THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA SUSTAINABLE TOURISM MASTER PLAN

Transcription

1 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA SUSTAINABLE TOURISM MASTER PLAN

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3 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA SUSTAINABLE TOURISM MASTER PLAN MINISTRY OF CULTURE AND TOURISM

4 Copyright 2015 United Ntions Economic Commission for Afric All rights reserved. The text nd dt in this publiction my be reproduced s long s the source is cited. Reproduction for commercil purposes is forbidden. Disclimer This report is the result of the nlysis of study commissioned by the United Ntions Economic Commission for Afric (UNECA), Estern Afric Sub-Region Office (SRO-EA). However, the report does not purport to represent the views or the officil policy of the institution.

5 MAP OF THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 5

6 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA TABLE OF CONTENTS Mp of the Federl Democrtic Republic of Ethiopi 5 List of figures 10 List of tbles 11 Foreword 12 Acknowledgement 13 List of cronyms nd bbrevitions 14 EXECUTIVE SUMMARY INTRODUCTION 26 2 SITUATIONAL ANALYSIS Globl Tourism Outlook World Tourism Receipts The Tourism Industry in Ethiopi Competitive Anlysis of Ethiopi s Trvel nd Tourism Industry Tourism Trends nd Mrkets The Current Tourism Supply in Ethiopi Tourism Resources nd Products Current Tourism Routes nd Products Some Segmented Tourism Products Summry of Key Issues Tourism Mrketing nd Promotion Tourism Infrstructure Summry of Key Issues Humn Cpitl nd Resources Summry of Key Issues Tourist Sfety nd Security Tourism Support Services nd Infrstructure Trnsport Infrstructure Informtion nd Communiction Technology Summry of Key Issues 83 6

7 SUSTAINABLE TOURISM MASTER PLAN 2.11 Environmentl Conservtion nd Sustinble Tourism Development Policy, Regultory nd Institutionl Frmework Summry of Key Issues Tourism Reserch nd Development Tourism Development Finncing Summry of Ethiopi s Tourism Sector SWOT Anlysis 95 3 VISION, MISSION AND SHARED VALUES The Vision nd Mission for Ethiopi s Tourism Industry The Shred Vlues STRATEGIES AND ACTIONS Introduction Pillr One: Policy, Regultion nd Institutionl Frmework Introduction Strtegies nd Actions Frmework for the Strtegic Pillr Pillr Two: Tourism Product Development Introduction Actions Frmework for the Priority Are Pillr Three: Tourism Mrketing, Brnding nd Promotion Introduction Actions Frmework for the Strtegic Progrmme Pillr Four: Investment in Tourism Fcilities nd Services Introduction Actions Frmework for the Pillr Pillr Five: Humn Resource Development Introduction Actions Frmework for the Pillr 130 7

8 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 4.7 Pillr Six: Tourism Reserch nd Development Introduction Actions Frmework for the Progrmme Are Pillr Seven: Tourist Sfety nd Security Introduction to the Priority Are Actions Frmework for the Progrmme Are Pillr Eight: Tourism Support Infrstructure nd Services Introduction Actions Frmework for the Priority Are Pillr Nine: Conservtion nd Preservtion of Nturl nd Culturl Resources Introduction Actions Frmework for the Pillr Pillr Ten: Tourism Development Finncing Introduction Actions Frmework for the Progrmme Are STMP IMPLEMENTATION FRAMEWORK Summry of STMP Implementtion Rod Mp STMP Finncing Requirements STMP Implementtion Monitoring nd Evlution Pln Tourism Industry Growth Projections Institutionl Frmework for STMP Implementtion BIBLIOGRAPHY GLOSSARY OF KEY TERMS 177 8

9 SUSTAINABLE TOURISM MASTER PLAN 8 APPENDICES Methodologicl Note STMP Formultion Activity Pln List of Tourism Development Inititives Considered in the STMP Formultion List of Orgnistions Consulted Stkeholders Consulttion Dt Collection Tool Summry of Field Missions Undertken List of Benchmrk Cses Considered Ethiopi s Ministry of Culture nd Tourism Orgnistionl Chrt Protected Wildlife Ares in Ethiopi 196 PHOTO CREDITS 198 9

10 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA LIST OF FIGURES Mp of the Federl Democrtic Republic of Ethiopi 5 Figure 2.1 World: Interntionl Visitors Arrivl between (million) 32 Figure 2.2 Modes of Trvel for Interntionl Arrivls, 2013 (%) 34 Figure 2.3 Inbound Tourism by Purpose of Visit, Figure 2.4 Direct Contribution of T&T to GDP ( ETB, m) 36 Figure 2.5 Totl Contribution of T&T to GDP ( ETB, million) 37 Figure 2.6 The Most Problemtic Fctors for Doing Business in Ethiopi (2013) 39 Figure 2.7 Interntionl Arrivls nd Visitor Exports (USD) between 2004 nd Figure 2.8 Ethiopi: Interntionl Tourist Arrivls (to the nerest 000) 41 Figure 2.9: Top Ten Mrkets for Ethiopi ( ) 42 Figure 2.10 Ethiopi: Growth Trjectory for Visitors by Purpose of Trvel ( ) 43 Figure 2.11 Ethiopi s Interntionl Tourist Arrivls nd Receipts

11 SUSTAINABLE TOURISM MASTER PLAN LIST OF TABLES Tble 1.1: Tble 2.1 Indictive Cost Estimtes of Implementing the Ethiopi STMP ( ) 23 World: Interntionl Visitors Arrivl by UNWTO Regions between Tble 2.2 World: Interntionl Tourist Receipts 35 Tble 2.3 Ethiopi s Globl T&T Competitiveness Reltive to Selected Sub-Shrn Afric Countries (out of 140 Economies). 38 Tble 2.4 Tourist Arrivls Tble 2.5 Ethiopi: Interntionl Arrivls by Purpose of Visit to Tble 2.6 Ethiopi s Tourism Comprtive Performnce ( ) 44 Tble 2.7 Ethiopi UNESCO World Heritge Sites 45 Tble 2.8 Leding MICE Destintions in Afric, Tble 2.10 Distribution of Clssified Hotel Rooms in Ethiopi 67 Tble 2.11 WEF TTCI Select Humn Resource Indictions of Select Countries 70 Tble 2.13 Globl Rnking of the Stte of Infrstructure in Selected Africn Countries 74 Tble 2.14 Ethiopi Air Trnsport Infrstructure Assessment (by 2013) 75 Tble 2.15 GTP Trgets for Rods 78 Tble 2.16 Competitiveness of Ethiopi ICT Infrstructure 82 Tble 2.17 Tble 2.18 Deforesttion nd Biodiversity for Selected Est Afric Countries T&T Policy, Rules nd Regultions Rnking for Select Africn Countries (2013) 88 Tble Ese of Doing Business Globl Rnking for Select Afric Sttes 90 Tble 5.1 Indictive Cost Estimtes of Implementing the Ethiopi STMP ( ) 165 Tble 5.2 STMP Monitoring nd Evlution Pln 166 Tble 5.3 Ethiopi Tourism Growth Projections by Tble 5.4 Summry of Ethiopi Tourism Growth Drivers towrds ( ) 167 Tble 5.5 Institutionl Frmework for STMP Implementtion

12 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA FOREWORD Ethiopi is one of the fstest growing economies in the world, hving registered impressive economic growth for the lst consecutive twelve yers. As prt of its resolve to chieve vrious economic, socil nd politicl gols, the government of Ethiopi is investing hevily in lrge scle socil nd infrstructurl projects imed t bringing bout institutionl trnsformtion. The implementtion of the first integrted Growth nd Trnsformtionl Pln hs lredy proved its clibre in chieving ll of the millennium development gols. The second Growth nd Trnsformtion Pln hs been developed with the ultimte gol of ttining middle clss income sttus by Ethiopi is country with untpped tourism potentil. The contribution of tourism to the overll development is, therefore, well recognised nd is given significnt ttention in the Growth nd Trnsformtion Pln. Ethiopi is currently experiencing rpid growth in interntionl tourism. This is result of the remrkble socio-economic reforms nd diligent endevours nd commitment of the Government of the Federl Democrtic Republic of Ethiopi. Tourism is sector tht holds bright promise for our country Ethiopi. Tht is why the Ministry of Culture nd Tourism hs plced considerble emphsis on developing nd mnging tourism in competitive nd sustinble wy. The Ministry hs collborted with the Estern Afric member sttes under the umbrell of IGAD in developing Regionl Sustinble Tourism Mster Pln, The Sustinble Tourism Mster Pln for Ethiopi (ESTMP) is, therefore, followthrough to the government s commitment to gurnteeing tht the tourism sector contributes to the country s socio-economic development. The Mster Pln sets out vision for sustinble tourism development in the country nd includes strtegic progrmmes, priority projects, nd ctivities in 10 yers implementtion frmework. In this sense, it mrks n importnt milestone for the systemtic development of Ethiopi. Needless to sy, the country recognises the need for ction if tourism is to ply its prt in Ethiopi s development gend s envisioned in the Growth nd Trnsformtionl Pln, The government of Ethiopi is deeply committed to exert every effort necessry to implement the ESTPM nd further clls for the strong commitment, effort nd prcticl involvement of the privte sector, civil society, community nd development prtners in its implementtion nd monitoring. I would like to extend my government s grtitude for the finncil nd technicl ssistnce provided to the Ministry of Culture nd Tourism by the United Ntions Economic Commission for Afric through their Sub-Regionl Office for Estern Afric. I would lso like to express my sincere grtitude to ll of the shreholders who in vrious wys, prticipted in the successful formultion of this Sustinble Tourism Mster Pln. Finlly, I would like to tke this opportunity to invite visitors from ll over the world to experience the new fce of Ethiopi, its bundnt welth of culturl nd nturl heritges, nd the genuine hospitlity of the Ethiopin people. His Excellency Hilemrim Deslegn Boshe The Prime Minister Federl Democrtic Republic of Ethiopi 12

13 SUSTAINABLE TOURISM MASTER PLAN ACKNOWLEDGEMENT This Sustinble Tourism Mster Pln is product of comprehensive stkeholder consulttions cross the country nd number of consulttive meetings including four regionl nd ntionl meetings nd severl d hoc meetings. Wht is more, the mster pln benefited from regionl lessons of best prctice during the regionl expert group meeting held in Addis Abb. The mster pln hs further been enriched by both peer process undertken by ntionl tourism experts nd stkeholders. The formultion of the Mster Pln hs been enbled through the technicl nd finncil ssistnce from the United Ntions Economic Commission for Afric (UNECA) Sub-Regionl Office for Estern Afric. In prticulr, the process of formulting the mster pln ws led by Ryviscic Mutind under the guidnce of Geoffrey Mnyr nd Dy Brgnte nd direct supervision of the ledership of Ministry of Culture nd Tourism. Overll ledership for the formultion process ws provided by Antonio Pedro, the Director UNECA SRO-EA. Specil thnks go to the stff of the Ministry of Culture nd Tourism for their unwvering support, in prticulr, in orgnising the stkeholder interviews nd consulttive forums cross the country nd the provision of technicl inputs t different stges of the ESTMP development. Finlly, UNECA nd the Ministry of Culture nd Tourism of the Federl Democrtic Republic of Ethiopi would like to extend their utmost grtitude to tourism experts drwn from the IGAD region, nd ll other esteemed tourism stkeholders including government officils, privte sector representtives, members of civil society nd cdemi, for their constructive criticism, insights, informtion nd dvice tht contributed immensely to the development of this mster pln. Ministry of Culture nd Tourism 13

14 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA LIST OF ACRONYMS AND ABBREVIATIONS AfDB ARCCH ATMs AU BDP BRICS CEWARN CPD CRS CTTC CVB DMS ECAA EIC EPA ETB ETO EWCA FDI FIFA GDS GPS GTP GVA HR HRD ICCA ICT IFC IGAD ITB ITU LAPSSET MDG MCIT Africn Development Bnk Authority for Reserch nd Conservtion of Culturl Heritge Automted Teller Mchines Africn Union Bilterl Development Prtners Brzil, Russi Indi, Chin, South Afric Conflict Erly Wrning nd Response Mechnism Continuous Professionl Development Computer Reservtion Systems Ctering nd Tourism Trining Centre Convention nd Visitor Bureus Destintion Mngement System Ethiopin Civil Avition Authority Ethiopi Investment Commission Environment Protection Authority Ethiopin Birr Ethiopin Tourism Orgnistion Ethiopin Wildlife Conservtion Authority Foreign Direct Investment Fédértion Interntionle de Footbll Assocition Globl Distributions Systems Geogrphicl Positioning System Growth nd Trnsformtionl Pln Gross Vlue Added Humn Resource Humn Resource Development Interntionl Congress nd Convention Assocition Informtion nd Communiction Technology Interntionl Finnce Corportion Inter-Governmentl Authority on Development Interntionl Tourism Bourse Interntionl Telecommuniction Union Lmu Port South Sudn Ethiopi Trnsport Corridor Millennium Development Gols Ministry of Communiction nd Informtion Technology 14

15 SUSTAINABLE TOURISM MASTER PLAN MICE MoCT MoFA MoUDHC NIC NTDP ODI PPP PTAs SMS SNNPR STMP TDF TIC TVC TVCM TVET TSA TTC TTCI UNECA UNESCO UNWTO VOIP WEF YD Meetings Incentives Conferences nd Exhibitions Ministry of Culture nd Tourism Ministry of Foreign Affirs Ministry of Urbn Development nd Housing Construction Ntionl Incubtion Centres Ntionl Tourism Development Policy Overses Development Institute Public Privte Prtnership Priority Tourism Ares Short Messge Service Southern Ntions, Ntionlities nd Peoples Region Sustinble Tourism Mster Pln Tourism Development Fund Tourist Informtion Centres Tourism Vlue Chin Tourism Vlue Chin Mpping Technicl Voctionl Eduction nd Trining Tourism Stellite Account Tourism Trnsformtion Council Trvel nd Tourism Competitiveness Index United Ntions Economic Commission for Afric United Ntions Eductionl, Scientific nd Culturl Orgnistion United Ntions World Tourism Orgnistion Voice Over Internet Protocols World Economic Forum Ymoussoukro Decision 15

16 Ethiopi first prticipted in the Olympic gmes in PHOTO: Muktr Edris of Ethiopi celebrtes his 5000 metres victory of the 20th World Junior Athletics Chmpionships t the Olympic Stdium on July 14, 2012 in Brcelon, Spin.

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18 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA EXECUTIVE SUMMARY Introduction As result of sweeping economic reforms, the Federl Democrtic Republic of Ethiopi (FDRE) hs been enjoying unprecedented tourism growth in the recent yers. Interntionl tourist rrivls hve been on growth trjectory since the 90s rising from 64,000 in 1990 to 681,249 in This hs been mtched by growth in the contribution of the trvel nd tourism sector s direct contribution to the country s GDP which in 2013 ws 4.2%, trnslting to ETB 35,766.6m nd is expected to grow by 4.8% p.. reching ETB 59, 495.2m (3.6% of GDP) by Further, the industry is now n importnt source of employment ccounting for 3.8% of totl employment in 2013 representing 985,500 jobs directly nd this is forecst to grow by 0.1% in 2014 to 986,000 (3.6% of totl employment). Such performnce hs seen the tourism industry incresingly becoming n importnt economic sector in the country nd hs consequently been identified s n venue through which the pln for ccelerted nd sustinble development to end poverty cn be chieved, s rticulted in the country s Growth nd Trnsformtion Pln (GTP), ( ) vision to: Build n economy tht hs modern nd productive griculturl sector with enhnced technology nd n industril sector tht plys leding role in the economy, sustining economic development nd securing socil justice nd incresing the per cpit income of the citizens so s to rech the level of those in the middle-income countries. As pertins to the tourism sector, the GTP ims t doubling the tourist rrivls from 500,000 to 1 million, nd twelve-fold increse in tourist expenditures from 250 million USD in 2010 to 3 billion in The Government is lso now in the process of embrking on the second GTP which seeks to propel the country to middle income sttus by Accordingly, building on the success of the GTP1, GTP2, further sets high trgets for the tourism sector to be chieved by Of course, while these trgets my seem mbitious, they fully reflect the spirtions of the country becoming One of the Five Top Destintions in Afric by To help ensure tht tourism growth delivers brod nd equitble socil, economic, nd environmentl benefits, the government of the FDRE dopted the Ntionl Tourism Development Policy (NTDP) in 2009 with vision: To see Ethiopi s tourism development led responsibly nd sustinbly nd contributing its shre to the development of the country by ligning itself with poverty elimintion. The NTDP sets the sector s generl objectives tht plces emphsis on the tourism s potentil in terms of growth, employment genertion (prticulrly for women nd youth), foreign exchnge ernings, nd imge building for the country. It lso stresses the importnce of chieving tourism growth sustinbly, in lignment with other ntionl development policies nd with brod prticiption by the different stkeholders. In this context, the Ministry of Culture nd Tourism (MoCT) the gency mndted by FDRE to oversee the systemtic development of tourism prepred the Sustinble Tourism Mster Pln (STMP) with finncil nd technicl support from the UN Economic Commission for Afric (UNECA) Sub-Regionl Office for Estern Afric. 18

