The call was made at the 2026 Karisimbi Service Excellence Awards held in Kigali on November 6, where 40 companies and individuals were recognised for their performance in service delivery, product quality and brand development across different sectors.

Karisimbi Events Chief Executive Officer Emmanuel Mugisha said maintaining high service standards was essential to Rwanda's ambitions of competing internationally as a destination for tourism and investment.

Now in its 10th year, the awards seek to encourage businesses and individuals to improve their services while recognising those who stand out in customer care.

Among this year's winners was China Electric Vehicle Rwanda (CEVR), which received an award for excellence in electric vehicle services.

La Croix du Sud Hospital, commonly known as Kwa Nyirinkwaya, was recognised for excellence in healthcare, while SteelRwa Industries Ltd received an award for excellence in the manufacture of construction materials.

DHL Express Rwanda won in the logistics and delivery services category, while Prime Insurance was recognised for its health insurance services. Super One Industries Ltd was named outstanding plastic products manufacturer of the year.

Mugisha said the awards were established a decade ago with a small group of partners but a wider ambition to promote a culture of service excellence across different sectors.

He said the initiative also contributes to Rwanda's efforts to build a reputation for professionalism, quality and a welcoming business environment for investors and visitors.

He pointed to tourism and hospitality as sectors where service quality has a direct bearing on business performance, as visitors' experiences influence their decisions to return and recommend Rwanda to others.

“All these companies support Rwanda’s vision and its economic development strategies. When they are recognised for the quality of services they provide, it also encourages others to follow their example,” he said.

He added that excellent service should be central to the operations of businesses in tourism and hospitality rather than an additional advantage.

“Positive experiences and favourable feedback from customers are essential for the continued growth of this sector, just as negative feedback can hold it back. Time is money, and even a slight delay in any activity can have significant consequences for the performance of our economy,” he said.

Mugisha also thanked China Electric Vehicle Rwanda (CEVR) for sponsoring this year's awards.

The recognition comes as Rwanda continues to push for improvements in service delivery across both public and private institutions.

The 13th Rwanda Governance Scorecard, released by the Rwanda Governance Board (RGB) in October 2026, gave service delivery quality a score of 68.48%, down from 71.73% in the previous edition.

The 2025 Citizen Report Card, meanwhile, found that 76.7% of citizens were satisfied with governance and public service delivery.

Security received the highest score at 92.1%, followed by infrastructure at 66.4%, while land, housing and environmental services scored 65.7%.

Although these assessments focus largely on public services, they point to the importance of maintaining quality standards across institutions.

In the private sector, awards such as the Karisimbi Service Excellence Awards provide an opportunity to recognise businesses that meet customer expectations and encourage others to improve their services, strengthening confidence in Rwanda as a place to visit, invest and do business.