This study tries to assess the challenges of promoting dark tourism in Rwanda. The study was
guided by three objectives: To find dark tourism products in Rwanda to investigate the
challenges of promoting dark tourism in Rwanda and to establish measures that could be adopted
to promote it. To achieve the set objectives the study used a sample of 43 respondents
randomly selected from staff of Rwanda Development Board (RDB) museum memorial site managers
and tour operators. Data was collected by use of questionnaire instrument and summarized in
tables and graphs following the objectives of the study. Furthermore frequencies and
percentages were calculated based on the data available. The findings indicates that there are
various dark tourism products in Rwanda which included Kigali memorial center Bisesero
Gatwaro Stadium and Gitesi memorial site. Less effective information dissemination High cost
charged to tourists and Lack of skilled staff are the challenges affecting the promotion of
dark tourism. Measures that could be adopted to promote dark tourism in Rwanda are Improving
marketing strategies training of staff and service providers and improving the variety and
accessibility of dark tourism attractions. The study concludes by noting that identifying the
successful practices in management branding marketing and pricing strategies of dark tourism
attractions around the world can aid in applying these ideas towards improving the dark tourism
industry in Rwanda. The study recommends that since we are living in a global world using the
mass media advertisements specifically TV Newspapers or other tourism information brochures
is significantly important in attracting more dark tourists.
