How Sports and Tourism Are Shaping Africa’s Future

In an episode of the podcast In the Valley, hosted by Ibrahim Sagna, Michaella Rugwizangoga shared a story that captures the spirit of today’s Africa, bold, collaborative, and full of potential.

Michaella, Rwanda’s former Chief Tourism Officer, talked about how Rwanda is working to become a top sports tourism destination on the continent. And their approach is a lesson in pan-African collaboration. When it was time for Rwanda to build a new stadium, they reached out to Senegal for advice, took inspiration from their experience, and built a better stadium in just six months.

Talking about the bigger picture, Michaella described Africa the way more people need to hear it: vibrant, beautiful, and full of unique treasures. “Every African country has its own unique selling point,” she said. But unlocking Africa’s true potential, she stressed, depends on putting the right structures and policies in place and on Africans leading that work themselves.

In Rwanda’s case, the decision to focus on sports wasn’t random. “Sports bring people together. It’s a synonym of joy, of discipline,” Michaella explained. Sports don’t just entertain they unite communities, build pride, and create opportunities. Rwanda wants to be at the center of that movement.

In 2022, Rwanda’s tourism sector brought in over $400 million in revenue, a 90% recovery compared to 2019, before the pandemic hit. They welcomed 1.1 million visitors that year, a huge achievement for a country of its size.

But what’s really powerful is how Rwanda is using those revenues. About 10% of the money generated from national parks goes directly back into local communities, helping to build hospitals, schools, and fund other development projects. Some of it also supports efforts to manage human-wildlife conflict and contributes to the country’s universal health insurance system.

This isn’t just about attracting tourists; it’s about building a sustainable, inclusive future where communities benefit from the country’s growth.

This community-centered approach ensures that tourism is not just an economic driver but a tool for sustainable development, equity, and resilience