Wouldn’t it be great if something as simple and pleasurable as international travel could help end something as grinding and enduring as global poverty? After all, the industry is booming, growing at least four percent a year since the 1960s (with a brief slowdown in 2009), according to the United Nations World Tourism Organization (UNWTO).
In 2016, over 1.3 billion international tourists spent an estimated US$1.4 trillion. That’s the equivalent of Australia’s gross domestic product, dispersed around the world.
The UN has even declared 2017 the International Year of Sustainable Tourism for Development, heralding the role of international travel in reducing poverty. But how much global tourism money really makes its way to poor countries?
As a nation listed in developing and even fastest growing countries, Ethiopia is fortunate in the sector though it needs to pay more commitment to fully benefit from the sector.
“13 Months of Sunshine.” This was the inspiring slogan that defined Ethiopia for almost half of a century. In 2016, a new tagline – “Land of Origins” – was introduced by the Ethiopian Tourism Organization (ETO), recently re-flagged as Tourism Ethiopia, to revitalize the nation’s struggling tourism industry.
Ethiopia welcomed over 933,000 travelers in 2017, a slight increase on the 870,000 recorded in 2016. Data from the Ministry of Culture and Tourism shows that in 2017, 46 percent of them visited for leisure and 35 percent were transit passengers.
What is alarming is that these transit passengers, around 325,800 of them, were traveling with Ethiopian Airlines. As a result, they had a minuscule impact on the local economy as they were isolated in Addis Ababa before their connecting flights. They had little to no time to explore the capital city or any other site before jetting off.
These transit passengers continue to be included in tourism statistics despite not truly experiencing the country. They are not genuine tourists. In hindsight, Ethiopia is not the destination they intended to visit.
On a positive note, there has been a visible increase in the number of tourists in Addis Ababa after PM Abiy Ahmed’s rapid reforms following years of unrest throughout the country. But these increments are not sufficient to fuel Ethiopia’s ambition to become a powerhouse tourist destination in Africa.
Ethiopia deserves to be higher on the list of key African markets due to its nine UNESCO World Heritage sites. Addis Ababa is the diplomatic capital of Africa and Bole International Airport recently overtook Dubai as the major transit hub to Africa, thanks to Ethiopian Airlines – the continent’s leading airliner.
However, there are many challenges that need to be addressed. Some of them include the lack of effective marketing, limited access to financing, and the inadequate development and implementation of strategies.
Another noteworthy concern is the limited access to finance. Ethiopia has the potential to support a growing tourism sector, but if the capital is not available to invest in improving both tangible and intangible assets, little progress will be made. For example, a tangible asset would be the development of tourist centers and facilities at popular sites. Intangible assets would be the effective marketing mediums and promotions to connect with travelers.
Regardless of struggles and challenges, the country scored highest tourism growth in the world. Ethiopia’s Travel & Tourism economy grew by 48.6 percent in 2018, the largest of any country in the world, according to the World Travel and Tourism Council’s (WTTC) annual review of the economic impact and social importance of the sector released in March.
Ethiopia experienced the highest tourism growth in the world, surpassing the global average growth rate of 3.9% and the African average of 5.6 percent. The Council stated that during the period, the sector supported 2.2 million jobs and contributed US$7.4 billion to Ethiopia’s economy, an increase of US$ 2.2 billion in 2017.
This was driven mainly by international visitor spending, to the country’s improved connectivity as a regional transport hub and to recent visa relaxation policies. The sector now represents 9.4% of Ethiopia’s total economy.
“Ethiopia’s Travel and Tourism boom was one of the great success stories of 2018. It has exceeded our sector’s global and regional comparisons to record the highest level of growth of any country in 2018,” Gloria Guevara, President and CEO of the World Travel and Tourism Council, said in a press statement shared to the media by Ethiopian Airlines.
“This has been driven by the solid performance of aviation in the country and the development of Addis Ababa as a dynamic and growing regional hub,” Gloria Guevara said.
The press statement indicated that the timeless charm of Ethiopia’s natural, cultural and historical tourist attractions have been driving an influx of tourists from far and wide. As the land where mankind, coffee, and the Blue Nile trace their roots, Ethiopia has always been a fascinating destination for holidaymakers.
“The country’s UNESCO-registered heritages including the majestic obelisks of Axum, the rock-hewn churches of Lalibela and the historic fortified town of Harar, among others, have always remained tourist magnets, drawing visitors in droves,” said Ethiopian Airlines indicating that the connectivity options it offers to travelers has made Ethiopia ever more accessible to the whole world, and has facilitated the influx of tourists.
The Ethiopian Herald September 17, 2019
BY BACHA ZEWDIE
