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Unleashing Ethiopia’s Tourism Potential: A Constructive Review and Recommendations for the Ministry of Tourism

By LJDemissie

Ethiopia, a country rich in culture and history, is a treasure trove of boundless tourist attractions. Yet, the potential of these attractions remains largely untapped. This oversight falls squarely on the shoulders of the Ministry of Tourism, which has the responsibility to promote these attractions effectively.

Vision and Mission of the Ministry of Tourism

The Ministry of Tourism envisions making Ethiopia among the top five tourist destinations in Africa by 2025. Its mission is to develop the country’s tourist destinations in collaboration with various stakeholders, market and promote the destination at national and international level through employing competitive marketing and promotional strategies.

Our analysis and recommendations aim to support the Ministry in achieving its vision and mission.

Website Content and Functionality

The Ministry’s website, a crucial platform for showcasing Ethiopia’s attractions to the world, appears to be incomplete, with outdated content and non-working hyperlinks. Notably, Prime Minister Abiy has been diligently working on the development of new tourist attractions in Addis Ababa and across the country. However, none of these new attractions — the Entoto Natural Park, Friendship Park (also known as Sheger Park), Unity Park, Wanchi-Dendi Eco Tourism Village, and Chebera Elephant Paw Lodge — are featured on the Ministry of Tourism’s website or social media accounts. 

This omission is significant, considering the potential these attractions hold for enhancing Ethiopia’s tourism industry. It underscores the need for the Ministry to update its platforms with information about these valuable assets. Doing so would not only promote these sites but also contribute to the realization of the Ministry’s mission and vision.

To enrich the user experience, the website should incorporate multimedia elements such as images and videos of tourist sites. Detailed information including addresses, entry fees, and operating hours of these attractions should be provided. A curated list of local restaurants, hotels, and cultural landmarks like churches, mosques, and museums would offer a comprehensive travel guide to visitors. Regular updates and maintenance can ensure that the website remains functional and relevant, thereby enhancing its accessibility to both domestic and international tourists.

Social Media Presence

In today’s digital age, social media platforms serve as powerful tools for marketing and promotion. They offer a way to reach a global audience, providing updates, sharing captivating images and stories, and engaging with potential tourists. The Ministry’s social media presence, however, appears to be minimal and outdated. For instance, the YouTube channel has only 44 videos, the most recent of which is a year old. Furthermore, the Ministry does not have a Twitter account, which is a widely used platform that could significantly enhance the Ministry’s ability to engage with the public and disseminate information quickly and efficiently. The content on social media platforms like YouTube, Twitter, and Facebook should be enhanced and managed by a professional to extend the website’s reach and engage a wider audience.

Language Accessibility

Most of the content on the Ministry’s website’s pages, the videos on the Ministry’s Facebook page and the YouTube Channel are in Amharic. While it is important to cater to local audiences, providing content in multiple languages, including English can enhance the accessibility of the Ministry’s work more accessible to international audiences.

Recommendations

The time has come for the Ministry of Tourism to step up its game. It needs to revamp its website, making it more user-friendly, up-to-date, and multilingual. It also needs to establish a strong social media presence, using it as a platform to showcase the beauty and diversity of Ethiopia’s tourist attractions.

Interestingly, the Ministry of Tourism could model its approach after Prime Minister Abiy Ahmed’s social media accounts. These accounts are regularly updated with high-quality content, effectively showcasing Ethiopia’s progress and potential. The Ministry of Tourism could adopt this approach, utilizing existing resources like photos and videos to enhance the promotion of Ethiopia’s tourist attractions.

Let’s make Ethiopia’s boundless attractions accessible to all. It’s time for the Ministry of Tourism to rise to the occasion and play its part in promoting Ethiopia’s rich tourism potential to the world. The future of Ethiopia’s tourism industry depends on it. Let’s not let it slip away. With constructive criticism and effective action, we can turn the tide for Ethiopia’s tourism industry. Perhaps PM Abiy should consider adding ‘Minister of Tourism’ to his portfolio as he did with the “Addis Ababa City Administration”. With his knack for social media and promotion, he might just be the catalyst needed for this change. Our recommendations aim to support the Ministry in achieving its vision of making Ethiopia among the top five tourist destinations in Africa by 2025.

