Global sports and entertainment agency 54 has been appointed to drive a landmark project aimed at showcasing golf’s potential to elevate Rwanda’s sports tourism sector.
The agreement, finalised today with the developer Rwanda Ultimate Golf Course Ltd, a subsidiary of the Rwanda Social Security Board, marks a pivotal step in Rwanda’s efforts to position itself as a premier destination for golf tourism in Africa.
The Rwandan Government has long viewed sport as a crucial element in its strategy to elevate its standing as one of Africa’s most respected and popular countries. Its ‘Visit Rwanda’ campaign, along with its high-profile shirt sponsorship of Premier League club Arsenal and partnerships with Bayern Munich and PSG, has significantly boosted the nation’s visibility on the global stage.
WIth immediate effect, 54 will begin providing strategic advisory services to Kigali Golf Resort & Villas in the heart of the capital, encompassing business planning consultancy, undertaking a comprehensive rebrand of the resort and handling international promotions. The country’s first major venue for golf, designed by Gary Player, will be an asset of significant strategic importance, providing a foothold to attract international industry stakeholders and tourists.
This initial approach will lay the groundwork for further development of real estate and hotel investments planned for the venue in the coming years. A site has already been earmarked for a 5-star hotel within a short walking distance of the stunning new clubhouse while construction will soon begin on 689 residential units comprising a full range of luxurious amenities skirting the winding 60-hectare site just minutes from the city centre.
Josue Dushimimana, CEO of Rwanda Ultimate Golf Course, said: “Sport has been a critical part of Rwanda’s tourism drive to date and our investment strategy exemplifies our belief in its ability to drive significant returns and contribute to the growth of our economy, particularly in regards to tourism.
“Partnering with 54 allows us to tap into their expertise in establishing, operating and promoting world-class destinations as components within connected sports tourism strategies. Together, we will establish a foundation from which Rwanda’s sports tourism offer can flourish, and from which we can better connect with the global business community.”
Ed Edwards, 54 CEO, said: “We have considerable experience of working with government bodies to leverage sport as a means of driving economic returns and raising profile, and this will be key as we help Rwanda find its place on the international map as a sports destination.
“We will draw on that experience and understanding of sport’s power to achieve wider social and economic benefits as we partner with Rwanda in their exciting plans to put their beautiful country at the top of any international traveller’s bucket list of destinations.”
