The tourism sector in Ethiopia is witnessing significant advancements as part of the country’s national reform agenda. In recent years, there have been dramatic developments in destination enhancement, an increase in tourist inflow, and substantial revenue generation. Recognizing the sector’s economic importance, the Ethiopian government is making considerable investments to bolster its overall development through destination promotion and the establishment of new tourism sites. Alongside these efforts, Ethiopia is also focusing on harnessing digital technology to promote its destinations and manage various tourism-related activities more effectively.
In today’s rapidly evolving global tourism landscape, digital technology has become a transformative force, reshaping how destinations are promoted, experienced, and managed. Acknowledging this potential, Ethiopia’s Ministry of Tourism (MoT), in collaboration with the Information Network Security Administration (INSA), has officially launched the “Visit Ethiopia” digital marketing platform. This initiative marks a significant step in positioning Ethiopia as a competitive and attractive destination on the global stage.
The “Visit Ethiopia” platform serves as an interactive digital gateway, offering comprehensive and timely information about the country’s diverse tourism assets. Ethiopia is rich in offerings, from ancient historical sites and vibrant cultural traditions to stunning natural landscapes. The platform aims to connect these unique features with a global audience in an engaging and user-friendly manner.
This initiative reflects Ethiopia’s broader commitment to harnessing technology to unlock the socio-economic benefits of the tourism sector. By integrating advanced features such as chatbots, real-time updates, and networking capabilities for stakeholders, the platform exemplifies how digital innovation can play a pivotal role in revitalizing and modernizing Ethiopia’s tourism sector, thereby shaping the country’s image as a must-visit destination in Africa and beyond.
In a recent parliamentary session, Prime Minister Abiy Ahmed (PhD) addressed the members of the House of People’s Representatives regarding the government’s performance during the 2017 Ethiopian fiscal year. He highlighted the remarkable increase in tourist arrivals, announcing that Ethiopia had recorded the highest number of foreign visitors in its history during this period.
The Prime Minister emphasized that Ethiopia is becoming an ideal global destination for tourists. He shared that the country hosted over 150 international conferences in the recently concluded fiscal year, which was double the number from the previous year. These conferences attracted approximately 1.3 million foreign visitors, further establishing Ethiopia as a prime location for conference tourism.
According to PM Abiy, the surge in tourist numbers can be attributed to a combination of infrastructural developments in tourist destinations and national reforms that have enhanced Ethiopia’s international engagement with various stakeholders. The growth of the hospitality industry, the expansion of Ethiopian Airlines, the development of economic corridors, and ongoing improvements at major tourist attractions have all played significant roles in drawing foreign tourists to the country.
During the fiscal year, notable parks in the capital, including Unity Park, the Science Museum, Friendship Park, and the recently renovated National Palace, attracted more than 1.5 million visitors, generating revenue exceeding half a billion birr. The Prime Minister stated that, over the past few years, tourist sites in Addis Ababa have seen over 13 million foreign and domestic visitors. This trend highlights the evolution of tourism as a key sector in Ethiopia’s economy.
After presenting the revolutionary developments in the tourism sector, the Prime Minister underscored the need for integrated development across various sectors and modernization of service provision within the tourism industry. This approach aims to position Ethiopia as a regional hub for tourism. To maintain the momentum in the sector and address the technological gap identified in Ethiopia’s tourism landscape, the country has officially launched the “Visit Ethiopia” digital application, making it available to the public this week. During the launch ceremony, tourism experts emphasized the importance of the digital app in modernizing service delivery and enhancing Ethiopia’s competitiveness in the global tourism market.
While introducing the “Visit Ethiopia” digital platform, Minister of Tourism Selamawit Kassa pointed out that a lack of technological integration is one of the primary challenges facing the tourism industry. She highlighted issues such as limited accessibility, insufficient comprehensive information for visitors regarding the country’s tourism potential, and the need for better integration of emerging technologies. The “Visit Ethiopia” digital application is expected to address these challenges by bridging the technological gap in the sector.
Developed with the technical support of experts from INSA, the new platform is an innovative initiative designed to promote the country’s diverse tourism offerings and make Ethiopia a more attractive and accessible destination for global travelers. Selamawit explained that the platform serves as a one-stop digital hub, providing extensive information and services to both domestic and international tourists.
“Visit Ethiopia is more than just a website. It is a digital gateway that showcases Ethiopia’s natural beauty, cultural heritage, and historical landmarks,” Selamawit stated, emphasizing the platform’s role in delivering timely and accurate tourism information. The platform also promotes collaboration among tourism stakeholders and strengthens digital marketing efforts within the sector.
In today’s world, where digital technology is revolutionizing service delivery, integrating these tools into the tourism sector is essential for maintaining growth and capitalizing on untapped potential. As global competitiveness in tourism increases, adopting modern methods of promotion and service delivery through digital technology becomes imperative. “To fully benefit from this smokeless industry, we must create a welcoming environment for tourists and utilize technology to present Ethiopia to the world,” Selamawit added.
The Minister also mentioned Ethiopia’s initiatives in various national and regional efforts aimed at unlocking and promoting the nation’s untapped tourism potential in the global market. She expressed optimism that the new digital application would propel Ethiopia’s tourism sector to new heights.
For her part, Tigest Hamid, the Director General of INSA, noted that the Digital Ethiopia 2025 Strategy aims to accelerate digitalization in the country, with the “Visit Ethiopia” platform being a vital component of this goal. She emphasized the role of tourism in job creation and enhancing the nation’s image, stating that the Visit Ethiopia platform would contribute significantly to the sector’s development and its overall impact on the economy.
Tigest explained that the Visit Ethiopia digital platform would offer multiple benefits, including providing real-time information access for tourists, improving service delivery, enhancing coordination among stakeholders, and boosting Ethiopia’s competitiveness in the global tourism market. As the Ethiopian government strives to establish the country as a leading tourist destination hub in Africa, the introduction of digital mechanisms in the sector is crucial for accelerating progress and realizing this vision. Tigest reiterated that the new platform is part of a national initiative designed to create favorable conditions for developing, integrating, and effectively utilizing technological solutions in tourism.
The “Visit Ethiopia” platform is designed to unify the country’s tourism resources, destinations, products, services, and unique experiences into a seamless online experience. This platform enables key tourism actors along the value chain to connect in one place, promote and market their services and products, and engage directly with tourists.
In summary, the launch of the “Visit Ethiopia” digital marketing platform represents a significant milestone in Ethiopia’s efforts to modernize its tourism sector. By embracing digital technology, the country is not only enhancing its appeal to international visitors but also paving the way for sustainable growth in tourism, which is poised to play an increasingly important role in the national economy. As Ethiopia continues to develop its tourism infrastructure and integrate technological innovations, it is well-positioned to become a leading destination in Africa and beyond.
Selamawit Kassa, Minister of Tourism, and Tigist Hamid, INSA Director General, officially launched the Visit Ethiopia digital platform at Skylight Hotel in Addis Ababa. Their collaboration signifies a commitment to advancing Ethiopia’s tourism sector through innovative solutions, ensuring that the country remains competitive in the global tourism market.
BY DARGIE KAHSAY
THE ETHIOPIAN HERALD FRIDAY 11 JULY 2025
