Assessing the Influence of the Visit Rwanda Campaign on the Promotion of Cultural Heritage Tourism: The Case of Ethnographic Museum Huye

This study assessed visitors’ perceived influence of the Visit Rwanda campaign on their decision to visit the Ethnographic Museum in Huye and examined annual museum visitation trends. A quantitative-dominant, cross-sectional mixed-methods design was used. Structured questionnaires were completed by 123 visitors; three museum and tourism officials were interviewed, and two community participants took part in an exploratory discussion. Observation and Rwanda Cultural Heritage Academy administrative records for fiscal years 2023/2024–2025/2026 provided additional evidence.