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ETHIOPIAN MINISTER OF CULTURE AND TOURISM Aisha Mohammed Mussa OUTLINES NEW TOURISM STRATEGY IN DIALOGUE WITH A WEEK IN THE HORN MAGAZINE

2/23/2016

 
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_On July 10, 2015 Ethiopia was selected as WORLD BEST TOURIST DESTINATION, a selection that paved the way for the rapid development of country tourism industry.


On 12 February 2016 the Ministry of Foreign Affairs of Ethiopia published the regular A WEEK IN THE HORN magazine outlining the New Tourism Strategy of the country.
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As Ethiopia is the elected WORLD BEST TOURIST DESTINATION FOR 2015, European Journal of Tourism and Trade is presenting for the world readers the main outlines of this ambitious program:

Tourism in Ethiopia currently generates about US$2.9 billion annually, close to a million jobs and about 4.5% of GDP.

The Government, however, is determined to significantly increase the number of tourists during the 2nd Growth and Transformation Plan (2015–2020). The Ministry of Culture and Tourism plans to triple foreign visitors to more than 2.5 million by 2020.

This would make Ethiopia one of the top five tourist destinations in Africa.

Last financial year, 770,000 tourists visited Ethiopia and the Ministry of Culture and Tourism hopes to increase this to one million, and the revenue earned to well over US$3billion by the end of this Ethiopian budget year, by July 2016. To attain this the Ministry has identified five main focus areas for the GTP 2 agenda.

These are: natural and cultural heritage conservation and development; culture and tourism products marketing; service excellence; improve culture and tourism research and information systems; and enhance cooperation and collaboration with development partners.

Based on these focus areas, the Ministry now has clearly defined goals for the next five years.


Ethiopia‘s Minister of Culture and Tourism, Aisha Mohammed Mussa, recently explained some of the details behind the extra impetus the Government is adding to the development and promotion of the tourism sector in order to achieve and indeed surpass the ambitious growth targets it has set for 2020, the end of the Growth and Transformation Plan.

Indeed, she hopes that these aims can be exceeded if tourist sites can be developed quickly enough and promoted accordingly. She admits to being very ambitious in her vision.

The Government‘s interest in the sector has been underlined by the drawing up of a Sustainable Tourism Master Plan; by the revitalization of the Ethiopian Tourism Organization, to concentrate mainly on destination marketing and promotion, as well as destination development in terms of service, quality and access; and by setting up of the Ethiopian Tourism Transformation Council, chaired by the Prime Minister. Ms. Aisha pointed out the Ministry was now working on different websites to promote Ethiopia as a favorite tourist destination.

It was also working on changing the tourism brand and trying to build a completely new communications‘ campaign. This is going to be launched before March.

Minister Aisha is quite clear about the immense natural, cultural, and historical attractions of Ethiopia. It has eleven registered world heritage sites by UNESCO, with most recently the Konso Cultural Landscape, Meskel Demera Festivities and Fiche-Chambelala, the Sidama people‘s New Year celebrations, being added to the list.

Ethiopia is the origin of humanity, the birthplace of  Lucy‘, the world‘s oldest known almost-complete hominid skeleton, more than three million years old. It is the land of the Queen of Sheba, home of the Ark of the Covenant, the origin of coffee and of the Blue Nile.

It is also the home of Erta Ale, a unique active lava lake, in the beautiful Danakil Depression, in part below sea level and the hottest place on Earth. It has beautiful scenery including the Simien Mountains, a spectacular chain of mountains that are sometimes called ―the roof of Africa.

There are four biosphere reserves registered by UNESCO.

There are numerous Rift Valley lakes, hot springs and highland lakes even around Addis Ababa. There are various national and regional parks, such as the Awash National Park and the Simien Mountains National Park, among nine other national parks and two beautiful sanctuaries.

It has spectacular sites dedicated to the some of the earliest buildings of three great religions, Judaism, Christianity, and Islam; with old cities, beautiful ancient mosques and churches, monuments. Axum, Lalibela and the Nejashi mosque are major sites that attract many tourists and, indeed academic researchers.

There are extensive national archives and a national library with rare and beautiful manuscripts. Ethiopia has its own unique calendar and alphabet. In addition, it has more than 80 nations and nationalities and peoples, all with their own distinct cultures and amazing traditions. On top of this, the Minister underlines, Ethiopia also has dependable peace and stability. Never colonized, it remains a symbol of independence for many in Africa and other continents. Addis Ababa, of course, is the seat of a number of international organizations including the African Union, the UN Economic Commission for Africa and more than 100 embassies. Conference tourism is another area of growth potential.

