DRC’s AC Milan deal: What can I see when I visit DRC?
The Congolese government has signed a sports partnership with Italian football club AC Milan in a bid to link football with diplomacy, development, and international business and to promote its destination through a sponsorship deal starting next season. But as an Italian citizen and fan of AC Milan, I’m wondering; what can I see when I visit DRC?
It is currently one of the countries on the US’ travel ban list for not addressing various security or diplomatic concerns.
With the agreement between the Italian club and DRC’s Ministry of Tourism, President Felix Tshisekedi hopes to hype the image of the volatile, mineral-rich country that has suffered security and political crises for over three decades now.
Sources indicate that the deal with AC Milan is worth about €14 million (USD 16.2 million) a year for three years. It makes DRC, one of the world’s poorest countries, a ‘Premium Partner’ and the ‘Official Tourism Destination Partner’ of the Rossoneri, with the goal of promoting the country’s natural biodiversity and cultural identity to international audiences.
Milan’s commercial platform is expected to help boost tourism and raise DRC’s profile.
“This partnership goes beyond usual club sponsorship; it aligns with His Excellency President Félix-Antoine Tshisekedi’s strategy to reposition the DRC on the international stage as an undisputed leader on the African continent,” said DRC’s Tourism Minister Didier M’Pambia Musanga.
Kinshasa’s initiative was undoubtedly inspired by neighboring Rwanda which has been promoting its "Visit Rwanda" brand with European football clubs such as PSG from France, Arsenal from the UK, and Bayern Munich from Germany.
Tshisekedi’s government has also signed a similar agreement in principle with French club AS Monaco, which has sparked controversy, especially as the sports sector in DRC is deeply lacking in funds. The local football league has been marred with suspensions, stoppages, and unfinished seasons due to a lack of adequate funding.
Through this partnership, the "Experience DRC" brand will be featured on the team's jerseys inside the Stade Louis II. This catchphrase will also be visible at the club's training center, in a deal worth €4.8 million (USD 5.5 million) over three years to increase DRC's international visibility.
But after international visibility, what are we visiting in DRC?
DRC is known for very bad governance, high levels of corruption, and insecurity, for the last three decades. The eastern part of the country, where Virunga Park, which should attract tourists, is located, has become a safe haven for over 260 armed groups, with a large number of them getting support from the Congolese government.
In February 2021, Italy’s ambassador to DRC, Luca Attanasio, his driver, and his bodyguard, were shot dead while traveling on a road through Virunga National Park to visit a UN World Food Programme (WFP) feeding initiative when the attack happened.
In July 2024, militia fighters attacked a Chinese-linked mining site in northeastern DRC, killing six Chinese nationals and at least two Congolese soldiers.
In addition to frequent floods in DRC’s capital that hinder every means of transport on land, the Kuluna gangs attack the strangers passing by in Kinshasa, but they do not target those who live there. Tshisekedi’s regime has failed to fix this issue.
Expatriate Group ranks DRC the third least safe country in Africa, after Sudan and South Sudan.
Many countries have warned their citizens to avoid all travel to the DRC due to the fragile security situation, high crime rates, and civil unrest.
Worse still, successive Congolese governments promoted impunity. The criminals are roaming free in the country despite having blood on their hands.
DRC has many things to visit, including its biodiversity and culture. But the country’s bad governance, insecurity and impunity, and failed infrastructure, make it a high-risk place to avoid for foreigners.
Tshisekedi should first fix DRC’s critical problems if the Congolese government really wants to brand the country for tourism. It is irrational to invite foreigners to visit a country where even its citizens are not secure.