We suggest that the Ministry of Tourism consider our recommendations within a reasonable timeframe. We understand that implementing changes, especially at a governmental level, involves various processes and approvals. However, with dedicated resources and a committed team, we believe that significant progress can be made swiftly. We look forward to following up on the status of these suggestions in the coming months. Remember, your initiative and persistence can make a big difference in promoting Ethiopia’s rich tourism potential. Good luck!

Finally, I composed this ‘Constructive Review and Recommendations for the Ministry of Tourism’ for three primary reasons:

Firstly, the Amhara Media Corporation reported that President Arega Kebede claimed four million tourists visited the Amhara region in the last six months of the current Ethiopian calendar year (corresponding to part of 2023 and 2024 in the Gregorian calendar). 

This statement seems to be a gross exaggeration. According to the World Bank, Ethiopia only welcomed 518,000 international tourists in the 2020 Gregorian calendar year (corresponding to 2012 in the Ethiopian calendar). ReportLinker predicts that tourist arrivals to Ethiopia will reach 725,000 by 2026 (corresponding to 2018 in the Ethiopian calendar). The claim that the Amhara region alone received more tourists than the entire country appears to be a misguided attempt to mislead the public and inflate their achievements.

Secondly, President Arega’s misinformation prompted me to conduct some online research about the Ministry of Tourism in Ethiopia. My research revealed that the Ministry is currently ill-equipped to fulfill its stated mission and vision.

Thirdly, and most importantly, in response to PM Abiy Ahmed’s call, I have heard him appeal on three separate occasions via the media. During a tour of his Caka Project that he gave to his leadership team, he acknowledged that he might overlook some defects in the project’s construction and encouraged them to visit the site regularly. In a recent town hall meeting with the Amhara people, he asked for their support in realizing his vision for Ethiopia’s economic and infrastructural development. On another occasion, he challenged those who criticize his leadership, asking if they had contributed any articles or constructive feedback about his leadership and projects. He emphasized that constructive criticism and active participation in the development process are what would expedite Ethiopia’s progress.

The writer, LJDemissie, who received assistance from AI technology developed by OpenAI, can be reached at [email protected]

Editor’s note : Views in the article do not necessarily reflect the views of borkena.com

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Ministry appeals to diplomatic community, dev’t partner’s role in tourism

Preventing weaponization of hate speech legislation

High-flown policy doc sets start date for transitional justice, calls for new courts, controversial clergyman at heart of foiled usd 6 million fraud attempt on au premises, kurmuk mining’s gold ambitions on hold as benishangul officials air doubts over “legitimacy”, civil society decries delays in constitutional inquiry on wartime police dismissals in tigray , mogadishu objections to somaliland deal a “hiccup”: senior foreign affairs advisor, tigray genocide inquiry commission receives federal recognition.

The Ethiopian Tourism Ministry hosted a briefing session with members of the diplomatic community and development partners in Addis Ababa, emphasizing the importance of tourism for the country’s people and economy.

The event, themed ‘Tourism Development, Opportunity and Challenges,’ aimed to encourage investment and support in Ethiopia’s tourism and hospitality sectors.

Tourism State Minister Seleshi Girma (PhD) highlighted Ethiopia’s immense potential in tourism and called on embassies and development partners to prioritize the sector. He emphasized the need for collaboration in areas such as service quality assurance, technology, heritage preservation, and wildlife conservation.

Deputy Chief of the Chinese Embassy, Shen Qinmin, expressed China’s support for Ethiopia’s tourism industry and highlighted the cultural and historical richness of both countries. Qinmin encouraged more Chinese tourists to visit Ethiopia and suggested collaboration to promote tourism between the two nations.

Moroccan Ambassador Nezha Alaoui M’hammdi also expressed optimism about partnering with Ethiopia in the tourism sector. She emphasized the significance of preserving cultural heritage and acknowledged the potential for south-south cooperation.

The briefing event aimed to promote Ethiopia’s tourism potential to both foreign and local audiences while fostering partnerships and cooperation in the sector. (Ethiopian Herald)

‘Let Ethiopia Produce’ Central to Transform Emerging Economy – Demeke

The ‘Let Ethiopia Produce Movement’ is playing a crucial role in transforming Ethiopia’s emerging economy and accelerating its economic growth, according to the Deputy Prime Minister and Foreign Minister, Demeke Mekonnen.

The movement’s String Committee recently held discussions with stakeholders to explore ways of boosting production, productivity, and import substitution in the manufacturing sector.

Demeke, who chairs the committee, emphasized the need for effective leadership and problem-solving to achieve the movement’s goals.

The ‘Let Ethiopia Produce Movement’ is a flagship project of the Homegrown Economic Reform and aims to improve industrial production, substitute imports, and increase exports. To achieve these objectives, Ethiopia must produce high-quality products that meet local and international standards.

The Industry Minister, Melaku Alebel, highlighted the importance of enhancing service delivery, input supply, investment competitiveness, power supply, and addressing challenges faced by the manufacturing industry.

The movement has already yielded positive results, including import substitution savings of USD 350 million and the revitalization of over 360 industries, fostering job creation and industrial growth.

(All Africa)

Over 5 million in Amhara, Tigray affected by drought like conditions

Over five million people are still reportedly affected by drought-like conditions in Amhara and Tigray Regions. Food insecurity is further aggravated by a shortage of agricultural input, disease, and pests, as well as interruption of farming due to ongoing hostilities and crop failures.

While the Meher harvest may provide some respite in food availability and access in some parts of Tigray between October 2023 and January 2024, it is anticipated that there will be below-average production, leading to early depletion of stocks.

A 50 percent animal feed shortage is likely in the following months. According to the assessment over 2 million people are at risk of food crisis.

The Ethiopian government allocated food for distribution for nearly 3.6 million people in September/October 2023.

OCHA Ethiopia stated that without sufficient assistance, the drought-like condition resulting in critical food and animal feed shortage risk increased negative coping strategies, malnutrition, reduced groundwater recharging, and animal disease outbreaks.

Scrapping multiple destinations will be disservice to Nigerians: Mesfin Tasew says

At a recent meeting with Airline Operators of Nigeria (AON) and the Minister of Aviation and Aerospace Development, Festus Keyamo, Nigerian airlines operators urged the Federal Government to carry out sweeping reforms in the aviation sector including the cancellation of eight and ninth ‘freedom of free’ flights by foreign airlines into Nigeria.

The AON said some foreign airlines operating in the country have a dispensation to operate sabotage that gives them undue competitive advantage in the domestic market, to reduce the market size and increase the failure of domestic airlines.

But the Group Chief Executive Officer of Ethiopian Airlines, Mr Mesfin Tasew, who met with Nigerian aviation reporters in Addis Ababa, recently, disagreed with the suggestions of the domestic airlines. He said if the Federal Government cancels multiple destinations, it is the Nigerian people that will suffer for it. He also speaks on other wide-ranging issues.

Ethiopian Airlines was established in 1945 and had its first flight to Cairo in 1946. So, we have been in operation over the last 77 years. Through this period, we have been growing consistently, both in good and difficult times.

Migrants from Ethiopian migrants found hiding among medical equipment in lorry at border crossing point

Authorities at the Nadlac Border Crossing Point in Romania detected three individuals from Ethiopia attempting to leave the country illegally. They were found hidden in a lorry that was transporting medical equipment.

The driver of the lorry, who is Bulgarian, claimed to be transporting the medical equipment from Bulgaria to Germany, as indicated by the accompanying documents.

However, based on a risk profile assessment, the border guards conducted a thorough inspection of the vehicle and discovered the three Ethiopian nationals in the cargo compartment.

The individuals were taken to the border police headquarters for further investigation. It was determined that they had legally entered Romania but were now being investigated for attempted fraudulent border crossing. Simultaneously, the Bulgarian driver is under investigation for migrant smuggling.

(stiripesure.ro)

South Sudan reiterates commitment to deepen relations with Ethiopia

South Sudan has reiterated its commitment to deepen bilateral ties with Ethiopia, citing coordination efforts and cooperation on multiple fronts. South Sudan’s President Salva Kirr held a meeting with Ethiopia’s Deputy Prime Minister and Foreign Affairs Minister, Demeke Mekonnen in Juba.

Kiir described the relations between Africa’s newest nation and Ethiopia as “historical.”

Demeke in a statement to local media, said their meeting focused on strengthening people-to-people relations between the two nations. For his part, South Sudan’s Foreign Affairs minister, James Pitia Morgan said the meeting focused on connecting the two countries with roads, besides regional stability. 

