Key Takeaways
• American Airlines partners with PGA of America to boost US-Rwanda sports tourism and travel perks starting before June 30, 2025.
• Rwanda renews major deals with PSG, Atlético de Madrid, and Basketball Africa League to grow sports tourism globally.
• New 3% tourism levy on hotel stays starting before June 30, 2025, funds infrastructure and tourism promotion in Rwanda.
On June 27, 2025, the United States 🇺🇸 and Rwanda 🇷🇼 announced a major step forward in their sports tourism relationship. This new phase is marked by American Airlines solidifying a multi-year partnership with the PGA of America. The agreement is designed to give golf fans and professionals special travel perks, while also making it easier for people to travel between the United States 🇺🇸 and Rwanda 🇷🇼 for sports events—especially golf. At the same time, Rwanda 🇷🇼 is expanding its global sports tourism reach by working with top international sports clubs and organizations, including Paris Saint-Germain (PSG), Atlético de Madrid, and the Basketball Africa League.
This news is important for travelers, sports fans, and anyone interested in how countries use sports to build their economies and international reputations. Here’s a detailed look at what these changes mean, who is affected, and what to expect next.
What’s New: US-Rwanda Sports Tourism Ties Strengthen
The main development is the new partnership between American Airlines and the PGA of America. This deal aims to make travel for sports tourism—especially golf—easier and more attractive. While American Airlines has not yet confirmed direct flights between the United States 🇺🇸 and Rwanda 🇷🇼, the partnership is expected to improve travel options and offer special benefits for those attending golf events.
At the same time, Rwanda 🇷🇼 is making big moves in the world of sports tourism. The country has renewed and started new partnerships with some of the world’s biggest sports organizations:
- Paris Saint-Germain (PSG): Partnership renewed through the 2027/2028 season.
- Atlético de Madrid: Multi-year agreement until June 30, 2028.
- Basketball Africa League: Ongoing partnership, making Rwanda 🇷🇼 a key sports hub in Africa.
These partnerships are part of a larger plan by Rwanda 🇷🇼 to use sports as a way to attract tourists, create jobs, and boost its image around the world.
Why Sports Tourism Matters for Rwanda
Sports tourism is when people travel to another country to watch or take part in sports events. For Rwanda 🇷🇼, this is a big part of its plan to grow the economy and attract more visitors. The Rwanda Development Board (RDB), which leads the country’s tourism and investment efforts, has made sports tourism a top priority.
Jean-Guy Afrika, CEO of the Rwanda Development Board, said these partnerships are key to making Rwanda 🇷🇼 a top choice for investment, tourism, and sports. He pointed out that working with famous sports clubs helps Rwanda 🇷🇼 get noticed around the world and brings real benefits to the country’s economy.
New Tourism Levy: What Travelers Need to Know
A big change for visitors is the new tourism levy. In February 2025, Rwanda’s Cabinet approved a 3% tax on hotel stays. This means that when tourists check into a hotel, they will pay an extra 3% of the room rate for each night they stay. The money collected will be used to improve tourism infrastructure—like hotels, roads, and event spaces—and to promote Rwanda 🇷🇼 as a travel destination.
Key facts about the tourism levy:
– Amount: 3% of the total hotel room rate
– Who pays: All tourists staying in hotels in Rwanda 🇷🇼
– When: Set to start before June 30, 2025
– How it’s used: Funds will go to tourism development and promotion
This new fee is expected to bring in a lot of money for Rwanda 🇷🇼, helping the country build better facilities and attract even more visitors.
How the American Airlines and PGA of America Partnership Works
The partnership between American Airlines and the PGA of America is designed to make travel for golf fans and professionals easier and more rewarding. While details are still being finalized, here’s what travelers can expect:
- Exclusive travel perks: Special deals or packages for those traveling to golf events, both in the United States 🇺🇸 and Rwanda 🇷🇼.
- Easier booking: Streamlined options for booking flights and hotels for sports events.