19 Mission nd vision of the Ethiopin STMP This sustinble tourism mster pln sets the vision for Ethiopi s tourism tht Ethiopi becomes one of the top five tourist destintions in Afric by The mission of the ESTMP is to develop Ethiopi s tourism to mximise its contribution to the country s economic development, preserving Ethiopi s rich culturl nd nturl heritge, nd providing the wrmest of hospitlity, excellent vlue for money nd memorble, uthentic experiences to every visitor. This vision, mission nd gol shll be pursued under the shred vlues. Shred vlues Community prticiption nd empowerment Respect for the culturl integrity nd environmentl helth of the resources Gender minstreming Christinity in Ethiopi dtes to the 1 st century AD, nd this long trdition of Christinity mkes Ethiopi unique mongst sub- Shrn Africn countries. PHOTO: A priest holding crucifix. Stkeholder prtnership Respect for the federl system of governnce in Ethiopi

20 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA The min im of this STMP is to estblish ntionl frmework for sustinble tourism development with view to contributing to socio-economic development nd poverty llevition. The STMP therefore, sets out 10 Strtegic pillrs, priority projects nd ctivities in long-term implementtion frmework covering These re broken down into short term, medium term nd long term plnning horizons Guiding principles, ims nd strtegic objectives of the ESTMP The STMP dopts the NTDP vision for tourism in Ethiopi nd its specific objectives s the bse guiding principles nd uses n integrted model of tourism plnning including Destintion competitiveness nd sustinble tourism development pproches. Specificlly, the STMP is guided by the following underlying principles: Tourism plnning should dopt system pproch to development focusing not only on the development processes but lso on the necessry inputs nd outputs. Tourism development should be sustinble providing equity for both inter-genertionl, (whereby the current exploittion of tourism resources should not compromise the bility of future genertions), nd intr-genertionl, tking into ccount issues relting to enhncing socil justice nd poverty llevition. The STMP should enhnce the competitiveness of the country s tourist destintion by building on the existing unique spects of ech individul region tht should complement the country s overll imge nd cretion of synergies in res of common tourism interest. The STMP should provide strtegies tht would reduce the level of tourism economic lekges while t the sme time enhncing tourism economic linkges nd multiplier effect through sound vlue chin development policies. The STMP should provide strtegies in line with the wider ntionl, regionl, continentl nd interntionl development inititives nd economic development plns. Tourism development should be guided by sound reserch. The STMP should, therefore, provide mechnism for skills, knowledge nd technology trnsfer mong member sttes with view to enhncing sustinbility, humn cpitl nd regionl competitiveness. 20

21 SUSTAINABLE TOURISM MASTER PLAN Key objectives for the strtegic pillrs Policy, Regultion nd Institutionl Frmework Estblish nd improve frmework for formultion nd implementtion of tourism policies nd regultions Strengthen nd hrmonise public sector institutions Strengthen privte sector institutions Strengthen public-privte collbortion Strengthen linkges with other sectors Tourism Product Development Enhncing the ppel of the country s existing tourism products Expnding nd diversifying the country s tourism product Develop inter-regionl tourism product Crete frmework for tourism product development Tourism Mrketing, Brnding nd Promotion Intensifying the country s ppel in the current trget mrket segments. Diversifiction of the country s tourist mrket Build ntionl brnd tht improves nd entrenches the imge of the country s tourist destintion Disseminte nd mnge destintion informtion Estblish institutionl nd strtegic frmeworks for mrketing the country Investment in Tourism Fcilities nd Services Enhnce the cpcity of the existing tourist services nd fcilities Crete conducive environment to encourge investments in the tourism sector Promote investment opportunities for tourism services nd fcilities Humn Resource Development Address the short-term HR needs for the tourism sector Build long-term supply of globlly competitive humn resource for the tourism sector 21

22 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Tourism Reserch nd Development Crete frmework for tourism reserch nd development within the country Tourist Sfety nd Security Design nd develop tourism sfety nd security strtegy Tourism Support Infrstructure nd Services Engender tourism industry development focus in ntionl nd regionl infrstructure development Conservtion nd Preservtion of Nturl nd Culturl Resources Enhncing the conservtion nd preservtion of nturl nd culturl resource Tourism Development Finncing Institutionlise the mobilistion of finncil resources to fund tourism development Design strtegies to mobilise finncil resources to fund tourism development under the TDF frmework 22

23 SUSTAINABLE TOURISM MASTER PLAN These strtegic pillrs nd key objectives re orgnised to produce coordinted response to future industry growth nd emphsises their inter-reltionships nd equl importnce. In line with the projections of GTP2, sthe STMP hs set high growth trget of 5 million interntionl visitors in Bsed on this high growth scenrio, receipts from interntionl rrivls is projected to increse from bseline of ETB billion in 2012 to ETB 180 billion in 2025, with the corresponding number of tourism-relted jobs rising from 985,500 to 4.8 million. To ensure tht this growth is relised in competitive nd sustinble mnner, the mster pln includes 10 strtegic pillrs with n indictive cost of ETB billion distributed s shown below. Tble 1.1: Indictive Cost Estimtes of Implementing the Ethiopi STMP ( ) SPS/No Strtegic Pillr Estimted Cost (ETB m) 1 Policy, Regultory nd Institutionl Frmework Tourism Product Development 1,602 3 Tourism Mrketing nd Promotion Investment in Tourism Fcilities nd Services Humn Resource Development Tourism Reserch nd Development 52 7 Tourist Sfety nd Security Tourism Support Infrstructure nd Services Conservtion nd Preservtion of Nturl nd Culturl Resources Tourism Development Finncing 23 Totl 5,466 23

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25 Addis Abb is n Amhric word tht mens new flower. The site tht is now Addis Abb ws chosen by Empress Ttyu Betul. The city ws founded in 1886 by Emperor Menelik the second. Tody, Addis Abb is often referred to s the politicl cpitl of Afric becuse of its rich historicl, diplomtic nd politicl significnce in the continent. PHOTO: Night view of Addis Abb.

26 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 1. INTRODUCTION Driven by the expnsion of services nd griculturl sectors nd t n verge growth rte of 9.9% over the recent pst, Ethiopi hs one of the fstest growing economies in the world. However, with popultion of over 90 million people nd per cpit income of USD650, the country is lso one of the poorest in the world. Therefore, it fces severl developmentl chllenges. To this end, the government hs embrked on mbitious plns to ddress this developmentl nomly. The country is currently in the process of implementing the Growth nd Trnsformtionl Pln (GTP) which brodly seeks to fcilitte the ttinment of middle-income country sttus nd to relise the Millennium Development Gols (MDG) (Ethiopi Government, 2010). More specificlly, the GTP is gered towrds chieving the long-term development vision in which the country seeks to: Become country where democrtic rule, good-governnce nd socil justice reigns, upon the involvement nd free will of its peoples; nd once extricting itself from poverty nd becomes middle-income economy. p7 And the economic development vision which seeks to: Build n economy which hs modern nd productive griculturl sector with enhnced technology nd n industril sector tht plys leding role in the economy; to sustin economic development nd secure socil justice; nd, increse per cpit income of citizens so tht it reches t the level of those in middle-income countries. p7 In ddition, the GTP is premised upon key pillrs including: Sustining fster nd equitble economic growth; Mintining griculture s mjor source of economic growth; Creting fvourble conditions for the industry to ply key role in the economy; Enhncing expnsion nd qulity of infrstructure development; Enhncing expnsion nd qulity of socil development; Building cpcity nd deepening good governnce; nd Promoting women nd youth empowerment. The Government hs lso embrked on the second GTP which builds on the GTP1. Wheres, GTP1 ws designed to ly legl nd institutionl frmework for the tourism sector, it is nticipted tht GTP2 will provide the much needed impetus for the ccelerted trnsformtion of sector. (...)The Ethiopin tourism policy focuses on identifying the country s historicl, culturl, wildlife nd nturl resources to develop responsible nd sustinble tourism through the prticiption of the privte sector, locl community (...) p74 26

27 SUSTAINABLE TOURISM MASTER PLAN It is worth noting tht this is not the first time tht the role of the tourism sector in economic growth nd development hs been recognised in the country. Indeed, the country s first ntionl development pln of the 1960s, owing to the previling potentil, highlighted the sector s importnt role s one the venues through which the country could grow nd develop. In the endevour to fcilitte the sector s role s such, the country developed the first Ntionl Tourism Mster Pln in 1966 which, mong others, dvocted for significnt government involvement nd investment nd provided frmework for tourism nd support infrstructure development. The Mster Pln lso sw tht the Ethiopin Airlines could fcilitte ccess to nd from the Historic Route ttrctions. Owing to prioritistion of the tourism industry in the 1960s nd erly 1970s, the sector experienced rpid growth rtes verging 12% per nnum. However, this remrkble development ws gretly compromised during the 17 yers of the Derg rule, period in which, like mny other productive sectors, the industry ll but collpsed. Since the 1990s, nonetheless, there hs been stedy, lbeit slow, recovery of the tourism industry which hs been constrined by series of chllenges including the lck of pproprite tourism nd support infrstructure nd low cpcity in terms of humn resources, to nme but few. More recently, significnt institutionl developments hve tken plce in the country s tourism sector including the estblishment of the Ministry of Culture nd Tourism (MoCT) in 2005, the formultion of the Ntionl Tourism Development Policy (NTDP) in 2009, the formtion of the Tourism Trnsformtion Council (TTC) nd the Ethiopi Tourism Orgnistion (ETO) in Argubly, this is demonstrtion of higher prioritistion of the tourism sector, though chllenges still persist (MoCT, 2009). The NTDP recognises the chllenges fcing the sector s both internl (such s limittions in bsic tourism supply nd lck of cpcity in generl) nd externl (such s poor ntionl imge nd instbility in the Horn of Afric region). To this end, the NTDP strives to provide conducive environment for the development of the sector in responsible nd sustinble mnner nd in line with the country s broder development gols including poverty llevition. In prticulr, the policy seeks to: Ensure the country s fully benefits by sustining competitiveness in the interntionl tourism mrket, by turning Ethiopi into preferred destintion in Afric nd by mximising on direct nd indirect benefits. Build tourism industry tht mkes importnt contributions in erning nd conserving foreign exchnge, nd which integrtes into economic growth nd development. To crete extensive employment opportunities for communities s tourist destintions nd to ensure community benefits through wider distribution of income, nd to enhnce community prticiption in decision-mking on development. To relise tourism industry tht builds positive imge of the country, crries on the sector s development in responsible nd sustinble mnner, with the cpbility of growing without disrupting peoples culture nd lifestyles nd the nturl environment. To build n industry tht cn lengthen the tourists sty by solving observed limittions in service in the sector nd to provide for progressive growth of cpcity in tourist fcilities deployed in the field. 27

28 The lower Omo Vlley hs been declred World Heritge Site by the United Ntions Eductionl Scientific nd Culturl Orgnistion (UNESCO). PHOTO: A boy of the Arbore tribe with trditionl body pinting in Lower Omo Vlley.

29 SUSTAINABLE TOURISM MASTER PLAN Further, recent developments within the Est Africn region, nd in prticulr, within the Inter- Governmentl Authority on Development (IGAD) region, hve underscored the strtegic significnce of the tourism sector to drive the socil-economic development of the regionl economies. In view of this recognition, the region hs developed ten yer Sustinble Tourism Mster Pln for the period In ddition to the inter-governmentl inititives, the IGAD Mster Pln strongly recommends the development of Sustinble Tourism Mster Plns to guide the development of the sector within ech of the member countries. Within the Ethiopin context, despite the immense opportunities tht exist in the country in terms of both culturl nd nturl resources for tourism development, the country continues to lg behind other economies in the region in terms of tourism growth nd development. This could be ttributed to severl chllenges the country s tourism industry fces including, the nrrow rnge of extnt tourism products, lck of effective mrketing strtegies, humn resource cpcity derth, lck of reserch to inform tourism growth nd development, wek institutionl nd legisltive frmeworks, industry qulity nd stndrds issues, insufficient tourism nd support infrstructure, nd, uncoordinted nd frgmented tourism plnning nd development both t the ntionl nd regionl levels. This Sustinble Tourism Mster Pln (STMP) ( ) therefore, in line with the NTDP, the GTP, nd the recommendtions of the IGAD regionl STMP, is gered towrds ddressing the foregoing chllenges with view to fcilitting the chievement of the country s tourism industry development gols. In ddition, it is nticipted tht if effectively implemented, the tourism industry could mke significnt contribution towrds the relistion of the country s long-term brod development vision of ttining, mong others, the middle-income country sttus within decde. The STMP sets out vision for sustinble tourism development nd includes strtegic progrmmes nd ctions in 10 yer implementtion frmework. Preprtion of the STMP ws undertken between November 2013 nd November 2014, with technicl nd finncil ssistnce from the UNECA Sub- Regionl Office for Estern Afric nd involved situtionl nlysis, extensive stkeholder consulttions, nd review of interntionlly ccepted best prctice for tourism plnning nd development. The STMP begins with n overview of globl tourism trends nd tht of Ethiopi s tourism industry. This is followed by detiled situtionl nlysis of the country s tourism industry nd ends with n overview of her reltive competitiveness ginst selected regionl destintions. Bsed on the situtionl nlysis, the STMP sets the Vision, Mission nd Ambition for the country s tourism industry nd highlights the Shred Vlues to be pursued in the development of the sector. It lso provides short term, intermedite nd long-term forecsts for interntionl visitor rrivls, tourism receipts nd employment. Relted Strtegic progrmmes nd ctions needed to chieve the vision of the Mster Pln re presented in Section III. Section IV describes implementtion nd monitoring rrngements, including the roles nd responsibilities of vrious public nd privte stkeholders. The implementtion frmework, divided into three time horizons: short term (1-3 yers), medium term (4-6 yers), nd long term (7-10 yers), complete with expected outputs nd milestones in terms of Objectively Verifible Indictors (OVIs), indictive costs, nd the underlying ssumptions, re provided. 29

30 A 17km line running from the city centre to industril res in the south of the city opened on 20 September At the time of going to press, the est-west line remins under construction. PHOTO: Addis Abb light ril system.

31

32 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 2 SITUATIONAL ANALYSIS 2.1 Globl Tourism Outlook Despite occsionl shocks, interntionl tourism hs continued to experience expnsion nd diversifiction tht hs seen the industry becoming one of the lrgest nd fstest-growing economic sectors in the world. According to the UNWTO, interntionl tourist rrivls hve been rising stedily from 25 million in 1950 to 278 million in 1980, 528 million in 1995 nd 1,087 million in Further, s per UNWTO s long term forecst Tourism Towrds 2030, this figure is expected to increse by 3.3% yer from 2010 to 2030 to rech 1.8 billion by Figure 2.1 provides snpshot of interntionl rrivls growth trjectory between 1995 nd Figure 2.1: World: Interntionl Visitors Arrivl between (million) Source: UNWTO Highlights My, 2014 This growth, however, exhibits regionl differences. For instnce, s depicted in Tble 2.1 below, while Europe continues to ccount for more thn hlf of the interntionl tourist rrivls, Asi nd the Pcific region nd Afric recorded the highest nnul verge growth between 1990 nd 2013 (6.2 % nd 6.1% respectively) with Sub-Shrn Afric recording the third highest verge nnul growth (7.1%). The UNWTO projections indictes tht in 2014, Asi nd the Pcific region will record the highest growth rte (between +5% to +6%) followed by Afric (+4 to +6%). Europe nd the Americs re projected to grow by between +3% to +4%. In the Middle Est, growth is expected to rnge between 0% to +5%. 32

33 SUSTAINABLE TOURISM MASTER PLAN Tble 2.1: World: Interntionl Visitors Arrivl by UNWTO Regions between Interntionl Tourist Arrivls (million) Mrket shre (%) * 2013* Averge nnul growth (%) 05-13* World ,035 1, By UNWTO regions: Europe Northern Europe Western Europe Centrl/Estern Europe Southern/Mediter. EU of which EU Asi nd the Pcific North-Est Asi South-Est Asi Oceni South Asi Americs North Americ Cribben Centrl Americ South Americ Afric North Afric Sub-Shrn Afric Middle Est Source: UNWTO highlights My, 2014 According to the UNWTO, ir trvel continues to be the dominnt mode of trvel in interntionl tourism. In 2013, slightly over hlf of ll trvellers rrived t their destintion by ir (53%), while surfce trnsport ccounted for 47% with 40% being by rod, 2% by ril, nd 5% by wter (Figure 2.2). 33

34 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Figure 2.2: Modes of Trvel for Interntionl Arrivls, 2013 (%) 5% 2% Air Rod Wter Ril 40% 53% Source: UNWTO highlights, My 2014 Trvel for holidys, recretion nd other forms of leisure continues to be the min purpose for interntionl trvel ccounting for just over hlf of ll interntionl tourist rrivls (52% or 568 million) in Trvel for business nd professionl purposes ccounted for 14% of interntionl tourists. Trvel for other resons such s visiting friends nd reltives (VFR), religious resons nd pilgrimges, helth tretment nd so on ccounted for 27% (Figure. 2.3). Figure 2.3: Inbound Tourism by Purpose of Visit % 14% Leisure, recretion nd holidys Others: visting friends nd reltives, helth, religion, other Business nd professionl Not specified 27% 52% Source: UNWTO highlights, My

