Connect with us


Messi’s arrival at PSG will boost tourism in Rwanda.




The Rwanda Development Board (RDB) has renewed their ‘Visit Rwanda’ sleeve sponsorship deal with Arsenal football club after realizing the return on investment has more than doubled since the launch of the campaign.

The new four-year deal, which will run until 2025, is said to be worth up to £10million a year, according to

In an effort to build on its campaign to boost tourism through partnerships with European football clubs, RDB signed a three-year sponsorship deal worth more than £30million with the Gunners to have the ‘Visit Rwanda’ logo displayed on their shirt sleeve.

However, the campaign, which generated up to £77 million of media value from an initial £36 million in less than three years, had minimal impact on the East African nation’s tourism last year due to the Covid-19 pandemic that disrupted tourism and football activities.

Before the pandemic, the RDB had high hopes of boosting tourism revenue for the country. Their survey showed that the likelihood of tourists visiting Rwanda as a result of its partnership with Arsenal increased from 35 per cent in 2019 to 41 per cent in 2020. The COVID-19 pandemic, however, altered international travel on a global scale, causing Rwanda’s tourism revenues to decline by a whopping 76 per cent from $498 million in 2019 to $121 million in 2020.

According to the country’s official tourism data, the East-African country received 493,734 international visitors in 2020, mostly from African countries, out of which only 1,200 were from the U.K. and 924 from France.

In terms of online engagements, the RDB reported that 851 social media “Visit Rwanda” posts were shared online, creating organic visibility and generating 110 million impressions, reaching 78.5 million accounts, and drawing 10.5 million engagements.

Things are expected to improve for Rwanda’s tourism as the lockdown has been lifted in many countries, and international travel is gradually back on course. What’s more, the arrival of Argentinian footballer and world-class player Lionel Messi at PSG is expected to boost the established campaign and create a new channel for facilitating new deals, according to Ariella Kageruka, Ag. Chief Tourism Officer at RDB.

“When such a new partner or new signing comes on board through our partnerships, it means greater visibility for our campaigns. It means that we can reach greater audiences and also varied demographics,” she said.

“Important news does have a direct impact as well on our messaging; for instance, since Messi got signed to the PSG squad, we had an increase of followers a few hours later. So that’s the kind of leverage that we continue to see,” she added.

Paris Saint-Germain F.C. is one of the Visit Rwanda Partners, under a deal of displaying the ‘Visit Rwanda’ logo on the back of PSG training kits, pre-game warm-up kits, and the women’s-club shirt sleeves.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *


This is where Cristiano Ronaldo will be staying while at Manchester




Cristiano Ronaldo has reportedly set up home in a multi-million-pound mansion in Manchester where he will be staying following his return to Old Trafford, according to reports in the UK media.

Ronaldo rejoined Man United in the summer from Juventus, nearly 12 years after he left the club for Real Madrid.

SunSport reports the five-time Ballon d’Or winner flew to Manchester aboard a private jet and will be living in a seven-bedroom countryside hideaway which the club rented.

The mansion boasts incredible features including a high-end fitness complex which Ronaldo can utilise to ensure he stays in shape. Photo: The Sun.

According to the UK publication, the property boasts a number of incredible features including a high-tech fitness complex complete with a jacuzzi and pool.

A six-strong security team is believed to be manning the property where Ronaldo is expected to settle in alongside his partner Georgina Rodriguez and kids.

The 36-year-old’s family is said to have joined him in Manchester on Friday, September 3, with Georgina all but confirming the reports on Instagram.

The model posted a series of photos on social media of her and the children travelling in a private jet.

The snaps were captioned with a heart emoji alongside the Manchester location tag.


Continue Reading


Facebook Artificial Intelligence equated black men with ‘primates’




Facebook users who watched a Daily Mail video depicting Black men reported seeing a suggestion from Facebook asking if they were interested in watching more videos about “primates.”

The label appeared in bold text under the video, stating “Keep seeing videos about Primates?” next to “Yes” and “Dismiss” buttons that users could click to answer the prompt.

It’s part of an AI-powered Facebook process that attempts to gather information on users’ personal interests in order to deliver relevant content into their News Feed, according to Mashable.

The video in question showed several instances of white men calling the police on Black men and the resulting events, and had nothing to do with primates. Facebook issued an apology, telling the New York Times that it was an “unacceptable error” and that it was looking into ways to prevent this happening in the future.

The label came to Facebook’s attention when Darci Groves, a former Facebook content design manager, posted it to a product feedback forum for current and former Facebook employees and shared it on Twitter. Groves said that a friend came across the label and screenshotted and shared it with her.

The offensive label feels particularly unacceptable considering the extremely expansive database of user-uploaded photos that Facebook has access to, and could presumably use to ensure proper facial recognition by its tools. While AI can always make mistakes, it is the company’s responsibility to properly train its algorithms, and this misstep cannot be blamed on a lack of resources.

In addition to mishandling past racial justice issues within the company, Facebook’s lack of transparent plan to address its AI problem continues to sow distrust. While the apology was needed, the company’s lack of apparent actionable steps beyond disabling the feature and a vague promise to “prevent this from happening again” doesn’t cut it.

The approach is especially lackluster following Facebook’s recent move to cut off researchers’ access to tools and accounts used to explore user data and ad activity on the platform, citing possible violation of a settlement with the Federal Trade Commission. The FTC has directly disputed that defense.

Combining a vague response with decreased access to facts makes it rather hard to simply trust that Facebook will handle this inappropriate AI gaffe with any kind of immediacy or results. If Facebook is committed to creating and using AI tools in an inclusive manner, it needs to specify exactly how it plans to fix this issue, and it needs to do so soon.

Continue Reading


All-female Somali commandos return to country after training in Turkey




A Turkish military aircraft carrying the first batch of Somali female police commandos to complete special training in Turkey landed at Aden Adde International Airport in the capital Mogadishu on Wednesday.

Senior government officials, the deputy chief of the Somali police force and Turkish officials welcomed them upon arrival.

“You have received one of the best trainings in the world thanks to our Turkish brothers, and it is time now to serve your country and its people with honor and dignity,” said Osman Abdullahi Mohamed, first deputy police chief of Somalia.

The female officers will join a special forces unit locally known as Harmacad (Cheetah).

Separately, officials received over 100 Gorgor (Eagle) commandos, who also completed their training in Turkey.

The Gorgor and Harmacad elite units are fighting against al-Qaida-affiliated terrorist group al-Shabab.

Turkish officials who spoke at the ceremony said Turkey will continue its support to the Somali government and its people.

Continue Reading


The Frontier is for the people — not the politicians, lobbysts and the powerful. We provide indepth and thoughtful analysis of what is happening around your world. We tell exclusive stories that matter to our audience, so they make better decisions and understand what is real.
Privacy Policy
The Frontier is committed to putting its users first. We strive to be transparent about how we collect and use your data and information, to keep them secure and to provide you meaningful choices. This Privacy Policy is meant to help you understand what information we collect, why we collect it and what we do with it

Copyright © 2017-2021 The Frontiere. All Rights Reserved. Design by Rick Consult