Tujuan Kebijakan Nation Branding Rwanda melalui Kampanye “Visit Rwanda”

Abstract

In 2018, the Rwandan government launched a global marketing campaign called Visit Rwanda, valued at 40 million euros, through a partnership with a prominent European football club. This internationally scaled promotional initiative drew attention because it was carried out by a country still economically reliant on foreign donors. This phenomenon is examined in this study using Keith Dinnie’s theory of Nation Branding. The results of the research obtained the Visit Rwanda campaign serves a dual purpose. In addition to promoting tourism and increasing the number of international visitors to Rwanda, the campaign is also intended to attract foreign investment and boost the export. In other words, the nation branding strategy through this campaign not only focuses on tourism promotion but also acts as a catalyst for broader national economic growth and diversification.

Keyword: Nation Branding, Campaign, Tourism, Exports, Foreign Investment.