Republic of Rwanda Ministry of Sports and Culture Final

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REPUBLIC OF RWANDA

MINISTRY OF SPORTS AND CULTURE

FINAL REPORT

STUDY OF IDENTIFICATION OF CULTURAL TOURISM ACTIVITIES GENERATING INCOME

May 2019

Executive summary

The purpose of this study was to identify cultural tourism activities generating income in the country. It has been determined that there is a wide range of authentic, almost un- commercialized cultural tourism products on offer. These are potential income generating activities in the tourism sector, which need to be developed. Nowadays, culture has been a major driver of tourism. Cultural tourism is another form of tourism by involving cultural elements. Some people traveled specifically to gain a deeper understanding of the culture or heritage of a destination. In order to satisfy tourists’ cultural needs and wants, cultural tourism products typically attracts consumers by the cultural attributes. A cultural attest is not a cultural tourism product unless it transforms itself into products that could be consumed by tourists. The market value of cultural tourism can be realized by cultural tourism products. In Rwanda, tourism sector is identified as one of the priority sectors that contribute to achieve the country’s development goals as embedded in the Vision 2020 document. National Strategies for Transformation (NST1) enumerates factors contributing to growth in which is highlighting the need to orienting the economy towards higher value added activities and the production of tradeable, that requiring investment to contribute to the National Economic development.

The Sector Strategic Plan (SSP) underscores Sector Priorities and Strategic Outcomes in Culture as means toward consolidating its contribution through becoming a driver in economic development.

The five-year strategic plan for cultural tourism spells out the mission of the Ministry of Sports and Culture as to make this industry an income generating area through creating an enabling framework to stimulate and guide interventions in order to bring synergy towards optimization of economic and socio cultural benefits from the industry. The aim is therefore to unleash the economic and socio cultural potential of heritage and cultural resources through responsibly and sustainable tourism development.

Nonetheless, Cultural tourism as subset of tourism sector in Rwanda still need much investment in order to make it competitive in the region and worldwide. This will be possible through collaboration with all actors in the PPP framework.

There are challenges found in the industry which need the attention of the government in the first place and the partners on the other hand. Cultural tourism like any other areas of economy need proper planning which is supported by reliable data.

Abbreviations and Acronyms

 AFR: Access to Finance Rwanda  BCE: Before Current Era  CBT: Cultural Based Tourism  CCI: Cultural and Creative Industry  CHENO: Chancellery for Heroes, National Orders and Decoration  CNLG: Commission Nationale de Lutte contre le Genocide.  DMA: Destination Management Area  GDP: Gross Domestic Product  MICE:Rwanda’s national meetings, incentives, conferences/ conventions and events/exhibitions  MINISPOC: Ministry of Sports and Culture  MINICOM: Ministry of Trade and Industry  MKU: Mount Kenya University  NST1: National Strategies for Transformation (NST1)  EDPRS: Economic Development and Poverty Reduction Strategy  GIZ: Deutsche Gesellschaft für Internationale Zusammenarbeit  INMR: Institute of National Museums of Rwanda  KCV: Kigali Cultural Village  KOICA: Korea International Cooperative Agency  PPP: Public Private Partnership  PSF: Private Sector Federation  RAB: Rwanda Agriculture Board  RAC: Rwanda Arts Council  RALSA: Rwanda Archives and Library Services Authority  RALC: Rwanda Academic of Language and Culture  RDB: Rwanda Development Board  RGB: Rwanda Governance Board  REMA: Rwanda Environment Management Authority  RFO:Rwanda Film Office  RHA: Rwanda housing Authority  RTTA: Rwanda Tours and Travel Association  RSGA: Rwanda Safari Guides Association  RWF: Rwandan Francs  SAT: South African Tourism  SSP: Sector Strategic Plan

 UNDP: United Nations Development Programme  UNWTO: United Nations World Tourism Organization

Table of Contents Executive summary ...... i Abbreviations and Acronyms ...... ii 1. Introduction ...... 1 1.1 Global Cultural Tourism Trend in nutshell ...... 1 1.2 Literature review ...... 2 1.2.1 International Best Practices of Cultural Tourism ...... 2 1.2.2 Cultural Tourism in Rwanda ...... 5 2 . Methodology ...... 6 2.1 Approach and techniques ...... 6 2.2 Selected Sample ...... 7 3. Presentation of findings ...... 8 3.1 Development of tourism destinations, products and services ...... 8 3.1.1 Classification of cultural tourism destinations and products by standard and HR ...... 8 3.1.2 An overview of investment for development of products and Services ...... 36 3.1.3 Areas with potential cultural tourism value ...... 42 3.2 Business and revenue aspect ...... 54 3.2.1 Existing businesses related to cultural tourism...... 54 3.2.2 Proposed Strategies for increase income generation for the identified activities ...... 57 3.2.3 Economic Impact of cultural tourism activities for public and private institutions ..... 59 3.2.4 Cultural Tourism Products Packages ...... 61 3.3 Gap analysis ...... 67 3.4 Partnership Framework and Coordination Mechanism of Cultural Tourism Development 68 3.4.1 Actors intervening in Cultural Tourism Sector ...... 68 3.4.2 Partnership framework ...... 69 3.4.3 Coordination mechanism of cultural tourism development ...... 72 4 Challenges ...... 74 1. General Recommendations ...... 79 References ...... 82 Appendices ...... 84

iii

2. List of interviewees ...... 86

List of Tables Table 1: Foreign Tourist Activities in South Africa ...... 4 Table 2: Selected Sample ...... 7 Table 3:Classification of cultural tourism destinations and products ...... 8 Table 4: An overview of investment for development of products and Services ...... 36 Table 5: Geographic Areas with potential tourism value ...... 44 Table 6: Geographic Areas with potential tourism value ...... 54 Table 7: Challenges and recommendation ...... 74 Table 8:List of Sample seize and contacts ...... 86

List of Figures Figure 1: Partnership framework ...... 69

1. Introduction

1.1 Global Cultural Tourism Trend in nutshell

Culture and tourism have always been inextricably linked. Cultural sights, attractions and events provide an important motivation for travel, and travel in itself generates culture. Nevertheless, it is only in recent decades that the link between culture and tourism has been more explicitly identified as a specific form of consumption: cultural tourism. Cultural Tourism is a key sector of the global tourism market, accounting for just under 40% of all international travel (UNWTO, 2017)1. This was estimated to account for over 39% of all international tourism arrivals or the equivalent of around 516 million international trips in 2017. Growth in cultural tourism was also marked by fragmentation into a number of emerging niches, such as heritage tourism, arts tourism, gastronomic tourism, film tourism and creative tourism. Just as an expanding notion of culture had helped to stimulate the growth of cultural tourism in the 1990s, so the fragmentation of the cultural tourism concept itself helped to produce a surge in the proportion of publications dedicated to the field. Growth also brought its own challenges, and by 2013 (Priscilla Boniface; Managing Quality Cultural Tourism)2 was already signalling problems with the over-crowding of World Heritage Sites, a phenomenon that is now being linked with the idea of ‘overtourism’. The problems being encountered with the conservation of tangible heritage and the growing desire of tourists for new experiences also helped to focus attention on the role of intangible heritage in tourism (Hilary du Cros, 2012). The changing nature of cultural tourism was recently brought into focus by a UNWTO Report on Tourism and Culture Synergies (2018), which included online surveys covering 43% of UNWTO Member States as well as 61 international experts and academics in the field. This study confirmed the importance of the cultural tourism, with 89% of national tourism administrations indicating that cultural tourism was part of their tourism policy. The respondents also indicated that they expected further growth in cultural tourism in the following five years. Trends in cultural tourism (Greg Richards, 2018)3 indicates creative tourism is a more recent and smaller nicht that has emerged both as a development of cultural tourism, and in opposition

1https://www.researchgate.net/publication/326247209_Cultural_Tourism_A_review_of_recent_research_and_trends

2https://books.google.rw/books/about/Managing_Quality_Cultural_Tourism.html?id=tOmfbqoTG2oC&redir_esc=y

3 https://www.academia.edu/34871948/Trends_in_cultural_and_creative_tourism

1 to the emergence of ‘mass cultural tourism’. Creative tourism demand is driven by consumers who want more active and participative cultural experiences in which they can use and develop their own creativity. Creative tourism is therefore fed by the general growth in cultural tourism, but at the same time it caters to people who want more out of their cultural experiences. In the cultural tourism market in general there has been a significant growth in experience-seeking travel

Europe is a well-established market for cultural tourism. European travellers are increasingly interested in discovering new destinations. Especially if these offer authentic activities that teach them about local culture. This makes cultural tourism a promising sector for destinations that offer flexible cultural components to appeal to both motivated and incidental cultural tourists (CBI, 2016).4 The search for new experiences means that intangible culture is becoming more important in cultural tourism, and that this trend will also continue in the future with the growing demand for engaging and creative experiences (UNWTO, 2017). People increasingly want to ‘get underthe skin’ of the destination culture and ‘live like a local’. As one expert in the UNWTO study commented:

According to a September 2017 report from London-based market research forecasters Technavio, the global cultural tourism market is expected to grow at a compound annual growth rate of almost 36 per cent between 2017 and 2021. In terms of economic impact, Technavio says the international cultural tourism market will be valued at $10.02 trillion by 2021. This also means that there is fierce competition to attract a market that can be worth up to 40% more than more convention leisure tourism segments in terms of spending.

1.2 Literature review

1.2.1 International Best Practices of Cultural Tourism For the development of cultural tourism in Rwanda this study propose to borrow some strategies from other countries that have led to success of their industry.

 Cultural Tourism in China

As of 2015, China is the fourth most visited country in the world, after France, United States, and Spain, with 56.9 million international tourists per year. In 2017, tourism contributed about CNY 8.77 trillion (USD 1.35 trillion), 11.04% of the GDP, with the 2.3% of the total tourism was from cultural tourism. Their main strategies are:

4 https://www.cbi.eu/market-information/tourism/community-based-tourism/community-based-tourism-europe

 Review the tourism potential in the region and formulate attractive and high-quality products which meet the tourism demands. And diversify the types of tourism products, targeting new tourist markets and further developing existing ones.  Establish and strengthen the infrastructure, which is essential when creating tourist facilities. And develop methods to access and update border crossings and tourist service centers.  Invest in archaeologically and historically significant areas, improve the quality of services in archaeological and cultural sites. And create landscaped gardens around archaeological sites with functional service. And also set up tourism management systems at archaeological sites and improve lighting in these sites, as well as offering sound and light shows.  Establish a zoo demonstrating integrated environmental patterns

 Cultural Tourism in Spain

Tourism in Spain is the third major contributor to national economic life after the industrial and the business/banking sectors, contributing about 10-11% of Spain's GDP. Ever since the 1960s and 1970s, the country has been a popular destination for summer holidays, especially with large numbers of tourists from the United Kingdom, France, Germany, Italy, the Benelux, and the United States, among others. Their success is down to the following strategies:  Strengthening the links between tourist activities and other economic areas, as well as social and cultural players in the territory, to create opportunities.  Strategically promoting cultural, heritage and recreational attractions in the extended area of the destination, by analysing possible general effects in advance.  Boosting the entrepreneurial capacity of tourist areas by launching and establishing other economic activities throughout the entire value chain. Cultural Tourism in South Africa

In 2015, statistics of cultural tourism in South Africa indicate that among the foreign tourists’ activities in 2014 the highest was ‘Nightlife” which is very important cultural tourism product in the country.

