Episode
'Visit Rwanda': Will Aston Villa's deal boost tourism?
- Podcast
- DW AfricaLink
- Published
- Jul 23, 2026
- Duration seconds
- 1349
- Processing state
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- https://www.dw.com/en/visit-rwanda-will-aston-villa-s-deal-boost-tourism/audio-78086967?maca=en-podcast_africalink-8027-xml-mrss
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Summary
Rwanda has doubled down on its "Visit Rwanda" bold sports-marketing strategy, signing a landmark front-of-shirt deal with English premiership side Aston Villa worth up to £20 million annually. But can these partnerships reshape Rwanda's international image leveraging football's global stage? Eddy Micah Jnr speaks to Dr Alphonse Habimana, tourism expert and analyst and DW's Alex Ngarambe.