Ethiopia: Top Five Destination in Africa Goal

27 May 2015: The Ethiopian Tourism Organization (ETO) has said it is making strong efforts to promote Ethiopia to the rest of the world towards realizing the vision of becoming among the top five tourist destinations in Africa by 2025.

ETO said the organization has a vision of having about 5 million tourists to the country to generate about 7 billion U.S. dollars earnings from the tourism sector by 2025.

To realize the vision, improving services is one of the top priorities of the organization and are looking at working towards improving all the services, including hotels, lodges, transportation and professional tour guides.

With very old history, diverse culture, beautiful landscape, rich wildlife range as well as suitable weather, Ethiopia has the potential for tourism, which can contribute to its economic development.

The CEO also stated that his organization is working with stakeholders to boost the sector in the country.


Ethiopian Tourism Marketing, Branding Strategy Costs U.S.$200,000

The Ethiopian Sustainable Tourism Development Project (ESTDP) is recruiting a South African company at a cost of 200,000 dollars, to develop an Ethiopian Tourism Marketing and Branding Strategy.

The study will be conducted by The Journey Tourism Consulting & Management firm, which will develop a specific brand for the country’s tourism identification, and produce a five-year strategic marketing plan compiled as one national plan and five regional marketing plans.

Financed by the World Bank, the study is also expected to recommend mechanisms for the implementation of the plan.

“Developing the marketing strategy and brand entails extensive field visits, interviews with hundreds of local stakeholders, workshops with tourism leaders in Ethiopia and research among the international travel trade and consumers,” states the website of The Journey where it lists the projects it is undertaking.

The study for the strategy is a seven month assignment which started in February 2015 and is expected to be completed in August 2015, according to Jemal Kedir, national project coordinator for ESTDP.

The national and regional tourism marketing strategy will guide the activities of the Ethiopia Tourism Organsiation over the next 5 years and the proposed brand identity will aim at promoting the country as a cohesive and unique tourism experience.


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