Red Rocks Rwanda is more than just wildlife

In a world where tourism can sometimes seem like a fleeting exchange, Red Rocks Rwanda offers something radically different: an opportunity to delve into the heart of Rwanda’s culture and nature while making a real difference. Located near the iconic Volcanoes National Park, Red Rocks Rwanda has become a thriving community-based tourism and ecotourism hub that stands as a testament to sustainable tourism and cultural preservation. Here, travel transcends sightseeing—it becomes a journey of understanding, conservation, and connection.

Red Rocks Rwanda was founded in 2013 by Gregory Bakunzi who saw an opportunity to bridge culture and conservation. At the time, gorilla trekking was drawing international attention, yet there was a noticeable lack of immersive cultural experiences that allowed visitors to truly engage with Rwanda’s vibrant communities. “I wanted to change that by creating a space where visitors could immerse themselves in our rich Rwandan culture while fostering genuine intercultural exchange,” Gregory shares.

The name, “Red Rocks,” is not just symbolic; it recalls the volcanic stones that once sparked vivid red when crushed by locals, a practice reflecting the area’s volcanic heritage. Today, Red Rocks Rwanda stands as more than just a name, offering travellers a meaningful alternative to traditional tourism.

An immersive approach to tourism

The offerings at Red Rocks Rwanda are as varied as they are enriching. From cultural experiences like traditional crafts, basket weaving, cooking classes, and dance performances, to nature-centric activities like birdwatching and nature hikes, visitors experience Rwanda in its authentic, unfiltered form. “Our aim is to show the richness of Rwanda beyond just its wildlife,” explains Gregory. “Every visitor leaves with an understanding not just of our nature, but of our people.”

Adding to the experience is a serene campsite where visitors can stay close to nature and explore the nearby national park. But Red Rocks Rwanda does not stop at tourism; their social enterprise also supports vital community programs. In partnership with the Red Rocks Initiative for Sustainable Development, the organisation has invested in education, health, and women empowerment programs, ensuring that the benefits of tourism reach the heart of the local community.

Challenges along the way

As with any small enterprise, Red Rocks Rwanda has faced challenges. Gregory speaks candidly about the struggle to balance funding for both tourism and community projects. “Limited access to funding and investment has been a hurdle, especially as tourism income directly supports our community-based programs. If tourist numbers fluctuate, it becomes tough to sustain these critical initiatives,” he says.

There is also the ongoing challenge of building local capacity. Training employees in fields like tourism management, hospitality, and conservation requires ongoing investment, and retaining skilled staff can be difficult when larger operators offer more competitive salaries. Despite these challenges, the team remains undeterred, driven by a vision that goes beyond profits.

Achievements that reflect a deeper purpose

Despite these hurdles, Red Rocks Rwanda has made remarkable achievements, often leading the way in responsible tourism and conservation. From tree planting and environmental education to community conservation projects, the impact is tangible. Gregory takes pride in the organisation’s ability to empower local communities through sustainable tourism: “We’ve created jobs, supported artisans, and fostered cultural exchanges that help preserve Rwanda’s heritage.”

The organisation’s community-based tourism (CBT) model has been especially transformative. Beyond just offering jobs, it has helped empower marginalised groups and given local artisans a platform to showcase their work. Through events that promote cultural exchange, Red Rocks Rwanda has nurtured mutual understanding between locals and international visitors, building bridges that go beyond language and geography.

Differentiating through purpose and people

The key to Red Rocks Rwanda’s success lies in its unique blend of community involvement, sustainable practices, and cultural immersion. “Unlike many tour companies that focus solely on wildlife or adventure, we integrate local communities into our operations, ensuring that tourism directly benefits them,” Gregory explains. Activities like tree planting, environmental programs, and conservation talks provide tourists the chance to actively participate in protecting Rwanda’s natural wonders, especially near Volcanoes National Park, home to the endangered mountain gorillas.

The effects of the pandemic left a significant mark, causing a steep drop in visitors. But, as Gregory notes, it also became a lesson in resilience. “The crisis pushed us to adapt and become more community-centred, to focus on the domestic market, and to embrace sustainability even more.” Emerging from the pandemic, Red Rocks Rwanda developed a more diversified and resilient model, better equipped to handle the demands of an evolving tourism landscape.

Harnessing the power of digital marketing and social media

Social media has played a significant role in expanding Red Rocks Rwanda’s reach, especially through platforms like Instagram, Facebook, YouTube, and Twitter. Their successful “Cultural Tourism Experience Campaign,” which highlighted traditional music, dance, and art workshops, has drawn tourists from around the world. “Short videos and guest testimonials on these platforms allowed potential visitors to experience the cultural richness of Rwanda before they even set foot here,” Gregory shares. The result? An increase in bookings and growing recognition as a go-to destination for authentic, community-driven experiences.

Looking to the future, Red Rocks Rwanda has ambitious plans. “In three years, we want to be recognised as Rwanda’s leading ecotourism and cultural company,” says Gregory. The vision includes developing new trails, guided tours, and more ecotourism offerings that highlight Rwanda’s biodiversity and conservation efforts. However, achieving these goals will require resources and, ideally, support from the global travel industry. Red Rocks Rwanda hopes that larger tourism organisations will offer promotional support, help with networking opportunities, and provide access to international tourism events.

A call to resilience

To other SMEs in the tourism sector, Gregory has one piece of advice: “Never lose hope, and keep on trying.” The road may be challenging, but, as Red Rocks Rwanda has shown, the journey can be transformative—not just for the business, but for the communities it serves.

Red Rocks Rwanda embodies a vision of tourism where every visitor becomes a participant in sustainable development. It is a model where travel is more than an experience; it is a contribution to a larger cause. As the travel sector continues to evolve, Red Rocks Rwanda shows that the most impactful journeys are those that leave a positive mark, not just on the places visited but, on the people met along the way.

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