Table 1: Foreign Tourist Activities in South Africa

Foreign Tourist Activities in South Africa 2014:

Shopping 81.7%

Nightlife 74.8%

Social 53.6%

Visiting Natural Attractions 16%

Business 12.1%

Cultural, Historical, Heritage 12.5%

Beach 11.9%

Wildlife 8.8%

Theme Parks 10%

Adventure 5.6%

Source: SAT 2015.

The strategies employed are:  Research, Information and Knowledge Management: Audit of existing and potential heritage and cultural tourism products, Monitoring and evaluation of the impact an demand of heritage and cultural tourism products, Visitor profile and experience and Trends and best practices;  Marketing, promotion and raising awareness: promotion of heritage and cultural tourism products, Providing guidance on marketing and promotion of heritage and cultural tourism products  Cooperation, partnership, institutional arrangements and policy: Environmental scan of heritage and cultural tourism landscape, Institutional arrangements and policy to support the implementation of cultural tourism, Establish partnership and cooperation with stakeholders;

 Cultural Tourism in Tanzania

Cultural tourism in Tanzania focuses mainly on promoting its historical sites and the use of community-based tourism approach.

 Support the establishment of cultural tourism enterprises that mainly focus on promotion of community based tourism (experiencing people‟s way of life, traditional dances/ceremonies, sampling of local cuisines, home-stays, daily homestead chores, handicrafts, community development initiatives, indigenous knowledge, historical heritage, nature walks, and local folklores. 1.2.2 Cultural Tourism in Rwanda

In Rwanda, tourism sector is identified as one of the priority sectors that contribute to achieve the country’s development goals as embedded in the Vision 2020 document. National Strategies for Transformation (NST1) enumerates factors contributing to growth for which is highlighting the need to orienting the economy towards higher value added activities and the production of tradeable, that requiring investment to contribute to the National Economic development.

The Sector Strategic Plan underscores Sector Priorities and Strategic Outcomes in Culture as means toward consolidating its contribution through becoming a driver in economic development.

The five-year strategic plan for cultural tourism spells out the mission of the Ministry of Sports and Culture as to make this sub sector an income generating area through creating an enabling framework to stimulate and guide interventions in order to bring synergy towards optimization of economic and socio cultural benefits from the industry. The aim is therefore to unleash the economic and socio cultural potential of heritage and cultural resources through responsibly and sustainable tourism development.

Rwanda intends to increase tourism revenues in a manner that sustainably generate profits for investment and contribute to job creation (Tourism Policy, 2009). In order to achieve this, Rwanda aims at developing new and distinctive market-led products that can easily be promoted and positioned in the marketplace. Therefore, in order to tap the necessary economic impact of cultural tourism the government and stakeholders in Rwanda have become aware of the need to diversify the country’s tourism product from wildlife and gorilla-based attractions to include diverse aspects of Rwanda peoples’ culture. Cultural tourism products such as historical sites, museums, handcrafts, archaeology, paints, hills, footprints, religion, art, among others are in demand for those visiting Rwanda.

2 . Methodology

2.1 Approach and techniques The research was a qualitative type so was carried out using the approach of collecting data from literature review and primary information. The study employed two techniques to select sample size, purposive sampling whereby the selected respondents were targeted in view that they could provide important information regarding the study due to their knowledge in their position and a “typical case sampling” whereby the case is specifically selected because it is not in any way atypical, extreme, deviant or intensely unusual. This merger of methods enabled the researchers to carry out a comprehensive analysis of the chosen cases and highlight the main points of the study.

2.2 Selected Sample

Table 2: Selected Sample

Museums/site Cultural villages Institutions Tour operators Art Tourists

- Ethnographic - Red Rock - MINICOM - RWASAGA - Inganzo Ngari Museum (Musanze - City of Kigali - G-STEP Tours - Gakondo - King's Palace - Gorilla Gurdian - INMR - Volcanoes - Urukerereza Museum (Musanze - RALC safaris - Inzuki design - Rwanda Art - Aziz Life - TV1 - Primate safaris - Inema cinema House Museum (Muhanga) - RDB - Thousand Hills - Rwanda Modest Show - Campaign Against - I Kirenga CV - Muhanga CO - Wilson Tours - Imena cultural troupe Genocide Museum (Rulindo) - Rulindo CO - Nziza Tours - Urugangazi - Shogwe kwa kankazi - Inganzo - Musanze CO - ECO-Tour - Inyamibwa - Ku Rucunshu Galleries - Kibeho - Nyanza CO - Hapa casting centre - Bumbogo bwa - Inkanda Arts - Huye CO - Inshuti Art and nkuzuzu - Gipfuna Ditch - NISR C/centre - Nyamyumba Hot - Nyagatare CO - Kaplack spring - Gatsibo CO - Inema Art centre - Save Parish - Rubavu CO - Creative Art Clusters - Nyabihu CO (Cinema, Plastic Art, - CHENO Performing Art, - Chamber of Music, Writers, Tourism Traditional Dance and Beauty and Fashion)

3. Presentation of findings

3.1 Development of tourism destinations, products and services

Survey result illustrated below in table 3, indicated the classification of cultural tourism destinations and products by Destination Management Areas (DMA) as were defined by RDB in the Tourism Master Plan document. The information also indicates the working standards of the products or destinations in terms of human resource available and their capacity. The ranking is therefore (high=those working better, middle=those at average stage, low=means low level of working and Not developed=means is not commercialized). Further, the table indicates investment requirement which has been elaborated for the development of the products.

3.1.1 Classification of cultural tourism destinations and products by standard and HR

Table 3:Classification of cultural tourism destinations and products

Destination Products/ Working Standards Workers Investment requirement management services (high, average, low, not area developed) Kigali city and Campaign Against High 7  Excavation of Bunkers Bugesera Genocide Museum  Counselling room  Rest room  Restaurant  Writing history of campaign  To collect photos and testimonies of former CND survivors

Kandt House Museum High 10  Dancing troupe  Kigali history from the past till now.  The history of Kigali city from the origin  Cafeteria  Organize regular Temporary exhibitions and other cultural events Rwanda Art Museum Average 5  Temporary exhibition,  Dancing troops  Mega tents for wedding ceremony.  Sports facilities construction and rehabilitation swimming pools, tens courts parking, restaurant,  To organize arts events,  Competitions among artists,  Training of artists,  Festivals National Heroes High 2  Construction of mausoleum house Mausoleum  Research on Rwandan heroes  Medals maker  Clothes with Rwanda heroes pictures

 Portaits of heroes Kigali Genocide High 15 NA Memorial Ntarama Genocide Average 3 NA Memorial Nyamata Genocide Average 3 NA Memorial Bumbogo Bwa Nkuzuzu Not developed 0  All weather paved road  Regular tour guide  Rehabilitate the local market Gasabo na Rutunga Not developed 0  Ikimenyetso cy’isoko y’u Rwanda  Story tellers  Traditional tools used by Rwandans in the area Mont Kigali Not developed 0  Horse racing events  Mountain climbing  Restaurant  Swimming pool  Sports ground  Camping tents Bugesera Reconciliation High 6  dancing troupe

Village  Art products  Home-stay tourism  Igisoro competitions  Kumasha n’Imiheto  Gacaca court sessions  Kuboha  Traditional Festival  Traditional restaurant  Sales of traditional clothes  Rituals Mayange cultural High 4  Dancing troupe Village  Art products  Home-stay tourism  Kumasha n’Imiheto  Kuboha  Traditional Festival  Traditional restaurant  Sales of traditional clothes  Rituals City Sightseeing Not developed 0  Tour Buses  Tour guides

 Online timetable of routes  Advertisement  Story teller  Zoo (inyamaswa zifitanye isano n’imigenzo y’abanyarwanda) Tour Operators Wilson Tours High 12  Training of Tour Guides  Traditional attire  Products promotion  Cultural Paints on Cars Nziza Tours Average 4  Training of Tour Guides  Traditional attire  -Cultural Paints on Cars Eco-Tours Average 6  Training of Tour Guides  Traditional attire  -Cultural Paints on Cars  -Sales of Imigongo Cultural Selling Abraham Konga Average 3  Advertisement Point Collections  Raw materials Caplaki Average  promotion  Advertisement  Marketing

 study tour  shops at Hotels  agreement with hotels to use their products  agreement with Govt offices to use their products Kigali Pottery Average 6  agreement with hotels to use their Collections products  agreement with Govt offices to use their products  promotion  advertisement  marketing  study tour  shops at Hotels Haute Baso Average 3  Agreement with hotels to use their products  Agreement with Govt offices to use their products  Promotion  Advertisement

 Marketing  Study tour  Shops at Hotels House of Tayo Average 2  Agreement with hotels to use their products  Agreement with Govt offices to use their products  Promotion  Advertisement  Marketing  Study tour  -Shops at Hotels Kimironko Market Average  Agreement with hotels to use their 16 products  Agreement with Govt offices to use their products  Promotion  Advertisement  Marketing  Study tour  Shops at Hotels

Nyamirambo Women’s  Agreement with hotels to use their Center Average 24 products  Agreement with Govt offices to use their products  Promotion  Advertisement  Marketing  Study tour  Shops at Hotels Inganzo ngari High 40  Instruments (modern drums, uniforms, amayogi)  Threatre  Links with Hotels for hired performance  Performance in diaspora  Database of songs  Training school Urugangazi High 55  Instruments (modern drums, uniforms, amayogi)  Threatre  Links with Hotels for hired performance  Performance in diaspora

 Database of songs  Training school Urukerereza High  Instruments (modern drums, uniforms, amayogi)  Threatre  Links with Hotels for hired performance  Performance in diaspora  Database of songs Training school Inyamibwa High 36  Instruments (modern drums, uniforms, amayogi)  Threatre  Links with Hotels for hired performance  Performance in diaspora  Database of songs

