Nearly 30 years after the genocide, the “land of a thousand hills” is almost everywhere, including on the Arsenal and PSG clubs’ jerseys emblazoned with the slogan “Visit Rwanda”. The country has rolled out its communication and development model even with modest means. Under the iron-fisted leadership of Paul Kagame, the former military leader of the Rwandan Patriotic Front, the tiny, overcrowded nation (13.5 million people, 26,300 km2) has become a tech hub by luring investors, entrepreneurs and start-ups with administrative incentives, tax breaks and five-year plans. “Work hard until it hurts, because poverty hurts even more,” the president likes to say.