At New Dawn Associates (NDA), we are deeply committed to responsible and inclusive tourism — approaches that respect people, culture, and nature while ensuring that local communities benefit directly from tourism’s growth.
New Dawn Associates, the nation’s pioneering Destination Management Organization, has been leading Rwanda’s tourism evolution since 2006. Starting with community-based tourism (CBT) initiatives, New Dawn Associates has crafted some of the country’s most iconic tours — celebrated worldwide for their authenticity and meaningful local impact.
More than just creating unique travel experiences, New Dawn Associates is dedicated to empowering local communities. Through expert training in thematic interpretation and storytelling, their guides bring tours to life, captivating visitors while fostering deeper understanding. This team of industry professionals has played an instrumental role in Rwanda’s tourism growth, with a core focus on peacebuilding, inclusivity, and positive community outcomes.
At New Dawn Associates, community empowerment is at the heart of everything we do. By equipping locals with skills, knowledge, and leadership opportunities, we enable grassroots participation in the tourism sector. This approach ensures that tours authentically reflect Rwanda’s vibrant culture while delivering tangible benefits directly to the people.
Inclusivity is fundamental to our mission. We actively promote the participation of women, youth, and marginalized groups in all aspects of tourism development and leadership. Our experiences are designed to be accessible and welcoming to travelers of all abilities and backgrounds. By fostering fair opportunities, cultural respect, and social justice, we ensure tourism benefits every member of the community, creating a truly equitable and empowering journey for both hosts and guests.
Our tours and community visits are anchored in peace — promoting reconciliation, tolerance, and unity in a world too often divided by conflict. We believe that cultural exchange and open dialogue have the power to transform travel into a bridge for lasting peace, helping build a more connected world for future generations.
“Connect, Understand, Empathize” is more than a motto; it is the guiding principle that drives our work and inspires our travelers. Every journey with NDA seeks to create meaningful connections that transcend cultural differences, fostering empathy and mutual respect.
We believe tourism is a powerful tool for peace — not just by preventing conflict, but by encouraging ongoing understanding and dialogue. This vision aligns closely with the mission of the International Institute for Peace through Tourism (IIPT), which since 1986 has championed tourism’s role in creating goodwill and empowering travelers as ambassadors of peace.
By connecting visitors with Rwanda’s rich heritage and inspiring stories of resilience, we offer thought-provoking, eye-opening experiences. These journeys highlight how Rwanda has transformed adversity into a hopeful, harmonious future. Through tourism, we cultivate empathy and unity across diverse cultures, demonstrating the profound role travel can play in fostering global peace.