“There were a number of bilateral matters which they discussed. One of the issues was to explore and expedite not only how the two sides would consolidate and maintain the current relations but also how they could be deepened and coordinate efforts and cooperate in areas of mutual benefits to both countries, especially in inroads”, he said.

Juba and Addis Ababa enjoy a cordial relationship, spanning several years, noted Morgan.

(SUDAN TRIBUNE)

Africa must build a new social contract for sustainable development says, ECA’s Claver Gatete

The new Executive Secretary of the Economic Commission for Africa (ECA), Claver Gatete, emphasized the need for a new social contract in Africa to accelerate sustainable development.

Speaking at the opening of the Fifth Session of the Committee on Social Policy, Poverty, and Gender in Addis Ababa, Gatete highlighted the importance of governments committing to forging new social contracts that ensure equal rights and opportunities for all.

He stressed the integration of employment, sustainable development, and social protection in these contracts and emphasized the role of high-quality education and lifelong learning in achieving the Sustainable Development Goals (SDGs) and building new social contracts.

He called for affordable, accessible, and applicable education policies that enhance quality, institutional credibility, and align education with employable skills. Gatete also noted the significant influence of climate change, demographic shifts, rapid urbanization, and digital transformation on Africa’s future.

Gatete called for urgent and practical measures to enhance efficiency in public spending and foster more inclusive development to support the establishment of a new social contract in Africa.

The incoming Chair of the Committee, Florence Ayisi from Ghana, emphasized the importance of delivering social contracts anchored in human rights to rebuild trust and social cohesion. Ayisi urged African governments to accelerate actions for achieving the SDGs and leaving no one behind through resilient, sustainable, inclusive, and climate-resilient development pathways.

China, Africa to keep deepening industrial chain cooperation

The “Chinese Investment in Africa 2023” report examines the impact of China-Africa cooperation on the African industrial chain, by analyzing over 90 Chinese companies and 20 China-Africa cooperation projects.

It showcases examples of Chinese companies contributing to sectors like agriculture, manufacturing, digital economy, and infrastructure. With over 3,000 Chinese companies operating in Africa, China’s direct investment in the continent exceeded USD 47 billion as of 2022.

The report emphasizes China’s alignment with African development strategies through initiatives like the Belt and Road Initiative and the Forum on China-Africa Cooperation.

Clean energy cooperation, particularly in Ethiopia, is highlighted. The report outlines six major models of China-Africa industrial chain cooperation. African officials and experts acknowledge the positive impact of Chinese investment on African industrialization. The Belt and Road Initiative and African integration efforts create a favorable trade environment and market opportunities for Africa. The report underscores the potential of China-Africa cooperation in driving Africa’s industrial transformation and promoting African integration.

(People’s Daily Online)

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ATB Chairman Meets Ethiopia’s Tourism Minister as the Country Embarks on New Tourism Infrastructures

The Executive Chairman of African Tourism Board, Hon. Cuthbert Ncube has met the Minister of Tourism, Ethiopia, Hon. Nasise Challis Jira in her office recently as the country embarked on a massive tourism infrastructural development, gearing up for more participation in events, MICE, conferencing and other related that would take the centre stage torwards the tourism development of Ethiopia’s tourism sector .

The ATB team held a bilateral meeting with H.E Ambassador Nasise Challis on the sideline of the Africa Celebrates 2022 which took place in Addis Ababa, the capital of Ethiopia.

The Minister, whose drive and passion towards an inclusive and collaborative mission sync within the region vision and beyond, priding the demonstrative efforts which has been collectively achieved so far by the East Africa block in consolidating their joint tourism promotion initiatives and harmonization of monetary and fiscal policies that enable a seamless exchange and convenience to accelerating the Intra-Africa trade initiatives.

Ethiopia will continue to embark on a futuristic, sustainable massive tourism infrastructure for the ultimate development of the tourism sector as the Minister pointed to the opportunities in Gorgora city where 300 hectors of land have already been prepared for prospective investors, the space being earmarked for hotels, agri-tourism production, mining and other areas within the tourism supply value chain, and these projects are anticipated to create jobs, attract visitors and thereby stimulate public-private partnerships and boosting national development.

