The country has continued to develop its tourism sector, positioning itself as a leading tourism hub in the region. In 2025, Rwanda welcomed more than 1.49 million visitors, generating $685 million in tourism revenue, up from $647 million recorded in 2024.

Speaking to IGIHE, Cédric Tuyisenge, Acting Head of Tourism Promotion at the Rwanda Development Board (RDB), said the award reflects the country’s continued efforts to develop its tourism industry and promote its natural attractions internationally.

“The award Rwanda received is part of the annual recognition given by Wanderlust, a magazine that mainly focuses on destinations around the world that people can visit. Rwanda was selected among the top 10 countries, securing fifth place among the destinations travellers most wish to visit,” he said.

Tuyisenge noted that promoting Rwanda internationally goes hand in hand with providing visitors with a positive experience, as their feedback plays an important role in attracting more tourists.

“We see this as a positive outcome of the efforts we continue to make to promote Rwanda. However, the way visitors are welcomed and the experiences they share afterwards also contribute to attracting more people who wish to visit the country. Much of what publications write is based on feedback from people who have travelled here,” he explained.

Tuyisenge emphasised that the award is among the positive outcomes Rwanda has secured during the World Travel Market (WTM) London, while also serving as a reminder to maintain and improve the quality of its tourism services.

“This is a positive achievement coming out of WTM, but it also gives us a responsibility to continue doing even better so that Rwanda remains among the leading destinations people around the world wish to visit,” he said.

Rwanda participated in WTM London, held from November 3 to 5, 2026, where it showcased its natural attractions and tourism services under the Visit Rwanda brand. The country’s participation aimed to strengthen its position as a premium tourism destination, expand international partnerships and attract more visitors.

The Rwandan delegation comprised representatives from the Rwanda Development Board (RDB), the Embassy of Rwanda in the United Kingdom and several Rwandan tourism companies. Private-sector exhibitors showcased their products and services, engaged with international tourism professionals and explored new business opportunities.

The exhibition also provided Rwanda with an opportunity to strengthen relationships with existing partners, access new markets and encourage international tour operators to include Rwanda in their travel programmes.

Rwanda’s tourism offering extends beyond gorilla trekking in Volcanoes National Park. Visitors can also enjoy wildlife safaris in Akagera National Park and explore the ancient rainforest of Nyungwe National Park. These attractions highlight the country’s rich biodiversity and its commitment to environmental conservation.

The country is also promoting Meetings, Incentives, Conferences and Exhibitions (MICE) tourism, including business travel, international conferences and exhibitions. The Kigali Convention Centre hosts major conferences and high-level events, while the Rwanda Convention Bureau supports international organisers in bringing their events to the country.

WTM London was first held in 1980 at Olympia London, attracting 221 exhibitors from 40 countries and approximately 9,000 trade visitors. Over the years, it has grown into a major international tourism marketplace, bringing together participants from more than 180 countries, over 4,000 exhibitors and more than 46,000 attendees.