Rwanda is regularly featured in the ‘must visit’ destinations of most major travel and lifestyle publications. I have always wanted to visit Rwanda - and I want to do so even more now.

Often the best marketing campaigns are controversial and shocking and that is exactly what Rwanda Tourism has achieved. Even before a ball is kicked with their logo emblazoned on the Arsenal FC shirt, they have already generated press coverage around the world.

The controversy surrounds a three-year £30 million sponsorship of one of the most high profile and wealthiest teams in the world - a global football brand with a new manager for the upcoming season.

What is so controversial is that it could be argued as indulgent and a private passion from President Kagame, who is publicly an avid fan of Arsenal, while the country received millions in aid from other countries (£60 million-plus from the UK alone) and over 60% of the Rwandan population live in poverty.

Far removed from the genocide 25 years ago, Rwanda is a country rich in assets, welcoming more than 1.2 million tourists in 2017. Best known for its gorillas in the volcanic mountain region, it also boasts beautiful lakeside resorts and a national park, which is home to the “big five” game animals.

Unlike many areas of the world, Rwanda is said to be “generally safe” by the UK Foreign Office (FCO) with low crime rates. The economy is on the up and recent times have seen an influx of foreign investment into five-star hotels in the capital city and wider region.

There are three direct flights a week from Gatwick to Rwanda, which has driven an increase in visitors to the region with UK visitors growing by 20% in 2017. Indeed, tourism now accounts for over 12% of GDP, with over 100,000 people employed in Tourism-related jobs.

The aim of the sponsorship is to heighten awareness of Rwanda and grow visitor numbers to 1.7 million in the next ten years while growing tourism revenues to £800 million over the next six years.

While the sponsorship investment has sparked controversy, and many countries including Holland and Germany have called for an inquiry, the chief executive of the Rwanda Development Board has been very public and vocal to highlight that the investment has come from existing tourism revenues and not from government aid.

The UK government has also clarified that foreign aid is earmarked for specific development activity rather than using taxpayers’ money for sponsorship of a very wealthy football team.

While the sponsorship has created a significant division of opinion, my view is that this is an incredibly smart piece of marketing by Rwanda Tourism. Advertising is awash with destination management companies and tourism boards trying to entice potential tourists to visit.

What Rwanda has achieved is a significant cut-through and builds awareness globally through a single piece of sponsorship. In any business you have to invest money to generate revenue. Responsible tourism, eco tourism and the economic prosperity of locals have become significant concerns for travellers.

This campaign has already achieved a lot through PR alone. On the basis that the population of Rwanda receives the benefits of the tourists who come to enjoy their country and, over time, reduces the dependency on foreign aid, it could prove to be one of the most successful campaigns by any tourist board.