This entire heritage and the associated potential for tourism are at the centre of Ethiopia‘s plan to quadruple the number of foreign visitors by 2020.

The Minister emphasizes that the new strategy of tourism is a central part of the Government‘s integrated development plans. As the number of visitors increases, the demand for developed infrastructure also increases. Ethiopia has immense and untapped natural resources, a competitive labor force and stability.

These attributes make it a major investment destination in Africa, and this creates many opportunities for the tourism sector. Ethiopia‘s tourist destination sites used to be inaccessible due to inadequate road and air infrastructure, lack of power infrastructure and other facilities. In the past 10 years, the Government has carried out large-scale investments in the construction of airports, road, and railway and the energy sector; she added ―power infrastructure is our top priority so as to support this growing economy and we are doing well in this regard.


Overall, infrastructure development remains one of country‘s top priorities. Now, the Minister said, the Government is investing a lot into these areas. Tourists are accessing these destinations more easily and, equally, investors are keen to invest in building lodges, hotels and restaurants at the tourist sites or operate as tour operators.

Potential investors can take advantage of these opportunities through direct investment or joint ventures with local partners.

Tourism opportunities exist in the construction of star-rated hotels, lodges and resorts, international and specialized restaurants. The return of investment for government and the private sector is growing. The new strategy focuses on coordinating and communicating the many stakeholders at both the national and sub-national levels effectively in order to improve Ethiopia‘s image, market presence and penetration.

Along with this, another priority is education to provide the necessary human resources to work efficiently in the hospitality sector.

The Minister underlined the importance of providing market-oriented training for young people who want to work in hospitality, invest in the expansion of employment and proper professional training, to encourage entrepreneurship among young people, including women.

All this, she said, had to go along more generally with ensuring good governance and democracy in order to use this young workforce most effectively. Also important is minimizing the rate of corruption, ensuring the rule of law, accountability and integrity among stakeholders.

All these factors would contribute to the country‘s growing economy. One element behind this is, of course, the Government‘s strong commitment to end poverty.

Another is the development of clear and appropriate government policies and strategies for each and every sector that is leading us to the eradication of poverty.

The Government also works hard for mutual cooperation and win-win collaboration with partners in every sector.

The tourism sector has benefited greatly from the stable political arena over the past two decades giving Ethiopia some competitive advantage over other countries. It also works hard to maintain peace and security with neighbors. All in all, it provides a conducive environment for the tourism sector.

The Ministry is now planning to have a new brand and a new slogan to communicate Ethiopia‘s attractiveness and uniqueness more fully to the rest of the world.

It is developing new websites, software and mobile apps to promote Ethiopia. It is participating in different worldwide trade fairs in order to expand promotion and get better market access to tourism products. Equally, ―the current stress is on destination development and service excellence in order to sustain current and future customer relationships.

During the last Growth and Transformation Plan (2010-2014) the Ministry assessed nearly 400 hotels in collaboration with UNWTO, and in Addis Ababa alone 68 hotels were awarded with stars from 1 to 5. It is also encouraging the diversification of the tourism product offering to include nature-based tourist elements, such as mountain climbing, river tracking, bird watching, and similar areas.

The country has ample resources in all these areas.

Whether the Ministry achieves the longer-term aims, revenue and tourist numbers are already both up this year.

The country‘s image is continuing to improve as indeed the international media has noted.


Last year, Ethiopia was named World Best Tourism Destination‘ by the representatives of the 28 countries on the General Assembly of the European Council on Tourism and Trade (ECTT).

The judges noted that the Simien Mountains showed the potential for national parks and offered a model of achieving ecological tourism that should be recognized throughout the world. They described Ethiopia as perfect for safari and adventure tourism, providing safety and peace, making the country one of the world‘s top adventure destinations.


ECTT President, Professor Anton Caragea_, said ―the Government of Ethiopia is recognizing the importance of tourism as a key facilitator for the country‘s development, investing in infrastructure, creating a special team under the Prime Minister‘s leadership for destination promotion and management and protecting the cultural, natural and historical patrimony of the country.

He said the community-based approach, promoted by the Prime Minister was the perfect way of sharing revenue, increasing incomes and supporting marginal and rural community development. ―Ethiopia, he said, ― is a perfect, safe and outstanding place to visit, and all world tourism experts have expressed their confidence in the future of tourism in Ethiopia.

Dr Ray Muntida, Advisor to IGAD‘s Sustainable Tourism Master Plan for the region, believes that if Ethiopia fully implements its Sustainable Tourism Master Plan by 2020, it really can become one of the five leading tourist destinations in Africa. Minister of Culture and Tourism, Aisha Mohammed, agrees.

