Ethiopia is a country blessed with numerous cultural, historical, and natural attraction sites. However, due to various reasons, the country has not yet reaped the expected benefits from the tourism industry. Although there are promising tasks in terms of developing new tourism sites, the country has not been promoting the tourism potential it possesses.
This does not mean that there are no promotional activities. The visits of higher officials and diplomats to different countries, for instance, serve as a good example. They wear traditional clothes representing the nations and nationalities of Ethiopia and invite international meeting participants to spend additional time visiting tourist destinations.
The effort to register tangible and intangible resources on the UNESCO heritage list itself is a form of promotion. Tourists who refer to the UNESCO heritage list know where these heritages are located. Renowned athletes also serve as a source of promotion, inspiring foreigners to learn more about Ethiopia.
Ethiopian Airlines, which has been increasing its travel destinations year after year, also promotes the country through various means. Passengers can easily learn about Ethiopia by viewing the mini TVs in front of their seats on the plane or by reading magazines placed in the seat pockets.
Promotion may not yield immediate results, but over time, it will generate the desired income. The country is eagerly anticipating the results of the promotional work it has done so far. Additionally, tourists are still visiting, albeit in fewer numbers. As the country continues its promotional efforts, it believes there will be a chance for more widespread tourism in the future.
In my opinion, the projects undertaken in the country have yielded very good results. There has been a significant improvement in the professional aspect as well. Projects completed for Sheger, Entoto, Friendship Park, and Unity Park have been successful. Unity Park, in particular, attracts over 300,000 visitors annually, making it a popular tourist destination.
Other tourist spots are also seeing an increase in visitors, especially those offering sports activities, events, and recreational opportunities for families. By enhancing the image of these places and increasing visitor numbers, the country is effectively developing the tourism sector.
The tourism sector in Ethiopia is still in its early stages and gaining political support and attention. It is primarily an agriculture-led industry, with many destinations and infrastructure yet to be developed. Service quality has improved, but it remains a key area for improvement, particularly in hotels, restaurants, and tour operators. The government is working on quality control and rating systems to ensure consistent standards across the sector.
Creating jobs and generating foreign currency are notable achievements of the tourism sector. Addis Ababa is emerging as a prominent city in Africa, attracting residents and visitors from diverse backgrounds. The development of various recreational and cultural sites has enriched the city’s offerings. These projects have not only contributed to the economy but have also enhanced the overall appeal of Ethiopia as a tourist destination.
While Ethiopia boasts 16 UNESCO World Heritage Sites, there is still room for growth and improvement in the tourism sector. Registering heritage sites is essential, but infrastructure development, service quality, and other factors play a crucial role in attracting tourists. The country has focused on enhancing these aspects to make Ethiopia a top choice for travelers.
The impact of the COVID-19 pandemic has been challenging for the tourism sector, but many countries, including Ethiopia, have managed to recover to pre-pandemic levels. However, the recent conflict in the north has posed additional challenges for the movement of people and tourism activities. Despite these setbacks, we are adapting by organizing conferences and events to promote tourism and attract visitors.
As the country enters the peak tourism months from September to January, there is a need to focus on promoting Ethiopian tourism and improving service quality. Encouraging domestic visitors to explore different regions and fostering a culture of travel will further boost the sector.
Collaboration between the public and private sectors, along with media support, is essential for the growth of Ethiopia’s tourism industry. By working together and investing in the sector, the country can achieve great results and create a prosperous future for tourism in Ethiopia.
BY GIRMACHEW GASHAW
THE ETHIOPIAN HERALD TUESDAY 8 OCTOBER 2024
