Open Access

Milan Erlebach, David Rempel

• Tourism in Rwanda is challenging. Since the country is small and hilly, it is difficult to tap the potential. As the country is blessed with diverse nature, the Rwandan government decided to combine ecotourism with high-end tourism, to exploit the full potential. This study aims to assess the extent to which these two types of tourism fit together, as well as if sustainability is a decisive argument in this upscale segment. In this context, ecotourism is characterized by its 3 core criteria: education, nature and sustainability. To evaluate the main question: to what extent can ecotourism projects help to promote the perception of Rwanda as a high-end tourist destination on the German market? As well as if sustainability is a decisive argument, interviews with stakeholder from the Rwandan tourism industry as well as German tour operators were conducted, to gain an understanding of both sites and then evaluate them according to the 3 ecotourism core criteria and the demands of high-end tourists. The results showed that there is a difference in the perception of the needs of high-end tourists. While the 3 core criteria seem to be too relevant while they are in booking decision with the tour operator. The high-end lodges in Rwanda state an interest in these three criteria. It is evident from the results that there is a limited active demand for sustainable tourist products, while nature and education are more relevant, but not yet fully exploited. However, all interviewees indicated that ecotourism, and in particular sustainability, is experiencing an increase in demand and will continue to grow in importance in the future. Accordingly, the results suggest the driving markets approach is relevant to further drive demand in that segment.