Volcanoes DMA Ngabitsinze Not developed 0  Materials traditionally used in war.  Tour guide  Story teller  Camping tent  Restaurant services  Kumasha  Gusimbuka urukiramende Red Rocks Average 6  Dancing troop  Sales of arts Products.  Research center on bio-diverity  Traditional musician (using inanga, icyembe,umuduri) Gorilla Guardian High 7  Traditional game (igisoro)  Children leisure games  Train Rwandans about cultural tourism  Linking the hotels with the traditional troupe Buhanga Eco-Park, and Average 3  A monument of narrating the story of Kotsi na Bikara Ditch crowning the Kings  Fictional ground depicting all activities regarding king’s crowning (the king and

assistants)  A royal chair near the ditch where kings were crowned  Make shift Restaurant or coffee shop  Simulation of king’s initiations ceremony  Instant painting  Take home products (imigara, inkanda, inkoni) Kwita Izina Ceremony High 50  Exhibition Rubavu DMA Centre Saint Pierre Not developed 0  Coffee shop  Story teller  Documentary film  Preservation of the church Mount Rwaza Cemetery Not developed 0  Historians  Tour guides  Camping tents

Nyamyumba hot springs Average 8  Advanced Research on medicine

 Traditional Restaurant  Road  Massage services  Guides Karongi DMA Environment Museum High 9  Scientific tourism  Installation of laboratories for biological studies of university students and researchers from Rwanda and the region. Bisesero Genocide Average NA  NA Memorial Nyange Secondary Average 2  To change one of the classrooms into School museum.  Testimony records (Documentary)  Drawings telling the story  Tour guides Ndaba Rock Not developed 0  Mountain climbing  Rest rooms  Shop of honey in memory of the story.  Bee growing business. Rubengera Royal Not developped 0  Installing all components of king`s

Residence home Germany World War I Uncovered yet 0  project to search for the Ship Ship  to uncover the ship  tented camp  tour guide  office  fishing tourism  cruising boat  paved road  restaurant Heritage DMA King’s Palace High 10  Video showing king’s life style ( kuzana amaturo I bwami, gutanga, imbuto)  Hand craft live makers( basket weaving, potraits)  Traditional clothes (inkanda, inkindi)  Aho kumashiriza  Aho gusimbukira urukiramende  Restaurant that provide traditional food (umutsima w’amasaka, , umutsima w`uburo, ibihaza, etc)  Ikibumbano cy’inyambo ku marembo

 Nyanza royal tail  To create how the every day life of the king used to be.  Construction style of the monarchy houses  Collections of tools used in the kingdom  Festivals  Traditional King’s court Kwigira Art Museum Low  Exhibition of Gacaca courts  VUP  Ubudehe  Gira Inka  Umuganura  Exhibition of Abunzi councils Umusezero w’Abami I High  Ikibumbano cy’Inyambo Mwima  Monument of kings Ethnography museum High 13  Coffee shop  Hands on activities  Increase hand craft products  Teaching Drum beating  Traditional rituals (guterekera,

kubandwa)  Traditional marriage space. Kibeho Pilgrimage 4  Hotels  Tented camps  Shopping Centre  Traditional Food Restaurant  Traditional Clothes Shops  Art Craft selling point Paroisse des Saint Esprit Not developed 0  Monument of the oldest catholic church Save in Rwanda  Furniture matching the old age  Catholic history in books or pictures  Tour guide  Transport  Annual pilgrim Mass  Language used during that period  Create a video to show how masses were during the time.  Bibles used Shyogwe kwa Kankazi Not developed 0  Construction of the Queen Mother Kankazi’s house and manument

 All weather paved road  Dancing ground  Royal ground (mu Rugo)  Fence surrounding the site  Transport  Tour guide  Expert to make traditional products  Abiru activities  Dancers of the queens  Meeting with people (Rubanda)  Dancing troupes  Kuboha  Ibirago  Imyenda y’umwamikazi  Live painting painting Ijuru rya Kamonyi Not developed Not  Manument of King Yuhi III Mazimpaka developed  Tour guide  Story teller  Simulation of the King’s Poem Mount Makwaza Not developed 0  Signage  Story teller

 Paved road Utwicarabami twa Developed 0  Signage Nyaruteja  Story teller  Paved road Azize Life cultural High 21  Mentoring of others centre  Spread the business in the country  Participate in Festivals Mu ibandagure selling Low 2  Advertisement point  Participate in exposition  training of staff  Equipment Gatagara selling point Average 3  Advertisement  Participate in exposition  training of staff  Equipment Azizi Life Boutique High 2  Advertisement  Participate in exposition Nyungwe DMA Akarwa k’Abakobwa Not developed 0  Monument of the unmarried pregnant girl  Visitors’ shop- coffee/water  All weather paved road

 Story tellers  Simulation of how pregnant girls were abandoned  Regular tour guide  A traditional canoe  Road transport  Kogosha amasunzu  Imyambaro y’abakobwa ba kera  Uduseke  Kuboha  Guca imyeyo  Ikirago  Urusika  Gukubura imbuga Bushenge(Gushongesha Not developed 0  Signage ubutare mu Kinyaga)  Story teller  Paved road Ku macukiro (amase) Not developed 0  Signage  Story teller  Paved road Ibigabiro bya Rwabugiri Not developed 0  Signage

 Story teller  Paved road Inzu ya Richard Kandt Not developed 0  Story teller mu Kigaga  Rutabagire (aho Not developed 0  Story tellers baciriye umwami  Tour guide Musinga bamwohera Moba) Muhazi DMA Gahini Anglican Church Not developed 0  Story tellers  Tour guide  Annual events on the revivals of Anglican Church  The monument of the first Priest to settle in Gahini  Tented Camps  Hotel  Pilgrimage masses Ibigabiro bya Not developed 0  signage Rwamagana  story teller Nkungu(Ruganzu I Not developed 0  signage Bwimba yabereye  story teller

26 umucengeri aza nokuhagwa) Rwimpiri rwa shenga Not developed 0  signage  story teller Umusozi wa habereye Not developed 0  Signage urugambwa  Story teller n`abanyarwanda na  Battle ground abanyoro bategeka  Paved road urwanda amezi 6  Tented camps  Traditional war tools (imiheto, amacumu, etc)

Indake ya Musha Not developed 0  Signage  Strory teller  Paved road  Tented shade Ku giti cyumuguruka Not developed 0  signage (aho ruganzu Ndori  stroy teller yarigise amaze  Paved road gukomerekera  Tented shade kurugamba)

Rukira (hahoze isoko Not developed 0  Signage ryagurishirizwagamo  -Paved road abacakara)  Story teller Mu irasaniro (habereye Not developed 0  Signage urugamba hagati  Story teller yàbanyoro  Battle ground nàbanyagisaka)  Paved road  Tented camps  Traditional war tools (imiheto, amacumu, etc) Rwabanyoro (haguye Not developed 0  Signage abanyorobenshi bashaka  Story teller guhunga) Nyamurindira(habereye Not developed 0  Signage urugamba hagati  Story teller yàbanyoro  Battle ground nàbanyagisaka)  Paved road  Tented camps  Traditional war tools (imiheto, amacumu, etc) Ikirenge cya Ruganzu Not developed 0  Signage

28 nindiba yAgacuma ke  Story teller  Paved road Amajanja yImbwa za Not developed 0  Signage Ruganzu  Story teller  Paved road Ikigabiro (ikivumu) Not developed 0  Signage cyUmwami Rwabugiri  Story teller  Paved road Itongo ryUmwamikazi Not developed 0  Signage Nyirakabuga Tereza  Story teller umugore wa Yuhi V  Paved road Musinga Munyaga(aho urwanda Not developed 0  Signage rwari rugabaniye  Story teller n’igisaka mbere yuko i  Paved road Gisaka kiba urwanda mukinyeja cya 19 Kagisaka(Aho Ubwami Not developed 0  -Signage bwa Gisaka bwahereye  -Story teller bwaguka)  -Paved road Umusezero w’Abami I Not developed 0  All weather paved road

Rutare  Monument of the former kings and queens  A symbol of royal grave  Visitors’ shop- coffee/water  Bookshop about the kingdom history  public awareness of the place

 Optimize Website for Mobile Use  Transport  Documentary showing funeral processes of the king’s  History books  Take home products (imigara, inkanda, inkoni)  Simulation of royal wedding  Instant painting  Local brew Akagera DMA Indake yakoreshejwe na Not developed 0  Signage Nyakubahwa Perezida  Story teller wa Repubulika Paul  Paved road KAGAME Gasozi k’Intwari Not developed 0  Monument

(Nyabwishongwezi),  Military exhibition ground Gukunda igihugu -  Camping tent Kwitangira igihugu -  Fence surrounding the site Ubutwari  Tour guide  Make-shift kiosk  Annual fictional military exhibition on the place  Traditional Festivals  Fictional military actions fight Ku cya Rudahigwa ( Not developed 0  Signage aho bamurikiraga  Story teller Rudahirwa inka)  Paved road Urutare rwa Ngarama Not developed 0  Signage  Story teller  Paved road Utubindi twa Rubona Not developed 0  Signage  Story teller  Paved road Ngororero/ Mukore wa Rwabugiri Not developed 0  Royal palace and Kageyo  the monument of the king and Von Götzen

 Old age cattle fictional house (Ikiraro)  All weather paved road  Regular staff  Transport  Pictures of the King and Götzen  Live painting  Hotel rooms  Imyenda y’umwami  Imyenda ya Von Götzen  Local cuisine  Traditional dance  Simulation of first meeting of King and Götzen with translator Liberation trail National liberation Average 8  paints of different figures who took part Museum in liberation struggle,  Camping tent  Night out, and retreats or picnic.  A room summarizing all activities that took place at Mulindi in painting  Exhibition about the struggle  Collection of the struggle history and

tools Creative Art Cinema Low 270  Professional training Clusters  Database base of film makers  Reference film festivals  Premiering or screening  Awareness building  Engagement with local TV channels Music High 300  Performance in hotels and functions  Periodic local festivals  International Festival  Promoters  Modern equipment and instruments  Training  Contribution of foreign and local artist to the federation Performing Art Low 105  Performance in hotels and functions  Periodic local festivals  International Festival  Promotions  Advertisement  Equipment

 Training Traditional Dance High 550  Performance in hotels and functions  Periodic local festivals  Periodic international festivals  Training centres  Promotions  Advertisement  Study tour  Training  Instruments and equipment Beauty and Fashion Average 230  Local pageants  International pageants  International Festival  Local Festivals  Show rooms in hotels and public offices  Promotions  Advertisement  Modern equipment  Study tour  Training Plastic Art High 270  Local pageants

 International pageants  International Festival  Local Festivals  Show rooms in hotels and public offices  Promotions  Advertisement  Modern equipment  Study tour  Training Writers Low  Publishing House  Researches  Product Selling agents  Working with cultural institutions Umuganura Umuganura High 1000  Promotion  Cultural exhibition

3.1.2 An overview of investment for development of products and Services

The study investigated about revenues or income generated by the products or could be generated if were developed. The investment elaborated in table 3, has been translated into monetary value in column of “estimated budget for investment”, table 4. The ideas is if the estimated budget is implemented what will come out as “new income”, thus the column “estimated revenue”, table show the expectations in figures.

