Bonita Umutoni on how to position Rwanda as a hub for ultra-luxury tourism

The COVID-19 pandemic had a severe impact on Rwanda's tourism and hospitality industry, which has been one of the key sectors of economic development in the country. CNBC Africa's recent interview with Bonita Muthoni, the director of sales and marketing at One&Only, shed light on the efforts being made to revive the tourism economy, the new trends emerging post-pandemic, and the future outlook for the sector. Muthoni, a young veteran in the industry, emphasized the shift from ostentatious luxury to conscious and sustainable luxury experiences. The focus is now on eco-tourism, philanthropic tours, and community integration. Travelers are increasingly mindful of the impact they leave on local communities and seek meaningful experiences that allow them to give back. One&Only has been at the forefront of upskilling local staff and creating a repository of skilled individuals who can contribute to the tourism industry. The pandemic, however, posed significant challenges as international travel came to a standstill, leading to substantial losses in revenue and temporary layoffs. To adapt to the new normal, the industry has embraced digital technologies and innovative solutions. Touchless experiences, QR codes for easy access to information, and a focus on sustainability have become key pillars of the post-pandemic tourism landscape. The government's Economic Recovery Fund has provided grants and loans to support businesses in the hospitality sector. These initiatives have been instrumental in helping businesses retain staff and navigate the uncertainties brought about by the pandemic. Despite the challenges faced, Muthoni remains optimistic about the future of Rwanda's tourism industry. With the rollout of vaccines and the growing demand for travel experiences, 2022 is shaping up to be a promising year. The country's commitment to safety measures and promotion of domestic and regional tourism further bolster the industry's recovery efforts. Investments in upskilling programs, such as Invest for Jobs, are equipping industry professionals with the necessary skills to adapt to the new protocols and excel in a post-pandemic world. The focus on sustainability and promotion of authentic Rwandan products also play a crucial role in enhancing the industry's contribution to environmental conservation. As Rwanda positions itself as a hub for ultra-luxury tourism, the emphasis on conscious luxury, community engagement, and sustainable practices will continue to shape its offerings in the evolving tourism landscape. Despite the setbacks of the past year, the resilience and adaptability of the industry signal a hopeful and promising future for Rwanda's tourism sector.