Rwanda Tourism Board Launches 'Race to Rwanda' Global Campaign

The Rwanda Development Board has launched 'Race to Rwanda', a major international tourism campaign designed to convert Formula One fans into long-stay visitors who experience the full breadth of what the country has to offer. The campaign, which will run across 25 markets until the 2030 Grand Prix, positions Rwanda as a destination where world-class sport meets extraordinary natural and cultural experiences.

The campaign's creative concept centres on the idea that Rwanda offers two unmissable experiences in one trip: the adrenaline of Formula One racing in a vibrant modern city, and the profound privilege of trekking with mountain gorillas in Volcanoes National Park. Research conducted by the Rwanda Development Board found that 68% of F1 fans surveyed were unaware that Rwanda was home to more than half of the world's remaining mountain gorilla population.

"We want every person who comes to Kigali for the Grand Prix to leave having discovered a country they never expected," said Rwanda Development Board CEO Clare Akamanzi. "Rwanda is not just a race destination — it is one of Africa's most extraordinary travel experiences. The Grand Prix is the invitation; Rwanda is the revelation."

The campaign includes partnerships with 40 international tour operators, who are developing bespoke 'Race to Rwanda' packages combining Grand Prix tickets with gorilla trekking permits, cultural itineraries, and stays at Rwanda's growing portfolio of luxury lodges. Early booking data suggests strong demand, with several operators reporting that their initial allocations sold out within days of going on sale.

The Rwanda Tourism Board is projecting that the Grand Prix will generate $1.2 billion in tourism revenue in 2030, with a significant proportion coming from visitors who extend their stay beyond the race weekend. A post-event survey programme will track visitor behaviour and spending to inform future tourism strategy.