BY MENGISTEAB TESHOME
Tourism is a vital industry to prosper and ensure sustainable tourism development. Understanding the multifaceted benefits of the sector, countries around the globe promote their tourism potentials through digital branding and other social and mainstream approaches to attract tourists to the destinations and reap the fruits of tourism.
As Addis Ababa is one of the vibrant cities attracting more tourists, the Addis Ababa City Government Culture, Art, and Tourism Bureau, in collaboration with stakeholders, is undertaking various activities in promoting the tourism sector.
Recently, an event aimed at promoting Capital’s tourism potential was held under the motto “Addis Ababa — The Vibrant Hub of Africa”. Speaking at the occasion, Bureau head, Dr. Hirut Kassaw said that Addis Ababa has a rich history and culture. The Capital is also the third diplomatic city next to New York and Geneva. What is more, it is the gateway to Africa.
Mentioning the number of efforts exerted by the government to develop tourist destinations and flourish the city, so that to lengthen the duration of tourists stay, she said that the energies have made significant. contributions to the hospitality industry and provided adequate facilities for tourists.
According to her, tourists visiting Addis used to stay from 2-3 days on average previously due to lack of adequate tourist related services and destinations. However, following the due attention given to develop the sector, the number of tourists and their stay in the city has increased from 7-10 days. As to her, the newly developed tourism destinations including Unity, Entoto, Friendship Park, Science Museum, and the National Palace Museum, and the existing ones have contributed a lot in this respect.
“We have developed a new logo and we are working to promote it through various platforms. The logo has daisies flower on white background and a green sketch line Africa map with text that reads “Addis Ababa — The Vibrant Hub of Africa.” She also revealed the interests of several investors to engage in the sector both in the capital city and other parts of the country as the government has given due attention for the industry.
Stressing the need to enhance the effort to lead the sector with passion; the Head urged residents and stakeholders to respond to the calls. “Everyone should be a promoter, and an ambassador to his/her city.” According to Dr. Hirut, stakeholders should work in harmony because the return of tourism sector is instrumental in improving the livelihood of peoples in various value chains. Moreover, it can significantly support the economy through generating foreign currency and help lift up the face of the City; aside from creating jobs.
‘’We have built over 100 percent of the tourist destinations in the city, now we can promote them with full confidence so that tourists can enjoy their visit,’’ she remarked. With more than 5 million inhabitants who have their own cultural, language and religious values, Addis Ababa is a place endowed with a range of wonderful attractions which makes it one of the most beautiful touristic cities.
WOS International Business Group Plc. Marketing Manager Debebe Fekadu for his part said that the effort to promote Addis Ababa through various platforms is crucial in many ways. “We are working with the Bureau and engaged in developing an application that could help all actors to be partaking and benefiting. Through the concerted efforts of all, we can make Addis Ababa discoverable and topping on the global tourism chart.”
The effort to digitize the whole destinations, services and other important matters are being encoded; and in the near future the application will be commenced to public services in the near future. The application gives tourists ample information from the moment of entry to the moment of departure; one can have a listing memory in navigating, exploring, and experiencing the city’s breathing taking destinations. “We have developed the app for free of charge and we call on public and private firms to practice it and promote because it creates market opportunities and increase accessibility.”
THE ETHIOPIAN HERALD TUESDAY 11 APRIL 2023
