Ethiopia, being the headquarters of numerous international and regional organizations, and acquires more income from the tourism sector annually. The African Union (AU) and the United Nations Economic Commission for Africa (UNECA) give impetus to promote the tourism sector and generate tangible incomes for the country. The annual participants of the AU assembly, media professionals came to report the event and other partakers play important roles to promote the country’s untapped tourism potentials.
Ethiopia, known for its most hospitable people and extraordinary welcoming atmosphere, embraces wonderful natural and man-made tourist attractions for international tourists. Thus, more assignments are left ahead to harness the full potentials of conference tourism.
In his welcoming speech at the Opening of the 35th Ordinary Session of the AU Assembly, Ethiopian Prime Minister Abiy Ahmed (PhD) highlighted that a continent of 1.3 billion people, a substantial percentage of them young and dynamic, will drive Africa’s prosperity and pulls it out of poverty as it was set forth in Africa’s Agenda 2063.
“The potential of continent’s wide tourism resources remains untapped. It is part of Aspiration 5 of Agenda 2063 which seeks to create an Africa with a strong cultural identity, common heritage, values and ethics. The more we know each other, the more we are able to cooperate and resist the forces that seek to divide and undermine us. You may recall a mere two months ago, efforts were underway by some in the international community to create an atmosphere of fear to drive expatriates out of Ethiopia and discourage travel to Ethiopia. Those efforts were not successful. And will not be successful,” he underscored.
Indeed, many fellow Africans joined the Great Ethiopian Diaspora Homecoming challenge and proved to the world Ethiopia is a safe and culturally rich tourist destination.
Accordingly, as a key pillar of our national reform agenda in the past two years, tourism potential within Ethiopia has been augmented greatly with many natural endowments developed to complement the historical and cultural heritages which are already existed. Ethiopia remains open and welcomes all fellow African brothers and sisters.
Experts in the tourism sector also recommend the need for coordinated efforts to utilize the country’s conference tourism potentials effectively. Addis Ababa is the third largest diplomatic hub next to New York and Geneva. Therefore, availing extraordinary tour packages via Ethiopian, developing new tourist destinations, undertaking effective marketing and promotion activities are expected from every stakeholder to harness tourism potentials.
Tourism Minister Advisor Getnet Yigzaw said that both the government and private sector should work hand in hand to tap the benefits the conference tourism could bring to the overall economy of the country in terms of employing a sizable number of citizens.
Due attention should be attached to exploit the opportunity that the African Union 35th Summit has brought to Ethiopia’s tourism sector and its positive role in reviving the conference tourism business.
According to him, creating conducive environment for the participants of the AU Summit and other conference tourists could encourage them to extend their stay in Ethiopia thereby enabling the country to generate more foreign currency.
“Therefore, it requires comprehensive preparation to provide the tourists a seamless service and make their stay in Ethiopia memorable. Ensuring the safety and security of tourists remains a priority. In Addis Ababa, several tourist attraction sites have been developed by the government. Various parks and other amusement centers have been built in the capital and this plays an immense role in increasing the tourists’ stay. The Great Ethiopian Home Coming challenge has brought about a remarkable result in the tourism sector.”
Noting a safe and secure travel environment will enable tourists to extend their stay in the country, the Adviser highlighted that the situation needs the active collaboration of all stakeholders. Previously, African leaders immediately returned home after completing the meeting, now, the situation has been improved and auxiliary activities including development of parks, museums, and other recreational centers give impetus to the situation.
Accordingly, sustaining peace and security is the main factor of tourist attraction. As states’ governments are the owners of tourist destinations, they should develop tourism brands. Due attention should also be given to promote the tourism potentials among participants of the AU Summit and others coming to conferences.
There are improvements in tourism facilities in Ethiopia and there are over one thousand star-designated hotels and five hundred tour guide organizations. Concurrent to developing tourist destinations, Ethiopia should develop diversified products to generate more income from the conference tourism and properly executing the four tourism market mixes such as product, pricing, promotion and place are also crucial.
In sum, Ethiopia could generate more from the tourism sector through providing various incentives to the sector’s practitioners, widening new tourist destinations development, and setting new tourism policies. Stimulating the country’s tourism sector and creating numerous jobs requires lower investments than launching new factories. Therefore, the government, private actors, and pertinent stakeholders are expected to work jointly to harness the suitable conference tourism potentials of the country through developing tourist facilities.
BY TEWODROS KASSA
THE ETHIOPIAN HERALD FRIDAY 11 FEBRUARY 2022
