Across Africa, nation branding is shifting from simple marketing campaigns to long-term strategy. Countries are drawing together tourism, trade, culture, diplomacy, and sport to build identities that are both authentic and powerful on the global stage. At TPBO, we’ve taken a close look at the Places and People to Watch across the continent — brought together in a special edition, available here this October.
Among the People to Watch is Michaëlla Rugwizangoga, strategist, WEF panellist and former Chief Tourism Officer at the Rwanda Development Board. In this conversation she reflects on how African nations are redefining themselves, with examples from Rwanda to Benin, and shares her vision for the continent’s next chapter in place branding. She also discusses the mechanics behind Rwanda’s rise and the cities she believes are worth watching.
Michaëlla, how is nation branding in Africa evolving?
Nation branding is moving beyond marketing and into strategy. Countries are beginning to treat branding as a cross-sectoral exercise—connecting tourism, trade, culture, diplomacy, even sport. Rwanda has worked to build a consistent and credible identity as clean, safe and innovation-led.
Benin is reclaiming its cultural heritage while building its economic gateway. South Africa integrates investment promotion and culture under Brand South Africa. And Ethiopia uses its national airline as a global calling card. Together, these shifts show that African countries are embracing identity-building over destination-selling.
What were the key drivers behind Rwanda’s success?
It came down to three things: unity and leadership, conservation-led tourism, and bold partnerships. Rwanda’s governance model prioritized strategic consistency and delivery. At the same time, the protection of national parks and species became a pillar of sustainable tourism.
Then there were the partnerships—with Arsenal, PSG, and the Basketball Africa League—which expanded Rwanda’s visibility and helped reshape perceptions. These were deliberate moves to position Rwanda as safe, forward-looking, and people-focused.
What role have sport and MICE played in Rwanda’s brand?
They’ve been catalytic. Infrastructure like the Kigali Arena and Amahoro Stadium, and events like the Basketball Africa League and UCI Road World Championships, have turned Rwanda into a hub for sport tourism. Conferences such as CHOGM, the WTTC Summit, and Women Deliver have cemented Kigali’s reputation as a global meetings destination.
The Visit Rwanda partnership with Arsenal was a particularly powerful case—not just for visibility, but for the business and hospitality investments it unlocked.
What are the biggest challenges and opportunities ahead for place branding in Africa?
The main challenges are familiar: skills gaps, limited budgets and governance constraints. But the opportunities are far greater. Culture, heritage, and creative industries offer rich soft power potential. Digital storytelling can amplify African narratives globally. And with the AfCFTA, there’s space to build pan-African brands for tourism and trade.
What’s needed now is a shift from seeking validation abroad to defining our own identities—authentic, inclusive, and future-facing.
Which places do you look to as emerging leaders in this space?
Several countries and cities are doing important work. Benin is blending heritage with diaspora diplomacy and cultural programming. South Africa, through Cape Town and Johannesburg, continues to lead in creative industries and sports diplomacy. Addis Ababa is shaping a brand as Africa’s diplomatic capital, thanks to both the African Union and Ethiopian Airlines.
Accra is building a diaspora-driven brand around culture and entrepreneurship. And Dakar stands out for its fusion of contemporary creativity with political and cultural depth.
Thank you, Michaëlla.
Connect with Michaëlla on LinkedIn.
Enjoyed our interview with Michaëlla Rugwizangoga? Spread the word!
Want more? Explore our previous interviews with country brand leaders.
