Marketing, Tourism StrategyAfter the civil war in Rwanda, very few people were optimistic about the future of mountain gorillas or even considered the business side of the whole story , but from 1994 significant steps were taken. The government of Rwanda has worked to create a clear tourism strategy. With input from the private sector and the UN, the government has successfully developed a tourism strategy focused on high-end tourism with conservation at the heart of its plan. The strategy also highlights the need to diversify tourism towards international conferences, bird watching and other animals. An international marketing campaign was launched to improve the country's image abroad, while a national campaign aimed to increase acceptance among local tourists. Several market-based reforms were also adopted, including the near-complete privatization of the hospitality and leisure sector. This was a major step in creating an environment conducive to profitable activities, the most important part of which was mountain gorillas.2.1 First