Ethiopia boasts of being the Africa’s connectivity Hub and being the capital of the continent by hosting all 54 Member States under the banner of the African Union.

The ATB in its deliberations with H.E the Minisiter, both parties pledged to work together in the areas of brand-marketing and re-positioning the beautiful and amazing Ethiopia that houses the horn of Africa with so much to offer to would be tourists by satisfying their appetite and actualising the investors’ expectations.

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Boosting Tourism to Catalyze Ethiopia’s Development

May 20, 2019.

Ethiopia is set to tap into its immense tourism potential in order to become  one of Africa’s top five tourist destinations by 2020 .

The country already boasts  nine UNESCO World Heritage Sites  as well as unspoilt landscapes, diverse and distinctive wildlife including colourful birdlife, and has now established two entities to help it unlock the vast potential of its tourism sector.

Under the leadership of Prime Minister Hailemariam Desalegn the government set up the Ethiopian Tourism Transformation Council and the Ethiopian Tourism Organisation (ETO) to help the country use its tourism potential to boost the country’s economic growth, promote inclusive development and ensure environmental sustainability.

The Ethiopian Tourism Council provides leadership and strategic guidance for the ETO, which will act as the Council’s secretariat and implementing body.

The ETO was officially launched on 1 July 2014 by the  Ministry of Tourism and Culture , with the support of the United Nations Development Programme (UNDP).

“We have a lot of hard work ahead of us but the strategic thinking behind the setup of the Tourism Transformation Council and the Ethiopian Tourism Organisation means that Ethiopia is heading in the right direction,”  said UNDP Resident Representative Eugene Owusu . UNDP is partnering with ETO as a strong advocate of sustainable tourism development in Ethiopia. Mr. Owusu stressed that, “For Ethiopia to fully benefit from its vast tourism potential to support economic growth, to alleviate poverty and to protect the natural heritage, the country needs to prioritize and overcome some fundamental challenges.

ETO will work to address the key challenges within the tourism sector. These include the shortage of skilled manpower in the tourism sector, the limited number of first-class hotels (particularly in major tourist destinations), inadequate investments in destination development, including major national parks and heritage sites. The ETO will also focus on marketing Ethiopia as a top tourism destination by designing strategies and programmes aimed at scaling up tourism product development.

Ethiopia’s Tourism and Culture Minister,   H.E. Amin Abdulkadir   emphasised the importance of partnership, and the need to pull together the government, private sector, and the development partners to support the ETO and help it to transform the tourism sector in Ethiopia. “I hope we can work hand-in-hand to improve the sector and turn Ethiopian into one of the top tourist destination in Africa,” he told guests at the ETO launch ceremony.

UNDP’s support to the ETO is part of its ongoing engagement in transformative initiatives which seek to  catalyse development in Ethiopia. In recent years, UNDP supported the design and establishment of the  Agricultural Transformation Agenc y and the  Ethiopian Commodity Exchange . UNDP will build on these lessons and using its global network ensure that the ETO has access to proven knowledge and technologies in tourism development. UNDP will also partner with various government partners to help the ETO in a number of key areas, including strengthening its leadership and technical and policy advisory capacity. Support will also be provided to the ETO as it develops national plans, boost its implementation capacity for tourism development, improves  tourism marketing, and promotes investments to the sector.

With the introduction of the ETO and Tourism Transformation Council, Ethiopia is well-situated to leverage its enormous tourism potential through cohesive tourism development that creates new jobs and stimulates investments, expand the market for its goods and services, helps diversity the country’s revenue base and bring it closer to its goal of reaching middle income status by 2025.

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In-depth: From spotlight to the shadows: Ethiopia’s tourism odyssey hangs in the balance

By Biruk Alemu @Birukalemu21

Addis Abeba –  In the heart of East Africa, Ethiopia unfurls a mosaic of marvels recently thrust into the limelight by UNESCO’s accolades, signaling a tourism renaissance. From the towering majesty of the Bale Mountains to the serene retreats of Lepis Eco Tourism Village, the nation’s canvas is rich with the strokes of history and the vibrant hues of cultural festivities like Shawwal Eid.

Ethiopia is gradually placing its bets on the allure of its rich cultural tapestry and breathtaking landscapes, especially after Prime Minister Abiy Ahmed assumed power in 2018. The current administration is trying to champion the hospitality and tourism sector, steering it into the limelight as a key driver for growth and prosperity.