- Potential for new routes: While there are no direct flights yet, this partnership could lead to new flight options or codeshare agreements in the future.
Golf fans and professionals who want to attend tournaments or training in Rwanda 🇷🇼 may soon find it easier to plan their trips, thanks to these new travel benefits.
Rwanda’s Growing Sports Tourism Portfolio
Rwanda 🇷🇼 has been working for years to build its reputation as a sports tourism destination. Since 2019, the country has signed deals with top sports clubs and organizations, including Arsenal, PSG, Bayern Munich, Atlético de Madrid, and the Basketball Africa League. These partnerships are promoted through the “Visit Rwanda” campaign, which is now a central part of the country’s tourism strategy.
Iain Higgins, Managing Director at ELLVEE and advisor to the Rwanda Development Board, said the PSG renewal is about changing how people see Rwanda 🇷🇼 and using global sports platforms to promote tourism and trade.
Óscar Mayo, General Director of Revenue and Operations at Atlético de Madrid, described the partnership as a win-win, helping both Rwanda 🇷🇼 and the club reach their goals.
The US Market: A Key Focus
The United States 🇺🇸 is now Rwanda’s top tourist market outside Africa. This makes the partnership with American Airlines and the PGA of America especially important. By making it easier for Americans to visit Rwanda 🇷🇼 for sports events, the country hopes to attract even more visitors and boost its economy.
How These Changes Affect Different Groups
For Rwanda 🇷🇼
- More international attention: Working with famous sports clubs helps Rwanda 🇷🇼 get noticed around the world.
- More tourists: Sports events and partnerships are expected to bring in more visitors, especially from the United States 🇺🇸 and Europe.
- Better infrastructure: The tourism levy will fund new hotels, roads, and event spaces.
- Local talent development: Partnerships with elite clubs offer training and technical exchanges for Rwandan athletes.
For US Travelers and Sports Fans
- Special travel perks: Golf fans and professionals can look forward to exclusive deals through American Airlines and the PGA of America.
- More reasons to visit: Sports events, eco-tourism (like gorilla trekking), and cultural attractions make Rwanda 🇷🇼 an appealing destination.
- Simple process: Book travel, pay the tourism levy at your hotel, and enjoy world-class sports events.
For Sports Organizations
- New markets: Clubs like PSG and Atlético de Madrid get more exposure in Africa and among US audiences.
- Revenue opportunities: Partnerships open up new ways to earn money and grow their brands.
- Collaboration: Technical exchanges and training programs help develop talent on both sides.
For Local Communities
- Job creation: More tourists mean more jobs in hotels, restaurants, and event management.
- Community development: Money from the tourism levy will support local projects.
- Skills training: Partnerships with sports clubs bring new training opportunities for young people.
Step-by-Step: What Tourists and Sports Professionals Should Do
For Tourists:
1. Book your trip: Look for special packages or perks from American Airlines and its partners (details will be announced as the partnership develops).
2. Pay the tourism levy: When you check into your hotel in Rwanda 🇷🇼, the 3% levy will be added to your bill.
3. Enjoy the events: Attend golf tournaments, football matches, or basketball games promoted through the “Visit Rwanda” initiative.
For Sports Professionals:
1. Join training programs: Take part in technical exchanges and training with elite clubs, arranged through Rwanda’s partnerships.
2. Use travel perks: Access exclusive travel and hospitality benefits through the American Airlines and PGA of America partnership.
The Bigger Picture: Sports Diplomacy and Economic Growth
Rwanda 🇷🇼 is using sports partnerships as a form of “sports diplomacy.” This means the country is working with global sports brands to improve its image, attract investment, and promote its national identity. Experts say this is a smart way to use sports for economic and cultural growth.
Rwanda 🇷🇼 is also diversifying its tourism industry. Alongside eco-tourism—like its famous gorilla trekking—the country is now known for sports tourism. This makes Rwanda 🇷🇼 attractive to a wider range of visitors.
