The Union Cycliste Internationale -UCI- Road World Championships take place in Kigali from 21 to 28 September 2025, marking the first time the event is hosted in Africa. The championship places Rwanda firmly on the global sports tourism map and strengthens its international projection strategy through major events.
Rwanda links the tournament to its broader plan to diversify the tourism sector. According to the Rwanda Development Board -RDB-, tourism revenues reached more than 620 million US dollars in 2023, and the government expects to surpass that figure in the coming years. The Ministry of Sports has set a target of generating around 20 million US dollars annually by 2029 through sports tourism —thirty times higher than the 2024/25 estimate— with the World Championships acting as a catalyst for that strategy.
Sports tourism and branding: from ‘Visit Rwanda’ to the stands
The ‘Visit Rwanda’ brand relies on global partnerships —Arsenal as a sleeve sponsor and Paris Saint-Germain as a premium partner— to convert sports audiences into tourism flows and investment. This year, PSG renewed its agreement with the Rwanda Development Board, further boosting the country’s international visibility.
The championship arrives within an expanding sports ecosystem: the Kigali Convention Centre, BK Arena and the renovated Amahoro Stadium form a district of major venues that already host Basketball Africa League finals and international summits, positioning Kigali as a city equipped for regular calendar rotations.
The president of the Rwanda Cycling Federation, Samson Ndayishimiye, underlined: “Not all National Federations have the resources necessary to help their athletes fully develop their potential, and that is where Rwanda’s UCI Regional Development Centre will provide significant assistance.”
Sports tourism in Africa: a growing market
Tourism growth in Rwanda is part of a wider regional trend. The Travel & Tourism sector contributed a record equivalent of 1.4 billion US dollars in 2024, with forecasts of surpassing 1.55 billion in 2025, according to the World Travel & Tourism Council. The combination of sporting events, international conferences and clean mobility policies reinforces the country’s position as an emerging hub.
Across the continent, initiatives such as the 2010 South Africa FIFA World Cup, Morocco’s bids to host major football tournaments, and the rise of city marathons have highlighted the potential of sport as a driver for visitor numbers. Rwanda seeks to consolidate that path, with cycling as its global showcase.
Infrastructure and mobility legacy
The organisation has driven road and operational upgrades on Kigali’s urban circuits. The mountainous route demands specific logistics and leaves long-term improvements in safety, signage and road surfaces that will benefit the city beyond the competition. Both the UCI and specialist media have underlined the toughness of the profiles and the urban preparation linked to the event.
The legacy goes beyond infrastructure: preparations include staff training, volunteer programmes, venue management and security protocols, raising the organisational standards for future bids and multilateral events in the country. Authorities have reiterated Rwanda’s readiness to uphold international benchmarks.
Regional projection and calendar
Hosting the first World Championships in Africa broadens the UCI’s institutional footprint on the continent and aligns with Rwanda’s strategy of attracting high-profile competitions —such as the BAL—, using multipurpose venues and consolidating an annual offer that smooths tourism seasonality.
Digitalisation multiplies reach: the MyWhoosh platform launched a virtual world this week inspired by Rwanda’s landscapes, with stages replicating the Kigali time trial and the final circuit, expanding the destination’s visibility among cycling communities and international broadcasters.