35 SUSTAINABLE TOURISM MASTER PLAN World Tourism Receipts According to the UNWTO Highlights 2014, interntionl tourism receipts grew by 5% in rel terms to rech US$ 1159 billion in 2013, t pr with the growth in interntionl rrivls (lso t +5%) reversing the erlier yers trend where the growth in interntionl tourism receipts lgged behind tht of rrivls. Europe, which ccounted for 42% of ll interntionl tourism receipts, sw the lrgest growth in 2013, incresing by US$ 35 billion to US$ 489 billion. The Asi nd the Pcific region, tht ccounted for 31% of worldwide receipts, hd her receipts incresing by US$ 30 billion to US$ 359 billion in the sme period. In the Americs, ccounting for 20% shre, receipts incresed by US$ 16 billion to US$ 229 billion. In the Middle Est, interntionl tourism receipts were estimted t US$ 47 billion, ccounting for 4% of interntionl tourist receipts. Afric recorded US$ 34 billion, ccounting for 3% of the interntionl tourist receipts. In terms of the reltive growth, Asi nd the Pcific recorded the lrgest increse in receipts (+8%), followed by the Americs (+6%) nd Europe (+4%). Afric posted flt results while receipts in the Middle Est were down 2% compred to 2012 (See Tble 2.2). Tble 2.2: World By UNWTO regions: World: Interntionl Tourist Receipts Interntionl Tourism Receipts Locl currencies, constnt prices (% chnge) Mrket shre (%) 35 Receipts (US$) (billion) per rrivl 10/09 11/10 12/11 13*/ * * 2013* ,078 1,159 1,070 Europe Northern Europe ,080 Western Europe Centrl/Estern Europe Southern/Mediter. Eu of which EU Asi nd the Pcific ,450 North-Est Asi ,450 South-Est Asi ,150 Oceni ,410 South Asi ,570 Americs ,360 North Americ ,170 Cribben ,170 Centrl Americ ,020 South Americ Afric North Afric Sub-Shrn Afric Middle Est Source: UNWTO highlights, 2014

36 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 2.2 The Tourism Industry in Ethiopi The role of the tourism industry in Ethiopi s socio-economic development hs lwys been recognised in the country. Noticebly, the number of interntionl tourist rrivls hs grown in leps nd bounds since the ntionl development pln in 1965 in which the importnce of the tourism industry in economic growth nd development ws highlighted leding to n verge of 63,833 rrivls by the erly 70s. The ensuing period therefter, however, could be described s the drk er for the tourism industry s cptured in this excerpt drwn from the ntionl tourism policy: During the 17 yers tht the Derg ws in power, tourism declined drsticlly becuse of the dverse conditions creted by the wr, recurrent drought, strined politicl nd diplomtic reltions. (MoCT, 2009:43) All these fctors contributed to negtive imge of the country s tourist destintion. Nonetheless, though the imge of instbility hs been somewht shed, tht of drought stricken destintion, given the publicity creted by the Live Aid concert orgnised by Bob Geldof in 1985, which is one of the most viewed events globlly to dte, unfortuntely continues to persist. Despite these chllenges, the country s tourism sector hs experienced growth over the yers seeing it incresingly become n importnt economic sector in the country. Such economic prominence of the industry is illustrted by its direct contribution to the country s GDP which in 2013 ws 4.2%, trnslting to ETB 35,766.6m. This is forecst to rise by 4.5% to ETB 37,373.6m in 2014 (WTTC, 2014). This primrily reflects the economic ctivity generted by industries such s hotels, trvel gents, irlines nd other pssenger trnsporttion services (excluding commuter services). But it lso includes, for exmple, the ctivities of the resturnt nd leisure industries directly supported by tourists. The direct contribution of trvel nd tourism (T&T) to GDP is expected to grow by 4.8% p to ETB 59, 495.2mn (3.6% of GDP) by 2024 (WTTC, 2014) (See Figure 2.4). Figure 2.4: Direct Contribution of T&T to GDP ( ETB, m) Constnt 2013 ETBm 70,000 60,000 50,000 40,000 30,000 20,000 10, Source: WTTC,

37 SUSTAINABLE TOURISM MASTER PLAN The totl contribution of Trvel & Tourism to GDP (including wider effects from investment, the supply chin nd induced income impcts, ws ETB88, 691.2m in 2013 (10.3% of GDP) nd is expected to grow by 4.3% to ETB 92, 547.3m (10.1% of GDP) in The totl GDP contribution is forecsted to rise by 4.9% p to ETB149, 832m by 2024 (9.0% of GDP) (Figure 2.5). Figure 2.5: Totl Contribution of T&T to GDP ( ETB, million) 100,000 90, ,000 60,000 50,000 40,000 30, E Source: WTTC, out of 140 Ethiopi s globl price competitive rnking by the TTCI. Further, fundmentl contribution of the tourism industry to economic growth nd development is its bility to generte both direct nd indirect employment owing to the multiplier effect. As such, the industry is now n importnt source of employment ccounting for 3.8% of totl employment in 2013 representing 985,500 jobs directly. This is forecst to grow by 0.1% in 2014 to 986,000 (3.6% of totl employment). WTTC projects tht the sector will ccount for 1,049,000 job directly, n increse of 0.6% per nnum over the next ten yers (WTTC, 2014). Consequently, the sector hs been identified s n venue through which ccelerted nd sustinble development to end poverty cn be chieved s highlighted in the country s GTP Competitive Anlysis of Ethiopi s Trvel nd Tourism Industry Ethiopi s globl nd regionl rnking hs been consistently improving over the yers rising from position 123 in 2009, to 122 in 2011 nd 120 in This, though still below other countries in the Sub-Shrn region offering similr tourism products, is remrkble chievement compred to South Afric, Keny, Rwnd nd Tnzni, ech of which hs not been consistent in competitiveness over the period under considertion. Tble 2.3 below nlyses the country s competitiveness s it compres to selected countries within the South Shr Afric. Overll, out of the 140 economies rnked by the TTCI in 2013, the country performs reltively well in number of res including in the trvel nd tourism sector price competitiveness (position 22). This is ttributble to the country rnking s second globlly in purchsing power prity ( mesure of the extent to which goods nd services in the country re more or less expensive thn elsewhere) nd reltively low fuel prices (position 29). The country s second best performnce is in her nturl resources 37

38 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA (position 33 globlly) mrked by the presence of her nturl World Heritge Site (rnk 45), nd the presence, in the country, of known thretened species (26). However, compred to other Sub-Shrn Africn countries within this regionl set, this performnce is only better thn Rwnd s position 69, with Tnzni being t position 4 globlly. The other res of firly fvourble globl rnking re the country s culturl resources (position 82) s result of the number of culturl World Heritge Sites (rnk 45) in which the country performs better thn her regionl neighbours; Sfety nd security (position 90) mrked by low levels of business costs of crime nd violence (position 22) which is, however, compromised by the high number of rod trffic ccidents (position 130); nd Environmentl sustinbility (position 90)- mrked by substntilly low level of crbon dioxide emission (position 6). Tble 2.3: Ethiopi s Globl T&T Competitiveness Reltive to Selected Sub-Shrn Afric Countries (out of 140 Economies) Country: ET KE RW S.A TZ Globl Rnk Globl Rnk Globl Rnk n/ Continentl Rnk TTCI Sub index T&T regultory frmework sub-index 1) Policy rules nd regultions 2) Environmentl sustinbility 3 Sfety nd security 4) Helth nd hygiene 5) Prioritistion of trvel & tourism ET KE RW S.A TZ TTCI Sub index T&T business environment nd infrstructure sub-index ) Air trnsport infrstructure ) Ground trnsport infrstructure ) Tourism infrstructure ) ICT infrstructure ) Price competitiveness in the T&T Industry ET KE RW S.A TZ TTCI Sub index The T&T humn, culturl, nd nturl resources sub-index ) Humn resources ) Affinity for trvel & tourism ) Nturl resources ) Culturl resources ET KE RW S.A TZ (Key: ET=Ethiopi; KE=Keny; RW=Rwnd; SA=South Afric; TZ=Tnzni) Source: The Trvel & Tourism Competitiveness Index (World Economic Forum, 2013) 38

39 SUSTAINABLE TOURISM MASTER PLAN The bove performnce notwithstnding, Ethiopi generlly rnks poorly in two of the three subindexes i.e. the T&T regultory frmework sub-index (position 122) nd the T&T business environment nd infrstructure sub-index (position 127). For the T&T humn, culturl nd nturl resources subindex, the country rnks position 97, only better thn Rwnd in this comprtive set. The specific res where the country experiences serious chllenges s fr s the trvel nd tourism sector is concerned re in three key res. First, the policy, rules nd regultions (position 132) where the sector experiences remrkbly low prevlence of foreign ownership of trvel nd tourism businesses (FDI) (position 132), high cost to strt business (position 137), low level of trnsprency of government policy mking (position 125) nd unfvourble vis requirements (position 118). Indeed, these re mong the fctors tht hve been noted s the most problemtic for doing business in Ethiopi (see Figure 2.6 below). Figure 2.6: The Most Problemtic Fctors for Doing Business in Ethiopi (2013) Foreign currency regultions 16.4 Inefficient government bureucrcy 13.8 Corruption 12.3 Access to finncing 11.4 Tx rtes 10.4 Infltion 10.3 Tx regultions 8.7 Poor work ethic in ntionl lbour force 4.0 Indequte supply of infrstructure 3.7 Policy instbility 3.5 Indequtely educted workforce 3.1 Insufficient cpcity to innovte 1.4 Government instbility/coups 0.6 Restrictive lbour regultions 0.3 Crime nd theft 0.0 Poor public helth per cent of responses Source: The Globl Competitiveness Report (2013 World Economic Forum) The second re in which the country experiences serious chllenges is the Tourism Infrstructure referring to hotels rooms nd other tourism fcilities such s resturnts (rnked position 135). This is s result of the country hving very few hotel rooms by interntionl comprison (position 134) nd hving limited ATMs tht ccept interntionl pyments (position 135). The ICT Infrstructure is nother re where Ethiopi is quite uncompetitive. It is rnked position 138 out of 140 countries. Within this indictor, the country rnked the lst globlly for mobile telephone subscription per cpit (140), second lst for the percentge of her popultion using the internet (139), per cpit Brodbnd Internet subscription (136) nd more significntly, the use of ICT for business to customer trnsctions (131), fctor of gret importnce to the tourism sector s globl industry. Further, wheres it is importnt to note tht the country is rnked better thn Keny, Rwnd nd Tnzni in the re of helth nd hygiene (position 118) owing to n impressive per cpit hospitl beds (position 20), number of fctors importnt to the trvel nd tourism sector compromises Ethiopi s position in this spect. Notbly, the country rnks the second-lst globlly in the ccess to clen drinking wter (position 139), the per cpit physicin density (137), nd ccess to improved snittion (128). Moreover, Ethiopi experiences chllenges in the re of humn resources, with rnking of 126 globlly, but better thn South Afric within the region (t position 132). Of specific concern to the tourism sector is the country s low extent of stff trining (position 127), low vilbility of qulified lbour (126) nd vilbility of specilised reserch & trining (position 132). 39

40 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Bering in mind the foregoing nlyses, it should be pprecited tht for Ethiopi to improve her globl rnking in her trvel nd tourism industry, deliberte nd strtegic commitment to improve her res of comprtive weknesses while sustining or bettering her res of comprtive strength would be necessry prerequisite. This, therefore, forms the min focus of this STMP s it seeks to position the country s competitive nd sustinble globl tourism destintion. The following sections present detiled situtionl nlysis under different prmeters importnt to Ethiopi s tourism development. 2.4 Tourism Trends nd Mrkets Interntionl Tourist Arrivls nd Receipts The bove noted contribution of the tourism sector to Ethiopi s economy is supported by stedy increse in interntionl rrivls. In 2013, Ethiopi generted ETB 41,021.7mn in visitor exports. In 2014, this is expected to grow by 4.3%, nd the country is expected to ttrct 588,000 interntionl tourist rrivls. By 2024, interntionl tourist rrivls re forecst to totl 815,000, generting expenditure of ETB 63,375.8m, n increse of 4.0% p.. Figure 2.7 below shows the growth trjectory of the interntionl rrivls nd tourist receipts between 2004 nd 2013 including projections for 2014 nd Figure 2.7: Interntionl Arrivls nd Visitor Exports (USD) between 2004 nd 2014 Constnt 2013 ETBm 70, ,000 50,000 40, , ,000 10, Foreign visitor exports (LHS) Foreign tourist rrivls (RHS) Source: WTTC, 2014 From Figure 2.7 bove, it is cler tht despite few incidences of decline such s in 2009 nd 2012, tourist receipts generlly hve been incresing nd re expected to continue to do so in future. It is importnt to note tht the slump in 2009 could hve been ttributed to the 2008 globl finncil crisis tht resulted in the slowing down of the globl economy. In ddition, the fct tht during the sme periods, Keny, lso experienced similr slump in tourist receipts due to minly politicl nd civil unrest, implies tht the previling regionl scenrio lso impcts tourism development in the country. This is evidence of the sensitivity of the industry to externl fctors 40

41 SUSTAINABLE TOURISM MASTER PLAN Figure 2.8 Depicts the growth in interntionl tourist rrivls from the pst two decdes, between 1990 nd , , , , , ,000 Interntionl rrivls 300, , , , , , ,000 79,000 82,000 83,000 93,000 98, , , , , , , , , , , Yer ( ) Source: UNWTO As seen in Figure 2.8, it is evident tht for most prts, interntionl tourist rrivls hve been on growth trjectory since the 90s given tht in 1990 the number of rrivls ws only 79,000. Tble 2.4 tbultes the mjor source mrkets for Ethiopi. Tble 2.4: Tourist Arrivls Region Interntionl Tourist Arrivls Percentge Chnge Yer /08 10/09 11/10 12/11 Afric 115, , , , , Europe 95, , , , , Americs 59,240 77,826 95,203 96, , South Asi 11,195 26,448 15,366 20,746 19, Est Asi & 19,477 26,448 33,393 28,884 46, The Pcific Middle Est 25,228 37,482 42,301 47,583 53, Oceni 3,664 4,340 5,211 5,874 5, Totl , , , Source: MoCT Tourism Sttistics Bulletin,

42 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA As cn be observed in Tble 2.4, the country s most importnt mrkets re Afric, Europe nd the Americs. In ddition, it is stisfctory to lso note tht ll the mrkets hve been experiencing growth over the yers under review. In terms of individul source mrkets, the United Sttes forms the single most importnt mrket for the country. Among the other top ten mrkets re Chin, UK, Germny, Keny nd Itly, followed by Frnce, Sudn, Indi nd Sudi Arbi (Figure 2.9). Of importnce to note is the fct tht Afric now hs over 300 million people or bout 34% of Afric s popultion who fll within the middle clss brcket ccording to AfDB estimtes. A focus on this mrket tht hs closer culturl nd sptil proximity to Ethiopi would be strtegy in the right direction. South Afric, for instnce, hs recognised this opportunity nd hs developed mrketing strtegies nd pproprite products trgeting number of countries in Afric including Botswn, Keny nd Nigeri. For instnce, in 2012, compred to the 25 million interntionl rrivls received by Mlysi, top ten globl tourist destintion, 13 million were from Singpore compred to just 402,000 from the UK, while the domestic mrket ws estimted t over 90.5 million (s of 2009). Figure 2.9: Top Ten mrkets for Ethiopi ( ) 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10, USA UK Germny Keny Chin Indi Itly Sudi Arbi Sudn Frnce Source: MoCT Tourism Sttistics Bulletin, In ddition, when the country s tourist mrkets re looked t in terms of purpose of visit (Tble 2.5), interesting trends strt to emerge. For exmple, tourists visit the country minly to engge in business, to ttend conferences, to go on vction, on trnsit, or to visit their friends nd reltives. Tourists on vction nd in trnsit hve continued to ccount for over hlf of ll interntionl tourist rrivls. The high number of trnsit tourists could be ttributed to Bole Interntionl Airport being regionl hub nd the role plyed by Ethiopin Airlines s key crrier in Afric, while the bulk of tourists on vction tend to be minly from long-hul destintions such s Europe nd Americ. 42

43 SUSTAINABLE TOURISM MASTER PLAN Tble 2.5: Ethiopi: Interntionl Arrivls by Purpose of Visit to 2012 Yer Business Leisure nd Vction Trnsit Conference VFR Not Stted Totl ,577 41,083 17,216 5,361 14,913 11, , ,752 49,339 20,113 10,612 17,779 25, , ,571 53,315 31,414 11,705 19,895 27, , ,014 56,790 34,129 11,379 18,209 28, , ,008 63,246 49,558 16,385 21,732 30, , ,724 80,184 76,556 40,000 22,180 21, , , ,533 58,916 17,882 26,337 36, , ,209 99,394 77,572 15,721 25,482 62, , , ,070 81,481 47,516 35,593 53, , , ,414 84,229 36,145 28,672 70, , , ,008 86,020 50,531 37,116 75, , , ,537 90,990 57,475 45,174 80, ,341 Source: MoCT, 2010, 2014 It is stisfctory to note tht ll the mrket segments by purpose of visit hve been on positive growth trjectory. However, of gret concern is the incresingly growing number of visitors who fil to stte the reson for their visit, rising to lmost eight times between 2001 nd 2012 (Figure 2.10) Figure 2.10: Ethiopi: Growth Trjectory for Visitors by Purpose of Trvel ( ) 700, , , , , , ,000 Not Stted VFR Conference Trnsit Leisure nd Vction Business Source: MoCT (2010, 2014) In line with ctegorising interntionl rrivls in terms of purpose of visit, not much hs been done in terms of profiling them; sy, in terms of income, ge, socil clss, level of eduction nd mritl sttus, which could be essentil in designing pproprite mrketing strtegies nd product development. 43

44 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Importntly, it is worth noting tht despite the impressive growth in rrivls, nd s hs been observed, the huge tourism potentil tht exists in the country, the size of the industry when compred to other regionl Africn economies, is reltively smll. Figure 2.11 below depicts the size of the country s tourism industry in terms of interntionl tourist rrivls nd receipts in reltion to select Africn countries. Figure 2.11: Ethiopi s Interntionl Tourist Arrivls (A) (in 000) nd Receipts (R) (US$ Millions) Reltive to Selected Sub-Shrn Afric Economies A 2011A 2012A 2010R 2011R 2012R Keny Ugnd Tnzni Ethiopi Source: UNWTO, 2014 Of interest to note is tht while Ethiopi receives comprtively low interntionl rrivls, contributing on verge bout 1% of the continentl rrivls (Tble 2.6), the country is mong those with the highest Averge Visitor Spend (ASP) in the continent, verging t US$ 1,191 compred to Tnzni s US$ 1,637 (the highest in the continent), Keny s US$ 550, nd ginst the continentl verge of US$ 638. This thus implies tht the country ttrcts high spending interntionl visitors s compred to most of the regionl destintions, indicting high prospects if such mrket continues to be ttrcted to the country. Tble 2.6: Ethiopi s Tourism Comprtive Performnce ( ) Destintion Interntionl Tourist Arrivls ( 000) Interntionl Tourist Receipts (US$ Million) Averge Visitor Spend (USD 1000) % of Continentl Arrivls Averge Afric 49,938 49,646 52,948 30,389 32,680 34, Sub-Shrn 32,588 34,484 36,217 20,728 23,090 24, Afric South Afric 8,074 8,339 9,188 9,070 9,547 9,994 1,123 1,145 1,088 1, Keny 1,470 1,750 1, Ugnd 946 1,151 1, , Tnzni ,043 1,255 1,353 1,713 1,665 1,605 1,642 1, Ethiopi ,115 1,439 1,019 1, Source: UNWTO Highlights My,

45 SUSTAINABLE TOURISM MASTER PLAN 2.5 The Current Tourism Supply in Ethiopi Tourism Resources nd Products It is widely cknowledged tht Ethiopi possesses remrkble tourism potentil in its unique nd lrgely unexplored culturl, historicl, rcheologicl nd nturl resources. Those resources re key to ttrct visitors nd re the bsis on which to build strong tourism industry. With its 3,000 yers of history nd more thn 80 ethnic communities ech with their own distinct lnguges, cultures nd trditions, Ethiopi stnds out s unique country in Afric. The following is n outline of the country s tourism resources nd products. World Heritge Sites UNESCO hs recognised the uniqueness of Ethiopin heritge nd the country is home to nine World Heritge Sites, i.e. eight culturl nd one nturl site. This is the highest number in Afric, only compred to Morocco. In 2013, the Meskel Festivl ws inscribed on UNESCO s Representtive List of the Intngible Culturl Heritge of Humnity. In ddition, the country to dte hs five properties in the UNESCO s Tenttive List. Tble 2.7: Ethiopi UNESCO World Heritge Sites Nme Loction Yer 1 Konso Culturl Lndscpe Southern Ntions, Ntionlities, nd Peoples Region Hrr Jugol, the Fortified Historic Town Hrri Region Aksum Tigry Region Lower Vlley of the Awsh Afr Region Lower Vlley of the Omo Southern Ntions, Ntionlities, nd Peoples Region Tiy Southern Ntions, Ntionlities, nd Peoples Region Fsil Ghebbi, Gondr Region Amhr Region Rock-Hewn Churches, Llibel Amhr Region Simien Mountins Ntionl Prk Amhr Region 1978 Source: UNESCO UNESCO/ICH World Representtive List Nme Loction Yer 1 Ethiopin Meskel Festivl of the finding of the True Cross All cross Ethiopi 2013 Properties in the Tenttive List s of Ble Mountins Ntionl Prk (2008) 2. Dirre Sheik Hussein Religious, Culturl nd Historicl Site (2011) 3. Holq Sof Omr: Nturl nd Culturl Heritge (Sof Omr: Cves of Mystery) (2011) 4. Gedeo Mixed Culturl nd Nturl Lndscpe (2012) 5. Melk Kunture nd Bchilt Archeologicl Site (2012) 45

46 The rock hewn churches of Llibel hve been declred World Heritge Sites by the United Ntions Eduction, Scientific nd Culturl Orgnistion (UNESCO). Ethiopi hs more thn 150 rock hewn churches situted t different sites. PHOTO: A rock hewn church in Llibel.

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48 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Timeless Churches, Monsteries nd Mosques Ethiopi possesses numerous ge-old churches, mosques nd sites of trditionl beliefs with bundnt collections of religious bequests housed in trditionl religious museums. Nowdys ll those religions still coexist pecefully in the country. The Ark of the Covennt which is found in Aksum is one of the rre bequests of the Christin world preserved in Ethiopi. The Ark is sid to hve been brought to Ethiopi by Menelik I, the son of King Solomon nd the Queen of Sheb, founder of the Solomonic dynsty of the Ethiopin Emperors. The rock-hewn churches of Llibel nd Tigry crved out of monolithic rocks during the 13 th Century nd still serving the living culture which re unique nd mysticl. The islnd churches nd monsteries of Lke Tn re the medievl religious settings of glorified Abyssinin tukuls in terms of rchitecturl fetures. All the monsteries nd churches of Ethiopi ttrct hundreds of thousnds of religious pilgrims. The most importnt holy sites re Gishen St. Mry, Debredmo St. Abun Aregwi, Aksum Tsion St. Mry mong others, tht re locted in the northern prt of the country. The wlled city of Hrr is the fourth holiest city of Islm; it hs over 300 mosques nd170 shrines. It is very well known s wlled town with mny trditionl houses with distinctive interior design nd decortion. The Negsh Mosque is the erliest Muslim settlement in Afric nd the buril site of followers of Prophet Mohmmed who fled to Ethiopi to escpe persecution in Mecc (613 AD). Dire Sheik Hussein shrines nd Sheik Sof Omr Cve: Mosques of mystery ttrcts hundreds of thousnds of Muslim pilgrims nd both domestic nd interntionl tourists. Ethiopi s Culturl Mosics of Ethnogrphic Attrctions Ethiopi is rich with culturl mosics of diverse ethnogrphic ttrctions ttributed to its ntions, ntionlities, nd peoples of more thn 80 lnguges nd 200 dilects. One of the most importnt loctions for these ethnogrphic tourism ttrctions is the lower Omo Vlley of Southern Ethiopi which is home to n stonishing mix of smll, contrsting ethnic groups such s the Gngtom, the Kro, the Dssench, the Bodi, the Mursi, the Surm, the Arbore, nd the Hmer - some of the most fscinting people nd cultures. They offer the opportunity to witness uthentic Africn trditions including colourful ornments, elborted hir dresses nd body pintings s well s unique trditionl performing rts. Ethiopi is the lnd of diverse trditionl performing rts including music nd dncing with rich culturl musicl instrument of vrious ntions, ntionlities nd peoples of the country. These potentils re not properly developed or integrted in the tourism product of the country so fr. Trditionl Crfts nd Arts Ethiopi is well known for its beutiful rtisnl crft products of diverse fetures nmely jewellery, coinges, other metl works; trditionl lether crfts, illuminted mnuscripts nd book binding; trditionl textile crfts nd grments; bsketry, bmboo works nd other vegetl fibre works; woodworks, stone nd horn crvings s well s pottery nd cermics. 48

49 SUSTAINABLE TOURISM MASTER PLAN However, while the sle of crfts in key tourism destintions is often informl, most genuine crft workshops re not esy to find or rech. Although some temporry crft mrkets re orgnised in Addis Abb nd other loctions in the different destintions, there is lck of permnent spces to properly disply nd sell crfts to tourists (nd residents) in plesnt environment. Lck of plns nd inititives to support smll rtisns, linkges with tourism compnies, hotels, nd tourists re the mjor constrints. Colourful Trditionl Festivls Ethiopi is renowned for its trditionl festivls tht in most cses reproduce trditions tht hve been mintined for centuries. The following re the most importnt: Timket: Ethiopin Epiphny (Jnury) Gen: Ethiopin Christms in Llibel (Jnury) Meskel: the finding of the True Cross (September) listed s Intngible World Heritge by UNESCO in 2013 Thnksgiving to the Oromo supreme God Wq nnully t Hor (Lke Arsedi) in Bishoftu Town during the first week of October Sidm Ntion New Yer Festivl Ethiopin Ntions, Ntionlities nd Peoples Dy; the event to experience Ethiopi on one stge (December) Ashend nd Shdy in Tigry nd Amhr regions, respectively Ashur in Hrr These festivls ttrct interntionl tourists s well s high number of domestic visitors; however, they re not well developed s tourism products especilly in terms of services provision fcilities nd mximising for economic impcts in the respective destintions. 49

50 Ethiopi is the origin of coffee. It ws first discovered in the 10th century by nomdic tribe in Ethiopi. Drinking coffee in Ethiopi is n integrl prt of their culture. Moreover, Ethiopin coffee is very populr round the world. PHOTO: A trditionl cup of Ethiopin coffee.

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52 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Diversity of Amzing Lndscpes Both the highest lnds of Afric nd the lowest point of the continent situted under se level re in Ethiopi, offering n wesome rnge of lndscpes The Simien Mountins, Ntionl Prk nd UNESCO site, rech over 4,000m nd re considered the roof of Afric. They overlook the surrounding res from high plteu offering breth-tking views nd re fvourite plce for high ltitude trekking. Ble Mountins Ntionl Prk, high ltitude plteu broken by spectculr volcnic plugs, peks nd plteus. The Dnkil Depression situted under se level is surrel lndscpe rich in geotherml fetures. It is one of the geologiclly most ctive res on the plnet nd hs some of the most we-inspiring nd surrel lndscpes mde of slt, geysers, springs nd fumroles, nd the Gret Slt Lke where slt mining nd trding hs been going on with cmel crvns. Ert Ale Volcno locted in Afr region is one of the five volcnoes in the world with lv lke t the summit. The source of the Blue Nile Tis Aby -the smoking wter- flows from Lke Tn ner Bhir Dr in Amhr region. Gherlt (Tigry Region), verticl pink cliffs dotted with more thn 120 old rock hewn churches is n re rich in history nd mysticism nd hiker s prdise. Sof Omr cve system (Cves of Mystery) is one of the top ten spectculr nd extensive underground cverns in the world running for nerly 15 km. It is lso scred plce of worship. The South Centrl coffee corridor stretching from the Kficho Zone of SNNPR nd Jimm Zone of Oromiy. This re ws formerly known s Kff nd is credited s being the birthplce of the wild Coffee Arbic, which still grows in the forest of the highlnds. The Afro-Montn forests here contin genetic diversity of invluble worth nd re one of the 34 biodiversity hotspots worldwide. The Ethiopin Gret Rift Vlley Lkes Zwy, Abijjt, Shl, Lngno, Hwss, Aby, Chmo nd crter lkes of Bishoftu re rich in wildlife. Most of these plces re world-clss ttrctions; however, in mny cses there is lck of strtegy nd integrted plnning to develop tourism, the tourism fcilities nd services re very limited nd services re often provided in n informl wy. In the bsence of proper destintion development, mngement plns nd opertionl guidelines in plce, the incresing number of visitors in plces such s the Ert Ale nd the Dnkil Depression, lthough smll, re lredy cusing significnt negtive impcts (ccumultion of solid wste, informl cmping without minimum plnning nd infrstructure). Likewise, some tourism development long the shores of hinterlnd lkes re tking plce without proper pln, putting t risk the ttrctiveness of the plces nd the sustinbility of the tourism development. In this sense, it is worth noting tht there is lso no public institution t the federl level with the mndte to protect nd mnge outstnding lndscpes nd unique geologicl fetures cross the country. 52

53 SUSTAINABLE TOURISM MASTER PLAN Wildlife nd Protected Ares Ethiopi s unique geologicl history nd diverse topogrphy nd climte hve mde it known to the world s one of the few countries in Afric tht hrbour diverse biologicl resources with ctul nd potentil ecologicl, economic nd culturl vlues of both locl nd globl importnce. The country uses protected res s prt of its biologicl resources sustinble nd wise utilistion mechnisms nd the mjor types of these protected res include Ntionl Prks, Wildlife Reserve, Snctury, Controlled Hunting Ares nd Community Bsed Wildlife Conservtion Ares. Currently, there re sixtysix documented wildlife protected res in the country, of which twelve ntionl prks nd two wildlife sncturies re mnged by the Ethiopin Wildlife Conservtion Authority (EWCA) t the federl level nd the remining Wildlife Protected Ares re protected by the respective regionl sttes of the country. Ethiopi s Wildlife Protected Ares flor nd nturl ecosystems hrbour diverse mmmlin, vin nd other species which re potentil for nture bsed tourism development. So fr 287 species of mmmls (31 endemic) hve been recorded in the country. These re rre or endngered lrger endemic mmml species/subspecies nmely known s the Ethiopin wolf, wli ibex, geld monkey, mountin nyl, Swyne s hrtebeest, Menilik s bushbuck, ble monkey nd Strck s hre. Other nimls, which re endngered loclly nd globlly, include Burchell s zebr, Grevy s zebr, wild ss, hippopotmus, Africn elephnts, bufflo, oryx, different species of gzelle, girffe, nd cheeth, leoprd, lion, wild dog, Nile crocodiles etc. There re 862 species of birds. Ethiopi is the second country in Afric with the highest number of endemic birds; there re 17 in totl. There re 34 Importnt Bird Ares (IBAs) identified s conservtion hotspots tht hrbour diverse common, endemic, thretened, endngered nd globlly thretened species of birds. There re lso 201 species of reptiles (14 endemic); 63 species of mphibins (30 endemic) nd 150 species of fish (40 endemic) in the country. The wild nimls (mmmls, birds, mphibins, reptiles, fishes nd insects) re minly restricted in the wildlife protected res of the country nd deserve strong ttention for conservtion nd tourism product development. Wildlife Protected Ares of the country hve gret potentil for nture bsed tourism development. Some of them hve lredy been included in the tour pckges of mny inbound tour opertors. They re lso visited by mny incoming interntionl tourists. These include the Simien Mountins, Awsh, Ble Mountins, Nechisr nd Mgo Ntionl Prks nd Senkelle Swyne s Hrtebeest Snctury nd Guss nd Abun Yoseph Community Conservtion Ares. There re lso 21 Wildlife Controlled Hunting Ares tht ttrct some of the world s richest sport hunters nd professionls. Although these Wildlife Protected Ares re known for their beutiful lndscpes, unique ecosystems nd ssocited precious wild nimls, only 15 ntionl prks nd 1 snctury re leglly gzetted, both t ntionl nd region level. The remining conservtion res re still designted. Aprt from lck of legl boundry, most of the protected res (except Ble nd Simien Ntionl Prks) do not hve proper mngement pln, which is precondition to running effective conservtion prctices nd sustinble tourism development. Owing to these bsic conditions now, mny of the ntionl prks of Ethiopi lck proper tourism services nd fcilities which re importnt to stisfy the needs of tourists nd enhnce tourist experience. Furthermore, the stte of mny of the protected res is under greter conservtionl problems including extensive incursions by livestock nd people nd the ssocited impcts like degrdtion nd loss of nturl hbitts. 53

54 The Ethiopin wolf is lso referred to s the simien wolf. It is listed by the Interntionl Union for Conservtion of Nture (IUCN s one of the most endngered wolf species in the world. PHOTO: A simien wolf

55 SUSTAINABLE TOURISM MASTER PLAN Services nd fcilities expected in the nture bsed tourism including proper internl rods, foot trcks, signge, resting sights, tented cmps nd stndrd cmping sites with the requisite fcilities re some of the importnt fcilities needed by tourists. However, mny of the Wildlife Protected Ares of the country lck these importnt services nd fcilities. As such, the gret potentil of the country s wildlife s n economic driver through tourism is not well tpped. The country s ntionl prks re minly finnced by public funds nd they re mostly poorly mnged. As they re not operted s mrket oriented orgnistions, their commercil vlues hve not been effectively developed nd no effort hs been mde to estblish connection between the investment mde in these ntionl prks nd the revenue generted nd/or the benefits derived by locl peoples nd the locl economy. This hs resulted in n ever growing nd unresolved conflict between the sustinble mngement of Wildlife Protected Ares on the one hnd nd the interests of the governing body (government) nd locl communities on the other. As result, mny of Ethiopi s Wildlife Protected Ares under greter conservtionl problems with their biologicl nd physicl resources re in rpid decline. Moreover, the lw enforcement prctices re not well integrted with the ntionl defence nd police. Although both these institutions re in one wy or nother responsible nd involved in the development nd the conservtion of nturl resources nd the defence of the country s resources, so fr there is no estblished strtegy to strengthen the ongoing lw enforcement effort. There is need to estblish hrmony between the country s ntionl defence nd police with Ethiopin wildlife uthority nd the regionl sttes. The government is now focusing its ttention to the conservtion nd development of the wildlife resources of the country. At the federl level, the EWCA nd the respective Regionl Sttes of Culture nd Tourism Bureus (RSCTB) re devoted in mintining nd conservtion of the existing Wildlife Protected Ares. They re lso hrmonising the previling resource conflict tht exist between the protected res (especilly ntionl prks) nd the locl communities. The initil focus of EWCA nd RSCTB is to re-dermcte the existing boundries of the ntionl prks nd conservtion res. Accordingly, locl dministrtors nd locl communities re being involved in this process. Further, the demrction ctivities of Hlydge, Gerlle nd Bejmiz Ntionl Prks re currently under wy nd the re-demrction ctivities of Nechisr nd Omo Ntionl Prks re scheduled to begin soon. Such efforts re encourged nd require the direct involvement of politicl leders especilly in solving the conflicts tht exist between wildlife res, locl communities s well s the mtters of wildlife boundries delinetion. In doing so, especilly in re-demrction/demrction process of conservtion res, compromise is mndtory so tht wildlife resdependent people should not be dversely ffected. 55

56 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA So fr, Siemen Mountin Ntionl Prk nd Ble Mountin Ntionl Prk hve mngement plns. Wildlife re mngement plns re vitl in lying out the strtegy for the conservtion of the exceptionl nturl resources of ech re s well s the specific ctions required to chieve objectives under the strtegy. In line with this, ntionl prks tht secure their own leglly demrcted boundries (gzetted) will get priority for developing their mngement pln. Accordingly, there is pln in EWCA to review the mngement pln of Ble Mountin nd develop plns for Awsh, Gmbell, Kft Sherro nd Altish Ntionl Prks. The preprtion of mngement plns for these regionlly gzetted ntionl prks requires strong ttention both from the respective regions nd EWCA. This mesure would be importnt to ensure the proper conservtion prctices s well s sustinble tourism development for the benefit of the locl communities round the conservtion res in prticulr nd the country s whole. Finlly, there re two key issues pertining to the wildlife tourism development tht re worth noting. First, most popultions of the medium nd lrge sized mmmls hve been severely depleted nd re difficult to see. This is becuse they suffer from hbitt loss nd from hunting lmost everywhere in the country, even in most protected res. This presents chllenge tht must be overcome in bid to develop the Wildlife Tourism Product. The Wildlife Tourism Mrketing Strtegy identifies this chllenge nd proposes strtegies to overcome it. Secondly, in the endevour to exploit such resources for tourism development, Ethiopi will hve to identify both competitive nd comprtive dvntges to tke dvntge of, including exploiting opportunities presented by the IGAD Sustinble Tourism Mster Pln for regionl tourism development nd to build on lessons lernt from these countries. Other countries such s Keny, Tnzni, Botswn nd South Afric hve n upper hnd becuse their nture bsed tourism hs been developed over severl yers Current Tourism Routes nd Products For mny yers, the routes positioned to the interntionl tourism mrket by most Ethiopin tour opertors re the Northern nd the Southern routes with little vritions; Northern Historic Route of monuments include Llibel, Aksum, Gondr, Lke Tn monsteries nd the source of the Blue Nile, nd so on. Southern Route includes culturl nd nturl ttrctions of the lower Omo Vlley, Ntionl Prks, Rift Vlley Lkes (Lngno, Hwss nd Chmo.) Although those routes include the most outstnding ttrctions, the potentil for differentition nd the orgnistion of more specilised routes nd pckges hve not been fully exploited. Aprt from the sightseeing of the min sites, there is little diversity in the ctivities offered to tourists in the min tourism destintions. As trips re often sold s routes, the verge sty in ech destintion is low, often less thn two dys. There is lso lck of proper understnding of the tourism mrkets nd tour opertions by locl incoming opertors, nd the limited cpcity of some regionl nd locl uthorities. In generl, lck of qulity tourism services nd fcilities nd visitor mngement problems re observed. Other tourism routes which re lso promoted, lthough less often, include; Afr nd Dnkil Depression (Northest Ethiopi), Dlloll geotherml fields, slt qurry sites, Ert Ale Volcno, Low Awsh Vlley, etc. Estern Route: Wlled City of Hrr nd Awsh Ntionl Prks, Dire-Dw Hurso Sercm rock pintings, Bbile Elephnt Snctury, etc. South-estern Route: Sof Omer Cve nd Dire Sheik Hussein Muslim Shrine, Ble Mountins Ntionl Prk, etc. 56

57 SUSTAINABLE TOURISM MASTER PLAN The west nd southwestern Ethiopi res re well known for their cloud forests, origin of coffee s well s the UNESCO inscribed Biosphere Reserve res tht include Kf, Shk nd Yyu. In ddition, the Gmbell Ntionl Prk known for sesonl migrtion of bout hundred thousnd Nile lechwe re the most importnt fetures of the route. In spite of the potentil of these routes, they re not formlly estblished, nd they lck proper tourism services nd fcilities s well s tourism development plns Some Segmented Tourism Products Addis Abb s Centre of MICE Tourism Situted t n ltitude of 2,300 meters bove se level nd with plesnt climte, the federl cpitl of Ethiopi is dynmic city with vibrnt culturl nd entertinment options. There is lso incresing number of resturnts of interntionl stndrds offering diversity of cuisines. Addis Abb is well endowed with the potentil to tp in to the MICE tourism owing to the fct tht the city is the set of the hedqurters of the Africn Union (AU) nd the United Ntions Economic Commission for Afric (UNECA). It is lso the third city with the highest number of diplomtic missions in the world; world clss meeting venues of the Africn Union Congress Centre (AU-convention fcilities) nd the UNECA, together with interntionl stndrds hotels like Sherton, Rdisson, Hilton nd mny others. Bole Interntionl Airport is now becoming n incresingly importnt ir hub in Afric. Owing to these conditions, the city hs become leding conference nd event tourism destintion in Afric. The New Mster Pln of Addis Abb tkes into considertion the potentil for tourism development. However, the reltively low numbers of conference visitors, number of meetings hosted nd the centrlistion of such fcilities in Addis Abb signifies some of the chllenges fced by the country in developing this potentil lucrtive tourism sector. The TTCI, in this regrd, for instnce, rnks the country t position 81 compred to South Afric nd Keny t positions 37 nd 56 respectively in terms of the number of interntionl firs nd exhibitions hosted. Tble 2.8 below, further provides the Interntionl Congress nd Convention Assocition s 2012 rking for the top ten Africn countries. Tble 2.8: Leding MICE Destintions in Afric, 2012 Country Number of meetings Afric Rnking Globl Rnking South Afric Keny Morocco Egypt Ghn Tnzni Country Number of meetings Afric Rnking Globl Rnking Nigeri Senegl Ethiopi Muritius Tunisi Ugnd Source: ICCA,

58 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA From the tble, it is cler tht despite the comprtive dvntge tht the country possesses (including globlly competitive ntionl crrier nd mjor interntionl irport) over countries such s Ghn, Tnzni nd Nigeri, the MICE sector remins reltively underexploited. South Afric nd Keny, the top two Africn MICE destintions, hve relised the potentil of this sector nd hve consequently prioritised its development by putting in plce pproprite strtegies to support its development. Keny, for instnce, is in the process of implementing its first MICE strtegy nd under the tourism ct, now hs dedicted MICE institution, nd is currently ggressively developing the sector through series of projects in number of mjor towns, while ctively mrketing the country s top MICE destintion globlly. Thus, for Ethiopi to successfully develop the MICE sector, pproprite strtegies, both ddressing the chllenges nd embrcing opportunities to be exploited, should urgently be put in plce. Culturl Heritge Bsed Tourism Products Ethiopi hs gret potentil to develop diversified rnge of culturl heritge bsed tourism products including historicl tril, eductionl tour, pleo-nthropologicl nd rcheologicl routes (pleo tourism), religious tourism mong other events nd festivls. Trekking The Simien Mountins, Ble Mountins, Mount Yossef, re lredy positioned s world clss destintions for high ltitude trekking. Severl incoming opertors re mrketing trekking trips. The ntionl prks nd orgnised communities in those res provide informtion, sell tickets nd lso offer support services for trekking (scouts, porters with mules to trnsport cmping ger, cooks nd guides). Sub Forest Mountin (Mengsh), Entoto nd Hochoch round Addis Abb re other trekking res in the pckge of mny inbound tour opertors. However, tourism fcilities nd services in those res such s shelters, toilets nd service res for trekkers need upgrding nd expnsion, including some community lodges which offer ccommodtion nd food services. The nerby loclities of the bove mentioned sites like Debrk, Dodoll nd Llibel hve the potentil to become tourist centres nd getwys for the trekking mrkets. Aprt from the bove existing res, Mekedell Mountins, Gunn Mountins, Grelt, Gunndgundi, Debredmo, Adw Mountin Swmps, Cherercher Highlnd, Chillo nd Arsi Mountin Plte, Guge Mountin, Choke Mountins re few, mong others, with potentil for trekking nd hiking tourism. Rock Climbing In Ethiopi there re superb mountin rnges composed minly of solid rock tht offer opportunities for climbing on mny untouched fces. Mjor plces for rock climbing re Gherlt in Tigry nd the Ble Mountins in the Southest. However, climbing res nd routes re not clerly identified nd grded nd there is lck of trined guides nd specilised compnies ble to design nd operte specilised trips offering sfety nd service stndrds up to the needs nd requirements of interntionl tourists. Desert Expeditions The Dnkil Depression nd Afr region re remote res visited by n incresing number of tourists. Aprt from the unique resources tht the res offer, cmel trekking, scientific expeditions, eductionl trvel nd volcno climbing re some of the opportunities for developing ttrctive tourism products. Wter-Bsed Activities The Blue Nile, Omo nd Bro Rivers re importnt for white wter rfting with their own diverse tourism ctivities. These re in the pckges of some inbound tour opertors. However, the ctivity is not clerly regulted nd developed, or systemticlly promoted. 58

59 SUSTAINABLE TOURISM MASTER PLAN The bot service between Bhir Dr nd Gondr long Lke Tn tht is currently used s public trnsport by the locl communities could be included to enhnce nd differentite some tourism circuits; lthough some regultions nd improvements in the vessels should be introduced for tourism use. Therml Tourism Ethiopi hs gret potentil for Wellness nd Sps tourism. The Filwhs or the different hot springs in Addis Abb; Sodere, Wondogent, Yrglem, Alb, Kemise nd Fentle re very well known. All the regionl sttes nd the fmous gret rift vlleys re endowed for their potentil therml relted tourism ctivities. These therml hot springs hve lredy been used s medicl tretments for not esily dignosed diseses by locl communities nd domestic tourists. However, mny of them need to be developed to provide specilised services nd fcilities to stisfy the needs nd experience of domestic nd interntionl tourists. The Renissnce Dm hs the prospect of becoming n importnt destintion site for multipurpose tourism ctivities. Bird Wtching Ethiopi s vifun represents n interesting mixture of Africn, Plerctic nd some strikingly unusul endemic components. The country is home to t lest 596 resident species nd 224 regulr sesonl migrnts, including 176 ones from the Plerctic. Of the world s endemic bird species, 43 species re restricted to Ethiopi nd neighbouring sttes on the Horn of Afric; of which 18 or 19 re endemic to the country. Top bird wtching res, for instnce, Lke Tn, the Rift Vlley Lkes (Abijtt-Shll, Chmo Hwss, Chmo, Abby, Chewbhir) the lower Omo Delt, Gob-Ybello nd Ble, Nechisr nd Mgo Ntionl Prks re some of the Importnt Bird Ares (IBA) in the country tht re visited by mny birdwtchers nd re included in the pckges of mny inbound tour opertors. Hrwood s Frncolin, Blue-winged goose, Spot-brested lpwing, Yellow-fronted prrot, Ruspoli s turco, Abyssinin ctbird, White-tiled swllow, Sidmo lrk, Degodi bushlrk nd Stresemnn s bush crow re some of the unique endemic birds species found in these res. However, there re still lck of tourism fcilities nd services such s trils, hides, observtion pltforms nd visitor centres. Although some incoming tour opertors re mrketing bird wtching ctivities, there is no rel specilistion nd there re limited specilised nd knowledgeble guides ble to respond to the demnd of serious interntionl birdwtchers. 59

60 Ethiopi hs produced gret thletes who re widely cclimed both loclly nd round the world. PHOTO: IAAF world thletics in Greece.

61

62 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Running in Ethiopi Distnce running hs produced mny chmpions in Ethiopi. Abele Bikil becme legend when he won the Olympic Mrthon in Rome in 1960 running on brefoot; he lso won the Olympic Mrthon in Tokyo in 1964, with n Olympic record. The world fmous chmpions Hile Gebreselssie, Keneniss Bekele, Tirunesh Dibb nd Mesert Defr hve won gold medls with new records in severl World Chmpionship nd Olympic rces. Building on the imge of the gret Ethiopin thletes, the well-estblished Gret Ethiopin Run held nnully in Addis Abb ttrcts mny interntionl nd locl runners. Furthermore, the potentil for mountin running is being tpped with new inititives such s the first edition of the Ethiotril held in 2014 in the Abijt-Shl Ntionl Prk. There is lredy n offer for trining professionl thletes in high ltitude res including Sulult (ner Addis Abb), nd Bokoji (in Arsi), where mny of the Ethiopin world clss chmpion thletes come from The yer Abele Bikil won the Olympic mrthon in Rome. He went on to win the 1964 Olympic mrthon in Tokyo. It is, however, importnt to underscore tht sports is becoming leding globl tourist ttrction. In countries like the UK nd USA, for instnce, sporting events such s footbll, rugby, bsketbll, cricket, bsebll nd mrthons, hve been the key drivers for domestic, regionl nd interntionl tourism. In Afric, number of countries hve lso relised the potentil of sports in tourism development. South Afric, for exmple, hs n elborte strtegy on sports, given its successful hosting of the FIFA World Cup in 2010 nd its subsequent positioning s n interntionl sporting events hub. Closer home, Keny, in its current tourism development strtegy, identifies footbll, rugby nd golf s potentil key drivers for domestic, regionl nd interntionl tourism development. Likewise, given the populrity of Ethiopi in terms of her thletic prowess nd the growing interest in footbll, deliberte scheme is needed to support relevnt infrstructure development nd to promote sports tourism s diversifiction strtegy. Community Bsed Tourism Community Bsed Eco-tourism is reltively very young in Ethiopi nd there re some developing Community Bsed Tourism ctivities in some regionl sttes of the country. There re numerous community bsed eco-tourism inititives nd ssocitions flourishing ll cross the country. Regions like Tigry, Amhr, Oromi, Southern Ntions, Ntionlities nd Peoples regionl sttes re ctively promoting this lterntive development models. These CBEs re providing vrious tourism fcilities nd services for tourists interested in these types of tourism experiences. The specific loction of these ctive CBEs include Simien nd Ble Mountins ntionl prks, Menze Guss, Lke Tn, Llibel Meket, Lke Ziwy nd Lngno, Lke Hwss, Abune Yossef, Mekedell, Adw nd Yirglem. Although these inititives re not well integrted in the minstrem tourism mrketing, mny of these CBEs cn be very good models to expnd CBEs to the rest of the country s the country is endowed with huge nture bsed tourism potentil. 62

63 SUSTAINABLE TOURISM MASTER PLAN Summry of Key Issues Just like other countries in the region tht rely hevily on nture-bsed tourism product, Ethiopi s tourism product is dominted by the culturl, minly, heritge-bsed tourism product. As such, the previling product bse is very nrrow with limited choices for visitors. This, therefore, continues to pose chllenge tht excerbtes the country s efforts to increse the length of sty of visitors. Further, despite the similrity in terms of competitiveness of the previling heritge-bsed tourism product with, for exmple, Egypt, the country still trils in terms of visitor numbers. This could be ttributed to rnge of fctors including the pckging nd mrketing of the product. In ddition, owing to the nrrow product-bse, tourism is sptilly concentrted minly in trditionl religious routes of the northern prts of the country. This hs ment tht other prts of the country with potentil for development of non-heritge-bsed tourism products remin reltively underdeveloped nd un-exploited. As identified from the country-wide stkeholders surveys, there is generl consensus tht the development of tourism products in the country fces number of chllenges s listed below: Most of the products were noted s being under developed in qulity nd quntity Lck of new product development inititives Lck of coordintion mong stkeholders focusing on product development Lck of cpcity nd know-how bout how to develop tourism product Lck of destintion development pln nd pckging systems Lck of ntionl conservtion strtegies nd site bsed mngement plns nd orgnistion for both culturl nd nturl resources Lck of legl protection nd proper site designtion As noted, immense opportunities exist in the country given its vst lnd re nd bundnt culturl nd nturl resources tht could be exploited to broden the tourism product-bse so s to deepen existing mrkets nd tp into new nd emerging ones. Nonetheless, to chieve such diversifiction of the tourism product bse, prdigm shift from the trditionl tourism development pproch to one tht is mrket bsed, nd guided by innovtion nd cretivity in the development of not only leisure products, but lso the niche tourism products such s culture-bsed tourism, sports, business, conference nd helth, gered towrds the domestic, regionl nd interntionl tourist mrkets, is urgently needed. 2.6 Tourism Mrketing nd Promotion Strongly linked to product development, tourism mrketing is n integrl component of destintion growth nd development. While product development is ssocited with the cretion of ttrctions or experiences, mrketing plys key role in communicting the vlue nd ppel of the products to would be consumers. Owing to the complex nd multifceted nture of destintions rising from the inter-reltionships of key stkeholders, mrketing cn lso be n essentil tool for enhncing destintion competitiveness. In this regrd, the min objective from the demnd-side is to increse visitor numbers, while from the supply-side, mrketing cn be instrumentl in ttrcting investors to invest in rnge of destintion goods nd services including ccommodtion, entertinment, retil nd infrstructure, thereby further boosting tourism growth nd development. It is importnt to note tht though the visitor numbers re stedily growing, these re, nonetheless, reltively low compred to other regionl destintions nd given the country s recognised potentil. Findings from the industry s stkeholders indicted number of key weknesses fcing mrketing of the country s tourist destintion. 63

64 There is lot of effort both by the goverment nd privte sector stkeholders working on mrketing the Ethiopin tourism industry. PHOTO: The poolside of hotel in Addis Abb

65 SUSTAINABLE TOURISM MASTER PLAN The current efforts re being done in n uncoordinted nd frgmented mnner with cler bsence of strong coordintion mong privte-public prtnerships nd mong privte sector plyers themselves There is lck of focus on mrket niches demonstrted by poor linkge of mrket nd products There is lck of ntionl tourism mrketing strtegy to guide the country s tourism mrketing nd promotionl ctivities Very low focus on regionl mrket in Afric compred to domestic nd interntionl mrkets Poor ntionl destintions mrketing through online chnnels No mrketing representtions in key tourist generting countries Limited skills nd knowledge of inbound tour opertors to promote nd mrket Ethiopi in the interntionl mrkets Lck of proper brnding, effective positioning nd qulittive presenttion of products in terms of the modern working knowledge of the tourism mrket No cler mrket segmenttion nd priority in terms of domestic, interntionl nd regionl nd sub-regionl mrketing network The bsence of concerted efforts in networking, collbortion nd prtnership mong the services providers in the tourism nd trvel mrketing s well s hospitlity compnies The bsence of brnding of specific pckges nd destintions of the different regions of the country The bsence of trdition of orgnising interntionl nd regionl tour nd trvel trde firs nd events in the country The bsence of structurl rrngements nd concerted efforts in mrketing nd hndling events nd MICE tourism mrketing ctivities s it is the most importnt ctivity for the country Despite these constrints, there is lot of effort going on by both the government nd privte stkeholders working in the mrketing ctivities of the Ethiopin tourism industry. For instnce, there re more thn 300 inbound tour opertors nd trvel gencies nd ssocitions focusing on Ethiopi tody. Some of these orgnistions nd ssocitions hve jointly fetured in some of the world s leding tourism nd trvel trde firs such s ITB (Berlin), WTM (London), BIT (Miln), TOPOREZA (Pris), FITUR (Mdrid), VACANTEBOURS (the Netherlnds), MITT (Moscow), ATM (Dubi), COTTOM (Beijing) nd other events together with the Ministry of Culture nd Tourism nd the Ethiopin Airlines. In ddition, some of the ntionl inbound tour opertors re lso using their respective websites to mrket nd sell their pckges. However, the ctivities of these tour nd trvel orgnisers re not well coordinted nd the mrketing structure tht would help to link their ctivities to the interntionl tour opertor chnnels is not well developed. Besides, there is no significnt number of interntionl hotels chins in the country tht cn perform chnnel mrketing ctivities. Due to these fcts, Ethiopi is in wek position in terms of interntionl tourism mrketing. Accordingly, the government of Ethiopi hs now strted to tke importnt strtegic steps towrds structuring the Ethiopin tourism industry mrketing. The most importnt mesures re the estblishment of the Ethiopin Tourism Trnsformtion Council (ETTC), the Ethiopin Tourism Bord (ETB) nd the Ethiopin Tourism Orgnistion (ETO). For exmple, the min mndtes of the Ethiopin Tourism Orgnistion re tourism destintion development nd mrketing Ethiopi with the collbortion of the vrious stkeholders involved in the Ethiopin tourism business industry. 65

66 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA To support these structurl rrngements, the government is conscious of the necessry requirements of policy nd regultory projections to fcilitte the tourism mrketing ctivities in prticulr nd the development of tourism s n industry in generl. Towrds this end, the Tourism Trnsformtion Council is the highest legl body led by the Prime Minister of the Federl Democrtic Republic of Ethiopi. All the Federl Ministers, the regionl sttes presidents, religious leders, bord presidents of relevnt civic societies, the Ethiopins Airlines nd celebrities re members of the Council. The Council meets twice yer to udit the performnce of the sector nd deliver importnt directions nd decisions. On the other hnd, the Ethiopin Tourism Bord is orgnised from different relevnt federl governmentl nd privte institutions. The Bord is responsible for closely overseeing the ctivities of the Ethiopin Tourism Orgnistion. Finlly, the Ministry of Culture nd Tourism remins the policy-mking body t the federl level. Going forwrd, it is crucil tht the diverse rnge of ctivities currently vilble is profiled with view to providing visitors with pproprite informtion. In line with this, it will be necessry to increse repet visittion nd to ensure tht, owing to the industry s sesonlity, the pek nd trough periods re smoothed so tht there is stedy flow of visitors throughout the yer. In ddition, it will be importnt tht the promotion nd mrketing of other non-trditionl tourism res is stepped up so s to increse the dispersl of visitors cross the country. Wht is more, it would pper tht the current mrketing efforts re concentrted in the trditionl Western tourist mrkets which re now incresingly being constrined by issues such s the globl finncil crisis nd crbon txes on long-hul trvel, yet indictions re tht there is gret potentil in the domestic, regionl nd emerging economies of Asin mrkets. All these, nonetheless, cll for intensive mrket reserch which will in turn inform pproprite policy formultion. 2.7 Tourism Infrstructure Usully ctegorised s primry, secondry nd tertiry, tourism infrstructure is n importnt spect of destintion competitiveness. Primry tourism infrstructure bsiclly refers to fcilities nd services, such s ccommodtion (hotels, resorts, motels nd lodges), resturnts nd trvel/tour opertion services. In other words, these re tourism specific fcilities nd services tht visitors mke use of whilst on vction. Secondry infrstructure refers to such fcilities s shopping mlls or centres, museums, recretion, entertinment nd visitor informtion centres. Tertiry tourism infrstructure, on the other hnd, refers to those fcilities nd services tht re not tourism specific or relted, but nonetheless re importnt in enhncing visitor experience. These include, helth services or cre, emergency, postl, finncil nd personl services. Though the sitution on the ground is rpidly chnging, the vilbility nd qulity of these fcilities nd services remin mjor chllenge fcing the country in its endevour to develop s globlly competitive destintion. The country, for instnce, lcks sufficient number of 5, 4 nd 3 str rted fcilities nd those tht re vilble re minly concentrted in Addis Abb. In fct, key destintions in the country, such s Llibel, Aksum, Arb Minch nd Gmbel, experience indequte ccommodtion fcilities tht could be described s being of tourist stndrds. Though this sitution is chnging with hotel construction boom being witnessed in most res within the country, which is quite welcome development, there is need to dopt cutionry pproch becuse there is lck of clrity on number of issues. For instnce, given pucity of relible dt, severl questions rise including: wht is informing the current construction boom or guiding the type of fcilities 66

67 SUSTAINABLE TOURISM MASTER PLAN being put up, whether there is dnger of over-supply, nd whether there re ny considertions bout zoning issues. For instnce, number of hotel investors view the AU nd UNECA s key mrkets in deciding on hotel development. However, mjority of the meetings held in these two venues tend to be sesonl nd sometimes d hoc. As such, it is not cler how such hotels re utilised during the period in-between the AU or UNECA meetings. Perhps, it is for this reson tht the country is rnked firly well in terms of its price competitiveness, purchsing power prity nd hotel price index, for which it is rnked 22, 2 nd 40 respectively globlly, compred to countries like Keny, Ugnd nd Tnzni in the region which did not fre s well. The country should cpitlise on this comprtive dvntge. The bove notwithstnding, in terms of the vilble number of hotel rooms, Ethiopi is rnked 134 out of 140 economies globlly compred to Keny, Ugnd nd Tnzni t positions 122, 121 nd 118 respectively. This indictes the existence of sizeble demnd for good qulity ccommodtion fcilities throughout the country rnging from non-rted or unclssified to 5 str ones. There is need for strtegy to guide nd inform the development of such infrstructure, which could, for exmple, detil the number, type nd clss of ccommodtion fcilities required in different prts of the country for which necessry incentives could be viled. This includes investor support, infrstructurl support, legl support nd so on. Furthermore, the qulity nd stndrds of existing ccommodtion fcilities on the whole, continue to pose mjor chllenge throughout the country given the constrints in reinforcing the clssifiction system. For instnce, the sole dt on hotel clssifiction for the period 2009 nd 2010 only shows the number of hotel rooms under ech ctegory with no indiction of the number of hotels nd where they re locted. During this period, over 60% of ll the hotels were unclssified with the number growing from 60.55% in 2009 to 69.28% in 2010 (Tble 2.10). This rises questions concerning the control of the qulity of ccommodtion fcilities nd services in the country. Tble 2.10: Distribution of Clssified Hotel Rooms in Ethiopi Totl Yer Count % Count % Count % Count % 5 strs No dt - No dt - 4 strs No dt - No dt - 3 strs 1, , No dt - No dt - 2 strs 1, , No dt - No dt - 1 str No dt - No dt - Unclssified Hotels 8, , Source: Tourism Sttistics Bulletin, (MoCT) 67

68 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA The secondry nd tertiry infrstructure is eqully not well developed throughout the country to support competitive tourism industry. For instnce, incresing the length of sty is currently being pursued s strtegy for incresing tourist expenditure. However, nd perhps with the exception of Addis Abb to some extent, there re hrdly ny other recretionl ctivities or entertinment plces tht cn engge visitors who re visiting the min ttrctions cross the country. Moreover, visiting destintions outside the cpitl requires one to crry csh, more so, in locl currency, becuse of lck of ATMs nd foreign exchnge bureus. Though petty crime is miniml in the country, the fct tht one is compelled to trvel with csh my ffect visitor experience during trvel. In this regrd, provision of such fcilities nd services gretly enhnce destintion competitiveness nd the country is rnked t position 135 out of 140, implying lck of competitiveness (WEF, 2013) Summry of Key Issues From the foregoing situtionl nlysis, it is evident tht there is generl lck of tourism infrstructure cross the country; which is mjor obstcle towrds enhncing the country s destintion competitiveness. As noted, prt from Addis Abb to some extent, most of the mjor tourist destintions lck pproprite tourism infrstructure tht is necessry to spur tourism growth nd development. In Addis Abb, on the other hnd, there is notbly hotel construction boom, which though welcome, it is not redily cler wht is informing such development. Furthermore, the issue of qulity nd stndrds of the existing fcilities nd of those being constructed remins mjor issue, given tht tourism professionls re rrely consulted during their construction. This hs ment tht some of the fcilities cnnot effectively function s hospitlity fcilities ctering for tourists becuse they lck bsic stndrd fcilities. In ddition, due to the lck of cler regultory frmework to enhnce qulity nd stndrds, some ccommodtion fcilities hve tken the tsk of clssifying themselves into their preferred rting with little regrd to the qulity of the fcilities nd service delivery offered. It is importnt to note tht while efforts re being mde by the MoCT to clssify the hotels, the sitution is further confounded by lck of cler criteri to crry out such clssifiction. This hs reportedly resulted in disgreements between MoCT nd the regionl uthorities over the exercise of clssifiction of hotel fcilities. Additionl issues noted by the tourism stkeholders include: the fct tht the fcilities re minly concentrted in min cities leving the country-side unserviced; poor rchitecturl nd structurl designs; scrcity of budget fcilities such s youth hostels; the mjority of the hotels re not built to interntionl stndrds; bsence of zoning policies to estblish the res where hotels should be constructed; nd lck of incentives like lnd nd ffordble finncing for investment. In ddition, the stkeholders lso noted tht the existing tour firms, though few, re stffed with under qulified mnpower tht generlly lck professionlism nd ethics, nd demonstrte low considertion for customer service. It is worth noting tht in previous times the government invested in tourism infrstructure becuse of the then under developed privte sector. This is no longer the cse becuse such drive seems to be sper-heded by the privte sector. However, it my be necessry in some cses, prticulrly, when considering opening up new destintions in the country where the privte sector my be wek or not willing to invest, for the ntionl government to invest in such fcilities with view to spurring tourism development. Importntly, therefore, conducive investment environment is essentil to spur the development of interntionl clss fcilities for the tourism sector including: providing pproprite support infrstructure for the privte sector to invest in the development of tourism infrstructure. Nevertheless, such development should be informed by some form of ntionl nd regionl frmeworks so s to ensure tht such investments re in line with the broder gols of tourism development gends. This will lso ensure tht development of such fcilities nd sector-specific infrstructure is not hphzrd, but rther in line with the broder tourism development plns. 68

69 SUSTAINABLE TOURISM MASTER PLAN 2.8 Humn Cpitl nd Resources An importnt component of destintion development nd competitiveness is the vilbility of high qulity humn resource. Indeed, the most competitive destintions of the world, such s Switzerlnd, Frnce, Spin, USA, Chin, Itly, United Kingdom, Mlysi nd Singpore, hve correspondingly high qulity humn resources. This is, however, mjor chllenge fcing the country in its endevour to become globlly competitive tourism destintion. The country hs, for instnce, limited number of institutions offering tourism trining progrmmes both t the grdute nd post grdute levels nd t the certificte nd diplom levels (World Bnk, 2006). The certificte nd diplom institutions, further, re under the control of the Technicl nd Voctionl Eductionl Trining Agency, while the Universities remin under the Ministry of Eduction s per the Higher Eduction Proclmtion (Ethiopi Government, 2009). As such, the MoCT does not exert direct control over institutions tht offer tourism trining progrmmes which excerbtes the endevour to oversee or enforce guidelines tht could improve the qulity nd relevnce of such trining or the estblishment of centres of excellence. The lck of cler control nd coordintion of tourism trining in the country hs resulted in the lck of pproprite skills nd knowledge mongst the grdutes being churned out by the vrious trining institutions. There re lso issues relting to the qulifiction of tourism triners (World Bnk, 2012). Employers hve, in ddition, rised concern over the qulity of such grdutes nd now prefer older professionls lbeit with lower credentils, rguing tht these do not need retrining. Furthermore, there re unethicl prctices of poching stff from other estblishments with incentives of better py nd other prerequisites. The high demnd for qulified personnel, moreover, hs mde employers reluctnt to relese their employees for trining rguing tht once such employees get trined, they lwys opt for better opportunities given tht the existing py levels re very low. There ppers to be vicious cycle in terms of humn resource development where on the other hnd, the qulity of trining is wnting while on the other hnd, employers pper to discourge Continuous Professionl Development (CPD). This impcts negtively on the qulity of service delivery becuse there is no regultion compelling them to employ people with pproprite qulifictions, skills nd knowledge. To chieve her gols of tourism development, the government must ensure tht there is consistent supply of lbour who hve been trined to interntionl stndrds. In ddition, mechnisms my be required to compel, rther, encourge employers to engge people with the right qulifictions. This will require both short-term strtegies such s CPD for those lredy in industry nd exchnge progrmmes; nd long-term strtegies including pproprite nd up-to-dte curriculum development. For purposes of illustrtion, Tble 2.11 below presents select humn resource indictors of the WEF TTCI for select countries drwn from the region nd cross the world to fcilitte further nlysis nd to serve s potentil benchmrks for the country. The nlysis is testimony of the sitution fcing the country s tourism humn resources: the extent of stff trining is low owing to poor qulity of the eductionl system nd lck of specilised reserch nd trining; nd while the country could leverge on skills trnsfer, it is quite not esy to hire foreign lbour into the country. However, there re lessons to be lernt nd opportunities tht could be leverged upon by the country, both regionl nd interntionl, to improve the previling humn resource condition in the country. 69

70 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Tble 2.11: Country WEF TTCI Select Humn Resource Indictions of Select Countries Overll Rnking (out of 140) Qulity of Eductionl System Avilbility of Specilised Reserch nd Trining Extent of Stff Trining Ese of Hiring Foreign Lbour Switzerlnd Singpore Mlysi Keny Rwnd Ugnd Ethiopi Source: WEF, 2013 In the region, bsed on their respective rnkings, Keny, Rwnd nd Ugnd provide vluble lessons for the country. Keny, for instnce, hs firly well-developed tourism trining nd reserch institutions, for which it is rnked 37 th, 64 th nd 69 th for the qulity of eductionl system, vilbility of specilised reserch nd trining, nd extent of stff trining respectively. Given the cordil reltionship tht exists between Keny nd Ethiopi, nd the on-going implementtion of the Sustinble Tourism Mster Pln for the IGAD region, it will be beneficil to explore venues for collbortion, such s exchnge progrmmes t ll levels in government, in the privte sector nd in cdemi. Further, given the fct tht the previling humn resource cpcity is somewht limited nd for which the country is rnked 129 th globlly, it will be necessry to ese restrictions for enggement of foreign experts, lbeit with the sole objective of promoting skills nd knowledge trnsfer. This hs been done in Keny nd is now being done in Rwnd nd Ugnd, which rnked 18 th nd 8 th respectively globlly. It is lso worth noting tht in Keny, the Swiss Government (rnked top in the world in terms of the qulity of its humn resource (Tble 2.11)) ws instrumentl in lying the strong foundtion for the development of the previling tourism humn resource bse. The bilterl collbortion, mong others, sw the positioning of Keny Utlii College nd its Utlii Hotel ( three str trining fcility), both under the Kenyn Ministry of Tourism, s the cornerstone for tourism trining not just in Keny, but in Afric s whole. For instnce, in Ethiopi, number of tourism professionls in the country re Keny Utlii lumni. Likewise, it will be importnt to explore such globl opportunities to ensure tht the qulity of humn resource trining in the country is of interntionl repute by benchmrking the most competitive destintions globlly Summry of Key Issues The vilbility of skilled humn resources is mjor chllenge fcing the tourism industry in the country. This is excerbted by the perception tht the institutions mndted with the responsibility of humn resource development re not dequte nd tht the existing ones do not even hve the cpcity to produce highly trined grdutes. This hs resulted in the industry expressing their disstisfction in this regrd, with employers rguing tht they still hve to retrin such grdutes. In some cses, the lck of sufficient humn resources hs led to scenrios where employers re reluctnt to provide CPD to their stff for fer tht they will lose them once their skills re enhnced to better pying opportunities. This hs ment tht such employers hve mintined low wges thereby ttrcting personnel who re not 70

