Uwase Mutimura : “Hosting world-class events”
In addition to the digital sector, a key link in its strategy, Rwanda is refining its attractiveness. The country is banking on events to develop tourism. With infrastructure meeting international standards, including BK Arena, Kigali hosts major programming such as the Boyz II Men concert and the FIFA congress. In this interview, Uwase Mutimura, Marketing Manager at QA Venue Solutions Rwanda, tells us more.
What is your objective in welcoming American artists like Boyz II Men?
Our desire is to bring world-class events to African countries, like Rwanda, and to all the other venues we manage. The opportunity presented itself to bring in Boyz II Men, a flagship R&B group of the 90s, and we took it. Before, international artists only performed in South Africa. Today, QA Venue Solutions is changing the situation. We have the necessary facilities and partners. The government (Editor’s note: the Rwandan government) supports us. So we said to ourselves: “Why not?” Our partners can finance these types of events, we have the fans and we have the expertise to carry them out.
Concretely, what does your core business consist of?
Our company, QA Venue Solutions, is based in South Africa with offices in Rwanda and Benin. We manage venues, such as BK Arena. And our job is to revolutionize the financial models and operations of these sites. In the past, governments built large stadiums, arenas, amphitheaters, etc. But the observation remained the same: after one or two events, these places were neglected and struggled to be profitable. This is what we want to change. We want to provide another way of managing these sites.
The biggest upcoming event is undoubtedly Global Citizen which will conclude the year 2023. Then we look forward to next year. Many events and activities will punctuate 2024. We can’t wait to introduce them to you!
As a private company, our added value consists of marketing these places, organizing attractive events for the public, such as concerts, but also establishing relationships with companies so that they trust us and work with us , like the NBA for which we have developed presence and visibility in Africa. In Rwanda, we work with the BK group. We have a budget, limited in time, which allows us to promote the BK Arena.
In terms of numbers, what does that mean?
It is very difficult for us to provide you with figures. Quite simply, because beyond events, our work has repercussions on many sectors of the economy.
Take the example of the organization of the Fifa congress, which was held in March 2023 at the BK Arena. This event lasted several days, the hotels were full. The impact of this Congress therefore goes beyond that of the profitability of the BK Arena and the rental of the room. Many suppliers have benefited from markets, casual jobs have been created to meet demand. These international events also benefit the hotel and catering sector, with an increase in customers, particularly in bars. Although this event only lasted a few days, the economic fallout is felt in the long term. There is also a domino effect and an impact on tourism. Some participants say they will come back for the holidays, with family. They talk about it to their friends… These events help promote the country’s image abroad.
What does your roadmap look like for the coming months?
The biggest upcoming event is undoubtedly Global Citizen which will conclude the year 2023. Then we look forward to next year. Many events and activities will punctuate 2024. We can’t wait to introduce them to you!