NB: Return on Investment (ROI) The estimations and computations of revenue expected after investment has been done using the Return on Investment (ROI) theory, which is a performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. ROI tries to directly measure the amount of return on a particular investment, relative to the investment’s cost. To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. ROI = (Current Value of Investment - Cost of Investment) / Cost of Investment The result is expressed as a percentage or a ratio ranging from 0 to 1. Since there are no baseline data (current revenue) for other activities or products in cultural tourism the ration to be used for computation is 0.5 to forecast the expected revenue after investment.

Table 4: An overview of investment for development of products and Services

Destination Products/ Current Estimated Estimated management services Revenues investment Revenue area Budget Kigali city and Campaign Against 26,029,100 270,000,000 39,043,650 Bugesera Genocide Museum

Kandt House Museum 19,420,361 105,000,000 29,130,541.5 Rwanda Art Museum 38,870,100 80,000,000 58,305,150 National Heroes NA 1,300,000,000 75,000,000 Mausoleum Genocide Memorial NA NA NA Ntarama Genocide NA NA NA Memorial Nyamata Genocide NA NA NA

Memorial Bumbogo Bwa No baseline 100,000,000 25,000,000 Nkuzuzu Gasabo na Rutunga No baseline 50,000,000 15,000,000 Mont Kigali No baseline 1,200,000,000 125,000,000 Bugesera 19,110,500 120,000,000 25,000,000 Reconciliation Village Mayange cultural 17,200,000 150,000,000 25,000,000 Village City Sightseeing No baseline 895,400,000 100,000,000 Wilson Tours 30,380,000 69,000,000 45,570,000 Nziza Tours 22,000,000 52,000,000 34,000,000 Eco-Tours 26,200,000 50,000,000 39,300,000 Abraham Konga 15,000,000 8,000,000 22,500,000 Collections Caplaki 28,800,000 40,000,000 43,200,000

Kigali Pottery 18,320,000 18,500,000 27,480,000 Collections Haute Baso 13,400,350 18,500,000 20,100,000 House of Tayo 12,700,000 12,000,000 19,050,000 Kimironko Market 29,100,000 32,000,000 43,650,000 Nyamirambo Women’s 23,000,000 32,000,000 34,500,000 Center Inganzo Ngari 38,400,000 750,000,000 57,600,000 Urukerereza 56,000,000 900,000,000 84,000,000 Sub Total 433,930,411 6,312,400,000 986,829,342 Volcanoes Ngabitsinze No Baseline 180,0000,000 23,000,000 DMA Red Rocks 32,740,000 120,000,000 49,110,000 Gorilla Guardian 19,140,000 186,000,000 28,710,000 Buhanga Eco-Park, and No Baseline 1,320,000,000 32,000,000

Nkotsi na Bikara ditch Kwita Izina Ceremony No Baseline 730,000,000 150,000,000 Iby`iwacu 6,000,000 20,000,000 9,000,000 Sub Total 57,880,000 4,176,000,000 291,820,000 Rubavu DMA Centre Saint Pierre No Baseline 50,000,000 19,000,000 Mount Rwaza No Baseline 40,000,000 12,000,000 Cemetery Nyamyumba hot No Baseline 950,000,000 28,000,000 springs Sub Total No baseline 1,040,000,000 59,000,000 Karongi DMA Environment Museum 9,927,593 3,000,000,000 14,891,389.5 Bisesero Genocide N/A N/A NA Memorial Nyange Secondary No Baseline 100,000,000 20,000,000 School Ndaba Rock No Baseline 360,000,000 13,000,000 Rubengera Royal No Baseline 960,000,000 16,000,000 Residence Germany World War I No Baseline 3,000,000,000 40,000,000 Ship Sub Total 9,927,593 7,420,000,000 103,891,389 Heritage DMA King’s Palace 54,914,637 240,000,000 82,376,455.5 Kwigira Art Museum No baseline 150,000,000 35,000,000 Umusezero w’Abami I No baseline 500,000,000 10,000,000 Mwima Ethnography museum 68,511,255 170,000,000 102,766,882.5 Kibeho Pilgrimage 820,000,000 650,000,000 1,230,000,000 Paroisse de saint Esprit No baseline 180,000,000 120,000,000 Save Shongwe kwa Kankazi No baseline 77,000,000 35,000,000

Ijuru rya Kamonyi No baseline 35,000,000 22,000,000 Kurucunshu No baseline 85,000,000 32,000,000 Mount Makwaza No baseline 12,000,000 8,000,000 Utwicarabami twa No baseline 10,000,000 6,500,000 Nyaruteja Azize Life cultural 45,000,000 20,000,000 67,500,000 centre Mu ibandagure selling 11,800,000 17,000,000 17,700,000 point Gatagara selling point 14,980,000 22,000,000 22,470,000 Azizi Life Boutique 18,000,000 12,000,000 27,000,000 Urugangazi 32,000,000 22,000,000 48,000,000 Inyamibwa 28,000,000 15,000,000 42,000,000 Sub Total 1,093,205,892 1,717,000,000 1,908,313,338 Nyungwe DMA Akarwa k’Abakobwa No baseline 50,000,000 23,000,000 Bushenge(Gushongesha No baseline 12,000,000 8,000,000 ubutare mu Kinyaga) Ku macukiro (amase) No baseline 12,000,000 5,000,000 Ibigabiro bya No baseline 12,000,000 4,000,000 Rwabugiri Inzu ya Richard Kandt No baseline 12,000,000 17,000,000 mu Kigaga Rutabagire (aho No baseline 12,000,000 4,000,000 baciriye umwami Musinga bamwohera Moba) Kwa No baseline 12,000,000 4,000,000 nyirandakunze(ishamba rya cyimeza rya cyamudongo)

Sub Total No baseline 122,000,000 65,000,000 Muhazi DMA Gahini Anglican No baseline 35,000,000 86,000,000 Church Ibigabiro bya No baseline 12,000,000 4,000,000 Rwamagana Nkungu(Ruganzu I No baseline 12,000,000 4,000,000 Bwimba yabereye umucengeri aza nokuhagwa) Rwimpiri rwa shenga No baseline 12,000,000 4,000,000 Umusozi wa habereye No baseline 20,000,000 7,000,000 urugambwa nàbanyarwanda na abanyoro bategeka urwanda amezi 6 Indake ya Musha No baseline 12,000,000 4,000,000 Ku giti No baseline 12,000,000 4,000,000 cyumuguruka(aho ruganzu Ndori yarigise amaze gukomerekera kurugamba) Rukira (hahoze isoko No baseline 12,000,000 4,000,000 ryagurishirizwagamo abacakara) Mu irasaniro (habereye No baseline 20,000,000 9,500,000 urugamba hagati yàbanyoro nàbanyagisaka) Rwabanyoro (haguye No baseline 12,000,000 4,000,000 abanyorobenshi bashaka guhunga)

Nyamurindira(habereye No baseline 20,000,000 12,500,000 urugamba hagati y`abanyoro n`abanyagisaka) Ikirenge cya Ruganzu No baseline 12,000,000 4,000,000 nindiba yAgacuma ke Amajanja yImbwa za No baseline 12,000,000 4,000,000 Ruganzu Ikigabiro (ikivumu) No baseline 12,000,000 4,000,000 cyUmwami Rwabugiri Itongo ryUmwamikazi No baseline 12,000,000 4,000,000 Nyirakabuga Tereza umugore wa Yuhi V Musinga Munyaga(aho urwanda No baseline 12,000,000 4,000,000 rwari rugabaniye n’igisaka mbere yuko i Gisaka kiba urwanda mukinyeja cya 19 Kagisaka(Aho Ubwami No baseline 12,000,000 4,000,000 bwa Gisaka bwahereye bwaguka) Umusezero w’Abami I No baseline 100,000,000 20,000,000 Rutare Sub Total No baseline 351,000,000 187,000,000 Akagera DMA Ku cya Rudahigwa ( No baseline 12,000,000 4,000,000 aho bamurikiraga Rudahirwa inka) Urutare rwa Ngarama No baseline 12,000,000 4,000,000 Utubindi twa Rubona No baseline 12,000,000 4,000,000

Sub Total 36,000,000 12,000,000 Liberation Trail National liberation 883,700 45,000,000 1,325,550 Museum Agasozi No baseline 75,000,000 32,700,000 Nyabwishongwezi, Indake yakoreshejwe No baseline 12,000,000 4,000,000 na Perezida wa Repubulika Paul KAGAME Sub Total 883,700 132,000,000 38,025,550 Ngororero/ Mukore wa Rwabugiri Not developed 500,000,000 55,800,000 Kageyo Sub Total Not developed 500,000,000 55,800,000 CCI Cinema 50,000,000 1,000,000,000 75,000,000 Music 1,000,000,000 400,000,000 1,500,000,000 Performing Art 72,000,000 80,000,000 108,000,000 Traditional Dance 750,000,000 100,000,000 1,125,000,000 Beauty and Fashion 135,000,000 95,000,000 202,500,000 Plastic Art 120,000,000 100,000,000 180,000,000 Writers No baseline 400,000,000 75,000,000 Umuganura 50,000,000 200,000,000 75,000,000 Kigali Up 33,000,000 11,000,000 49,500,000 Moria Entertainment 35,750,000 13,000,000 53,625,000 Groove Award Easter celebrations 54,950,000 16,000,000 82,425,000 festival Isano festival 22,500,000 25,000,000 33,750,000 Sub Total 2,323,200,000 2,840,000,000 3,634,800,000

3.1.3 Areas with potential cultural tourism value

The study explored on the potential cultural tourism products, which are not operating now but could be developed and become operational and generate income. The respondents provided views as per knowledge one might have on a site somewhere in their district. After compiling the list based on popularity. Further analysis was conducted to choose which ones would be proposed as potential products. To do this we applied the following criteria

o Infrastructure of the place, accessibility, availability of important utilities like water and electricity. o The cost of bringing investments compared to other sites/ products o The documentation of information available for a particular site or product. o How the site could be developed into a marketable site or product o The sustainability of the site /products in the competitive business of cultural tourism.

After this process of analysis, the proposed list is in table 5. The information contained in the table which is about product or site arranged by DMA and category, is tourism value to indicate how the destination, site, or product is going to contribute to the industry, investment required to operationalize it and the estimated budget to be injected.

