With a mix of enthusiasm, spontaneity, and determination, Shams Tarek has become a familiar face in Rwanda’s hospitality industry.
The young Egyptian entrepreneur, still in her twenties, runs a thriving business supplying high-quality Egyptian cotton products to hotels and lodges across the country.
Shams’ journey to Rwanda began nearly a decade ago. While studying business administration in Austria, she visited Rwanda as a tourist — a trip that would change her life.
“I fell in love with the country,” she recalls. “I noticed Rwanda’s focus on developing the tourism sector and found the investment climate very encouraging.”
Seeing an opportunity to introduce Egyptian cotton to the Rwandan market, she founded her company about seven years ago.
Her strategy was simple but bold — she personally visited hotels across Rwanda, marketing her products directly to clients.
“I used to visit several hotels daily to showcase our cotton products. Gradually, we built a solid reputation and expanded to neighbouring countries like Kenya and the Democratic Republic of Congo,” she says, noting plans to reach all Nile Basin and Great Lakes countries.
According to Shams, Egyptian products have been well-received in Rwanda and across Sub-Saharan Africa. “The key is having a physical presence in the market,” she explains.
“These markets value consistency and reliability, not just one-time deals.”
When asked why she left Europe for Africa, Shams points to Rwanda’s ease of doing business. “The investment climate here is excellent — I registered my company in less than two hours.
There’s no corruption, no unnecessary bureaucracy,” she says. “The authorities are keen on their country’s reputation, so they provide efficient services, especially to foreign investors. Plus, Rwanda is safe, and the weather is pleasant all year round.”
Reflecting on Rwanda’s past, Shams admires the nation’s transformation since the 1994 genocide. “Rwandans learned from their tragedy. They’ve worked tirelessly to rebuild their country and live peacefully,” she says.
For Shams, her success is also a message to other young Egyptians — and Africans — about the opportunities waiting in Sub-Saharan Africa. “Africa is the continent of opportunities,” she emphasizes.
“You need an adventurous spirit, but also seriousness. Study the market, understand the culture, and adapt. Cultural differences can make or break a business.”
Her advice is grounded in experience: “In East Africa, people value direct relationships. You must be present — physically, not just virtually. That’s the real key to success.”
From a curious tourist to a confident business leader, Shams Tarek’s story is a testament to entrepreneurship, cultural adaptability, and the promise of Africa’s emerging markets.
(This article was first published by Egypt’s Al-Ahram newspaper.)
