Unequivocally, Ethiopia has predominantly relied on agriculture for economic growth. There are also a range of income-generating schemes in the county which would potentially support the economic growth trajectory. The tourism industry, that incorporates myriads of intangible legacies like public holidays, annual festivities, and other related rituals that potentially attract investment and tourism, can be an entrenched source of economy. Holiday tourism widens the opportunity for economic growth. These days, however, Ethiopia can reduce its dependence on a single industry and create a more balanced and resilient economy by developing the sector. This diversification can provide stability and mitigate risks associated with fluctuations in other sectors.
The country, which is known for its rich cultural heritage and breathtaking landscapes, has the potential to unlock substantial economic benefits through holiday tourism. One such event that draws both domestic and international visitors is the Ethiopian Epiphany (Timket), a vibrant celebration bedecked with a multitude of undertakings and mesmerizing shows. It is a three-day festival starting on the eve of Timket, commonly known as Ketere on January 18, with colorful processions and ceremonies and continues until the holiday ends on January 20th, called Kana Zegelila.
Travel and tourism can bring significant economic benefits to the nation. It can also create jobs in the hospitality and service industries, attract new investment, and increase the flow of currency into the local economy. Befikadu Belay, Associate Professor at Pretor Business College, believes that holiday tourism can become a significant driver of Ethiopia’s economy. He emphasizes that the Ethiopian Epiphany presents a unique opportunity for the economic growth of the country.
According to him, the influx of visitors during this period can lead to increased spending, job creation, and infrastructure development.
The large number of domestic and international visitors traveling from city to city during the Ethiopian Epiphany provides a substantial boost to local businesses. Hotels, restaurants, transportation services, recreational places, and souvenir shops witness a surge in demand, resulting in increased revenue and profits. This increased spending has a ripple effect on the overall economy, benefiting various sectors.
He further stated that the surge in tourism brings with it a demand for an additional workforce in the hospitality and service industries. Hotels, tour operators, and transportation companies hire more staff to cater to the needs of visitors. This influx of employment opportunities can help reduce unemployment rates and improve the standard of living for many Ethiopians. Here, infrastructure development becomes crucial to support the growing tourism industry.
Befikadu suggests that the government should invest in improving transportation networks, expanding hotel capacities, and enhancing tourist attractions’ accessibility. Such investments not only benefit the tourism sector but also contribute to the overall development of the country.
Expressing his view and stating that Ethiopia should focus on leveraging holiday tourism to promote sustainable development, he further highlighted the importance of preserving cultural and natural heritage while reaping economic benefits.
Documents from the Ministry of Tourism in Ethiopia emphasize the significance of preserving Ethiopia’s cultural heritage during the different Ethiopian celebrations, including Epiphany. Encouraging traditional practices, such as the Timket processions and religious rituals, not only attracts visitors but also fosters a sense of pride and identity among Ethiopians. By preserving and showcasing their unique traditions, Ethiopia can differentiate itself as a cultural tourism destination.
Unquestionably, Ethiopia is blessed with diverse ecosystems and natural wonders. Accordingly, it is crystal clear that it is seemingly important to protect these invaluable resources. Sustainable tourism practices, such as eco-friendly accommodations, responsible waste management, and promoting nature conservation, can help preserve Ethiopia’s natural beauty for future generations. This approach ensures a long-term, sustainable flow of tourists and economic benefits.
Acknowledging the immense potential of holiday tourism and the Ethiopian Epiphany, Tourism State Minister Sileshi Girma outlined that the government has to play a decisive role in supporting and promoting this sector. According to him, the country’s holyday tourism has been contributing a lot to economic growth.
He highlighted the importance of favorable policies and regulations to stimulate tourism growth. As to him, promoting partnerships between public and private entities can lead to effective destination marketing and improved visitor experiences. To enhance the overall visitor experience, he emphasized the need for infrastructure improvements, including upgrading transportation networks, ensuring reliable and efficient public transportation systems, and enhancing tourist facilities and amenities. Not only do these investments attract more visitors, but they also create a positive image of Ethiopia as a modern and accessible destination.