Table 5: Geographic Areas with potential tourism value

Destination Products/sites ( Tourism value Investment required Estimated Budget management Area Kigali city and National Heroes Mausoleum o Humanity o Construction of 1,300,000,000 Bugesera o Patriotism mausoleum house o Proven courage or o Research on Rwandan bravery heroes o Vision o Medals maker o Proven integrity o Clothes with Rwanda o Truthfulness heroes pictures o To serve as an o Portraits of heroes example o Sacrifice o Magnanimity Bumbogo Bwa Nkuzuzu o Foundation of o All weather paved road 100,000,000 Rwandan identity o Regular tour guide o Ancient Rwandan o Rehabilitate the local values and beliefs market o History of Rwanda o Restaurant to serve visitors o Traditional products (art and hand craft) Gasabo na Rutunga o The origin of o Ikimenyetso cy’isoko 50,000,000 Rwanda y’u Rwanda o Story tellers o Traditional tools used by Rwandans in the area

Mont Kigali o Recreational o Horse racing events 200,000,000 o Mountain climbing o Restaurant o Swimming pool o Sports ground o Camping tents City Sightseeing o Mont Kigali & o Create gardens when 895,400,000 Economic Free people spend time after Zone Explorer tour Tour o City sightseeing buses o Hop-on-hop Off o Ticketing stations tour of Old Kigali o Zoo (inyamaswa o Hop-on-hop Off zifitanye isano tour of New n’imigenzo Kigali and y’abanyarwanda) o Kigali night life o Own picnics o Horse riding

Kigali Cultural Village o One stop centre for Project ongoing Project ongoing cultural activities Total 2,545,400,000 Volcanoes DMA Ngabitsinze o Heroism o Traditional Materials 180,0000,000 o Hardworking and used in war. self reliance o Tour guide o Courage or bravery o Story teller o o Camping tent o o Restaurant services

Buhanga Eco-Park, and Kotsi o Leadership of o A monument of 1,320,000,000 na Bikara Ditch Rwanda and narrating the story of succession since crowning the Kings the period of o Fictional ground monarchy depicting all activities regarding king’s crowning (the king and assistants) o A royal chair near the ditch where kings were crowned o Make shift Restaurant or coffee shop o Simulation of king’s initiations ceremony o Instant painting o Take home products (imigara, inkanda, inkoni) Total 1,500,000,000 Rubavu DMA Centre Saint Pierre o Humanity o Coffee shop 50,000,000 o Patriotism o Story teller o Courage or bravery o Documentary film o Vision o Integrity o Truthfulness o To serve as an example o Sacrifice

o Magnanimity Nyamyumba hot springs o Recreational o Advanced Research on 950,000,000 o Medecine medicine o Traditional Restaurant o Road o Massage services o Guides Mount Rwaza Cemetery o First World War o Historians 40,000,000 graves. o Tour guides o Camping tents Total 1,040,000,000 Karongi DMA Nyange Secondary School o Humanity o To change one of the 100,000,000 o Patriotism classrooms into o Proven courage or museum. bravery o Testimony records o Vision (Documentary) o Proven integrity o Drawings telling the o Truthfulness story o To serve as an o Tour guides example o Sacrifice o Magnanimity Germany World War I Ship o History of World o project to search for the 3,000,000,000 War I Ship o to uncover the ship o tented camp o tour guide o office

o fishing tourism o cruising boat o paved road o restaurant Total 3,100,000,000 Heritage DMA Kibeho Pilgrimage o Awareness of o Hotels 650,000,000 humanity o Tented camps o Rest and relax o Shopping Centre o Provide mental and o Traditional Food spiritual relaxation Restaurant o Get away from o Traditional Clothes stress Shops o Feel the spiritual o Art Craft selling point atmosphere Paroisse des Saint Esprit Save o Awareness of o Monument of the oldest 180,000,000 humanity catholic church in o Rest and relax Rwanda o Provide mental and o Furniture matching the spiritual relaxation old age o Get away from o Catholic history in stress books or pictures o Feel the spiritual o Tour guide atmosphere o Transport o Annual pilgrim Mass o Language used during that period o Create a video to show how masses were during the time.

o Bibles used Total 830,000,000 Shyogwe kwa Kankazi o Capabilities of o Construction of the 77,000,000 women Queen Mother o Gender balance Kankazi’s residence o reconstruction and manument o All weather paved road o Dancing ground o Royal ground (mu Rugo) o Fence surrounding the site o Transport o Tour guide o Expert to make traditional products o Abiru activities o Dancers of the queens o Meeting with people (Rubanda) o Dancing troupes o Kuboha o Ibirago o Imyenda y’umwamikazi o Live painting painting Total 907,000,000 Nyungwe DMA Akarwa k’abakobwa o Equality and non- o Monument of the 50,000,000

discrimination unmarried pregnant girl o Participation and o Visitors’ shop- empowerment of coffee/water women and girls o All weather paved road o Best interests of o Story tellers the child o Simulation of how o Elimination of pregnant girls were violence against abandoned women and girls. o Regular tour guide o A traditional canoe o Road transport o Kogosha amasunzu o Imyambaro y’abakobwa ba kera o Uduseke o Kuboha o Guca imyeyo o Ikirago o Urusika o Gukubura imbuga Total 50,000,000 Muhazi DMA Gahini Anglican Church o Rest and relax o Story tellers 35,000,000 o awareness of o Tour guide humanity o Annual events on the o To provide mental revivals of Anglican and spiritual Church relaxation o The monument of the o To get away from first Priest to settle in stress Gahini

o To feel the spiritual o Tented Camps atmosphere o Hotel o Pilgrimage masses Imisezero y’Abami I Rutare o Rwandan o All weather paved road 100,000,000 Monarchy History o Monument of the former and leadership kings and queens o A symbol of royal grave o Visitors’ shop- coffee/water o Bookshop about the kingdom history o public awareness of the place o Optimize Website for Mobile Use o Transport o Documentary showing funeral processes of the king’s o History books o Take home products (imigara, inkanda, inkoni) o Simulation of royal wedding o Instant painting o Local cuisine Total 135,000,000

Liberation Trail Agasozi ka o Humanity o Monument 75,000,000 Nyabwishongwezi o Patriotism o Military exhibition o Proven courage or ground bravery o Camping tent o Vision o Fence surrounding the o Proven integrity site o Truthfulness o Tour guide o To serve as an o Make-shift kiosk example o Annual fictional military o Sacrifice exhibition on the place o Magnanimity o Traditional Festivals o Fictional military actions fight Total 75,000,000 Ngororero/Kageyo Mukore wa Rwabugiri o Foundation of o Royal palace 500,000,000 Rwandan identity o The monument of the o Ancient Rwandan king and Von Götzen values and beliefs o Old age cattle fictional o History of Rwanda house (Ikiraro) o All weather paved road o Regular staff o Transport o Pictures of the King and Götzen o Live painting o Hotel rooms o Imyenda y’umwami o Imyenda ya Von Götzen o Local cuisine

o Traditional dance o Simulation of first meeting of King and Götzen with translator Total 500,000,000

3.2 Business and revenue aspect

In order to review the existing business related to cultural tourism activities, the interviewees were asked, ‘In terms of business how do you see the state of your revenue? What should be done to increase your revenues?. It wasn’t easy to get people disclose their revenues, though we managed to get information. The table 6; therefore presents revenues by each activity which is currently running and the estimated budget (a monetary value of the investment requirement) in order to make the businesses more profitable or increase their income and last column is the expected increase of income. It should be noted here that during the first year of investment the income will not necessarily be indicative of improvement in business unless the break even point is reached.

3.2.1 Existing businesses related to cultural tourism

Table 6: Geographic Areas with potential tourism value

Destination Products/ Current Estimated Estimated management services Revenues Budget for Revenue after area investment investment Kigali city and Campaign Against 26,029,100 270,000,000 39,043,650 Bugesera Genocide Museum Kandt House 19,420,361 105,000,000 29,130,541.5 Museum Rwanda Art 38,870,100 80,000,000 58,305,150 Museum Bugesera 19,110,500 120,000,000 25,000,000 Reconciliation Village Mayange cultural 17,200,000 150,000,000 25,000,000 Village Wilson Tours 30,380,000 69,000,000 45,570,000 Nziza Tours 22,000,000 52,000,000 34,000,000 Eco-Tours 26,200,000 50,000,000 39,300,000

Abraham Konga 15,000,000 8,000,000 22,500,000 Collections Caplaki 28,800,000 40,000,000 43,200,000

Kigali Pottery 18,320,000 18,500,000 27,480,000 Collections Haute Baso 13,400,350 18,500,000 20,100,000 House of Tayo 12,700,000 12,000,000 19,050,000 Kimironko 29,100,000 32,000,000 43,650,000 Market Nyamirambo 23,000,000 32,000,000 34,500,000 Women’s Center Inganzo Ngari 38,400,000 750,000,000 57,600,000 Traditional Dance Urukerereza 56,000,000 900,000,000 84,000,000

Sub Total 433,930,411 2,707,000,000 647,429,342 Volcanoes Ibyiza by’Iwacu 6,000,000 10,000,000 9,000,000 DMA traditional dancing troupe Red Rocks 32,740,000 30,000,000 49,110,000 Gorilla Guardian 19,140,000 15,000,000 28,710,000 Buhanga Eco- No baseline 1,320,000,000 32,000,000 Park, and Nkotsi na Bikara ditch Kwita Izina No baseline 730,000,000 150,000,000 Ceremony Sub Total 57,880,000 2,105,000,000 268,820,000 Karongi DMA Environment 9,927,593 150,000,000 14,891,389.5 Museum Sub Total 9,927,593 150,000,000 14,891,389.5 Heritage DMA King’s Palace 54,914,637 240,000,000 82,376,455.5 Ethnography 68,511,255 170,000,000 102,766,882.5

museum Kibeho 820,000,000 650,000,000 1,230,000,000 Pilgrimage Azize Life 45,000,000 20,000,000 67,500,000 cultural centre Mu ibandagure 11,800,000 17,000,000 17,700,000 selling point Gatagara selling 14,980,000 22,000,000 22,470,000 point Azizi Life 18,000,000 12,000,000 27,000,000 Boutique Urugangazi 32,000,000 150,000,000 48,000,000 Inyamibwa 28,000,000 150,000,000 42,000,000 Sub Total 1,033,205,892 1,431,000,000 1,549,813,338.00 Gicumbi/ National 883,700 45,000,000 1,325,550 Kaniga Liberation Museum Sub total 883,700 45,000,000 1,325,550 Creative Art Cinema 50,000,000 1,000,000,000 75,000,000 Clusters Music 1,000,000,000 400,000,000 1,500,000,000 Performing Art 72,000,000 80,000,000 108,000,000 Traditional Dance 750,000,000 100,000,000 1,125,000,000 Beauty and 135,000,000 95,000,000 202,500,000 Fashion Plastic Art 120,000,000 100,000,000 180,000,000 Writers No baseline 800,000,000 150,000,000 Umuganura 50,000,000 200,000,000 75,000,000 Kigali Up 33,000,000 11,000,000 49,500,000 Moria 35,750,000 13,000,000 53,625,000 Entertainment

Groove Award Easter 54,950,000 16,000,000 82,425,000 celebrations festival Isano festival 22,500,000 33,750,000 Total 2,323,200,000 2,840,000,000 3,634,800,000

3.2.2 Proposed Strategies for increase income generation for the identified activities

Besides the monetary investment described in table 7, this report emphasizes the following strategies to be implemented to strengthen the investment. a) Promotion of Public-Private Partnership in the industry Construct cultural centres to accommodate many products at one point. There are cultural village that are working under district such as Ikirenga Cultural Village which cannot even finance its operations. It is funded by the Rulindo District every year while the other cultural village can finance their operational cost and gain profit. c) Developing the domestic market for cultural products.

