The Institute for Economic Empowerment of Women.

NAME: Rica Rwigamba

COUNTRY: Rwanda

BUSINESS: New Dawn Associates (social & event management)

Rica, 31 years old, co-owns New Dawn Associations (NDA), a tourism and event management firm.

Rica had always dreamed of becoming a strong politician, and perhaps even the Ambassador of her country, but the government opportunity presented before her six years ago was an unexpected one: tourism. After working for the Tourism Board for nearly four years, Rica decided that she wanted to start her own company.

“The excitement of tourism growth at the national level, the knowledge I had acquired of the industry and the opportunities of finding like-minded individuals, created or awakened the spirit of entrepreneurship that lied deep inside me.”

Three years and eight employees later, Rica and her business partner run their business. NDA is a social enterprise that offers enlightening experiences for special interest groups, as well as superior destination and event management services in Rwanda. Clients range from leading international organizations, government institutions, universities, incentive houses and operators to philanthropists, educational travelers and celebrities. Rica prides her company on the fact that they tailor each experience based on individual interests.

Over the next five years, Rica’s business goals include expanding her tourism packages into the East African Region. She knows that competition will be tight, all the more reason to position her company in the market. Rica hopes to grow her business at least five fold in the next five years.

Eventually, she would like to have representation in the United States, Europe and Asia.

Through her PEACE THROUGH BUSINESS training, Rica would like to learn more about financials, because she has no formal training in this area. Though she has some innovative ideas, she would also like to learn more about marketing, especially on the side of event management.

“I belong to a family of professionals and not of entrepreneurs; I am therefore a pioneer in my family,” Rica wrote. “While I thought it would be a lonely road with no mentors or role model, I now see it as an adventure with an audience that is encouraging me to go to the unknown with great hopes for the future to come.”