Ethiopia is a land endowed with diverse attractions, from the majestic Simien Mountains to the ancient Rock-Hewn Churches of Lalibela. The country’s unique cultural heritage, including its vibrant traditional music and dance, draws visitors from around the world. However, despite its potential, Ethiopia’s tourism industry has yet to reach its full capacity.
The country is known for its rich history and cultural heritage and it is making significant efforts to boost its tourism industry. With breathtaking landscapes, ancient historical sites, and diverse wildlife, Ethiopia has immense potential to become a top tourist destination in Africa.
With this in mind, the government is undertaking numerous initiatives to develop and expand tourist destinations, aiming to achieve the desired economic benefits. Accordingly, one of the key strategies to boost Ethiopia’s tourism sector is investing in infrastructure development. This includes improving road networks, upgrading airports, expanding hotel accommodations, and developing new tourist destinations.
Moreover, the ongoing efforts by the Ethiopian government and private partners, new tourist destinations are being developed to cater to the growing number of visitors. These include eco-friendly lodges in remote wilderness areas, community-based tourism initiatives, and sustainable cultural experiences. The development of new tourist destinations not only benefits travelers but also has a positive impact on the local economy and communities.
By creating sustainable tourism opportunities, Ethiopia is able to preserve its natural and cultural heritage for future generations while generating income for local residents.
Recently, Minister of Tourism Selamawit Kassa disclosed that Ethiopia’s tourism sector has experienced unprecedented growth over the past nine months, with significant strides made in both conference tourism and new destinations development.
According to her, the tourism sector has received exceptional attention from the government and key institutions, with a notable surge in international, continental, and regional events hosted in the country. During her briefing, the Minister revealed that the sector has shown remarkable progress. She made a remark on the performance of the tourism sector in the first 100 days of the third quarter and the overall macroeconomic performance of the past nine months.
“We have held more than 60 major conferences during this period, a significant increase compared to the same period last year,” Selamawit said. She also attributed the sector’s momentum to the government’s strategic focus on infrastructure development, enhanced diplomatic engagement, and coordinated institutional support aimed at expanding conference tourism.
“This growth reflects not just country’s event hosting capacity, but also our success in promoting Ethiopia’s image to visitors from around the world,” the Minister added. Beyond conference tourism, major developments have taken place in the restoration and expansion of tourism sites, including the Jimma Aba Jifar Palace, the Fasil Castle (Fasil Ghebbi), and others.
New destination development initiatives especially the ‘Dine for the Nation’ and ‘Dine for the Generation’ projects championed by Prime Minister Abiy Ahmed have further reinforced the country’s tourism offerings.
What is more, international promotional efforts are also gaining traction. Ethiopia recently reached an agreement in Prague to promote its image as the ‘Land of Origins’ and actively participated in an international tourism event held in Berlin, strengthening Business to Business (B2B) ties with European partners.
The Minister also revealed that a policy review is underway to reshape the country’s approach to tourism, intending to align infrastructure, marketing, and investment strategies with global standards.
Highlighting Ethiopia’s global connectivity through Ethiopian Airlines, she emphasized that the national carrier remains a crucial asset in advancing the country’s tourism potential. Moving forward, the focus will be on further strengthening the infrastructure and promotional efforts already underway to achieve the desired outcomes.
Accordingly, Ethiopia’s strategic asset, Ethiopian Airlines—renowned for its extensive connectivity across Africa and to major destinations worldwide serves as the backbone of the continent’s aviation industry. This advantage should be leveraged to further boost the tourism sector, and collaboration with key stakeholders will be essential, Selamawit noted.
Regarding the sector’s competitiveness, tourism experts highlight the need to preserve Ethiopia’s rich cultural heritage as it is essential to attracting tourists interested in history and tradition.
So far, efforts are being made to protect and promote historical sites, such as the ancient city of the castles of Gondar as well as other historical destinations countrywide. Thus, organizing cultural festivals and events is also important to showcase Ethiopia’s diverse traditions and customs, providing visitors with a deeper appreciation of the country’s heritage.
Accordingly, undertaking effective marketing and promotional activities are also crucial for raising awareness of Ethiopia as a tourist destination. The Ethiopian government, in collaboration with tour operators and travel agencies, is actively promoting the country’s attractions through targeted social media campaigns.
What is more, engaging local communities in tourism activities is essential for achieving sustainable development. Community-based tourism projects give the residents opportunities to actively participate in and benefit from the tourism industry. By involving communities in activities like guiding tours, offering homestay accommodations, and selling locally-made crafts, Ethiopia can enhance the social and economic impact of tourism on a grassroots level. Additionally, taking meaningful steps in conserving the environment, such as anti-poaching campaigns and habitat restoration projects are vital to protecting the country’s natural heritage. Embracing sustainable tourism practices help ensure that Ethiopia’s wildlife and natural landscapes are preserved for future generations.
In sum, the development of new tourist destinations in Ethiopia is a game-changer for the country’s tourism industry. Blessed with unparalleled natural landscapes, a diverse and ancient cultural heritage, coupled with the charm and hospitality of its people, Ethiopia is a must-visit destination that offers an unforgettable and a truly authentic experience for its visitors. By investing in infrastructure, enhancing the visibility of its natural, cultural and historical heritage, and embracing sustainable tourism practices, Ethiopia is strategically positioning itself as a top travel destination in Africa. These efforts not only boost the national economy but also foster cross-cultural understanding and contribute to the long-term preservation of the country’s unique identity.
BY TEWODROS KASSA
THE ETHIOPIAN HERALD SATURDAY 26 APRIL 2025