71 SUSTAINABLE TOURISM MASTER PLAN qulified. Such scenrios points to vicious cycle of humn resource development where institutions re churning qulified grdutes while employers re not employing qulified personnel yet remin reluctnt to investing in further trining. This sector hs been noted by stkeholders s experiencing generl lck of competent mnpower t ll levels; policy, trining, business mngement nd opertions. Further to the bove chllenges, number of chllenges were identified by stkeholders s being drwbcks for the sector s HR cpcity including: Trining tht is not mrket-oriented with trining progrmmes lcking strong industry experience focus Communiction brrier chllenges for those working in the industry due to lck of lnguge skill prticulrly in English nd other interntionl lnguges Absence of motivtion for privte enterprises to join trining institutions Wek links between the tourism businesses nd trining institutions Lck of dequtely qulified mnpower in the tourism offices both t ntionl nd regionl level Lck of cler policy on mnpower trining nd development for the tourism sector It is cler tht humn resource development is key to enhncing the competitiveness of ny given destintion due to the fct tht the leding destintions of the world lso hve corresponding high qulities of humn resources. Given tht the tourism industry is lrgely service oriented, the role of humn resources is of prmount importnce. When considering the development of humn resources, it is essentil tht the issue is ddressed holisticlly. Humn resources do not simply refer to those working directly in the industry or privte sector, for tht mtter; but lso include those who re chrged with the responsibility of plnning nd developing the tourism industry. In the first instnce, humn resource development is usully gered towrds enhncing the skills nd knowledge of those providing the services for the tourism industry. In the second instnce, humn resource development is gered towrds enhncing the cpcity of government officils nd higher eduction lecturers to better pln, reserch nd develop the country s destintion. In ddition, it is eqully importnt to crete wreness on the importnce of the tourism industry in the country mong government officils whose dockets my impct tourism one wy or the other, for exmple, immigrtion officils, infrstructure, finnce nd so on. 71

72 The condition of ccess rods to nd within number of key ttrctions/destintions remins in deplorble stte nd, in some cses, ttrctions re hrdly rechble. It is not uncommon for niml trnsport to be used in such circumstnces. PHOTO: Horse nd crts

73 2.9 Tourist Sfety nd Security Generlly, Ethiopi is reltively mong the most politiclly stble countries in Afric. Security or lck thereof, would not be thret to incoming tourist. Since the end of the cold wr, Ethiopi hs become one of the few countries in the world to provide sfe tmosphere to ll its destintion res. Recently, Ethiopi ws rnked s the 15 th Sfest Countries in the World to Settle In Importnt to note is tht unlike ny other economic sector, the tourism industry is highly sensitive to externl fctors such s terrorist ctivities, politicl nd civil unrest. In this regrd, the country is considered to be one of the most politiclly stble countries in Afric. Further, the country s security is lso cknowledged by the Globl Competitiveness Report It rnks the country more fvourbly thn, for instnce, Keny nd South Afric in number of key spects including business costs of crime nd violence, orgnised crime nd relibility of police services. Though this reltively positive imge of the country remins, number of chllenges were identified from country-wide stkeholders consulttions fcing visitor sfety nd security including petty crimes, lck of emergency rescue services, limited qulity helth institutions, lck of considertion for the needs of the tourism sector while drwing up helth-sector plnning nd policies, nd reltively high level of rod ccidents due to fctors s poor rod design nd unsfe rod use prctices. There is currently no cler frmework for tourism sfety nd security in the country. Security issues re generlly delt with by the police t both federl nd regionl levels while locl militi provide informl security services in some cses. There is, however, need for ntionl tourism sfety nd security strtegy. A tourism sfety nd security strtegy tht would include forml communiction chnnels mong concerned stkeholders must be in plce nd which the sector is now lcking. Further, even though this system of tourist sfety nd security is prt nd prcel of the overll ntionl home security system, there is need to upgrde the ntionl cpcity of tourism-specific security personnel including wildlife rngers, scouts nd other officers in terms of logisticl fcilities nd diverse skill development progrmmes

74 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 2.10 Tourism Support Services nd Infrstructure Tourism being n economic sector relies on number of support services nd infrstructure for its growth nd development including trnsporttion infrstructure, ICT, electricity, communiction infrstructure, mong others. Tble 2.13 presents Ethiopi s performnce in number of infrstructure spects reltive to other regionl economies. Tble 2.13: Globl Rnking of the Stte of Infrstructure in Selected Africn Countries Indictor Rnking ( out of 148) Ethiopi Keny Rwnd Botswn South Afric Qulity of overll infrstructure Qulity of rods Qulity of rilrod infrstructure n/ Qulity of port infrstructure Qulity of ir trnsport infrstructure Avilble irline set km/week, millions Qulity of electricity supply Mobile telephone subscriptions/100 pop Fixed telephone lines/100 pop Source: The Globl Competitiveness Report (2013 World Economic Forum) Some of these spects re discussed in the sections below Trnsport Infrstructure Though not usully specificlly gered towrds meeting the needs of the tourism industry, trnsport infrstructure is n integrl element of destintion competitiveness. Good trnsport network fcilittes ccess to nd from, nd within destintions nd hinder or promote tourism. This is well cknowledged by the GTP ( ) noting the pivotl role tht rods nd ir trnsporttion infrstructure ply in tourism development 2. Trnsport infrstructure cn brodly be ctegorised s ir trnsport nd ground trnsport. Air Trnsport Accounting for over 50% of ll interntionl tourist rrivls globlly, ir trnsport infrstructure is of gret importnce to ny given destintion in terms of promoting both externl nd internl ccess. Furthermore, prticulrly in destintions where ground trnsport is unrelible or where countries re expnsive s is the cse with Ethiopi, ir trnsport cn ply n integrl role in enhncing internl ccess to res of touristic interest. The clibre of ir trnsport infrstructure is usully pegged upon both the quntity (mesured in terms of vilble set kilometres both domestic nd interntionl, number of deprtures, irport density, number of operting irlines), the qulity of the ir trnsport infrstructure both for domestic nd interntionl flights, nd the interntionl ir trnsport network. Comprtively, the country is well developed in terms of the previling ir trnsport infrstructure both for domestic nd interntionl purposes, s Tble 2.14 demonstrtes. 2 See GTP p.32 nd p.46 74

75 SUSTAINABLE TOURISM MASTER PLAN Tble 2.14: Ethiopi Air Trnsport Infrstructure Assessment (by 2013) Performnce Indictors Score Rnk (out of 140) Overll Qulity of ir trnsport infrstructure Airline set kms/week, million Airline set kms/week, int l, millions Deprtures/1,000 pop Airport density/million pop No. of operting irlines* Interntionl ir trnsport network Source: TTCI 2013 report The construction of second terminl t Bole Interntionl Airport nd the proposed expnsion will go long wy in further enhncing the qulity of ir trnsport infrstructure in the country. Moreover, the role plyed by the ntionl crrier in fcilitting trvel to nd from the country nd within the country, hs been crucil in this regrd. Currently, the officil number of irports spred cross the country is 19, with more being opened; of these, four re interntionl irports. It is importnt to note tht for quite long time, Ethiopin Airlines hs been the sole domestic scheduled crrier operting within the country fcilitted by subsidy progrmme to keep costs down minly for residents. It is, however, encourging tht the Ethiopin Civil Avition Authority (CAA) hs drfted new ir trnsport policy which will increse the number of sets on privte domestic flights to 50 from the current 20. This, in turn, together with the growing sttus of Bole Interntionl Airport s regionl hub, is expected to boost the number of visitors into the country. It would, nevertheless, be dvisble tht the country considers more incentives to increse the number of tourist rrivls into the country including relxing vis requirements for trgeted source mrkets nd expnding the bilterl ir greements to trget key source mrkets. Ground Trnsport As with ir trnsport, ground trnsport which ccounted for 42% of the totl number of interntionl tourist rrivls in 2013 (Figure 2.2), is n integrl prt of ny given destintion. In fct, nd to lrge extent, without certin mode of ground trnsport, ir trnsport would be rendered lmost irrelevnt. In other words, destintions could still thrive even in the bsence of ir trnsport, but the sme does not pply with the cse of ground trnsport. Ground trnsport is usully ctegorised s rod, ril nd wter. Being lndlocked country nd in the bsence of nvigble wter wys, rod trnsport remins the most commonly used mode of ground trnsport for tourism purposes. The Growth nd Trnsformtion Pln (GTP) upholds the importnce of rods s n venue through which the growth nd development of key economic sectors, such s griculture, industry, mining nd tourism, could be fostered. Tble 2.15 below highlights the previling sitution regrding the qulity nd quntity of the rod network in the country nd the projected trgets s set out in the GTP. Argubly, following the Rod Sector Development Progrmmes tht were lunched in 1997, there hs been remrkble improvement in rod trnsport infrstructure. The country now hs, comprtively, both good qulity nd quntity of rod networks connecting key cities nd towns. In ddition, rod trnsport hs plyed nd continues to ply vitl role in supplementing ir trnsport in terms of providing direct ccess to key ttrctions in the country. 75

76 In 2014, Ethiopin Airlines becme the lrgest Africn crrier by revenue nd profit ccording to the Interntionl Air Trnsport Assocition (IATA). INSET: Ethiopin Airlines Boeing 787 Dremliner t the Boieng fcility in Wshington DC. Ethiopin Airlines ws the first irline in Afric to get the Dremliner.

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78 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Tble 2.15: GTP Trgets for Rods Indictor Bseline 2009/10 Pln Trget 2014/2015 Rod Network 49, ,000 Averge time to ll wether rods (hrs) Rod density (km/1000km 2 ) Rod density (km/1000 popultion) Rods in cceptble condition (%) Proportion of re further thn 5km from ll-wether rods (%) Source: Ethiopi Government, However, despite their importnce, the condition of ccess rods to nd within number of key ttrctions/ destintions remins in deplorble stte nd, in some cses, ttrctions re hrdly rechble. It is not uncommon for niml trnsport to be used in such circumstnces. For exmple, the rod from Llibel Airport to Llibel is in need urgent of mintennce. One requires niml trnsport to ccess some of the monsteries in the re which t times could be very time consuming. Furthermore, the potentil link rod between Llibel nd Aksum is in very poor condition nd is rrely ever used. Likewise, key nturl ttrctions in the country, such s Simien Ntionl Prk nd Nechisr, re hrdly ccessible even with the use of rugged vehicles. To ccess the key ttrction in Nechisr, for exmple, one would require bout 8 hours in trvel time lone due to the poor condition of rods in the prk. As the country continues to serch for strtegies to increse the length of sty, the potentil of rod trnsport to provide solution ppers not to be upheld. In fct, rod trnsport should lso be viewed s strtegy for incresing tourist-spend in the country if the infrstructure is well orgnised nd developed. As lredy mentioned, the country s min rods nd highwys re generlly in good condition. Given the size of the country, which mens tht there re lrge distnces to be covered, there re hrdly ny relible stops or tourist ctivities between mjor cities or destintions. For instnce, on the Southern routes, ctivities, motels or fcilities of tourist stndrds re very limited even in some of the mjor towns. As result, there is no incentive for tourists to mke stopovers whilst enroute to their destintion. They re compelled to drive long distnces which is tiring nd monotonous, thereby mking ir trnsport n ttrctive option for most tourists. Figure 2.15, indictes tht 41% of interntionl tourists rrive t their destintion by using rod trnsport. This is prticulrly more common in Europe nd is incresingly becoming the cse within Southern Afric nd regionl countries such s Rwnd. For instnce, of the 1.1 million visitors Rwnd received in 2012, bout 85% of these rrived in the country by rod; further, 85% were from Afric, testment to the growth of regionl tourism. Likewise, Ethiopi receive number of tourists by rod nd these re mostly from the neighbouring Djibouti. Rod trnsport infrstructure should be viewed s n venue through which the country s huge domestic tourism potentil could be tpped. With the right strtegies, the current regionl infrstructurl development nd expnsion to link with neighbouring countries could lso provide n opportunity for regionl tourism growth nd development. Indeed, with the LAPSSET project, Keny 78

79 SUSTAINABLE TOURISM MASTER PLAN proposes to construct three resort cities to promote nd diversify its rnge of tourism products nd to tp into the regionl nd domestic mrkets. This should lso be viewed s n opportunity to further exploit opportunities emerging for the rod sector development progrmmes. The other two modes of ground trnsport, ril nd wter, re rrely used in the country nd s such re not very relevnt to tourism currently. Nevertheless, given the infrstructurl development prospects highlighted in the GTP, there is need to rethink this stnce especilly within the context of ril trnsport. The government, for instnce, proposes to construct 2,000km of rilwy network by 2015 nd totl of 5,000km by The fct tht the government hs secured number of commitments towrds the relistion of this project is quite encourging. Of interest to tourism is the fct tht the proposed rilwy network will pss through some of the key ttrctions in the country, especilly those in the north nd tht some of these routes re of outstnding beuty. For instnce, the proposed route in the north will run from Mekele-Woldiy Hr-Gebey- Sumer-Dicheto-Elidr- with link to Port Tdjourh in Djibouti nd n dditionl extension vi Woldiy- Awsh to join the Addis-Djibouti route. Given tht this project is t the inception stge, this will be n opportune time to incorporte tourism concepts so s to further mximise opportunities from the proposed developments. In other words, such developments should not just be viewed s simply mens of trnsporting visitors, but lso s potentil ttrctions in themselves. Exmples, such s the Orient Express nd the Royl Scotsmn re now key ttrctions nd could be described s over-lnd cruises given the services offered including ccommodtion nd fine dining. Similrly, wter trnsport is not s developed, but hs the potentil to diversify the tourism product in the country owing to the numerous Rift Vlley lkes nd rivers tht exist. Nonetheless, wter trnsport is lso required to ccess number of ttrctions, such s the monsteries t Tulu Gudo Islnd in Lke Ziwy, the crocodile mrket in Lke Chmo t Arb Minch nd the islnd in Lke Shll. In ddition, it is worthwhile to explore the potentil of hving cruises in some of these lkes s wy of expnding the rnge of tourism products on offer to tourists Informtion nd Communiction Technology Informtion nd Communiction Technology (ICT) is incresingly becoming n integrl prt of destintion competitiveness s the world becomes more nd more interconnected. This hs opened the door to more plyers; ech eying the sme globl mrket with consumers ever being presented with growing rry of products from which to mke informed choices. Indeed, the internet is now n importnt medium for tking products to the globl mrket from supply perspective nd n importnt source of informtion from demnd perspective whereby potentil consumers re ble to guge the qulity of products nd services on offer in ny given destintion. In the cse of mrketing, it is now lmost essentil tht tourism suppliers hve their products well presented on the internet from which potentil tourists could gther the relevnt informtion with view to consuming such products. It is now estimted tht over 70% of trvellers use ICT to pln their trvel. In ddition, the ICT infrstructure is now n importnt source of informtion for tourists prticulrly on issues relting to sfety nd security, nd qulity nd stndrds of products nd services in ny given destintion. Most tourists visit relevnt respective government sites for informtion on the previling sfety nd security sitution in the destintion they wish to visit. In this regrd, number of Western countries including the US, UK, Austrli nd New Zelnd, still mintin negtive trvel dvisories to 79

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81 SUSTAINABLE TOURISM MASTER PLAN certin prts of the country (see sfety nd security section). In ddition, sites such s TripAdvisor, which llow independent comments nd views from users, re now importnt sources of informtion regrding, sy, the qulity nd stndrds of products nd services on offer. Generlly, ICT infrstructure refers to wide rry of both existing nd emerging technologies tht rnge from simple to complex such s; fixed nd mobile telephony including Short Messge Service (SMS), digitl cmers, Computer Reservtion Systems (CRS), Globl Distribution Systems (GDS), internet which is ccessed through chnnels such s brodbnd chnnels, fibre-optic, wireless (WiFi, WiMAN), Voice over Internet Protocols (VOIP), Geogrphicl Positioning Systems (GPS) nd Geogrphicl Informtion Systems (GIS). On the bsis of such ICT infrstructure, the country hs been rnked t lowly position 138 out 140 globlly (WEF, 2013). Tble 2.16 below provides brekdown of the prmeters used to rnk the country. Informtion nd Communiction Technology (ICT) is incresingly becoming n integrl prt of destintion competitiveness s the world becomes more nd more interconnected. PHOTO: The 10th Interntionl Conference on ICT for Development, Eduction nd Trining held in Addis Abb from the 20 th -22 nd My

