STRATEGI NATION BRANDING RWANDA DALAM VISIT RWANDA TAHUN 2018-2023 -
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Jan 30, 2026
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Abstract
Artikel ini bertujuan untuk menganalisis strategi nation branding Rwanda melalui kampanye Visit Rwanda pada periode 2018–2023. Upaya nation branding dilakukan pemerintah Rwanda untuk membentuk citra positif di mata publik internasional pascagenosida 1994, meningkatkan jumlah wisatawan, serta menarik investasi asing. Rwanda menghadapi tantangan persepsi global yang masih terkait dengan konflik masa lalu dan rendahnya kepercayaan investor, sehingga strategi nation branding menjadi instrumen penting untuk memperbaiki reputasi serta mendukung pembangunan ekonomi. Dengan menggunakan metode penelitian kualitatif deskriptif, artikel ini menganalisis implementasi strategi kampanye Visit Rwanda berdasarkan elemen-elemen nation branding, meliputi periklanan internasional, public relations, media digital, diaspora mobilization, ambassador, nation days, serta manajemen internal dan evaluasi kinerja. Hasil penelitian menunjukkan bahwa kampanye Visit Rwanda berhasil meningkatkan jumlah wisatawan lebih dari 60% dalam satu tahun, mendorong kenaikan travel credit dan aliran investasi asing, serta menempatkan Rwanda untuk pertama kalinya dalam 100 besar Nation Brands dunia versi Brand Finance pada 2023. Temuan ini menegaskan bahwa nation branding berbasis pariwisata dapat menjadi alat efektif bagi Rwanda dalam membangun identitas negara yang aman, progresif, dan kompetitif di tingkat global.
Keywords: Rwanda, nation branding, Visit Rwanda, tourism, public diplomacy
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Y. Savira, “STRATEGI NATION BRANDING RWANDA DALAM VISIT RWANDA TAHUN 2018-2023”, JURNAL EDUCATION AND DEVELOPMENT, vol. 14, no. 1, pp. 721-732, Jan. 2026.
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Annabel Illingworth. (2019, August 24). Visit Rwanda. Retrieved from https://www.annabelillingworth.com/portfolio-of-work/visit-rwanda
Asi, K. H. H. (2024). Upaya nation branding Rwanda pada periode 2018–2019: Pengaruh terhadap peningkatan ekonomi serta perubahan citra menuju potensi pariwisata.
Brand Finance. (2023, March 1). Nation Brand Value and Strength. Retrieved from https://brandfinance.com/insights/nation-brand-value-and-strength
Brand Finance. (2023). Nation Brands 2023. Brandirectory. Retrieved from https://brandirectory.com/reports/nation-brands/2023#nation-brands-2023
Breaking Travel News. (2018, May 23). Rwanda unveils new brand identity as global push for tourists begins. Retrieve from https://www.breakingtravelnews.com/news/aicle/rwanda-unveils-new-brand-identity-as-global-push-for-tourist-begins/
Britannica. (2025). Rwanda genocide of 1994. Retrieved from https://www.britannica.com/event/Rwanda-genocide-of-1994
Britannica. (n.d.). Rwanda. Retrieved from https://www.britannica.com/place/Rwanda
Diaspora for Development. (2021). Diaspora engagement mapping — Rwanda [PDF]. Retrieved from https://diasporafordevelopment.eu/wp-content/uploads/2021/10/CF_Rwanda-v.5.pdf
Dinnie, K. (2016). Nation branding: Concepts, issues, practice (2nd ed.). Routledge.
