Principle 2: Embrace growth segments strategically Develop specialized offerings in high-growth, high-value segments that align with destination assets and community values, creating distinctive experiences. The emergence of rapidly growing segments such as live events tourism, ecotourism or business events creates opportunities for targeted growth in specialized niches. Rather than pursuing all growth areas simultaneously, destinations and businesses should identify segments that align with their unique attributes and strategic priorities. Strategic segment development integrates environmental and social responsibility throughout the traveller journey; designs experiences that create lasting positive impacts for both travellers and communities; uses technology to enhance and create efficiency while maintaining human connection; and distributes economic benefits fairly. This principle transforms growing segments from mere market opportunities into vehicles for advancing the sector towards a future in which everyone benefits. Situation Rwanda has established itself as a destination for high-end, responsible and eco-luxury tourism. Over the past 20 years, strategic efforts have positioned tourism as a cornerstone of the Rwandan economy, contributing 10% to GDP . Nature-based tourism is at the heart of the offering, including the Volcanoes National Park; however, as limits on carrying capacity are being reached, alternatives have had to be considered.Approach MICE tourism (catering to meetings, incentives, conferences and exhibitions) was prioritized 10+ years ago; at the time, Rwanda was not in Africa’s top 20 destinations for business events. In 2014, Rwanda established the Rwanda National MICE Tourism Strategy through the Rwanda Development Board (RDB). The strategy was based on strong analysis that showed Rwanda’s potential to become a successful MICE destination.CASE STUDY 1 Rwanda MICE tourism ImpactThe RDB Annual Report 2022 showed that Rwanda’s MICE industry continued to grow, generating over $64 million from hosting 100+ events with more than 35,000 delegates. Besides MICE, Rwanda is the second-leading destination for conferences, lifestyle events and concerts in Africa. Key infrastructure developments such as the Kigali Convention Centre, the Basketball Arena and the FIFA-certified Amahoro Stadium, have powered this growth. Rwanda will continue to grow its MICE industry and solidify its position as a leading sports tourism destination while placing a strong emphasis on the arts, culture and religious tourism. Source: Rwanda Development Board99 Caption: Kigali Business District, Rwanda Travel and Tourism at a Turning Point: Principles for Transformative Growth 22

Travel and Tourism at a Turning Point 2025