[2][3] RDB measures its achievements in (a) direct foreign and domestic investments, (b) increased exports and (c) number of jobs created.

[5][6] In December 2019, Paris Saint-Germain signed a three-year €8-10 million per year deal with Visit Rwanda as the club's official tourism partner.

[12] In August 2023, Bayern Munich signed a five year partnership deal with Visit Rwanda as a football development and tourism promotion partner.

By partnering with big sports teams like Arsenal, Paris Saint-Germain and Bayern Munich, the country has become more popular around the world.

[14][15] The sponsorship deals have been met with criticism due to allegations of human rights abuse, with claims that Rwandan president Paul Kagame is using sportswashing to enhance the country's reputation.