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. i 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 ii 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 iv 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: