Land of 'thirteen months of sunshine' was the motto of the tourism sector. But after a while it was decided that given that the country is land of Lucy the most ancient human remains discovered, it was considered to be the 'cradle of mankind' and the new motto for the tourism sector became 'land of origin' because few across the world knew this fact.
In the meantime, however the tourism industry did not pick
up as much as expected. Many have said again and again that Ethiopia has not
exploited all its tourism potential despite all the above facts playing in its
favor. This statement becomes even more evident when we observe that other
countries in Africa such as Kenya, Egypt, Morocco and South Africa do earn
millions of dollars from their tourism industry even if they do not necessarily
have more tourist attractions than Ethiopia does.
There must be some shortcomings to be filled learning from
other countries' experiences as well. There must be some reasons why these
countries and others have lots of tourists that visit them and pass some time
there more than in Ethiopia. We should hence wonder why this is so.
For tourism to flourish there are several factors besides
having attractive historical, cultural and geographical destinations or sites
that fascinate tourists. To begin with infrastructure is a huge factor because
tourists want to feel at home wherever they go. They do not want things that
put at inconvenience their stay in their voyage and tours. They want efficient
and comfortable transport facilities, up to standard hotels and catering
services with adequate recreational center with warm hospitality. They expect
well organized communication from the people who help them in their tours
knowing their tastes and their languages. What do tourists like and what do
they resent? These are questions we must answer.
Ethiopia may feel pride for the reputation of being a
welcoming nation for anyone who steps into their country especially when they
realize that the visitor is a foreigner. They have special regard for visitors
and this has been testified by many visitors. Ethiopians receive guests with
utmost politeness and warmth let alone tourists who come from foreign distant
lands to visit their country.
Traditionally, Ethiopians welcome even other nationals when
they travel to their residence areas even if they are unfamiliar with their
language or culture. Considering the kind of food Ethiopia can avail,
Ethiopia's kitchen is varied with all sorts of national and international
dishes. Ethiopia's multiple ethnic groups do produce equally multiple cuisines
and foreigners seem to enjoy them as we saw in certain circumstances.
Ethiopia's hotels avail all sorts of local and international specialties and tourists
cherish not only their own traditional dishes but do want to be exposed to the
new cultural traits of the country they visit because this is a new experience
for them.
The countries mentioned above which enjoy more tourist
presence than Ethiopia do may have better infrastructure such as roads,
communications systems, hotels and other facilities. But Ethiopia is now
catching up fast especially in the past few years. New luxury hotels have been
built and infrastructural facilities such as up to standard road networks with
other facilities being upgraded. The national carrier Ethiopian Airlines
presents easy and comfortable transportation facilities so that tourists do not
have to travel by road unless they specifically request to do that. Hence they
do not have to face hours of roads transport considering that Ethiopia is a
vast country with very varied territory and traveling from one end to another
can take precious days the tourists may like to use differently.
Ethiopian Airlines has acquired a huge reputation for its
ultramodern fleet and facilities and highly trained and professional staff that
surprises many. Moreover, during the past few years several resort areas have
been constructed and are available for tourists to enjoy them passing some
leisure in the midst of exceptionally endowed natural beauty.
Now that the African Union Summit is shortly due, Addis is
bracing for this monumental yearly appointment. This fact has also been a major
stimulus to the tourism industry because thousands of delegates, including
journalists, diplomats, ministers and even heads of state and government will
be flocking to Addis the capital of Africa and seat to scores of diplomatic
missions. This fact has helped and is helping Ethiopia draw world attention and
at the same time it would stimulate tourism.
In Addis several parks have been completed such as the Unity
Park constructed in the middle of a historic place which was the royal palace
where one can experience a part of Ethiopian history, both political and
cultural. The former royal palace has been converted into a tourist site with
the vision of Prime Minister Abiy Ahmed who is keen to expand the Ethiopian
tourism potential considered as one of the five pillars of the economy on a par
with its agriculture, manufacture industry, mining and energy potential.
Friendship Park and Entoto Park are also other attractions that are available
without even going outside Addis. The National Museum presents the history of
the country in miniature and the famous skeleton of Lucy is also in view there.
People who are in a fast transit in Addis can come and have a view of the city
and country and have a taste of what Ethiopia is and what it represents for
Africa.
What is more, people who come here for a conference or
summit such as delegates, journalists and the business community can also enjoy
these sites and pass some leisure in these wonderful localities while carrying
down their principal duties. There are also other tourist projects which have
been launched by 'Gebeta le Hager' or 'Dine for the Country', 'Gebeta le
Tewlid' or 'Dine for the Generation' where vast funds have been raised to
finance these projects besides those finances coming from foreign sources and
grants. Hence projects such as the Wenchi Dendi Resort area have been
inaugurated recently, very beautiful and attractive places at a short distance
from Addis.
Others such as Halala Kela, Koyisha and Chebera Churchura
have also been completed and inaugurated in the South West Regional State. In
the north the Gorgora Project around Lake Tana is being finalized and readied
for inauguration. There are still other more projects with the same purpose and
the Ministry of Tourism is aggressively working to enhance the untapped tourism
potential with a new objective with the understanding that tourists want new
exotic places to visit where they can find many things at one go such as
culture, environment and history.
Hence we can say Ethiopia's historical and cultural sites
are matched by few other countries in Africa and beyond. We can add to the list
of attractions many UNESCO inscribed tangible and intangible historical and
cultural heritages deserving and guaranteed of special protection by the
international agency. Recently there have been several further additions to
this list such as the Bale Mountains and the Gedeo Cultural Landscaped and the
Muslim festival of Shewalid observed around the traditional city of Harar
beside its famous walls and the Jegol white painted internal buildings linked
by the traditional road network of the ancient city.
We know that already festivals such as Maskel, (the finding
of the True Cross) Timket (the Baptism of Jesus Christ at Jordan River),
Chembelala (the Sidama New Year Festival) and the Geda system (the traditional
democratic political order of the Oromo) have already been inscribed in the
non-tangible world heritages under UNESCO. There are others in the pipeline
under consideration by UNESCO such as the Irrecha Festival and other outdoor
festivals. All these factors duly contribute for tourists' curiosity to come
over to Ethiopia to pay a visit.
Ethiopia has had less attention by international tourists
than others only because of the negative perception that has been building up
across decades and it is this idea that we must fight and win. Our ambassadors
will have a hard work to do to break this barrier and Ethiopia must renew its
image in the international sphere projecting itself as a vast country with
immense tourist attractions and accessible very easily and comfortably. The
image of Ethiopia as a backward country teeming with wars and conflicts when
there is not drought and famine must be erased from the minds of the
international perception and a new one projected. A dynamic society where
several things are happening despite all the challenges any developing country
may face.
BY FITSUM GETACHEW
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