The Rwanda Development Board (RDB) has announced that the agreement signed with Aston Villa to promote tourism through the Visit Rwanda program should not be undermined because there is no small customer.
This was reiterated during a press conference on the naming of baby gorillas held on August 11, 2026.
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RDB Points to Growth in Tourism Revenue
The Head of the Biodiversity Conservation Unit at RDB, Mutangana Eugène, indicated that the agreement signed between Rwanda and Arsenal FC in England has yielded results because during the period of collaboration, the number of visitors to the country has increased and tourism revenue has increased.
He gave an example of 2025 where tourism revenue in 2025 is $685 million, up from $647 million in 2024. The number of visitors to Rwanda in 2025 is estimated at 1.49 million.
He said, “This is something to be proud of, it is not just the partnership that has made us achieve this, there are other things we are doing in different ways but especially these agreements including the one we signed with Arsenal have contributed to the growth of tourism, in our income and other benefits associated with tourism.”
Visit Rwanda Signs Partnership With Aston Villa
On July 14, 2026, Visit Rwanda entered into a partnership with Aston Villa, an agreement that makes Visit Rwanda a Principal Partner, an Official Tourism Partner and an Official Coffee Provider of the club.
Under this agreement, the Visit Rwanda logo will be displayed on the front of all Aston Villa team shirts including men’s, women’s and youth teams and other key locations.
RDB Expects Aston Villa Deal to Deliver Results
Mutangana said that the Aston Villa agreement is also expected to yield positive results.
He said, “The fact that we have signed an agreement with Aston Villa does not mean that we have come from above and come down. In Rwandan, they say that no customer is too small, and we must expand our relationship, cooperation, we believe that the agreement we have signed with Aston Villa will lead us to more and we are ready to sign agreements with others where possible.”
Partnership to Promote Tourism, Investment and Sports
In addition to promoting tourism, this partnership will also focus on promoting Rwanda as a country with investment opportunities, hosting international events and various conferences and games.
Both parties will collaborate on activities aimed at promoting football and coaching training, charity work, promoting leadership and providing opportunities to increase knowledge in various professions.
Placing the Visit Rwanda logo on the front of the Aston Villa shirt will make it more visible in Premier League games, in European competitions, in advertising activities and on the club’s merchandise.
Aston Villa is one of the clubs with a strong history in England. It won the Champions League in 1982, and the UEFA Europa League in 2026. In recent years, it has once again emerged as one of the teams competing for the top spots in the Premier League.
