda Development Board (RDB), says Rwanda’s partnership with English football club Arsenal FC has delivered positive results, contributing to an increase in tourist arrivals and tourism revenue.
He cited figures from 2025, when Rwanda generated $685 million in tourism revenue, up from $647 million in 2024. The country welcomed approximately 1.49 million visitors in 2025.
“These are figures to celebrate. This does not mean that this achievement was solely due to our partnerships, as we undertake various other initiatives. However, the partnership, particularly the one we had with Arsenal, contributed to increasing tourism, the revenue we generate and other tourism-related benefits,” Mutangana said.
On July 14, 2026, Visit Rwanda entered into a partnership with English Premier League club Aston Villa. Under the agreement, Visit Rwanda became the club’s Principal Partner, Official Tourism Partner and Official Coffee Provider.
As part of the partnership, the Visit Rwanda brand will be displayed prominently on the front of the shirts worn by all Aston Villa teams, including the men’s, women’s and youth teams, as well as in other key locations.
Mutangana said the Aston Villa partnership is also expected to deliver significant benefits.
“Entering into a partnership with Aston Villa does not mean that we have moved from a higher level to a lower one. As they say in Kinyarwanda, there is no such thing as a small client. We need to expand our relationships and partnerships, and we believe that the partnership we have entered into with Aston Villa will bring us many benefits. We are also ready to enter into partnerships with other clubs wherever possible,” he said.
Visit Rwanda also has existing partnerships with French club Paris Saint-Germain and Spanish side Atlético de Madrid.
