Rwanda’s bold strategy of using football to bridge the gap between sports and tourism reached a new milestone this week. Two of the country’s key global partners, Paris Saint-Germain (PSG) and Atlético de Madrid, have officially secured their spots in the 2026 UEFA Champions League semi-finals.

The "Visit Rwanda" brand, a prominent fixture at the Parc des Princes and through strategic ties in Spain, shared the global spotlight as these elite clubs triumphed in high-stakes quarter-final clashes.

President Paul Kagame, a dedicated champion of Rwanda’s sports diplomacy, took to X (formerly Twitter) to celebrate the achievements. Known for his keen interest in the tactical side of the game, the President expressed his pride in the clubs' resilience.

To PSG, after their decisive victory at Anfield, he posted:

"Warm congratulations to #VisitRwanda partner Paris Saint-Germain @PSG_inside on securing qualification to the UEFA semi-finals. Strong performance and a well-deserved result! Wishing you the best in the next stage!"

Turning to Atlético de Madrid, a team the President has long admired for their "never-say-die" spirit, he shared:

"Congratulations as well to #VisitRwanda’s newest football partner Atlético de Madrid @Atleti on an impressive win and qualification for the UEFA semi-finals! Wishing you continued success!"

These partnerships are central to Rwanda’s economic vision, driving a 47% increase in tourism revenues and establishing world-class football academies in Huye. By aligning with the world’s most successful clubs, Rwanda continues to prove that it is not just a spectator but a major player in the global sports economy.

As the semi-finals approach, the "Visit Rwanda" family moves one step closer to potential Champions League glory.