Canada has become the latest country to impose sanctions on Rwanda for its alleged support of March 23 Movement or Congolese Revolutionary Army (M23) rebels in the Democratic Republic of the Congo (DRC). While the sanctions announced by Canada, the UK and the European Union focus on trade restrictions, Rwanda’s burgeoning meetings, incentives, conferences and exhibitions (MICE) sector is also in the firing line.

In a joint statement this week, Canadian ministers condemned the alleged human rights violations happening in the DRC. As a result, Canada is suspending permits for exports of controlled goods and technologies, new government-to-government business pursuits with Rwanda and trade missions and will review the Canadian government’s participation in international events hosted in Rwanda as well as Rwandan proposals to host any future events.

The UK said it is withdrawing high-level attendance at events hosted by the government of Rwanda.

In return, Rwanda has called the Canadian sanctions “shameful”, saying in a statement that “the measures announced by Canada will not solve the conflict”.

Rwanda has been on a major drive to grow tourism revenue. Its Strategy for Transformation for 2024-2029 highlights its goal to establish Rwanda as a top global MICE destination. According to International Congress and Convention Association data, in 2023, Rwanda ranked second in Africa (after South Africa) for in-person meetings.

Rick Taylor, CEO of The Business Tourism Company, has worked extensively across East Africa, including Rwanda. He hasn’t yet noticed any impact on tourism operations due to the increasing number of countries imposing sanctions on Rwanda.

He said Rwanda has invested significantly in tourism, particularly its business tourism offering over the past decade. Prior to this, its offering was “very one-dimensional”, focusing on the “small, upmarket” gorilla experience in the leisure market. With focus on air connectivity, events infrastructure such as the Kigali Convention Centre and waiving visa requirements for African Union members, the country has become a leading player on the continent.

Rwanda’s MICE strategy sits in the Office of the President where it has been driving conferences, business meetings and specific focus on major sporting events. The country put on a strong showing at the recent Meetings Africa event in Johannesburg.

Rwanda has specifically focused on sporting events – investing heavily in grassroots sports and infrastructure development. Rwanda and South Africa are currently vying to bring Formula One racing to Africa. Meanwhile, Rwanda is set to host the Union Cycliste Internationale Road World Championships in September.

Taylor said it is the first time the cycling championship is in Africa and events like this “raise brand awareness on international radars”. But the European Parliament has called for the cancellation of this event in the wake of claims that Rwanda is supporting M23 rebels. Last month, DRC Foreign Minister Thérèse Kayikwamba Wagner urged Formula One Group CEO Stefano Domenicali to end talks with Rwanda.