With the fast-changing nature and transformation of Rwanda into a service-based economy,the country’s tourism industry is well-positioned to command a significant role in achieving economic advantages.However,Rwanda’s tourism industry does not exist in isolation because it relies on key industrial players like the government,tourist companies(both local and international),agents and most importantly,tourists(customers).Unfortunately,the industry has operated below par and has not been able to fully unlock its potential in terms of its contribution to national development and strategically positioning itself among top-ranked tourist destinations(nations)like China.This situation is existent due to the challenges faced by Rwanda’s tourism industry coupled with the lack of effective marketing strategies.
　　Considering the current situation of Rwanda’s tourism industry,this research aims at assessing the marketing strategies and promotional techniques,suitable for tourism in Rwanda.The research used the SWOT and PEST analysis method to assess the situation of Rwanda’s tourism industry.The research further delved into identifying the products and services offered by Rwanda’s tourism industry to indicate whether tourists were satisfied.A significant result from this research is that tourists,especially foreign tourists are not satisfied with the prices charged by Rwanda’s tourism industry.Another important result is that the industry is saddled with challenges like language barrier,transportation challenges,poor internet connectivity,security issues and inadquate information about tourist site locations.
　　Based on the results,several marketing strategies are proposed to make Rwanda’s tourism industry attractive,not only to local tourists but also foreign tourists.The key marketing strategies revolve around STP(segmentation,targeting and positioning)marketing strategy and the traditional4Ps(product,promotion,place and price)marketing tactics.The study strongly recommended that Rwanda’s tourism industry include promotional strategies and intensify online as well as social media marketing to augment other traditional promotional methods like TV and radio advertisements.It is further suggested that Rwanda tourism industry take conscious effort to market the country and its tourist attractions on international television channels to receive wider coverage in credible international press publications and tourists guides.
　　The research finally provides some significant practical implications for policy makers(government and Rwanda’s tourism board)and other administrators within the tourismindustry.The government of Rwanda is humbly advised to invest heavily in tourism infrastructures or create good climate for foreign investors(such as investment from China)and private investors to revolutionize the tourism industry to make it more attractive.