Development of a domestic tourism industry offers the opportunity to generate more diverse and economically sustainable tourism industry. The residents should be encouraged to visit cultural and historical attractions within their own country. Promotion of domestic tourism sectors increases the revenue in the following way: 1) unlock opportunities for destination growth at several levels. d) Creative cultural tourism (diversification) Creative tourism enables travel directed toward authentic experience with active participation, discovering, learning about art, heritage, or about special characteristics of a place. Creative tourism is a developed form of cultural tourism implying participation, not only observation, demanding certain skills, contributing to the acquisition of new knowledge and enabling closer contacts with the local population. e) Promotion strategy

There are many ways to promote a product or a service such as Social Media Marketing, Traditional Newspaper, Targeted Radio Advertising, Local or National Television Advertising, Public Speaking Events but it require more fund for such advertisement. The support in improving websites of tourist boards and different types of advertisement is needed.

f) Skills and human resources development Improve both academic and professional skills and capacities of different players in the area of cultural tourism. Although cultural tourism employs a comparatively high share of unskilled, semi-skilled workers, it also needs professionals with specific skills. There is an increasing need for specialized training to expand tourism markets, including management and leadership training, information technology and foreign languages. To adopt more environmentally friendly technologies and manage tourist facilities in ways that comply with sustainability standards, it is necessary that the skills base be compatible with sustainability objectives. This calls for investment in human resources development so that people can acquire those skills and in addition, engage in higher value added activities.

g) Encourage specialization Organizing producers within the art industry so that artists produce the product that they can produce better but also using little resources. Specialization is one of production method whereby a producer focuses on the production of a limited scope of goods to gain a greater degree of efficiency. The more specialized each party is, the better the products they produce for the marketplace as specialization focus their abilities on delivering a better specific product or service.

h) Economic benefit Benefits of a cultural product include all those desirable consequences that the product or services bring about. If the product is to be sold out, its benefit can be exactly measured as the price. A benefit from the product purchased should be expressed numerically as an amount of money that should be saved or generated as the result of an action. i) Products uniqueness The differentiation strategy works when you create something unique that the market values highly and the cost of providing that uniqueness is sustainable. In other words, creating a unique product that is not wanted by the market is different, not differentiated, and if the price that you can charge does not exceed the cost of being differentiated, you are in trouble. However, the cultural tourism product should be unique so that the customer comes several times for the product

58 j) Providing continuum experience Customer satisfaction reflects the expectations and experiences that the customer has with a product or service. Consumer expectations reflect both past and current product evaluation and user experiences. It requires how the product or service is expected to evolve over time or how performance and quality are defined for a specific application

3.2.3 Economic Impact of cultural tourism activities for public and private institutions

Cultural tourism development is economically impacting private sector activities and public interests in way that it creates opportunities as following:

Public Economic Impact Private Economic Impact o Cultural tourism contributes to the GDP of the country. o Cultural tourism provides employment in a sense that increase in investment made in cultural tourism’ o As cultural tourism is employment demanding, there is an increase in employment in the area, as guests o Increase engagement human resources like managers, participate and appreciate local culture. This helps to cut tour guides, interpreters, supplies, etc. down the unemployment rates. o The economic and social impact is caused by the o Increases the level of tax payers to contribute to the incomes created by the cultural tourism business and economy supporting businesses.

o Cultural tourism leads to better overall infrastructure and o There is an increase in local production since the living environment for the host community, as well as cultural tourism activities are strongly connected with the activities encompasses the whole area of the other branches of economy, like food and beverage, destination. Host community get health facilities, accommodation, transport, etc. markets, and good roads. o As cultural tourism gives the destination an identity, it o Cultural tourism helps to establish and reinforce an gets known, this attracts interests in people, which identity. This is an essential element in preserving and again helps to market local production in general grows. enhancing national and local pride and spirit. o More economic benefits with an increase in employment and business opportunities and improved local infrastructure o Cultural tourism makes an important contribution to culture and historical heritage by providing means for o The cultural tourism industry provided opportunities for keeping the traditions alive and finances the protection of local residents to be involved in entrepreneurial heritage as well as increase visitor appreciation of that opportunities. heritage.

o Recognize, support and promote community ownership

of tourism

o Improve the quality of life

o Preserve the unique character and culture of the local area

o Increases Cultural Understanding

3.2.4 Cultural Tourism Products Packages The geographic areas with potential tourism value identified in table 6; undoubtedly need to be packaged for them to have the attraction desired. The table 7; presents the proposed packages to be put or included in the products or sites. Table 7: Cultural Tourism Products Packages

Destination management Area Products/sites Packages

Kigali city National Heroes Mausoleum o Medals o Souvenir (key holder, caps, jacket, t-shirt, scarf) o Portraits of heroes o Live products o Books of history Bumbogo Bwa Nkuzuzu o Traditional products (art and hand craft) o Fresh fruits from local market o Home-stay o Practice local cuisine

Mont Kigali o Horse racing events o Mountain climbing o Restaurant o Swimming pool o Sports o Camping tents City Sightseeing o Mont Kigali & Economic Free Zone Explorer Tour o Hop-on-hop Off tour of Old Kigali and new Kigali o Kigali night life o Own picnics o Horse riding o Zoo (inyamaswa zifitanye isano n’imigenzo y’abanyarwanda) Kigali Cultural Village Project ongoing Volcanoes DMA Ngabitsinze o Traditional Materials used in war. o Camping tent o Restaurant services o Kumasha o Gusimbuka urukiramende o Ingabo n’umuheto o Story teller Buhanga Eco-Park, and Kotsi o A monument of narrating the story of na Bikara Ditch crowning the Kings o Documentary of all activities regarding king’s crowning (the king and assistants) o A royal chair near the ditch where kings were crowned

o Make shift Restaurant or coffee shop o Simulation of king’s initiations ceremony o Live painting painting o Take home products (imigara, inkanda, inkoni) Rubavu DMA Centre Saint Pierre o Coffee shop o Story teller o Documentary film o Take home items (pictures of Niyitegeka Felicite) Nyamyumba hot springs o Hot spring bath o Traditional Massage Traditional Restaurant o Fishing tourism o Fresh roast fish o Cruising boat Mount Rwaza Cemetery o Story teller o photographing Karongi DMA Nyange Secondary School o Museum visit o Testimony records (Documentary) o Drawings telling the story Germany World War I Ship o Story teller o Photographing o fishing tourism o Cruising boat o Restaurant Heritage DMA Kibeho Pilgrimage o Tented camping o Shopping Centre o Traditional Food o Traditional Clothes Shops

o Art Craft selling point Paroisse de saint Esprit Save o Catholic history in books or pictures o Annual pilgrim Mass o Language used during that period o Documentary to show how masses were during the time. o Bibles used Shongwe kwa Kankazi o Taditional art products (ibiseke, inkangara) o Abiru activities o Dancers of the queens o Meeting with people (Rubanda) o Dancing troupes o Kuboha o Ibirago o Imyenda y’umwamikazi o Live painting Nyungwe DMA Akarwa k’abakobwa o Visitors’ shop- coffee/water o Story tellers o Simulation of how pregnant girls were abandoned o A traditional canoe o Kogosha amasunzu o Imyambaro y’abakobwa ba kera o Uduseke o Kuboha o Guca imyeyo o Ikirago o Urusika o Gukubura imbuga

Muhazi DMA Gahini Anglican Church o Story tellers o Annual events on the revivals of Anglican Church o Pictures of the first Priest to settle in Gahini o Tented Camping o Hotel services o Pilgrimage masses Imisezero y’Abami I Rutare o A symbol of royal grave o Visitors’ shop- coffee/water o Bookshop about the monarchy history o Documentary showing funeral processes of the king’s o History books o Take home products (imigara, inkanda, inkoni) o Simulation of royal wedding o Live painting Akagera DMA Agasozi ka Nyabwishongwezi o Military exhibition o Camping tent o Make-shift kiosk o Annual fictional military exhibition on the place o Traditional Festivals o Fictional military actions fight Ngororero/Kageyo Mukore wa Rwabugiri o Royal palace o The monument of the king and Von Götzen o Old age cattle fictional house (Ikiraro) o Pictures of the King and Götzen o Live painting

o Hotel rooms o Imyenda y’umwami o Imyenda ya Von Götzen o Local cuisine o Traditional dance o Simulation of first meeting of King and Götzen with translator

3.3 Gap analysis the research has employed this tool to assess discrepancies between actual cultural tourism business performances and expected or desired business performance, and identify steps to reconcile any differences. The “gap” shows the space between a business’s current state and the state to which it aspires, and in this study would be the space between the available capacity in terms of human recourses and the needs of tourism industry. The analysis has identified five main gaps exist in the cultural tourism, namely; i) Insufficient relevant qualification

During interview with members of the cultural creative clusters and other categories of the cultural tourism industry, the responses suggest that most of the artists do not have academic qualification relevant to their work. Their skills are based on either short term training, talent and long terms experience in their field. Most of them have academic qualifications in other areas apart from what they do.

ii) Lack of Culture visibility

Culture visibility can be demonstrated in many ways, through the way people dress- clothing, through the infrastructure whereby arts products could be seen hanging on the walls of public and private structures, offices, hotels, hospital, schools, roads, coloring our houses with different cultural paints etc. All these help to broaden the visibility of the culture

iii) Lack of preservation program for Architects and builders

Due to lack of heritage preservation there is a doubt if we can have the architects and builders to be able to build like King’s houses for instance or ay other form of an old Rwandan structure now. Construction is all about modern structures. Our technical schools do not teach such subjects of traditional houses in order to have them (builders) for the purpose of preserving heritage.

iv) Un-involvement of culture in Urban planning The urban planning does not include the cultural content into their plans such that art products, like paints, potteries could be seen in the streets of cities or towns. Street naming (to be named after recognized heroes etc)

v) Poor enrollment in cultural tourism related schools

Cultural tourism related schools experience a very low number of enrollment for the particular studies. For example student are reluctant to join programmes, like history, social work administration, sociology etc. This tendency contributing to incapacitating of the industry performance.

