Exploring the Thrills of Sports Tourism in Africa

In the heart of Rwanda’s vibrant sports landscape, Babigumira Paul Atwine emerges as a pioneering force in the evolution of the country’s sports ecosystem. As the Marketing and Communications Director at Global Events Africa, Paul has dedicated his career to not just enhancing the visibility of Rwanda as a sports tourism destination, but also to empowering the local youth and small-to-medium enterprises (SMEs) that form the backbone of this burgeoning industry. Our conversation delves into the motivations behind his transition into the role of a sports ecosystem builder, the significant strides made in human capital development, and the innovative strategies designed to connect diverse stakeholders for mutual benefit. From addressing the challenges faced in cultivating this landscape to celebrating notable successes, Paul’s vision is anchored in fostering a sustainable and scalable sports culture that champions local talent while making a mark on the global stage. Join us as we explore his insights and aspirations for the future of sports tourism in Rwanda.

1. What inspired you to transition into the role of a sports ecosystem builder?

The value chain in the sports ecosystem is founded on three pillars; capacity building, infrastructure and manufacturing. The focus on athletes in Africa as the primary export has shifted focus from strengthening a value chain that can enable innovation and home-grown products that can be consumed by western markets, tailored to resolve the problems around sports in Africa.

My passion for human capital development inspired me to transition into an impactful role that empowers African SMEs and youth to provide essential services and meet the human resource needs to Africa’s first growing sports infrastructure.

2. Could you elaborate on some of the specific programs you have designed for human capital development in sports within Rwanda?

The sports eco-system in Rwanda has made significant strides in human capacity development over the last decade thanks to a collaborative and enabling environment with both the public and private sector working together to elevate the standard of services and experiences for sports and tourism enthusiasts visiting the destination.

Working for Global Events Africa, a women-led enterprise that is at the forefront, championing inclusivity of youth and women in sports through investing in and promoting sporting events like the IRONMAN 70.3 Rwanda, has allowed me the privilege in my role as the Marketing and Communications Director, to design programs that bridge the technical skills gap of Rwandan youth in the sports industry. Through the organisation’s volunteer and internship program, 450 youth have been exposed to new ways of working, innovation and career opportunities in key sports events over the last 2 years. 

3. What major challenges have you encountered while building the sports ecosystem, and how have you overcome them?

Stakeholders in the tourism sector provide key essential support services for major sports events in the destination. Strengthening the value chain requires niche sports entrepreneurs and career professionals to provide home grown solutions that will reduce the import of collaterals and technical support to execute some of the major events at the international level that the destination has consistently maintained.

I would not call them challenges but rather opportunities for growth. Exposure and funding tailored to sports entrepreneurs is still a work in progress with a lot of exciting initiatives on the horizon.

4. In what ways have you been able to leverage your exposure and experience to enhance the sports tourism industry?

I am a lawyer by training with experience spanning over 10 years in different industries that is tourism and hospitality, events, public health and now sports. This and learning from captains of industry and trail blazers has given me the exposure, knowledge, experience and network to see opportunities where problems arise and the calculative mindset to bring solution providers together to address challenges.

5. Can you share a success story or project that you believe has had a significant impact on sports tourism development?

The IRONMAN 70.3 Rwanda, a swim, bike and run triathlon event that our organisation is the licence holder and organiser of, has contributed to the elevation of the destination’s host profile. It was voted the overall best race out of close to 200 70.3 races around the world under the IRONMAN Global franchise. 

Since joining the team, a success I am personally proud of is the internship program that has exposed refugees, persons with disability, youth and women to work opportunities in sports including the Giants of Africa Festival that too place in Rwanda in August 2024 with headliners like Davido, Tiwa Savage, Tyla and Diamond Platinumz.

6. How do you envision the future of sports tourism evolving in Rwanda, considering your efforts in human capital development and entrepreneurship?

Rwanda is on the fast track to becoming a sports hub on the continent serving both East Africa and Central and West Africa. It has attracted the brightest minds with its enabling environment and good policies that will in the near future foster the birth of African brands providing African sports focused solutions that are scalable across the continent. A strong value chain of sports businesses that cuts across borders is what I envision.

7. What strategies do you employ to connect the dots between different stakeholders within the sports ecosystem for mutual benefit?

Economic environments and societal norms vary, so my first approach is to understand the various contexts and how they feed into how the society receives innovation. I consult with players in the space, attend a lot of knowledge events where I get to network and learn, read up on literature and the most important of all! I share my knowledge through thought pieces to connect with like minds that validate, refine and inform the dots I connect.

8. What role do you believe innovation plays in shaping the sports tourism landscape, and how do you incorporate it into your programs?

Innovation is the backbone of progress. Sometimes it can be a simpler way to approach a problem or provide more complex insights into problem solving. Innovation is at the heart of Rwanda’s development and hubs like Norrsken Africa to mention but a few are testament of that. 

My focus on innovation is it being relevant, creative, sustainable, scalable and bankable.

9. How do you measure the overall impact and success of the programs you design for sports tourism development in Rwanda?

A myriad of programs contribute to the growth of those who benefit from these programs at different levels. We are not a monolith rather another invested and active enabler in the system contributing to the growth and development of sports tourism in Rwanda.

I invite you to Visit Rwanda and come see for yourself how you too can contribute to strengthening the value chain in sports tourism.

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