Rwanda Development Board (RDB) Chief Executive Officer Jean-Guy Afrika has described the new partnership between Visit Rwanda and English Premier League club Aston Villa FC as a major milestone in Rwanda's efforts to enhance its global profile and promote the country as a leading destination for tourism, investment and business. The partnership, announced on Tuesday, July 14, 2026, sees Visit Rwanda become Aston Villa's Front-of-Shirt Partner, as well as the club's Official Tourism Partner and Official Coffee Partner. The agreement will place the Visit Rwanda brand on Aston Villa's first-tea

Rwanda Development Board (RDB) Chief Executive Officer Jean-Guy Afrika has described the new partnership between Visit Rwanda and English Premier League club Aston Villa FC as a major milestone in Rwanda's efforts to enhance its global profile and promote the country as a leading destination for tourism, investment and business. The partnership, announced on Tuesday, July 14, 2026, sees Visit Rwanda become Aston Villa's Front-of-Shirt Partner, as well as the club's Official Tourism Partner and Official Coffee Partner. The agreement will place the Visit Rwanda brand on Aston Villa's first-team shirts, giving Rwanda unprecedented exposure to millions of football fans across the world. Speaking after the announcement, Jean-Guy Afrika said the collaboration demonstrates Rwanda's commitment to using the global appeal of football to showcase the country's opportunities and achievements. "This partnership gives us a powerful platform to connect with millions of people worldwide, inviting them to discover Rwanda, invest in our economy and experience everything our country has to offer," Afrika said. He noted that the partnership aligns with Rwanda's long-term vision of positioning itself as one of Africa's most attractive destinations for tourism, trade and investment, while also promoting the country's world-renowned coffee industry. The agreement builds on the growing international recognition of the Visit Rwanda brand, which has successfully used sport to introduce Rwanda to global audiences. Through strategic partnerships with leading sports organizations, Rwanda has expanded awareness of its tourism attractions, investment opportunities and business-friendly environment. Known as the Land of a Thousand Hills, Rwanda continues to attract visitors with its spectacular natural scenery, rich biodiversity, unique wildlife experiences, vibrant culture and modern infrastructure. The country has also established itself as a leading destination for international conferences, sporting events and high-value tourism. The Aston Villa partnership is expected to further elevate Rwanda's international visibility as the club competes in domestic and European competitions watched by audiences across the globe. RDB believes the collaboration will create new opportunities to boost tourism, attract investment, strengthen trade relationships and showcase Rwanda's continued economic transformation to the international community.

A little more informed. A little more connected.