The Rwanda Development Board (RDB) has stepped up efforts to strengthen the country’s global tourism profile after its Chief Tourism Officer, Irène Murerwa, alongside Rwanda Convention Bureau (RCB) Deputy CEO Maëva Haguma, held discussions with renowned American musician and entrepreneur **Kelis Rogers** on potential collaboration opportunities.
The meeting focused on exploring ways to position Rwanda as a leading destination for tourism and investment, with a particular emphasis on attracting more American travellers, investors, and business leaders.
The discussions reflected Rwanda’s continued strategy of leveraging partnerships with influential global figures to showcase the country’s unique tourism experiences, thriving investment climate, and growing meetings, incentives, conferences, and exhibitions (MICE) sector.
Kelis Rogers is an award-winning American singer, songwriter, chef, and entrepreneur who rose to international fame in the late 1990s with her debut album *Kaleidoscope.
She is best known for global hit songs including “Milkshake,” “Bossy,” “Trick Me,”and “Caught Out There.” Over the course of her career, Kelis has earned Grammy Award nominations and established herself as a successful entrepreneur beyond music.
In addition to her recording career, Kelis is a professionally trained chef, graduating from **Le Cordon Bleu**, and has built several food and lifestyle businesses. She is also an author and television personality, known for combining her passion for culinary arts with entrepreneurship. Her diverse career and strong following in the United States and internationally have made her an influential figure in entertainment, food, and business.
Rwanda has increasingly embraced strategic collaborations with internationally recognized personalities as part of its destination marketing efforts, promoting its rich biodiversity, luxury tourism offerings, vibrant culture, and investor-friendly environment. A partnership with Kelis could help introduce Rwanda to new audiences, particularly in the United States, while encouraging travel, investment, and cultural exchange.
Speaking after the meeting, RDB Chief Tourism Officer Irène Murerwa, emphasized the importance of partnerships in expanding Rwanda’s international reach.
“We are committed to building meaningful partnerships that inspire more people to discover Rwanda not only as an exceptional tourism destination but also as a place where investment opportunities continue to grow. Collaborating with influential global voices helps us connect with new audiences and strengthen Rwanda’s position on the international stage,” Murerwa said.
The engagement also highlighted the role of the Rwanda Convention Bureau in promoting the country as a premier destination for international conferences, business events, and corporate travel.
As Rwanda continues to diversify its tourism offerings and attract foreign investment, partnerships with globally recognized personalities are expected to play a key role in increasing the country’s visibility, particularly in the United States, one of its growing target markets for tourism and business.