BY TEWODROS KASSA
The 36th African Union annual Summit and the 42nd Ordinary Session of the Executive Council (Ministerial Session) that took place from the 15th February 2023 to the 19th February 2023 at the African Union Commission Headquarter, Addis Ababa concluded successfully. The Summit attracted numerous heads of states, diplomats, journalists, members of international organizations, among others to attend the annual Summit. According to the Ethiopian Media Authority, some 852 journalists have attended and covered the 36th AU Summit here in Addis Ababa. The number of foreign journalists that came to cover last year’s AU summit was 330 and this year’s assembly has seen an increment of over 36 percent from the preceding year.
Thus, the annual African Union Summit has become a crucial opportunity to promote the country’s tourism industry and generate a tangible income from the sector. Noticeably, the government has been undertaking various measures through prioritizing the sector’s substantial contribution to the national economy. The recently-concluded AU Summit was instrumental in giving impetus for Ethiopia’s tourism and hospitality industry. The seamless provision of services and amenities including electricity, telecom, and security is the main factor for this.
The Ministry of Tourism stated that it employed relevant agencies including the Ethiopian Airlines and diplomatic missions as critically essential vehicles for the flow of international tourists. Tourism State Minister Selamawit Dawit told The Ethiopian Herald that the Ministry has partnered with pertinent stakeholders to enable Ethiopia to become the tourism hub of East Africa and Africa in general. Consolidated efforts are also underway to support the country’s tourism potential and to build the nation’s positive image among the international visitors.
Accordingly, the Ministry, in partnership with Ethiopian Embassy in Washington, D.C., and the airliner, hosted a colorful cultural and tourism promotion event on the 17th February 2023 to introduce the country’s tourist attraction sites to potential visitors. “We are also working in unison with the Ministry of Foreign Affairs and Ethiopian diplomatic missions in various countries to promote the immense tourism potential of the country to the outside world. Such promotion would continue in different parts of the world to boost the foreign exchange earnings from the tourism business.”
Various tour packages were prepared for the African Union Summit participants and other invited guests to visit Addis Ababa’s famous tourist attraction sites including Entoto and Unity parks as well as the National Museum and traditional restaurants. Promotional video clips and other promotions were also displayed in the African Union (AU) Headquarters in a bid to promote Ethiopia’s tourist destinations.
Therefore, the Ministry has done its level best towards promoting the country’s outstanding tourist destinations and newly developing tourist destinations during the African Union’s successive summits. “The conference immensely contributed to raise the profile of Ethiopia and its capital. Traditional evening programs were also organized to display that Ethiopia is a multicultural nation and has distinctive cultural values. Such summit is instrumental in creating a great economic revival at both the country and city level
On his part, the Addis Ababa Culture, Arts and Tourism Bureau Tourism Destination Development and Quality Assurance Director Amdemaryam Mamo told The Ethiopian Press Agency (EPA) that the 36th African Union Summit has been a platform that yielded greater benefits to the revival of tourism activity in the country. According to him, the owners of the star-designated hotels in Addis Ababa offered state of the art services and held coffee ceremonies on all of the four days of the AU sessions and ensured a good reception. Hosts, wearing traditional costumes, promoted Ethiopians’ culture. They sold traditional crafts and items, and entertained guests with traditional music and cultural night programs so as to promote the country’s cultural diversity. According to tourism experts, extending a warm welcome to participants of the AU Sessions and helping them to feel at home would enable to unlock Ethiopia’s immense potential for tourism.
Travel Journalist Henok Seyoum said that integrated efforts of all stakeholders are crucial to portray the nation’s positive image among AU guests. Apart from forging bilateral and multilateral relations, the summit could help Ethiopia to stimulate the tourism sector. “It is vital to take advantage of such high-level meetings to enhance the development of the tourism sector. In doing so, there must be a way to enable summit participants to visit the Science Museum, Friendship, Unity as well as Entoto Parks, among others,” he said. Similarly, the media should play a due role in promoting Ethiopia’s tourist attraction sites and encouraging participants of the AU sessions to visit the country. Appreciating the efforts geared by the Ethiopian Airlines and the Ministry of Foreign Affairs, he called on other stakeholders to make similar engagements.
In sum, not only the annual AU sessions but also other continental and international conferences that are carried out in the country will not only play an essential role in building Ethiopia’s positive image but also enable the country to get the right benefit from the tourism sector. What is more, the Ethiopian Airlines is also a potential opportunity to make Ethiopia the gateway of African tourism through expanding its flight to Africa and other continents.
THE ETHIOPIAN HERALD FRIDAY 24 FEBRUARY 2023
