It's a scam. It's got to be a scam. Rwanda is a beautiful country with one real tourist attraction - gorilla trekking. Other wise you're looking at a genocide museum in an oppressive, corrupt dictatorship. There isn't even capacity to expand the number of gorilla visitors - you already have to apply for a permit months and months in advance. There's almost no tourist infrastructure. Getting to Kigali costs a fortune, prices within Rwanda are extraordinarily high by African standards, and the permits for gorilla treks are ablut $1,000 a day.

In short, advertising tourism in Rwanda is a complete waste of money, but advertising tourism in Rwanda to football fans is simple lunacy.

It's a scam.