Befikadu further suggested that the government should actively promote Ethiopia’s cultural heritage, not only during the Ethiopian Epiphany but throughout the year. Collaborating with cultural organizations, local communities, and the media can help create awareness and attract tourists interested in experiencing Ethiopia’s unique traditions and festivities. To maximize the benefits of holiday tourism, it is important to make capacity-building initiatives.
The government should invest in destination branding and marketing campaigns to position Ethiopia as a premier holiday tourism destination. This involves showcasing Ethiopia’s unique cultural heritage, natural wonders, and warm hospitality to attract a diverse range of tourists. Collaborating with international travel agencies, participating in tourism fairs, and leveraging digital platforms can help reach a global audience and increase tourist arrivals.
A senior economist Mekonnen Abera, also commended that holiday tourism can have a multiplier effect on Ethiopia’s economy, generating various indirect benefits. According to him, the Ethiopian Epiphany attracts not only large hotels and restaurants but also small businesses and local vendors. He has also argued that empowering these small-scale entrepreneurs through training programs, access to finance, and market linkages can create a more inclusive tourism industry. This approach would help the nation ensure economic benefits with a view to reaching a broad segment of the population.
Mentioning that the Ethiopian Epiphany celebrations take place in different cities across the country, he suggested that the government should focus on promoting regional development by encouraging visitors to explore multiple destinations. This approach can help distribute the economic benefits more evenly across various regions, reducing regional disparities and fostering inclusive growth, he noted.
According to him, the local communities should actively participate in and benefit from holiday tourism. Encouraging community-based tourism initiatives, where locals provide authentic experiences, can create a sense of ownership and pride. Thus, it is vital to diversify tourism offerings, showcasing the unique cultural practices and traditions of different communities.
To promote sustainable tourism, Mekonnen expressed his suggestion in investing in educational programs that raise awareness among both tourists and locals. Educating visitors about responsible travel practices, cultural sensitivity, and environmental conservation can foster a more respectful and sustainable tourism experience. Similarly, providing locals with training on sustainable livelihoods and promoting responsible tourism behaviors can ensure the long-term preservation of Ethiopia’s cultural and natural heritage.
He further suggested that the government should invest in destination branding and marketing campaigns to position Ethiopia as a premier holiday tourism destination. This involves exhibiting Ethiopia’s unique cultural heritage, natural wonders, and warm hospitality to attract a diverse range of tourists. True, in this regard collaborating with international travel agencies, participating in tourism fairs, and leveraging digital platforms can help reach a global audience and increase tourist arrivals.
While pursuing economic gains, it is essential to prioritize sustainable tourism practices. Ethiopia’s unique cultural and natural heritage must be preserved for future generations. Implementing responsible tourism measures, such as promoting sustainable accommodation options, minimizing environmental impacts, and supporting local communities, can ensure the long-term viability of holiday tourism while preserving Ethiopia’s cultural identity and natural treasures.
Holiday tourism can greatly benefit small and medium enterprises (SMEs) in Ethiopia. Local artisans, craftsmen, and entrepreneurs have the chance to showcase their products and services during the Ethiopian Epiphany. This exposure can lead to increased sales and market opportunities for these enterprises, contributing to economic empowerment and poverty reduction. The government can support these SMEs by providing access to financing, training, and marketing assistance.
In a nutshell, Ethiopia possesses immense potential to harness the economic benefits of holiday tourism, particularly during the Ethiopian Epiphany. The insights from economists, along with the perspectives of government officials, shed light on the strategies that can be adopted to unlock this potential. By capitalizing on increased spending, job creation, infrastructure development, cultural preservation, and environmental conservation, Ethiopia can position itself as a thriving holiday tourism destination by ensuring sustainable growth and development in the long run. The country has to well exploit all the potential means of economic development and growth at hand to make a real difference.
BY HIZKEL HAILU
THE ETHIOPIAN HERALD SUNDAY EDITION 21 JANUARY 2024
