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Saturday, 23 February 2013 20:57 |
Uganda: Big Spender TouristsBy Bosco Hitimana KAMPALA, Uganda, February 23, 2013 (The Independent) - Rwanda will this year market its tourist attractions to Russia and China in a new strategy that is expected to woo more leisure tourists to boost the East African country's tourism revenue. The move follows the passing of a new tourism marketing strategy last year, which aims at helping the country to target potential markets and consolidate marketing efforts in the existing markets with the view to increase high-end tourists. Rica Rwigamba, the Head of Tourism and Conservation Directorate at the Rwanda Development Board (RDB) which is charged with fast-tracking Rwanda's economic development says that the country seeks to continue increasing the number of foreign leisure tourists who contribute at least 40% of the country's revenue collected from the tourism sector. Mountain gorillas in North West of Rwanda remain the major attraction to most western leisure tourists. "This year we passed a new tourism marketing strategy and we have identified the need not only to diversify our products but also approaching new markets. Two main markets that we have identified are Russia and China because there are people who have the capacity to travel more and spend more money," Rwigamba said in December 2012. She says that Rwanda will in 2013 have representatives in the two countries who will particularly be dealing with the markets there. "We are targeting specialised tourism companies into these markets because they will be able to go and target tourists. We expect them to increase the number of tour operators as well," Rwigamba further explained. Russia and China are increasingly becoming sources of both high-end leisure tourists and also mass tourists because of the increasing wealth among their populations and also their thirsty to explore new destinations like Africa. However, Rwigamba added that more efforts will continue to be invested in retaining and developing the existing markets such as the United States, More specifically, Rwanda is focusing much on exploiting the Germany and UK tourism markets. Germany continues to be the big spender in Europe whereas UK has developed deep interest and connection with Rwanda which provides a huge potential for Currently, there are direct flights between Rwigamba says that Tourism continues to be But between Jan. and Sept. 2012, RDB says that tourism revenue rose to US$210.5 million, representing an increase of 14% compared to the same period in 2011. The number of visitors also grew by 28% to 800,122 compared the same period in 2011. Visitors from member states of the East African Community (EAC) and Democratic Republic of Congo (DRC) rose 34% to 639,536 while international visitors rose 4% to 130,586. However, visitors from what RDB calls key markets such as the U.S. UK. Belgium and At least 18,459 Americans visited Rwanda followed by 10,126 British, 7,675 Belgians and 7,103 Germans. Overall, leisure attracted 70,383 visitors while business attracted 295,322. Leisure visitors rose 19% while business visitors rose 17%. Tourism bill Currently, the tourism sector is not regulated by anyone. Whoever has an idea to start a hotel, restaurant and bar or a tour and travel company starts it without a check whether the facility or company meets all the requirements to operate. However, a legislation that will help to regulate the sector is underway. Rwigamba says that 2013 will see the tourism bill passed and the sector will then have to be regulated afterwards. "With the tourism Bill, it will be clear in terms of regulating the sector," Rwigamba said, adding that the once the Bill is passed into a law, it will help to set licensing requirements, therefore creating positive impact on the sector especially on the quality of service. The Bill provides charging of a training levy from the tourism players which will help to build the capacity of the staff in various disciplines but mainly on service delivery. It also provides a timeframe for the existing players to abide by the law once it is in place. New animal species This year, Rwigamba says that in order to increase products, the focus has been set on tea tours in Gisovu, and cave tourism. Also, towards end of the year, new animal species will be stocked in the The electric fence is expected to reduce the persistent conflicts between the animals that go outside the park and the people that live around it. Animals have continued to be blamed for destroying crops and killing people while people are also blamed for killing them. Investments Tourism emerged the highly attractive sector in terms of investment after recording new investment projects worth US$327 million between as of December 19, 2012. These will create at least 2,042 new jobs once they are implemented. Rwigamba says The Kigali Marriot Hotel will be unveiled this year. The U.S. based Marriot Hotel Group has a contract with Chinese and Rwandan five star hotel owners to manage it for over 20 years. Another brand, Radisson Hotels, will also manage a five star hotel that is currently under construction at the upcoming Rwigamba says that more local investors will be sensitised to allow international hotel management groups to take over management of their hotels in order to improve on service and brand building for higher returns. (Credit: The Independent,
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