EF Corporate Learning. (2023, November 20). The power of language training: Enhancing confidence & employability for 10 k+ learners in Rwanda. Retrieved from https://wttc.org/events-webinars/global-summit/2023-rwanda
Fidarijanthy, Z. A. (2019). Strategi Nation Branding “Essential Costa Rica” Sebagai Citra Negara Eco-Tourism Berbasis Budaya Tahun 2011- 2017. Malang: Universitas Brawijaya Malang
GRIPS Development Forum. (2014, August 30). Report on the Rwanda Mission [PDF]. Retrieved from https://gdforum.sakura.ne.jp/lec/documents/docu02/rwanda_E0830.pdf
Government of Rwanda. (2020, April 7). Kwibuka26: Rwandans commemorate the 1994 Genocide against the Tutsi. Retrieved, from https://www.gov.rw/blog-detail/kwibuka26-rwandans-commemorate-the-1994-genocide-against-the-tutsi
Holmes, G., & Buscaglia, I. (2019). Rebranding Rwanda’s peacekeeping identity during post-conflict transition. In Rwanda Since 1994: Stories of Change, 10(4).
Jones, D. (2019, December 4). PSG sign three-year partnership with Visit Rwanda. SoccerBible. Retrieved from https://www.soccerbible.com/news/2019/12/psg-sign-three-year-partnership-with-visit-rwanda
Kahawatungu. (2019, October 11). Major Score for Visit Rwanda as Arsenal defender David Luiz visits country. Retrieved from https://kahawatungu.com/visit-rwanda-scores-david-luiz-visits/
KT Press. (2019, November 18). The stars spellbound by Rwanda this year. Retrieved from https://www.ktpress.rw/2019/11/the-stars-spellbound-by-rwanda-this-year
Muvuti, F. I. (2025, April 15). A matchday in the “Visit Rwanda” box: How Arsenal’s Emirates opened my eyes to nation branding. My Afrika Magazine. Retrieved from https://myafrikamag.com/a-matchday-in-the-visit-rwanda-box-how-arsenals-emirates-opened-my-eyes-to-nation-branding/
My Afrika Magazine. (2025, April 15). A matchday in the ‘Visit Rwanda’ box: How Arsenal’s Emirates opened my eyes to nation branding. Retrieved from https://myafrikamag.com/a-matchday-in-the-visit-rwanda-box-how-arsenals-emirates-opened-my-eyes-to-nation-branding/
Myriad Marketing. (2018, November 19). Rwanda Development Board appoints Myriad for North American travel representation. Retrieved from https://www.myriadmarketing.com/news/rwanda-development-board-appoints-myriad-for-north-american-travel-representation/
National Bank of Rwanda, Rwanda Development Board, & National Institute of Statistics of Rwanda. (2019). Foreign private capital in Rwanda 2019. National Bank of Rwanda.
Retrieve from https://rdb.rw/wp-content/uploads/2019/12/FOREIGN-PRIVATE-CAPITAL-IN-RWANDA-2019-compressed.pdf
National Institute of Statistics of Rwanda. (2019). Statistical yearbook 2019. Retrieved from https://statistics.gov.rw/publication/statistical-yearbook-2019
National Institute of Statistics of Rwanda. (2023). Statistical yearbook 2023. National Institute of Statistics of Rwanda.
Nielsen, H., & Spenceley, A. (2011). The success of tourism in Rwanda: Gorillas and more (World Bank Report No. 9240). The World Bank.
Osano, B. (2019, October 11). Major score for Visit Rwanda as Arsenal defender David Luiz visits country. Kahawatungu. Retrieved from https://kahawatungu.com/visit-rwanda-scores-david-luiz-visits/
Paris Rwanda Development Board. (2025, April). Visit Rwanda and Paris Saint‑Germain (PSG) renew groundbreaking partnership through 2028. Retrieved from https://rdb.rw/visit-rwanda-and-paris-saint-germain-psg-renew-groundbreaking-partnership-through-2028/
Pitt Rivers Museum (University of Oxford). (n.d.). Kwibuka Rwanda. Retrieved from https://www.prm.ox.ac.uk/kwibuka-rwanda
Rahayu, S., & Arianti, R. K. (2014). Persepsi national branding sebagai upaya meningkatkan kinerja ekspor ke Jepang dan Australia. Warta Ekspor. Universitas Indonesia & Kementerian Perdagangan RI.
