Under the Visit Rwanda brand, the country is showcasing its tourism offering with the aim of strengthening its position as a leading luxury travel destination, expanding international partnerships, and attracting more international visitors.

The Rwandan delegation brings together the RDB, the Rwanda High Commission to the United Kingdom, and several Rwandan tourism companies. 

Private-sector operators are showcasing their products and services, engaging with international tourism professionals, and exploring new business opportunities in global markets.

This coordinated presence underscores Rwanda’s commitment to developing a competitive tourism sector while increasing the international visibility of its tourism businesses and strengthening their connections with global industry partners.

Rwanda’s participation in WTM London is part of a broader strategy to promote the country’s tourism attractions to key international stakeholders, including tour operators, travel agencies, investors, hospitality professionals, and travel media.

WTM London offers Rwanda a platform to expand tourism partnerships

Rwanda’s participation in the World Travel Market (WTM) London primarily aims to strengthen international tourism partnerships and turn destination awareness into new business opportunities.

Under the Visit Rwanda brand, the country seeks to deepen existing trade relationships, reach new markets, and encourage international travel companies to include Rwanda in their travel programmes.  

Launched in 1980 at Olympia London with 221 exhibitors from 40 countries and 9,000 trade visitors, WTM London has grown considerably over the years. 

Today, the event brings together participants from more than 180 countries, over 4,000 exhibitors, and more than 46,000 attendees.

Its programme combines business networking opportunities with discussions on emerging travel trends, technological innovations, and sustainable tourism. 

Over the years, the event has established itself as a major international meeting point for tourism destinations, travel buyers, and industry businesses.

Showcasing Rwanda’s tourism diversity beyond gorilla trekking

Rwanda’s tourism offering extends beyond mountain gorilla trekking in Volcanoes National Park. It also includes wildlife safaris in Akagera National Park and rainforest experiences in Nyungwe National Park.

Together, these destinations offer a diverse range of nature-based experiences, highlighting the country’s rich biodiversity and commitment to conservation.

Business tourism, particularly Meetings, Incentives, Conferences and Exhibitions (MICE), is another important pillar of Rwanda’s tourism offering.

The Kigali Convention Centre hosts regional and international conferences, exhibitions, and meetings, while the Rwanda Convention Bureau supports international event planners and organisers in preparing their activities in Rwanda.

Through targeted business meetings, media engagements, and private-sector participation at WTM London, Rwanda aims to connect its tourism offering with international buyers, expand its tourism distribution network, and establish long-term commercial partnerships.