HARAR: -Tough the new suave tourism brand ‘Ethiopia Land of Origins’ is three years old, excessive efforts need to be put to inculcate and promote the brand all over the world by the government and pertinent bodies, Tourism Ethiopia said.
Presenting a research paper entitled ‘The General Description on Ethiopia’s Tourism Brand at the forum of Brand Promotion recently, Tourism Ethiopia Marketing Team Leader Woldegebriel Berhe said the new tourism brand has replaced the previous brand ‘13 months of Sun Shine’ which finished its life cycle having introduced Ethiopia successfully to the whole world.
“Now we are at the early stage of promoting the new brand and so the country is in need of strong marketing and promotion activities in a bid to be more competitive in tourism business. Most importantly, the government, media personnel, private investors and the public at large need to play
due role in promoting the brand.”
Speaking of strategic brand designing process, he said it has four characters that are authenticity, aspiration, emotion and simplicity. Therefore, the new brand has passed through these brand distillation processes.
As to him, different brand alternatives were recommended like ‘Our Land Your History’, ‘All Africa in One’, ‘Undiscovered Africa’ and others, but the new brand were selected as it explains Ethiopia in a better way.
“Various analyses were made while designing the new brand. Self analysis is what Ethiopians in land and abroad say about their country. Stakeholders’ analysis is what travel agents, tour operators, hotels and others say about Ethiopia. Competitors’ analysis is what they have but we don’t and what we have but they don’t and customer analysis what tourists who visited Ethiopia said about the country,” he said.
Based on the analysis, Ethiopia has three core tourist attractions that differentiate it from other competitors. One is its dramatic landscape from Dashen Mountains to Dalol depression and the life that flourishes there. The second is history that goes back as far as myth and legend and the third one is diversified culture.
For his part, Tourism Ethiopia Public Relations and Communication Director Fitsum Kasahun said: “This forum is the fifth one in promoting our country’s new brand following Amhara, Tigray, South states and Addis Ababa city administration. I believe this campaign binds all of us in promoting the brand more than ever.”
Moreover, he expressed his gratitude to Harari State Culture, Heritage and Tourism Office for its effort in the process of realizing the forum.
Delegates from Dire Dawa City Administration, Somali state, over fifty media members and Harari officials attended the forum, it was learnt.
The Ethiopian Herald July 9/2019
BY BACHA ZEWDIE
