23 youth- and women-led micro, small, and medium enterprises (MSMEs), supported by the Pro Femmes/Twese Hamwe’s VIBE Project, participated in the Rubavu Beach Expo 2025 that convened along the shores of Lake Kivu in Rubavu District from 13-28 December 2025. Set along the scenic shores of Lake Kivu in Rubavu District, one of Rwanda’s leading tourism and commercial hubs, the exhibition attracts a diverse and high-volume audience. Residents, domestic tourists, cross-border traders, and international visitors converge at Rubavu Beach, making it a strategic space for product visibility, business promotion, and market engagement.

For the youth- and women-led SMEs, the Rubavu Beach Expo was more than a showcase, it was a real-world testing ground for newly acquired business skills. The exhibition provided a practical platform for these young exhibitors to apply knowledge gained through VIBE project interventions, particularly in market access, access to finance, and business management. In this context, the project facilitated 10 women and 13 men operating across the horticulture, poultry, meat, and dairy value chains.

Sales, new business contracts

During the exhibition, participating MSMEs showcased their products, engaged directly with buyers and suppliers, and strengthened their confidence in marketing and selling within a competitive environment. As a result, exhibitors recorded total sales of 10,200,000 FRW and established 478 new domestic and regional business contacts. Beyond immediate sales, the experience delivered long-term value. MSME owners received direct customer feedback, identified emerging market trends, and uncovered potential opportunities for future growth.

Many participants noted that interacting with a wide range of customers and traders helped them refine their products, pricing, and presentation. Ingabire Janvière, the founder of Igisura Company Ltd, based in Gasabo District, showcased her products, including Igisura tea bags, Igisura juice, and Igisura fine powder, at the exhibition.

“I sold eight boxes of juice, ten boxes of tea bags, and ten boxes of fine powder, earning a total of 1,000,000 FRW. I also secured six new potential supply contracts,” she said proudly. Also operating in Gasabo District, Tuyishime Cyriaque of Energy of work Ltd, took his passion and pineapple juice to the exhibition, earning 1,547,900FRW and making two new potential supply contracts.

About the VIBE Project

The Value-added Initiative to Boost Employment (VIBE) for Women-led Businesses” is a 5-year Project implemented by PFTH in partnership with TradeMark Africa, International Trade Center and the Mastercard Foundation aimed to increase dignified employment among women, youth, and people living with disabilities in Rwanda.

The VIBE programme aims to contribute to the Mastercard Foundation’s Young Africa Works (YAW) strategy, launched in Rwanda in 2018, to provide opportunities for young people in Africa to secure dignified and fulfilling work. Project supports youth- and women-led MSMEs to grow sustainable, competitive businesses by strengthening access to markets, finance, and practical business skills.