Tourism and hospitality have been recognized as a major economic factor worldwide and competition between destinations for present and future tourist has only become fiercer. Within such established markets as the East African safari & beach market it will not be easy for new destinations to discern themselves and offer a complimentary or new product. Especially in the case of Rwanda, that was plagued by a violent recent history and still suffers from an unclear image, this objective might not be easy to realize. However with the support from international partners and the dedication and ambitions of the national government in collaboration with local stakeholders, Rwanda is moving forward. Although this case study is related to an African example there might be suggestions and lessons learned that could inspire other destinations to proceed along a similar track.