With a series of government-led initiatives designed to elevate the tourism experience, Ethiopia is not only trying to beckon travelers from around the globe but also paving the way for a surge in local economic opportunities.

The inauguration of the Halala Kela Resort last year represents a critical element of Prime Minister Abiy’s administration endeavor designed to optimize the utilization of the area’s natural resources, thereby facilitating the growth of greenery attraction sites nationwide.

The recent initiatives, prominently featuring mega projects such as the Chebera Churchura Elephant Paw Lodge, also occupy a central role in the enterprises spearheaded by the government.

Last week , Prime Minister Abiy inaugurated the awe-inspiring Chebera Churchura Elephant Paw Lodge, a cornerstone of his administration’s ambitious ‘Dine for Ethiopia’ mega project.

Nestled in the verdant heart of the Dawuro Zone in South West Ethiopia Regional State, this luxurious retreat emerges as a dazzling showcase of Ethiopia’s rich natural endowments, inviting the world to witness the country’s unfolding renaissance in eco-tourism.

Yet, beneath the allure, a specter of unrest casts a long shadow, threatening to dim the burgeoning promise of tourism. As whispers of uncertainty deter would-be explorers, the urgency for peace grows, lest the world remain deprived of Ethiopia’s full splendor.

Despite significant investment in tourism initiatives, Ethiopia confronts considerable challenges, according to industry players. As international tourism experiences a resurgence in the aftermath of the pandemic, ongoing regional conflicts pose a risk to Ethiopia’s emergence as a leading travel destination. An authority in the field revealed to Addis Standard, “The potential is undeniable, but instability acts as a handbrake on progress.”

Research indicates that the hospitality industry was formerly a pivotal element in Ethiopia’s economic advancement, contributing significantly to the nation’s economic growth. It was instrumental in creating jobs, generating income, accruing foreign exchange, and providing social advantages.

Subsequent to 2019, the sector has encountered a multitude of challenges, including the COVID-19 pandemic, domestic conflict, drought conditions, and fiscal vulnerabilities. The World Travel & Tourism Council ‘s most recent analysis highlights that Ethiopia’s travel and tourism sector has undergone marked volatility from 2019 to 2022, largely as a result of the worldwide COVID-19 health crisis and ongoing internal strife.

Conflicts, not merely local disturbances, ravage the tourism sector.” Nahom Admasu, managing director of Pleasure Ethiopia Tour and Travel Agency

In the year 2019, the travel and tourism sector was a substantial contributor to Ethiopia’s economy, representing 6.3% of the gross domestic product (GDP). By the year 2022, the sector’s direct contribution to GDP had reached ETB 329.7 billion (equivalent to USD 6.3 billion), which constituted 5.6% of the total economy. This figure indicated a recuperation from the decline witnessed in 2020, yet it remained a diminution from the levels seen in 2019.

The employment scenario within Ethiopia’s travel and tourism sector also experienced a decline in 2022 when contrasted with 2019 figures. As per the World Travel & Tourism Council’s report, the sector directly sustained 645,113 jobs in 2022. While this number is substantial, it falls short of the employment levels recorded during the pre-pandemic era.

From prominence to uncertainty

Industry experts and stakeholders interviewed by Addis Standard have also depicted the grim state of affairs for the tourism sector, attributing its downturn to persistent conflicts and instability across several regions. They have highlighted a marked decrease in the number of tourists, observing that current visitors are predominantly those attending conferences in Addis Abeba.

This decline is further exacerbated as numerous nations have enacted travel restrictions on Ethiopia, citing concerns over the lack of security in different parts of the country.

The resurgence of conflict involving the non-state militia, Fano, instigated by alterations in regional security arrangements, has drained optimism from the once-bustling locales of Gondar and the tranquil trails of Lalibela.

A local tour guide, speaking under the weight of the current tensions, stated, “Peace, not visitors,” reflecting the stagnation that has gripped the tourism sector.

While the tour guide acknowledged the region’s wealth of attractions, including Gondar’s historic sites, the Northern Mountains, the churches of Lalibela, and Lake Tana in Bahir Dar, he voiced deep-seated apprehensions regarding the tourism industry’s trajectory.

