Strengthening connectivity in MEA

RwandAir has been instrumental in promoting Rwanda through its vast operations between Middle East and Africa over the past few years. Muhamud Wayiga, Country Manager UAE, RwandAir, shares with TRAVTALK, some of the key achievements and plans for the region, including strengthening its operations and providing ancillary offerings like e-visa to holidays.

TT Bureau

What are some of the key products RwandAir is focusing on?

RwandAir is currently focusing on enhancing its core flight services across both premium and economy classes. Key product areas include improving the in-flight experience with better entertainment, seating comfort and meal options. Cargo services are also a strategic priority, with efforts aimed at increasing capacity, efficiency and network connectivity to support trade across Africa and beyond. Additionally, the DreamMiles loyalty programme continues to be a major focus, aiming to build long-term customer engagement. The airline is also expanding its ancillary offerings, such as e-Sim, e-Visa and RwandAir Holidays.

Will there be any new route added for summer or winter?

RwandAir is actively evaluating route expansion opportunities and planning to introduce select new routes during both the summer and winter seasons. These new routes will aim to strengthen connectivity between Africa and high-potential markets in the Middle East.

Do you have and codeshare in the pipeline?

RwandAir is in advanced discussions with several regional and international carriers to establish new codeshare partnerships. These collaborations are intended to expand network reach, provide seamless travel experiences and give customers more convenient flight options and destinations.

How will you attract more travellers from the Middle East? What is your USP?

RwandAir’s Unique Selling Proposition (USP) lies in its ability to combine competitive fares, top-tier customer service and strategic connectivity between Africa and the Middle East. To attract Middle Eastern travellers, the airline is launching localised marketing campaigns, engaging with regional trade partners and promoting its reputation for operational excellence and punctuality.

Could you share the importance of travel agents and what percentage of business do you receive from them?

Travel agents remain a cornerstone of RwandAir’s sales and distribution network, contributing approximately 50 to 60 per cent of overall ticket sales. Their expertise, regional reach and ability to provide tailored customer service are invaluable in both B2C and B2B segments, particularly in markets where online penetration is still developing.

Are there any collaboration to promote the destination to Middle Eastern travellers?

Yes, RwandAir is actively collaborating with tourism boards and regional stakeholders to promote Rwanda as a preferred destination for Middle Eastern travellers. These efforts include joint campaigns, familiarisation (Fam) trips for travel agents and co-branded promotional activities that highlight Rwanda’s wildlife, culture and luxury tourism offerings.

Will you be attending ATM this year? What will be your strategy and expectations from this region?

RwandAir will indeed be participating in Arabian Travel Market (ATM) this year. The focus will be on reinforcing brand visibility, nurturing relationships with regional partners and promoting our codeshare network and new routes. Our expectations from the region include increased passenger volumes, enhanced trade partnerships and stronger brand loyalty among Middle Eastern travellers.