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WORLD FAVORITE MUSEUM FOR 2015 IS ETHIOPIAN NATIONAL MUSEUM  

12/19/2015

 
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NATIONAL MUSEUM OF ETHIOPIA, located in Addis Ababa, is a perfect resource for palaeontology and prehistory, the museum being filled with incredible historical findings, Ethnography and modern art.
We must also mention that the museum is placed in Ethiopia, a country who was selected as WORLD BEST TOURIST DESTINATION FOR 2015.

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The collection at the national museum is as varied as it is large; visitors have the opportunity to see fossilised remains of early humans, regalia and other memorabilia from former Ethiopian rulers, traditional and ceremonial costumes, modern paintings and sculptures and pre-Axumite findings.


No other museum succeeded in making on the list of WORLD FAVORITE MUSEUMS in 2015, but ETHIOPIA NATIONAL MUSEUM form Addis Ababa made it.

On the arguments that put the Museum on the right track in the cultural world where the refurbishing of a new wing destined to conserve their countries priceless artifacts and cultural patrimony.


The judges did not escape the fact that: the museum received during 2015 landmarks visits like European Council delegations and United States delegations, a moment that was not achieved by any other cultural institution during this year.

Uniting Europe, America and Africa around Lucy-the skeleton of the first hominid, is a success that only Ethiopian National Museum registered, during 2015.


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Selam-the body of the second most old hominide child-male.


NATIONAL MUSEUM OF ETHIOPIA is the only world museum that received the visit of American and European delegations during the same year. All around Lucy-the first human skeleton.



On December 15, 2015, on the function of the official opening of the 2016 World Tourism, Culture and Travel Awards, Professor Dr. Anton Caragea announced the Ethiopian National Museum of Addis Ababa is recognized as a WORLD`S FAVORITE MUSEUM for his priceless artefacts and outstanding contribution to the human civilization understanding.



The Ethiopia National Museum made it on the list of WORLD`S FAVORITE MUSEUM on the account of garnering the most relevant artefacts of the incredible history of Ethiopia.


The Museum is having in his exhibitions an outstanding treasure of crowns and objects pertaining to the long list of emperors of Ethiopia, coronation artefacts, imperial insignia and memorabilia.



The museum has also prided himself with impressive collections of weaponry, agricultural and everyday life objects from all the national groups and minorities from the territory of today Ethiopia, this makes it one of the largest ethnographic collection in the world and spawning for two millennia.


Of course, the crowning jewels of the permanent exhibitions at the Ethiopian National Museum are the outstandingly preserved bodies of Lucy and Salem (the oldest human remains in the world). 


If Ethiopia is proudly named the “cradle of the civilisation” and “the place where it all begins” than a visit to the WORLD`S FAVORITE MUSEUM-the place where the forefathers of humanity are placed is a must for any human being.



In 2015 the Ethiopian National Museum received the visits of the United States delegates led by President Barack Obama, who praised the outstanding humanity’s legacy of Ethiopia and of the European Council on Tourism and Trade delegates led by President Anton Caragea.

This visits where a proof that: the Ethiopian National Museum has become a lynchpin of culture and a most see stop over for all the citizens of the world. 



Religious art of Ethiopia: a must see and enjoy!

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ETHIOPIA CELEBRATED AS THE PERFECT DEVELOPMENT EXAMPLE ON WORLD TOURISM DAY 2015

9/28/2015

 
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European Council on Tourism and Trade President-Dr. Anton Caragea is welcoming attendees at WORLD TOURISM DAY.



On 27 September, as in every year, Europe will celebrate WORLD TOURISM DAY and 2015 celebration is a special one as the tourist sector is celebrating touching the benchmark of 1 billion tourists.


​2014 and 2015 WORLD TOURISM DAY celebration where concentrated on Africa growing role in global tourism rapid development.

In 2014 Zimbabwe-World Best Tourist Destination was the official country at the fore of the universal tourism celebration and in 2015 Ethiopia is taking the spotlight as the official center of WORLD TOURISM DAY CELEBRATION.

The WORLD TOURISM DAY celebration will be held across 27 European countries on 27 September 2015 and will be also marked at the European Council on Tourism and Trade headquarters.

On this occasion the Office of The President of the European Council on Tourism and Trade presented the message of President Dr. Anton Caragea on this celebration of world tourism.

This is the text of the message of WORLD TOURISM DAY-2015 emanating from President Professor Dr. Anton Caragea Press-office.

