Rwanda’s Development Board (RDB) has pushed back against suggestions that the country’s new tourism partnership with Aston Villa represents a step down from its previous high-profile football partnerships, saying the deal is part of a broader strategy to expand Rwanda’s global reach. Speaking to journalists on August 11, 2026, during a briefing ahead of the 2026 Kwita Izina gorilla naming ceremony, RDB’s Head of Biodiversity Conservation, Eugène Mutangana, said Rwanda’s approach is to build partnerships that create value across tourism, investment and international visibility. Mutangana pointe

Rwanda’s Development Board (RDB) has pushed back against suggestions that the country’s new tourism partnership with Aston Villa represents a step down from its previous high-profile football partnerships, saying the deal is part of a broader strategy to expand Rwanda’s global reach.

Speaking to journalists on August 11, 2026, during a briefing ahead of the 2026 Kwita Izina gorilla naming ceremony, RDB’s Head of Biodiversity Conservation, Eugène Mutangana, said Rwanda’s approach is to build partnerships that create value across tourism, investment and international visibility.

Mutangana pointed to the results recorded during Rwanda’s partnership with Arsenal, noting that tourism revenues increased from $647 million in 2024 to $685 million in 2025, while the country welcomed about 1.49 million visitors in 2025.

He stressed, however, that the growth cannot be attributed to one partnership alone, as Rwanda has implemented several initiatives to promote the country and strengthen its tourism sector.

Aston Villa deal expands Rwanda’s global strategy

On July 14, 2026, Visit Rwanda entered into a strategic partnership with Aston Villa, making Rwanda the club’s Principal Partner, Official Tourism Partner and Official Coffee Provider.

Under the agreement, the Visit Rwanda brand will feature prominently on the shirts of Aston Villa’s men’s, women’s and youth teams, giving the country visibility across the Premier League, European competitions and the club’s wider commercial platforms.

Addressing comparisons with previous partnerships, Mutangana said signing Aston Villa should not be interpreted as Rwanda moving backwards.

“Having a partnership with Aston Villa does not mean we have moved from a higher level to a lower one. In Kinyarwanda, we say there is no small client.”

He added that Rwanda intends to continue expanding its international relationships and could pursue additional partnerships where they offer strategic value.

Beyond tourism

The Aston Villa partnership is broader than destination marketing.

Rwanda and the English club are expected to collaborate on promoting Rwanda as an attractive destination for investment, international conferences, major events and sports.

The partnership also includes opportunities around football development, coaching programmes, community initiatives, governance and skills development.

For Rwanda, the value of the deal therefore extends beyond the visibility of the Visit Rwanda logo. The country is using football partnerships as a platform to connect tourism promotion with investment, business, sport and international engagement.

Aston Villa, meanwhile, offers access to a major global football audience. The club has a long history in English football, won the European Cup in 1982 and lifted the UEFA Europa League in 2026.

From our perspective, the key question is not whether Aston Villa is “bigger” or “smaller” than previous partners. It is whether the partnership delivers measurable value for Rwanda. RDB’s position is clear: the strategy is to broaden Rwanda’s global footprint, diversify its partnerships and turn football visibility into wider opportunities for tourism, investment and international engagement.

“Having a partnership with Aston Villa does not mean that we have moved from a higher level to a lower level. In Kinyarwanda, we say there is no small client.”

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