He warned that should the unrest and instability persist, the livelihoods of numerous individuals employed within the industry could be imperiled, potentially leaving them without the means to support their families.

“Peace is the lifeline of the tourism industry,” Nahom Admasu, managing director of Pleasure Ethiopia Tour and Travel Agency, stressed with a sense of immediacy.

As an active participant in the preeminent Ethiopian Tour Organizations Association, Nahom has directly observed the severe repercussions that even minimal unrest can have on the sector. According to him, the cascade of flight cancellations, unoccupied accommodations, and quiet dining establishments are indicative of foregone reservations, the impact of which resonates down the entire tourism value chain, affecting entities from thriving airlines to service providers.

“Peace is the missing polish for Ethiopia’s tourism crown,” lamented Nahom, who observed that tourists stay away, leaving not just empty streets but empty coffers.

“Foreign currency, the lifeblood of development, slips through our grasp, deepening our economic woes,” emphasized Nahom. “Conflicts, not merely local disturbances, ravage the tourism sector.”

Nahom indicates the travel restrictions imposed due to the Tigray War severely impeded tourist arrivals, and the widespread effects of instability led to the closure of tour operations and the exodus of essential professionals. With Ethiopia’s reputation compromised, he says the endeavor to attract tourists has become an exceedingly difficult challenge.

Fitsum Gezahegn, director of the Ethiopian Tour Organizations Association, an entity dedicated to promoting the nation and drawing tourists, has acknowledged the sharp decline in tourist arrivals as a consequence of Ethiopia’s persistent conflicts. “Ethiopia’s vibrant tapestry of ancient wonders and bustling markets lies tragically muted, its colors bleeding away under the weight of ongoing conflicts.”

Despite the presence of a few daring visitors who manage to overcome the hurdles of travel to Ethiopia, Fitaum maintains that their numbers are merely a fraction of what the country could potentially attract. “High travel costs, limited availability, and gnawing safety concerns keep the majority of adventurers at bay.”

Additionally, industry observers note that travel bans, arising from stringent restrictions, are further suffocating the vitality of the tourism sector. “Unprecedented challenges are currently facing the Ethiopian tourism industry despite its existence for the past 50 years,” the director stated to Addis Standard.

Fitsum underscored the profound impact of the absence of peace in regions renowned for Ethiopia’s cultural, historical, and natural treasures on the tourism sector as a whole. He detailed that the ripple effects of the industry’s decline are pervasive, affecting individuals at every level of society, with a notable surge in unemployment rates among those who were once gainfully employed in tourism.

By drawing a compelling analogy, the director likened the current turmoil within the tourism industry to the potential consequences that would ensue from impeding the exports of coffee and oilseeds, vital commodities in Ethiopia’s export portfolio.

He highlighted that the repercussions of ongoing conflicts extend beyond mere economic dimensions, impairing domestic tourism as well. With a strong call to action, Fitaum ardently championed the cause of enduring peace and implored all factions involved in the conflict to initiate constructive dialogue, with the aim of devising a solution that promotes stability and rejuvenates the tourism industry.

Experts in the domain caution that the persistent conflicts will gravely affect the hotel industry, which is closely intertwined with the fortunes of the tourism sector. Establishments in Addis Abeba and other tourist hotspots have noted a marked decrease in revenue, corresponding with the reduction in tourist visits.

Getahun Alemu, President of the Ethiopian Tourism and Hotels Market Association, has articulated the catastrophic effects of both armed conflict and the so-called “diplomatic war” on the tourism industry. He referenced instances during the Tigray War where embassies disseminated alarmist propaganda, alleging that Addis Abeba was encircled and that commercial aircraft might be at risk of being targeted.

“Such negativity has a devastating effect on tourism,” he stated.

Despite recognizing the destruction caused by the conflict, Getahun posits that the “diplomatic war” has exacted a more substantial toll.

The diplomatic war has exacted a more substantial toll.” Getahun Alemu, President of the Ethiopian Tourism and Hotels Market Association

In light of the unrest present in various regions, the association is deliberately channeling its resources to enhance the visibility of southern Ethiopia’s multitude of tourist attractions. The president highlighted the necessity of shifting the promotional focus, asserting, “We cannot solely rely on northern Ethiopia, which is currently facing conflict. Even if one area experiences unrest, we must actively promote peaceful regions to maintain tourist flow.”