RCOT. (2024). Our Work. Chamber of Tourism Rwanda. Retrieved from https://rcot.org.rw/our-work/
Rwanda Diaspora Global Network. (2018). Diaspora. Retrieved from http://www.rwandaglobaldiaspora.org/diaspora/
Rwanda Development Board. (2018, August 13). Visit Rwanda-Arsenal partnership officially launched. Retrieved, from https://rdb.rw/visit-rwanda-arsenal-partnership-officially-launched/
Rwanda Development Board. (2025, April). Visit Rwanda and Paris Saint-Germain (PSG) renew groundbreaking partnership through 2028. Retrieved from https://rdb.rw/visit-rwanda-and-paris-saint-germain-psg-renew-groundbreaking-partnership-through-2028/
Rwanda Development Board. (2018, May 27). Tourism promotion will better the lives of Rwandans. Retrieved from https://rdb.rw/tourism-promotion-will-better-the-lives-of-rwandans/
Rwanda Development Board. (2019, September 27). RDB, Mastercard Foundation sign strategic partnership to connect young Rwandans to dignified work in tourism and hospitality [Press release]. Retrieved from https://rdb.rw/rdb-mastercard-foundation-sign-strategic-partnership-to-connect-young-rwandans-to-dignified-work-in-tourism-and-hospitality
Rwanda Development Board. (n.d.-a). Contact Us – Visit Rwanda Bookings Portal. Retrieved , from https://visitrwandabookings.rdb.rw/rdbportal/contactus
Rwanda Development Board. (n.d.-b). Tourism – Visit Rwanda. Retrieved from https://visitrwanda.com/tourism/
Rwanda Development Board. (n.d.-c). Visit Rwanda App. Retrieved from https://visitrwanda.com/visit-rwanda-app/
Rwanda Development Board. (n.d.-d). Visit Rwanda and RwandAir join Basketball Africa League as official partners. Retrieved from https://visitrwanda.com/basketball-africa-league/announcement/
Rwanda Today. (2018, May). Rwanda, Arsenal FC in tourism marketing deal. Retrieved from https://rwandatoday.africa/rwanda/sports/rwanda-arsenal-fc-in-tourism-marketing-deal-2465416
Rwigema, P. C. (2024, January). Domestic tourism in Rwanda: Untackled potential [PDF].
Solms, L. (2024, March 9). Burundi's Dynamo black out 'Visit Rwanda' logo at BAL. ESPN. Retrieved from https://www.espn.com/basketball/africa-league/news/story?id=…
The Athletic. (2025, October 6). Arsenal in talks to extend Visit Rwanda deal. Retrieved from https://www.nytimes.com/athletic/6682910/2025/10/06/arsenal-visit-rwanda-sponsorship-deal-extend/
The Great Lakes Eye. (2023). Rwanda Day reinforcing diaspora engagement towards country’s development. Retrieved from https://thegreatlakeseye.com/post?s=Rwanda--Day--reinforcing--diaspora--engagement--towards--country%E2%80%99s--development_1236
The Sun. (2019, October 11). David Luiz visits Rwanda, Arsenal and gorillas headline. Retrieved from https://www.thesun.co.uk/sport/football/10126355/david-luiz-rwanda-arsenal-gorillas/
UNCTAD. (2005). World investment report 2005: Transnational corporations and the internationalization of R&D. United Nations.
Visit Rwanda. (n.d.-a). Investment in Rwanda. Retrieved from https://visitrwanda.com/investment/
Visit Rwanda. (n.d.-b). Visit Rwanda and Paris Saint-Germain (PSG) renew groundbreaking partnership through 2028. Retrieved from https://rdb.rw/visit-rwanda-and-paris-saint-germain-psg-renew-groundbreaking-partnership-through-2028/
Voets, T. Y. (2021). Visit Rwanda: A well primed public relations campaign or a genuine attempt at improving the country’s image abroad? Place Branding and Public Diplomacy. https://doi.org/10.1057/s41254-021-00206-6
Volcanoes National Park Rwanda. (n.d.). Kwibuka in Rwanda. Retrieved from https://www.volcanoesrwanda.org/kwibuka-in-rwanda.html
World Bank. (2000). Rwanda: Post-conflict reconstruction and social reintegration. The World Bank.