3.4 Partnership Framework and Coordination Mechanism of Cultural Tourism Development

Cultural tourism has a wide scope which involve many role players for its development and sustainability. Each player or institution has particular responsibilities to accomplish toward a common goal. Those institutions the following group of actors: 3.4.1 Actors intervening in Cultural Tourism Sector

Ministries Government Agencies Civil societies Organization o Ministry of o Institute of National Museums of Rwanda o CSOs Civil Societys Sports and o Districts Culture o Rwanda Academic of Language and Culture o Ministry of o Rwanda Development Board Local o Rwanda Governance Board Administration o Higher Learning Institutions o Ministry of o Chancellery for Heroes, National Order and Trade and Decorations of Hounor, Industries o Rwanda Archives and Library Services o Ministry of Authority, Justice o Rwanda Housing Authority, o Ministry of o Rwanda Film Office, Defence o Rwanda Enviornmantal Management Authority, o Rwanda Agriculture Board

Private sector UN & NGOs o Rwanda Art Council, o GIZ, Deutsche Gesellschaft für o Rwanda Tours Travel Agency, Internationale Zusammenarbeit o Rwanda Safari Guides Association o United Nations Development Programme o Private Sector Federation o MasterCard Foundation o Private owned business companies and o Korea International Cooperative Agence cooperatives: o Rhenanie Palatinat o Tour operators

3.4.2 Partnership framework

Networks are considered an important way to create opportunities and transfer knowledge, since the build-up of extended relationship networks allows, directly or indirectly, greater environmental perception. In this sense, cooperation between organization and or companies presents itself as a suitable response, allowing organizations and companies, in diverse domains, to strengthen and/or complete their limited resources, without jeopardising their own individuality.

Figure 1: Partnership framework

Kernagham (2014) defines partnership as a relationship that involves the sharing of power, work, support and/or information with others, to achieve common goals or mutual benefits. Partnerships are recognized as ways of cooperation, of relevant importance for the promotion of a long-term strategic thinking. The private sector, as the principal producer and supplier of goods and services consumed by visitors, consists broadly of a diversity of economic units determined as a function of their size and extent (micro, small, medium and large enterprises, whether local, regional, national or transnational) composed of different spheres of productive activity ranging from manufacturing, to trade, to transport, to a wide variety of services (hospitality, food and beverage service, cultural and recreational activities, etc.), which gives a somewhat fragmentary character to a proposed tourism industry.

The public sector, whose fundamental role by virtue of functions in respect of different spheres of activity that decisively influence how cultural tourism is developed in a country (development of infrastructure, planning, transport policies, fiscal matters, employment, etc.) is also characterized by a diversity of actors and agents coexisting side by side. Such coexistence occurs in two dimensions: Horizontally, that is, in terms of the legislative (parliaments,) and/or executive branches, generally through more than one ministry or department, agency, etc. Each of these can have responsibilities for various cultural tourism-related activities at the same level of government. Vertically, considering the different levels of government (local, regional, provincial, national, etc.) existing in a determined country, depending on the form of administrative organization in question.

The Ministry of Sports and Culture is spearheading the responsibility of coordinating and monitoring of the implementation of Sport and Culture Sector Strategic Plan (SSP) and Five Year Strategic Plan for Cultural Tourism in collaboration with other Agencies, which have oversight on Culture and tourism. These include but not limited to the Institute of national museum of Rwanda, Rwanda Development Board, Private Sector Federation, Rwanda Academy of Language and Culture, Chancellery for Heroes National Orders and Decorations of Hounor.

This partnership framework for implementing cultural tourism institutions, respective roles and responsibilities are outlined below:

MINISPOC  Policy and strategic plan formulation and coordination .  Promote long term and short term training to increase expertise in cultural tourism managerial skills and creativity  Promote and enforce copy right for artists’ products

RDB

 Handles all the issues of tourism sector on behalf of the government;  Provide information about market opportunities in cultural tourism.  To develop a data collection system for all actors which can disaggregate, and enrich of information.  Provide training or seminars to tour operators to make them updated with tourism sector.

LOCAL GOVERNMENT

 Monitoring of cultural tourism activities at district level  To ensure security of the cultural tourism sites

INMR  Create a conducive operating environment for private sector partnership

 Oversee the development of tangible cultural heritage, including historical sites, Cultural sites, Religious related sites, Archaeological sites, etc

 Liaise with private sector for activity partnership  Oversee the development of infrastructure in all tangible heritage, human resource development, ;  Cultural Tourism awareness raising among different stakeholders at central and local level  Conduct research on cultural tourism development and competitiveness to identify areas of intervention  To collect comprehensive data to allow for analysis and planning, e.g., overnight statistics of US nationals who visited museums or interacted with local people in culture.

PSF  Support the government in investment  Create a conducive operating environment of its members to invest in cultural tourism;  Producer and supplier of goods and services consumed by visitors,

Tour Operators

 Must be well informed of tourism sector, as they are the point of contact with tourists.  Prepare well designed packages including cultural tourism products and services.  Provide competent drivers to satisfy tourists  To develop a register in each car to collect data on which places the tourist visited and a recommendation part for the tourist to mention whether she/he missed his expectation.

RALC

 Create a conducive operating environment for private sector partnership

 Oversee the development of intangible cultural heritage; including Ceremonies and Rituals, Literature, genealogy, Diversified dance, sports and leisure, festivals, etc  Conduct research on intangible cultural heritage development to identify areas of intervention  Development of artist and empower copy right practice.  Maintaining originality of cultural products.

CNLG  Oversee management of genocide memorial sites

CHENO

 Conducting research of all sites holding heroic history of Rwanda and build monuments (Agasozi ka Nyabwishongwezi in Nyagatare district);

 Decorating outstanding orders  Documentation of Rwandan heroes.

3.4.3 Coordination mechanism of cultural tourism development

Coordination entails a guidance process that is institutionally and technically structured, that is, based procedures and practices to collectively decide about how to coordinate and cooperate for the achievement of decided objectives. Cultural tourism is a industry of activity that involves multiple interrelationships among numerous types of actors and agents intervening in the production of goods and services consumed by visitors. In this framework, the government’s directive functions, under current conditions, are particularly relevant in coordinating efforts to help ensure that the dynamic of permanent growth that tourism has achieved to date is economically, socially and environmentally sustainable to increase its contribution to development.

For better implementation of this, the following key coordination mechanisms will be adopted to support the implementation of the Five Year Strategic Plan on cultural tourism : 1. Stakeholders steering committee for cultural tourism development involving all stakeholders. This is a general assembly of stakeholders to present outcomes of the activities, yearly reports, communicating new policies and strategies etc.

2. A working group of implementing agencies under MINISPOC, Local Government and RDB. This will follow up on daily basis the implementation of the activities in the industry, communicate any opportunities and new markets coming in.

3. Cultural tourism Private Sector Working Group with donors. This will be evaluating opportunities arising in the industry and discuss the approach used to venture into

These platforms will serve both as means to ensure participatory, joint-planning and as accountability and ensure the inclusion of research data into planning priorities to foster ownership and accountability.

4 Challenges

The following table 8, illustrates the challenges this study uncovered by category in the whole cultural tourism industry and provide recommendations to address each challenge Table 7: Challenges and recommendation

Category Challenges Recommendations Museum  Limited Besides the existing properly professional trainings and study tour. allocated human resource placement, professional training and study tour should be carryout to give staff necessary new skills

 Limited Enhanced collaboration between collaboration between Museums and RDB and museum in terms of skill RDB transfer and planning of activity implementation.

 The Awareness building is needed to community attitude towards museum create mindset change to boost is non-accommodating domestic tourism

 Insufficient Warden guide must be well training of warden guide in history of equipped with history of where the place or site they work and being able to tell the history by heart. There is a need of more research to retrieve and enrich the documentation of museums

Historical sites  Inadequate Infrastructure is one of the major infrastructure contributing factors to tourism volume of a place. The INMR should make sure that necessary infrastructure like road, electricity, water, internet connectivity are in place

 Lack of The INMR to install landmarks in landmarks to justify stories historical site to make the told history make sense of the place.

 Insufficient Proper management and protection

protection and inadequate of the historical sites in necessary management of historical sites for their longevity. INMR should ensure protection by fencing and security guards

Cultural Based  Awareness of The local authorities should Tourism the community towards to CBT and partner with CBT providers to the availability of tourism expertise sensitize the communities on the opportunities availed by CBT  Lack of much- Investors in CBT need needed cooperative arrangements and collaboration with community partnerships necessary to ensure the people who are organized. There success of CBT projects ministry through local authorities of respective areas to organize communities to work with CBT sponsors.

 Lack of Local Community needs to acquire Skill managerial, entrepreneurial and marketing skills to ensure that they break through into the market and in the process gain a bigger share of benefits from the tourism industry. The owners of the CBT should make sure that transfer of skills and training is done to the community to make them good partners.

 Availability Before engaging any community and quality of social amenities into CBT, the owners and organizers should make sure that there is adequate availability of quality social amenities

 Attitudes Awareness building to create towards tourists mindset change

Cultural Village  Dependency Centres on foreign buyers Awareness building programme  Mindset of should be initiated by the ministry local leaders and people toward through local authorities. cultural tourism is still low

 Limited skills of staff and members on cultural tourism  Advertisement cost is very high

Creative Art Clusters Cinema  Lack of skills; Study tour and training people rely on experience only Precise database of film makers; skilled, unskilled, production houses, film schools

 Poor film Establishment of film sensor board products to monitor quality assurance of movies

 Poor market; To establish Premiering or screening in cinema halls

To establish reference film festival to seek international exposure

MINISPOC to liaise with RURA to instruct local TV channels to play local film content

 Limited Government to establish film fund Financial resources institution to support the industry

Enforcement of copyright law

Enforcement of federation’s by- law

To establish member contribution, festival or performance fee

 The presence This group is not defined by any of International film makers policy or law in Rwanda. The

federations should observed properly to avoid inconveniences

Beauty and  There is RALC to organize research of Fashion limited documentation on traditional Rwandan cultural traditional dress and Jewellery dressing and jewerry

Plastic Art  Poor quality Government support on study tour of cultural products due to the lack of and professional training technical capacity as well as the lack of equipment

 Low levels of technology in the production of traditional Rwandan crafts

 Limited Enforcement of copyright law financial resources Enforcement of federation’s by- law

To establish member contribution, festival or exhibition participation fee

 Products Enforcement of copyright law counterfeit

 The Rwandan Awareness building to create attitude towards product made in mindset revolution to love home Rwanda products  Dependency on foreign buyers  Expensive Private sector to trade the materials materials in local market

 Lack of Participation in local and market opportunities international festivals

To put show rooms in hotels and business public places Music  Lack of music Private investors to import and sell equipment at local market

Commercialization of studios

 Lack of skills; Training support for musicians artists rely on talent or gift International exposure through participating in international festivals

Training support for musicians

International exposure through participating in international festivals

 Changing market conditions The copyright law should enforced  Music digital piracy  Promoters don’t pay musician for adverts

 Festivals are Enforcement of the federations by- organized without knowledge of laws federation  Foreigners use local products at low price

 Ministry Awareness to create mindset invites foreign artists to perform in revolution /change of end users / local function customers

 Office Support from the Ministry equipment are not working

Performing Art  Lack of The establishment of one stop performance facilities; centre for all arts industry. auditorium/theatre

 Advertisement The media should participate in cost is very high promoting the performing art

Writers  Low level of To motivate children to read by reading culture in Rwanda linking reading with the children's own interests and goals. The ministry of Education should create a book week festival on its school calendar where activities

like debates, reading , drama and other inter school events could be held. There should be a reading hour/ library hour on the schools time table.