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 This year´s celebration of World Tourism Day must focus on the ability of tourism to transform society, to enable progress and to empower peoples and nations around the world.

Engaging peoples and nations in tourism progress is the dint by which we are building stronger and more resilient communities.

Tourism it helps people to master a variety of skills and to become masters of their life`s.

 One billion tourists across the world, are one billion opportunities for nations to develop, to integrate, to become better known and ultimately to progress further.
Tourism is having an all out positive impact on agriculture, construction or handicrafts.

In a nutshell, tourism creates millions of jobs and business opportunities.

Tourism is having the capacity to lift people from poverty, promote gender empowerment and help protect the environment.

Today on World Tourism Day, we are celebrating tourism inner ability to constitute itself in a primordial tool to achieve positive changes in communities across the world.

On World Tourism Day, I encourage the international tourism actors and key stakeholders to carve out sustainable policies and ensure that nations and communities worldwide rip the benefits of one billion tourists every year and enjoy the benefits generated by tourism.

   UNDERSTANDING WORLD TOURISM DAY IN FIGURES AND DATA`S

Fact sheet on World Tourism Day-2015

International tourist arrivals grew by 4.3 % in 2014 to 1.133 billion.

In 2014, international tourism generated US$ 1.5 trillion in export earnings.

ECTT forecasts a growth in international tourist arrivals of between 4% and 6% in 2015.

European Council on Tourism and Trade documents on Tourism Today

Global Code of Ethics for Tourism

European Guide for Sustainable Tourism

WORLD CAPITAL OF CULTURE AND TOURISM

WORLD BEST TOURIST DESTINATION

AMBASSADOR TIBERIUS PUIU CONGRATULATES MINISTER ATO AMIN ABDULKADIR FOR HIS EFFORTS IN MAINTAINING ETHIOPIA AT WORLD BEST TOURISM DESTINATION STATUS 

8/26/2015

 
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During his semestrial press conference Ambassador Tiberius Puiu from European Council on Tourism and Trade Presidential Bureau praised Ethiopia`s Minister of Tourism and Culture, achievements and efforts, during the first month of Ethiopia holding the WORLD BEST TOURISM DESTINATION crown status.

Ambassador Tiberius Puiu noted that according to President Anton Caragea visit and subsequent analyses Ethiopia tourism potential of 20 million tourist per year is fully substantiated .


Ambassador Puiu remarked that: President of the Council, Prof. Dr. Anton Caragea, said during his visit: Ethiopia deserves the recognition conferred on it as the best tourist destination. 

“You should promote your country to the international community to erase the drought and famine image that some media posted on your country in the past. If this happens, Ethiopia can raise its number of visitors to 20 million over the coming 10 years,” President Anton Caragea said.



H.E. Mr. Ato Amin Abdulkadir- Minister of Tourism and Culture of Federal Democratic Republic of Ethiopia activity  was highly evaluated.


The Minister announced  that Ethiopia has set target to secure seven billion USD revenues from tourism at the end of the second five-year Growth and Transformation Plan Period (GTP).

The plan is to increase the revenue the nation collected from foreign tourists at the end of the first GTP, the just concluded Ethiopian fiscal year, by threefold, Amin Abdulkadir Minister of Tourism said.

Opening new destination for tourists, expanding infrastructure networks and promoting tourist destinations are among the few things to be done in order to meet the target, he said.

Amin said, the government has taken a lesson over the past five years that tourism can be a huge source of revenue for the nation and a major instrument to eradicate poverty as today ethiopian tourism sector employs 700,000 people.

The Minister of Culture and Tourism evaluated also the hotels in Addis Ababa in a larger project to evaluate more than 400 hotels across Ethiopia.



Thirty-eight hotels in Addis Ababa awarded five to one star, in the rating underway for the past few months.

Accordingly, the classification was made based on 12 international criteria. Bedrooms, bath and rest rooms, guest rooms, restaurants, kitchen, sustainability of hotel service, security and employ treatment, are amongst the reasons.


If this fervent activity will continue we will have to hail Minister Amin Abdulkadir as the most active african tourism minister, concluded his presentation Ambassador Tiberius Puiu, on behalf of Presidential Bureau of European Council on Tourism and Trade.

    Author

    European Council on Tourism and Trade decided, unanimously, to award WORLD BEST TOURIST DESTINATION FOR 2015 TITLE TO REPUBLIC OF ETHIOPIA and to declare REPUBLIC OF ETHIOPIA- THE FAVORITE CULTURAL DESTINATION in 2015.

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