Rural rebranding: Rwanda

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  • Rural Rebranding: Rwanda
    • Why did it need rebranding?
      • 1994 in 100 days 1 million people were killed due to the genocide
      • High HIV levels
      • High levels of poverty
      • Low life expectancy - 39 years
      • Poor image due to past
    • How was it rebranded?
      • Through eco-tourism
      • Rwanda Development Board used the tourism in Gorilla safaris to rebrand area
      • Each tourist pays for a day permit to see the gorillas
    • Successful?
      • Gorilla numbers have increased by 27% from 2003
      • All guides are locals
      • 4% of Rwanda's tourism is gorilla tours
      • £2.5 million earned from tourism has been invested into schools, hospitals, community and water supplies
      • All day permits have been sold for the 5 month tourist season


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