Subsequent to the cessation of hostilities in the Tigray war, the association has undertaken initiatives to provide training and structural support to hospitality establishments in Bahir Dar, Lalibela, and Wollo. Furthermore, the association’s members have pledged to undertake the reorganization of hotels within the Amhara region following the resolution of the conflict.

Resilience in the face of unrest

Despite the devastation wrought by the protracted war in Tigray and its adverse effects on neighboring regions of Amhara and Afar, there is a faint yet discernible spark of recovery in the tourism sector.

A report from the United Nations World Tourism Organization (UNWTO) provides a modest degree of encouragement, indicating a 28% increase in national tourism following the Cessation of Hostilities Agreement (CoHA) between the federal government and forces in Tigray.

The most recent analysis from the World Travel & Tourism Council suggests that Ethiopia’s travel and tourism sector has demonstrated notable resilience amidst global adversities, with an encouraging pattern of recovery becoming apparent by the year 2022. Although the sector has not entirely rebounded to the zenith of its performance in 2019, the report indicates that the sector is well-positioned for sustained growth and an ongoing contribution to the nation’s economic fabric.

According to the report, a pivotal element of Ethiopia’s travel and tourism revenue, visitors’ spending, reached ETB193.1 billion (equivalent to $3.7 billion) in 2022. This represents a significant increase from the figures recorded in 2019, underscoring the enduring allure of Ethiopia as a tourism destination.

Projections for the year 2023 anticipate further augmentation, with the number of international tourists expected to swell, thereby generating increased expenditures.

Authorities have also observed indications of revitalization within the tourism industry. Officials also say there is a spark of recovery in the tourism sector. Recently, the Addis Abeba Bureau of Culture, Arts, and Tourism announced that, during the first three months of the current fiscal year, the tourism sector in the capital has generated a substantial economic inflow exceeding 17.25 billion birr.

Haftay Gebreegziabher, deputy head of the Bureau, reported to the state media that the capital welcomed approximately 268,000 international tourists during the first three months of the current budget year. AS

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Ministry leveraging ITB Berlin 2024 to promote Ethiopia’s tourism potentials

Addis Ababa, March 7, 2024 (FBC) – Ethiopian delegation led by the Minister of Tourism, Nasise Chali, is participating in the International Tourism Exchange (ITB 2024) which is taking place in Berlin Germany from 5-7 March.

The Ministry of Tourism is leveraging the convention to promote Ethiopia’s immense tourism potentials displaying attraction sites imprinted on banners and giving detailed explanations to visitors touring the Ethiopian pavilion at the exhibition site on historical, cultural and spiritual heritages in the country.

The Tourism Minister also conferred with representatives of several international tour and travel organizations on potential areas of cooperation in the industry.

The discussions between the Minister and the tour and travel agencies were centered on ways of forging collaboration in the tourism promotion and marketing fields.

Ethiopia is endowed with vast tourism potential pertaining to its natural, historical and cultural heritages in all corners of its territory.

Ethiopia’s historical attractions, national parks with endemic wild life and cultural and religious festivals have been inscribed by UNESCO as heritages of humanity.

International Tourism Exchange (ITB), the world’s largest travel and tourism trade fair, is taking place Berlin Exhibition Center from 5–7 March 2024 involving participation of over 5500 exhibitors from 170 countries.

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ETHIOPIANS TODAY

Ethiopians Today!

Prime Minister Abiy Ahmed launched the National Tourism and Hospitality Exhibition

By Chala Dandessa

Prime Minister Abiy Ahmed launched the National Tourism and Hospitality Exhibition earlier today. The exhibition at the Science Museum showcases Ethiopia’s tourism assets and will be open to the public for the next coming weeks as of today.

On his official twitter page Prime Minister Abiy Ahmed said “Tourism is one of the main pillars for the economic sector, considering we have a rich history, heritage, culture, natural endowments, birds, wildlife and unique events that are marketable. The Tourism and Hospitality exhibition launched today gives visitors an opportunity to see a sample of what makes Ethiopia an ideal destination. I call upon all Ethiopians to explore what your country offers; to extract the potential of what you discover; to promote and to serve in the interest of positioning Ethiopia as a destination with many splendours”.

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