The new tourism levy and sports partnerships are expected to:
– Create jobs
– Support local communities
– Fund sustainable development projects
This approach helps Rwanda 🇷🇼 build a reputation for responsible tourism, where visitors’ money helps improve the country for everyone.
Multiple Perspectives: What Stakeholders Are Saying
- Rwandan Government: Sees sports partnerships as essential for economic transformation, job creation, and building a strong international brand.
- International Sports Clubs: Value the partnership for its growth potential and the chance to reach new fans.
- Tourism Industry: Expects more visitors and business opportunities, but must work hard to deliver high-quality services.
- Local Communities: Will benefit from new jobs and community projects, but need ongoing investment in skills and infrastructure.
Historical Context: How Rwanda Built Its Sports Tourism Brand
Rwanda 🇷🇼 started building its sports tourism brand in 2019, signing deals with top clubs like Arsenal and PSG. Over time, the country added more partnerships, including Bayern Munich, Atlético de Madrid, and the Basketball Africa League. The “Visit Rwanda” campaign has become a key part of this strategy, using sports to attract tourists and boost the economy.
The United States 🇺🇸 has become Rwanda’s top non-African tourist market, making the new American Airlines and PGA of America partnership especially important for the country’s future plans.
Looking Ahead: What’s Next for US-Rwanda Sports Tourism
- Tourism levy starts soon: The 3% hotel tax will begin before June 30, 2025, affecting hotel prices and providing new funding for tourism projects.
- More sports events: Rwanda 🇷🇼 will continue to develop new sports events, training programs, and fan experiences.
- Better air travel: While there are no direct flights yet, the American Airlines and PGA of America partnership could lead to new routes or codeshare agreements in the future.
- More global partnerships: Rwanda 🇷🇼 is expected to sign more deals with international sports organizations, strengthening its position as a sports tourism hub.
Practical Guidance and Resources
If you’re planning to visit Rwanda 🇷🇼 for sports tourism, here’s what you should do:
- Check flight options: Visit American Airlines for the latest schedules and travel perks.
- Learn about golf events: Visit PGA of America for details on tournaments and partnership benefits.
- Understand the tourism levy: The 3% hotel tax will be added to your bill—plan your budget accordingly.
- Explore events and attractions: The “Visit Rwanda” campaign promotes a wide range of sports and cultural events. Visit Rwanda Development Board for more information.
- US citizens: For travel advice and event information, check the US Embassy in Rwanda.
Conclusion: A New Era for Sports Tourism
The strengthened partnership between the United States 🇺🇸 and Rwanda 🇷🇼, highlighted by American Airlines’ multi-year deal with the PGA of America, marks a new era for sports tourism. Rwanda 🇷🇼 is using these partnerships to attract more visitors, create jobs, and build a strong international brand. The new tourism levy will help fund better facilities and community projects, making the country even more attractive to travelers.
As reported by VisaVerge.com, these developments show how sports, travel, and smart policy can work together to shape a country’s future. Whether you’re a sports fan, a traveler, or someone interested in global trends, Rwanda 🇷🇼 is a destination to watch in the coming years.
For official information on Rwanda’s tourism policies and the latest updates, visit the Rwanda Development Board.
Learn Today
Sports Tourism → Traveling to another country to watch or participate in sports events, boosting local economies and exposure.
PGA of America → Professional Golfers’ Association organizing golf events and now partnering for improved sports travel perks.
Tourism Levy → A 3% tax on hotel stays in Rwanda to fund tourism development and infrastructure improvements.
Codeshare Agreement → A flight sharing deal between airlines expanding travel options without direct flights yet.
Sports Diplomacy → Using sports partnerships to improve a country’s image, investment, and international relations.
This Article in a Nutshell
Rwanda and the United States partner to enhance sports tourism through American Airlines and PGA of America. New hotel taxes fund tourism infrastructure. Major sports club deals boost Rwanda’s global image, creating jobs and attracting more visitors, especially from the US, marking a new era in sports and economic growth.
— By VisaVerge.com