 Authors tend Publishing houses in charge of to concentrate on tasks such as Editing, Publish, marketing and writing, editing, publishing, Distribution are needed so that the marketing and distribution which tend authors concentrate on writing to affect the quality of their work. only.

Traditional Lack of auditorium, which facilitate the Establishing one stop centre for art Dance performers

Market dependency on wedding and Marketing strategy to bring on functions board hotels, festival performance

1. General Recommendations

The section presents general recommendations which will serve together with the specific recommendations provided in table 9, to address the state of the cultural tourism development and eventually improve its contribution to the national economy like other sectors.

1. Promoting private investors to venture in cultural tourism industry, whereby available opportunities and the investment requirements will be shown, offering study tour to learn how in other countries in done, and offer of training specifically for the industry to build their confidence. Private sector to be encouraged to share the investment burden by the government in order to quicken the process of development of cultural tourism. This could be done through Memorandum of Understanding between the government and private sector under PPP framework.

2. The culturalization of the society: It seems that Rwandan culture is being read and told as stories. But it is not within the people’s lives. The Rwandan culture should be taught in education system from the bottom levels of primary school and upwards to make Rwandan understand their culture, love and live it. The Public and private institution/agencies should put inside(offices) and outside(at gates) the picture, paints of the real life of Rwandan, picture of different attractive place that should be visited but for the hotels it must be an order.

3. Research and Information management: Reliable data is imperative for planning purposes of cultural tourism development. The data collected now is not rich in terms of details in tourists and market opportunities. It is important to establish data collection mechanism in the whole cultural tourism industry, which could be able to show important detailed information like, tourist motivation, number of nights, revenues by product and destination, market intelligence and satisfaction index of tourists etc.

4. Community based activities: Tourism has attained a greater cultural content, most obviously through the growth of cultural tourism, but also through the increasing significance community based cultural products and activities. A deliberate enforcement of this arm of cultural tourism which allows interaction of tourists with local people in their way of life including; cooking, digging, pottery, fetching water, feeding animals, dancing etc), is important to be developed and sustained in order to not only make revenues but also keep the culture alive. Creative tourism demand is driven by consumers who want more active and participative cultural experiences in which they can use and develop their own creativity.

5. Capacity Issue: To solve the current capacity problem among the categories of cultural tourism; capacity building trainings comprising of technical know-how and professional courses in specific expertise including business designing, implementation and management are critical inputs to be provided regularly.

6. Promoting public awareness on the existing cultural heritage tourism: There must be sensitization of cultural tourism value and opportunities available. Many tour operators do not include cultural tourism packages in their websites. This shows the level of value they give to it. There must be regular briefing to stakeholders on what cultural tourism has to offer and changes that are happening.

7. Complementary product for MICE: Rwanda’s national meetings, incentives, conferences/ conventions and events/exhibitions (MICE) tourism strategy shows that the country has the potential to become a successful MICE destination. The MICE has been doing well since its conception in Rwanda and numbers are progressively growing. With the expected KCV going to be fully fledge, and the proposed City Sightseeing, we recommend a mechanism to convert meeting participants into cultural tourists by ensuring that their cultural experience in Rwanda remains positive that it offers a compelling reason to come back again.

8. Besides the existing structures of the CCI, there is still weakness in both their management and the supervision role from the MINISPOC. The law and by-laws

governing the CCI should be strongly observed to enable proper running of the industry and in profitable manner.

9. The situation at present in CCI demands for improving service standard and quality. Among others, the need for better working environment, organization and compliance of all administrative and managerial procedures. Thus, helpful monitoring and evaluation mechanisms should be put in place to control the service quality, malpractices, and regular communication to keep good order in the federations.

10. It would be most appropriate and timely at RALC level to produce clear CCI development guidelines and certification system for Music and Cinema practitioners to avoid intrusion.

11. Tourism Policy: The current policy document for tourism was developed almost ten years ago during implementation of EDPRS I. It is obvious many elements have changed by being either implemented or revised in order to attain the desired results. The Tourism Policy should be up dated as soon as possible to match with the current needs of the sector.

12. Culture and heritage are not about stones and buildings – they are about identities and belongings. They carry values from the past that are important for the societies today and tomorrow. The government should establish a mechanism to safeguard the heritage as per Law nº 28/2016 of 22/7/2016 on the preservation of cultural heritage and traditional knowledge The study has shown opportunities, needed investment and challenges in the industry cultural tourism in Rwanda. It is obvious that cultural tourism demand is progressively growing but not doing well based on truth that there is still inconsistences in management of CCI and that many of the areas with potential tourism value are not yet commercialized. Adequate infrastructure is still lacking to attract private investors in the industry. The promotion and sustainability of the industry is a call for the government of Rwanda and other stakeholders to address the discussed challenges such as inadequate infrastructure, private sector involvement, lack of reliable data for planning purposes and others.

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Appendices

1. Interview guide

Part I: Development of tourism destinations and packaged or stand-alone products and services (for all)

1. What is cultural tourism? 2. What are the cultural tourism activities that you provide? 3. Which product or services are packaged and stand alone 4. What products and services do you have here?

Part II : The business and revenue aspects (for all)

1. When we talk of market of cultural tourism in Rwanda, what is your explanation…low or high? 2. What do you think is driving the cultural tourism market? 3. Do you think you have an advantage over others to make tourists come? What is your competitive advantage? 4. Who are the key vendors in this market space? 5. What kind of activities does visitor consume more or prefer over other?

6. In terms of business how do you see your revenue? What should be done to increase your revenues? 7. Which cultural tourism product or services generating income. Explain how much for each product or services. 8. What is the socio-economic contribution of the cultural tourism sector towards the national development? 9. What are the strategic challenges facing cultural tourism sector today, which, if not addressed, could undermine their current relevance and long-term impact?

Part III: CCI Ikibazo Ibisubizo Type of events involved in film industry

Number and type of people involved in film

Career background of participants (actors/actress, )

Career background of participants (management) Available materials, skills, infrastructure….)

Film based Festivals (how many per month or per year are organized) Price and standards of film

Estimated revenue per month or per year (minimum and maximum) What are the shortcomings (challenges) in the industry

What do you think could be done to improve the revenues What does your client normally prefer

Value chain of the industry

Part IV: The business and revenue aspects (Tour Operators)

- How do you understand by cultural tourism? - How many tourists do you receive per month or per year? - Does inbound tourists target more places to visit? - After coming to the primary destination, are there any other destinations they visit. If yes, where?

- Did visitors get satisfied with the destination or services they receive while visiting Rwanda? At, which level? - Does the government, museum, cultural center, etc inform you on new destination or services that need to be visited? - As tour operators what are the challenges do you face in cultural tourism? - What would you suggest the government of Rwanda to do to improve the cultural tourism activities to generate more income?

2. List of interviewees

Table 8:List of Sample seize and contacts

Institution/Organization Names Contact

MINISPOC Grace Mutabazi 0788492800 MINICOM Domina Hakuzimana 0788842365 Rwanda Development Board Jackson 0788699361

RALC Dr. Jacques Nzabonimpa 0788553801

Gaudios Kanyange 0788774270

Prudence Biraguma 0786327190

CHENO Patrick Byishimo 0788624943

City of Kigali Iyankurije Marthe 0788848002

Chamber of Tourism Eric Nsengiyumva; Muriel 0788363208; Umubyeyi Muriel 0788314908

Rwanda Safari Guides Association Muyenzi Martin 0788501541

Mount Kenya University Dr.Mwangi Francis 0788828970

Damari Tumusiime 078475077

King's Palace Museum Medard 0788848245

Campaign Against Genocide Museum Assistant Manager 0788848245

Manager (Medard) 0783070131

Shogwe kwa kankazi Story teller Story teller

Ku Rucunshu Story teller Story teller

Kibeho Angelique Cyakwera 0787914832

Save Parish Fr. Jeremia Byaruhanga 07844342024

Red Rock Gregoire Bakunzi 0784685285

Gorilla Gurdian David 0789319645

Azizi Life Jeaninne Umutoniwase 0785781146

Ikirenga Cultural Village Omer Kwizera 0784212193

Inganzo Galleries Binamungu 0788501407

Inkanda House Diomede Gendaneza 0788938022

Gipfuna Ditch Gregoire Bakunzi 0784685285

Institute of National Museum Of Rwanda Isdore Ndikumana 0788742026

Alice Kamasoni 0788668437

TV1 Angelie 0783451518

Muhanga CO Gashugi Innocent 0788515245

Rubavu Sezibera Nyakare Jean 0788358641

Nyabihu CO Pierre Celestin Karibushi 0788835532

Musanze (Investment promotion) Musabyimana Samuel 0788476882

Uwimana Beline 0788605290

Rulindo (Governance) Sibomana Donat 0788400136

Nyanza (planner) Emmanuel 0788827486

Huye CO Kayitare 078858880

Nyagatare Twahirwa Theoneste 0789522372

Gatsibo Ntigamburura Enock 0783309359

Gisagara (planner and youth &culture) Ndimurwango Bosco 0788777171

Twagira Dieudone 0788870810

National Institute of Statistics of Rwanda J. marc Mukundabantu; 0788448593 Juvenal Ntambara 0788594769

G-STEP Tours Steven 0783047329

Go-Kigali Tours David 0788691014

Manace 0788455273

Wilson Tours Wilson Habimana 0788850725

Uwizeyimana Wivine 0783058686

Nziza Tours Peter 0781269157

ECO-Tours Claudine Iribagiza 0788481174

Gakondo Ramson 0783369418

Inzuki design Manager 0781 600 160

Cinema industry John Kwezi 0788523262

Inema Arts Center Denis Nkotanyi 0783816029

Rwanda Modesty fashion Abdoul Wahid 0789356644

Hapa Casting Center J. Piere Havugimana 0782152236

Indatirwabahizi Aboubakar Hategekimana 0788830478

Imena Cultural Troupe J. Baptiste Semanza 0788516925

Ibyiza by’Iwacu Antoine Mupenzi 0788483790

Inshuti Arts and Cultural Center Solange Uwase 0788403440

Caplaki Rene Niyokuru 0788575451

Kabanda Joachim 0782116879

Mwumvaneza Pacifique 0788415452