Rwanda’s hosting of F1 races ‘destination marketing at the highest level’

The Marketing Society of Rwanda, a member of the African Marketing Confederation, has welcomed the announcement that the country is to host Formula 1 motorsport races from the early 2030s under a 10-year agreement. 

Races will be presented by Visit Rwanda, the official tourism, marketing and conservation brand of the Rwanda Development Board (RDB). 

Comments Moses Kazoora, President of the Marketing Society of Rwanda (MSR): “The announcement that Rwanda will host Formula 1 is more than motorsport. It is the ultimate validation of Rwanda’s leadership, governance and brand promise. For us marketers, this is a case study the world should study. 

“From a country written off 30 years ago to hosting the world’s most premium sport. That is not luck. That is deliberate, consistent, long-term leadership under H.E. President Paul Kagame – where policy meets execution.” 

He adds: “Formula 1 is watched by 1.5 billion people. In one weekend, the world will see Kigali – green, secure, organised, tech-driven. No advertising budget can buy that visibility. This is destination marketing at its highest level.” 

Kazoora believes the message for global brands is to take a leaf from Rwanda’s book. “If you want to attract world-class events, don’t just build a stadium. Build trust. Build systems. Build cleanliness, security and hospitality. Investors and visitors follow governance, not slogans.”

In a statement, MSR says it is proud of the achievement. “As Marketing Society of Rwanda, we are proud. We stand ready to leverage this moment to showcase Rwanda as Africa’s premium MICE and sports tourism hub. Let’s use this Grand Prix to market not just a race, but a Rwandan Way – ‘Agaciro’ (sustainable socio-economic development and self-reliance) accountability and excellence.” 

Rwanda also hosting the Africa Commerce Convergence Summit 

Rwanda will also be host to the 2028 Africa Commerce Convergence Summit (ACCS). This will comprise the 2028 African Marketing Confederation Conference and the conferences of the Technology Information Confederation Africa (TICON Africa), the African Supply Chain Confederation (ASCON), and Federation of African Creative Economies (FACE). 

This convergence recognises that the four professional sectors are increasingly intertwined and playing a vital role in the economic development of the continent. 

MSR will be the local host for the AMC marketing conference.