Rwanda Focuses on Religious Tourism To Boost Travel Sales

Rwanda is significantly expanding its religious tourism sector as part of a strategic effort to diversify its tourism offerings and stimulate economic development. This focus comes amid preparations to mark important religious anniversaries and growing recognition of the country’s spiritual landmarks.

One of the most notable destinations for religious tourism in Rwanda is Kibeho, located in the Southern Province. Kibeho gained international religious significance following a series of reported Marian apparitions in 1981. Three teenage girls claimed to have witnessed multiple visions of the Virgin Mary, which were recognized as authentic by the Vatican in 2001 after careful investigation. Today, Kibeho serves as a major pilgrimage site attracting thousands of visitors annually, particularly around the anniversary of the first apparition on November 28th, which Rwanda commemorated strikingly in 2021 on its 40th anniversary.

Rwanda Renaissance, a key promoter of religious tourism in the region, has facilitated many pilgrim groups to Kibeho over the years. Clarence Fernandes, the Chairman of Rwanda Renaissance, highlights that the largest recent pilgrimage group included 46 visitors who reported profoundly spiritual experiences during their trip. Despite setbacks during the COVID-19 pandemic, organizations like Rwanda Renaissance continue to actively promote and rebuild the flow of religious tourists alongside MICE (Meetings, Incentive, Conferences, and Exhibitions) tourism, which Rwanda is also keen to grow.

Beyond Kibeho, the Rwanda Development Board, with partners such as TradeMark East Africa, has conducted a comprehensive feasibility study evaluating the potential for religious tourism across the country. This initiative is one of the largest coordinated efforts globally to develop religious and spiritual tourism in Africa. It includes detailed market analysis, site audits of over 18 locations, and the shortlisting of seven key religious tourism projects for phased development and funding. Sites under consideration range from historic parishes and sacred locations to cultural churches, all with a view to integrating spiritual tourism alongside Rwanda’s existing nature and community tourism sectors.

Importantly, Rwanda’s government has introduced supportive measures to sustain tourism growth, such as a new 3% tourism levy on hotel stays, aimed at funding tourism infrastructure, marketing, and sustainable development efforts. This levy, set to be implemented before the end of the 2024/25 fiscal year, reinforces Rwanda’s commitment to building a resilient and diversified tourism economy.

Rwanda’s religious tourism push aligns well with its broader positioning as a premium African destination. Known primarily for its unparalleled gorilla trekking experiences and eco-tourism, the country offers visitors culturally rich, safe, and well-developed corners for both spirituality and adventure. The promotion of Rwanda in overseas markets, including intensive campaigns in Europe such as in the Netherlands, seeks to attract international faith-based travelers who value unique and meaningful cultural experiences.

Looking ahead, Rwanda is expected to emerge as a leading hub for religious pilgrimage in Africa, increasing visitor length of stay and economic impact while deepening spiritual tourism offerings. This growth will complement the country’s already flourishing nature tourism and help create diverse opportunities for local communities.