82 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Tble 2.16: Competitiveness of Ethiopi ICT Infrstructure Indictor Ethiopi s Globl Rnking out of 140 Overll ICT Infrstructure 138 ICT use for business to business trnsctions 128 ICT use for business to customer trnsctions 131 Individul use of internet (%) 139 Fixed telephone lines/100 popultion 125 Brodbnd internet subscribers/100 popultion 136 Mobile telephone subscriptions/100 popultion 140 Mobile brodbnd subscriptions/100 popultion 116 ATMs ccepting Vis crds/million popultion 135 Source: WEF, 2013 The TTCI report notwithstnding, there hs been significnt progress in ICT infrstructure development, minly in terms of enhnced ccess. For instnce, though considerbly low, the percentge of the popultion hving ccess to the internet hs incresed from pltry 0.02% in 2000 to 1.48% in 2012, while fixed (wired) brodbnd subscription hs grown from only 57 in 2003 to 37,754 in 2012 (ITU, 2013). Consequently, in most destintions one is now ble to ccess the internet. In ddition, the number of mobile phone subscriptions hs incresed from just 17,757 in 2000 to over 20 million in It is worth noting tht both the qulity nd ccess to ICT infrstructure is likely to improve nd expnd respectively given the recognition of its importnce nd strtegic focus s envisioned in the GTP The foregoing discussion, though generl in pproch, hs implictions for tourism development in the country. From Tble 2.7 bove, for exmple, it is cler tht the use of ICT infrstructure for both business to business nd business to customer trnsctions within the tourism industry in the country is not widespred nd competitive given the low rnkings. Further, the proportion of tour opertors or ccommodtion providers using ICT infrstructure to sell their products nd services is still comprtively low, with mny relying on trditionl methods of selling such s brochures nd externl intermediries in the source mrkets. Importntly though, there hs to be deliberte government effort to sfegurd the imge of the country feturing in such ICT medi nd by extension tourism suppliers by ensuring tht their respective products nd services re of good qulity. There is need, therefore, to hve destintion mngement system (DMS) to mitigte the negtive impcts tht ICT my hve on the destintion nd mximise opportunities presented therein. Such system should, in the form of in-depth dtbse, provide n venue through which tourism products nd services on offer in the country re mlgmted nd tken to mrket through vrious chnnels nd pltforms. Idelly, the DMS should be comprehensive nd should encompss issues relting to: Product mngement such s providing ccurte informtion/dt on tourism suppliers, services nd tourist ctivities; Enquiry mngement services i.e. providing dvice to potentil visitors on, sy, ccommodtion, bookings nd other informtion requests; Visitor/customer reltions mngement i.e. gthering relevnt informtion on the bsis of enquiries, complints or compliments, mong others, to better mnge the destintions nd gther mrket intelligence; 82

83 SUSTAINABLE TOURISM MASTER PLAN Business customer reltions mngement minly fcilitting e-tourism trnsctions; nd Mngement reporting on the bsis of ll gthered informtion to fcilitte strtegic interventions for future destintion development on the bsis of predetermined key performnce indictors which my include dt on bookings or rrivls on, for instnce, monthly or qurterly bsis, geogrphicl distribution of tourist ctivity nd so on. In line with the bove nd given the restrictions on foreign currency trnsctions (owing to the fct tht only few hotels re certified to trnsct in foreign currency), the ICT infrstructure should be used to fcilitte such trnsctions s credit/debit crd trnsctions especilly outside Addis Abb. However, such infrstructure is very limited given tht only few estblishments ccept credit crd pyments nd coupled with the fct tht ATMs re few in the country (World Bnk, 2012). It is perhps for this reson tht the country is rnked t position 135 (see Tble 2.16) by the TTCI. Nonetheless, it is expected tht the current efforts by the government such s the ntionl pyment system pltform is likely to improve business trnsctions nd to increse the number of ATMs cross the country Summry of Key Issues While the country hs been billed s exploding in infrstructurl development, prticulrly the trnsporttion infrstructure, the infrstructurl needs of the tourism sector remins lrgely unmet. Consequently, number of ttrctions cnnot be ccessed. Further chllenges identified through the stkeholders consulttion forums indicted tht the sector fces such chllenges s: Generl dely in electric instlltion for new estblished hotels Very unrelible electricity supply cusing number of fcilities to either cquire rther expensive genertors, or experience blckouts Mjor rods re reltively good but significnt problem is on qulity nd sfety In some res of the country, there ws lck of dequte rods infrstructure mking some ttrctions inccessible In some cses, no infrstructure constructed especilly outside of the prks, for exmple t the Cheber Chuchur Ntionl Prk Some res experience indequte wter supply Pollution relted to infrstructurl development is not well mnged The ICT infrstructure in the country, though growing, is still indequte in most of the tourist res nd is unrelible most of the times It is importnt to note tht the GTP ( ) provides brod frmework for infrstructure development in the country. It is expected tht tourism being key economic sector, such infrstructure development should, to some degree, benefit the industry through n integrted development pproch. However, given tht the GTP infrstructure development focus is lso on other sectors of the economy, it will be importnt tht MoCT highlights the infrstructure development priority needs necessry for the development of competitive tourism destintion. This should further be done in line with the on-going regionl infrstructurl inititives to promote both ntionl nd cross-border tourism. It is, nonetheless, importnt to note tht such on-going inititives should not be used s the only bsis for tourism development, but rther, tht tourism development inititives should lso serve s n incentive to expnd the ntionl nd regionl infrstructure networks. 83

84 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 2.11 Environmentl Conservtion nd Sustinble Tourism Development Nture-bsed tourism is seen in the country s n venue through which the previling tourism product, which is predominntly culturl nd heritge-bsed, could be diversified. It is worth noting tht s the prefix suggests, nture-bsed tourism products rely hevily on the nturl environment nd, consequently, its sustinbility nd/or conservtion is of criticl importnce to the long-term development of the industry. Tble 2.17 below provides comprtive summry of some of the key environmentl sustinbility nd conservtion indictors for selected countries in the region. It is notble tht though hving one of the lrgest res under forest cover, the country s rte of deforesttion is comprtively high. In ddition, the country lso hs one of the highest numbers of thretened mmmls wild nimls nd bird species tht re key ttrction components in nture-bsed tourism. Likewise, the TTCI 2013 report tkes into considertion both nturl resources vilble for tourism development nd environmentl sustinbility s some of the indictors of destintion competitiveness. In cse of the nturl resources vilble for tourism development, TTCI rnks the country globlly t position 33 out of 140 compred to Tnzni, Keny nd Ugnd, which re rnked t positions 4, 14 nd 25 respectively. Some of the key fctors considered in this regrd include number of world nturl heritge sites vilble in country; number of protected res (s opposed to size); qulity of nturl environment; nd totl number of known species. Tble 2.17: Deforesttion nd Biodiversity for Selected Est Afric Countries 2008 Forest Are ( 000 sq km) Averge Annul Deforesttion Thretened Species Terrestril Mrine Mmmls Birds Fish Higher plnts % of surfce re Number of Ares % of surfce re Number of Ares Eritre Ethiopi Keny Rwnd Tnzni Ugnd Source: World Development Indictors 2010 It is encourging to note tht the country is not too fr off when compred to the key nture-bsed destintions in the region. However, when it comes to environmentl sustinbility, the difference in rnking is quite remrkble with Keny, Tnzni nd Ugnd being rnked t positions 21, 45 nd 51 respectively, compred to Ethiopi s rnking t position 90. Some of the key fctors considered here include stringency of environmentl regultion; enforcement of environmentl regultion; sustinbility of the trvel nd tourism industry (minly to do with previling policies to ensure tht, for exmple, nture-bsed tourism is developed in sustinble mnner); percentge of thretened species; nd environmentl trety rtifiction. The bove two sources of dt provide some sort of benchmrk for the country in its endevour to exploit the previling nturl resources for tourism development given tht countries such s Keny 84

85 SUSTAINABLE TOURISM MASTER PLAN nd Tnzni re considered s some of the top nture-bsed destintions in the world. It is evident tht the country possesses comprtively mple nturl resources to support the diversifiction of the tourism product. Nonetheless, the min chllenges, unlike Keny, Rwnd, Tnzni nd Ugnd, relte to issues to do with environmentl sustinbility. Site visits nd interviews with key stkeholders further reffirm this concern. Generlly, environmentl regultion ppers not be stringent enough, coupled with ineffective enforcement of such regultion. There is lso comprtively high percentge of thretened species nd the country is reltively not strong in terms of proper complince. More specificlly, the protected res in the country fce significnt chllenges rnging from humn wildlife conflicts, humn encrochment, lck of species or resource udits (which ctully mkes it difficult to scertin the extent, for instnce, to which species re thretened nd hence the level of intervention required), poching of both flor nd fun (e.g. chrcol hrvesting, firewood etc.), lck of pproprite infrstructure such s ccess rods necessry to enhnce both ccessibility for visitors nd more importntly, to better mnge such res. These problems could be ttributble to the lck of Protected Are Site Mngement Plns bsed on IUCN stndrds. However, it is importnt to note tht it is not enough to simply hve such plns; but tht there should lso be deliberte commitment to their implementtion. Such plns should include, for instnce, binding legl frmeworks (gzetting), concisely detiled zoning schemes nd progrmmes such s on ecologicl issues, tourism development, community prtnerships where pplicble, nd protected res opertions nd security supported with sound budgeting commitments. It should be pprecited tht the success nd sustinbility of the tourism industry in the country will depend on the extent to which such nturl resources re sustinbly exploited for tourism use. Conservtion is one of the routes to chieving the sustinbility of such resources. The reltionship between tourism nd the resources on which it relies, both nturl nd culturl, should be seen s being symbiotic. Tourism, for exmple, cn be used s n effective force in the conservtion of both nturl nd culturl heritge, by enhncing the intrinsic ecologicl vlues of biodiversity nd for socio-culturl nd economic development through the sustinble exploittion of the country s unique culturl heritge. It is essentil tht ny pproches to conserving such resources, both policy nd strtegy considertions, tke into ccount the crucil role of the tourism industry. Moreover, it is worthwhile to note tht, desirble s it is, tourism development could lso hve detrimentl impct on the nturl nd culturl resources, prticulrly if it is not well mnged. For instnce, uncontrolled tourism growth nd development, (nd s hs been observed in religious sensitive res of the country), could hve dverse effects on the locl cultures due to differing socil norms nd vlues resulting in cculturtion or demonstrtion effects, to mention but few. Likewise, though it is currently not mjor concern in the country, mss tourism could lso hve detrimentl impcts on nturl environments such s destruction of hbitts nd pollution. It is impertive tht the reltionship between tourism growth nd development nd the culturl nd nturl resources be well mnged so s to mintin the symbiotic reltionship nd to leve it s intct s possible. 85

86

87 Hrr Jugol is n ncient muslim city in Ethiopi. It is sid to be the fourth holiest city of Islm. The city is fortified with perimeter wlls which were built between the 13th nd 16th century. There re 82 mosques nd 102 shrines. 3 of the mosques dte to the 10th century. PHOTO In the city centre, merchnt home ws converted to museum, dedicted to Aruthur Rimbud, renown nd eccentric French poet who spent time in Hrr in the 1850s. It is clled the Arthur Rimbud Culturl Centre.

88 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 2.12 Policy, Regultory nd Institutionl Frmework Policies, rules nd regultory frmeworks re criticl in ensuring the success or filure of ny tourism development progrmmes in ny given destintion. Such frmeworks re importnt in, for exmple, creting conducive environments for domestic investment nd FDI, innovtion, reserch nd development, nd pproprite skills nd knowledge development. Generlly, ccording to the TTCI, the previling frmeworks re not conducive in terms of encourging competitive destintion development given the country s overll rnking of 132. Tble 2.18 below provides comprtive illustrtion of the TTCI policy, rules nd regultory frmeworks considertions for select countries in Afric. Tble 2.18: T&T Policy, Rules nd Regultions Rnking for Select Africn Countries (2013) Overll rnk (out of 140) Prevlence of foreign ownership Property rights Business impcts of rules on FDI Vis requirements Openness of bilterl ir service greements Trnsprency of government policymking Time required to strt business Costs to strt business Rwnd Muritius Keny Ugnd Ethiopi Source: WEF 2013 From Tble 2.18 bove, there re severl policy, rules nd regultory relted issues tht need to be ddressed to enhnce trvel nd tourism competitiveness in the country. Though the country is now wrming up to FDI in other sectors such s mnufcturing, it would pper tht the extnt policies, rules nd regultions in the country do not promote foreign ownership of tourism resources (be it in full or in prtnership). In comprison, Ugnd, with globl rnking of 32, ppers to hve put in plce mesures tht hve led to n increse in foreign ownership. Nevertheless, promotion of FDI should go hnd in hnd with the domestic investment s well, n re in which the country ppers to be excelling. However it is worth noting tht n increse in FDI in the tourism sector signifies confidence in the locl economy nd could led to n increse in the volume of tourists. In line with this, it ppers tht though comprtively rnked better thn sy Keny, Muritius nd Rwnd, the country is not considered to hve very strong policies or regultions tht could enhnce property rights, though the previling rules do not seem to encourge; fctor tht could hinder both domestic nd FDI. All the sme, the previling rules do not seem to encourge FDI given the country s rnking of 111 in One of the mjor chllenges fcing the tourism industry in the country is the stringent vis requirements for the mjority of tourists visiting the country. The country hs ccordingly been rnked t position 118 by the 2013 TTCI compred to Ugnd, Rwnd nd Keny t positions 12, 16 nd 18 respectively. Rwnd, for instnce, hs scrpped vis requirements for number of countries, while most Africn countries cn now obtin viss upon rrivl in the country. 88

89 SUSTAINABLE TOURISM MASTER PLAN This hs seen n increse in its visitor numbers. In Ethiopi, viss re required of ll visitors, with the exception of Kenyn nd Djibouti ntionls. The government requires tht viss be obtined from the Ethiopin Embssies or Consultes, with the exception of the three-month tourist viss tht my be obtined upon rrivl in Addis Abb Bole Interntionl irport by citizens of 36 countries 3. These countries include some of Ethiopi s min leisure nd business source mrkets. Business viss, including those ttending conferences, must be obtined before deprture to the country. The stringent vis requirements re clerly n obstcle to not only tpping the interntionl tourist mrkets but lso the growing regionl mrket. The IGAD STMP identifies this s mjor impediment to regionl tourism development nd identifies strtegies t the ntionl level tht need to be implemented by the member sttes so s to tp intr-regionl tourist mrkets nd to mrket the region s single destintion through the implementtion of regionl vis for interntionl tourists. Accordingly, the country needs to embrce the spirit of the IGAD STMP in its endevour to ddress vis chllenges. A more flexible vis nd customs regime hs lso been identified s n effective short-term strtegic regultory intervention with possible quick returns in terms of incresed number of tourists nd tourists expenditure 4. An re the country ppers to be doing comprtively well is tht of Bilterl Air Service Agreements 5, registering TTCI rnking of 57. The previling policies hve, therefore, been instrumentl in ttrcting mjor irlines thereby mking the country n interntionl hub with direct flights to number of destintions. For exmple, there re direct flights to nd from key destintions such s USA, while Keny is still negotiting to hve the sme. 3 Argentin, Austrli, Austri, Belgium, Brzil, Cnd, Chin, Czech Republic, Denmrk, Finlnd, Frnce, Germny, Greece, Indi, Irelnd, Isrel, Itly, Jpn, Kuwit, Luxembourg, Mexico, the Netherlnds, New Zelnd, Norwy, Democrtic People s Republic of Kore (North Kore), Polnd, Portugl, Republic of Kore (South Kore), the Russin Federtion, Slovki, South Afric, Spin, Sweden, Switzerlnd, United Kingdom, United Sttes of Americ. 4 Ethiopi s Tourism Sector: Strtegic Pths to Competitiveness nd Job Cretion by the World Bnk nd MoCT, October, Such greements/rrngements contin the routes irlines cn fly including cities tht cn be served within, between nd beyond the bilterl prtners; the number of flights tht cn be operted or pssengers tht cn be crried between the bilterl prtners; the number of irlines tht bilterl prtners cn nominte to operte services nd the ownership criteri irlines must meet to be designted under the bilterl greement. 89

90 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA According to the TTCI, the policy formultion process in the country is not very trnsprent nd is given rnking of 127. Indeed, the tourism policy formultion process should be very consulttive process tht tkes into considertion the views of diverse rnge of key stkeholders so s to minimise conflicts tht my rise from tourism development given its dependence on both nturl nd culturl resources. Furthermore, from Tble 2.8, though the previling policies, rules nd regultions in the country re conducive for business strt-ups, the costs of strting businesses, nonetheless, pper to be prohibitive. Tble 2.19 provides the globl rnking for select Africn sttes in terms of the ese of doing business bsed on selected considertions. Tble 2.19: 2013 Ese of Doing Business Globl Rnking for Select Africn Sttes Ese of doing business Strting business Getting Credit Protecting investors Trding cross borders Djibouti Eritre Ethiopi Keny Rwnd Sudn Ugnd Source: World Bnk (2013) From Tble 2.19 bove, the Doing Business World Bnk Report of 2013, covering 185 countries, generlly rnks the country poorly t position 127 compred to Rwnd, for instnce, which is now considered s one of the most fvourble plces to do business in Afric given its globl position of 52. Wheres this report looks t the vrious policies, rules nd regultions in terms of their impcts on businesses from generl perspective, they nevertheless hve bering on tourism development. For exmple, in the cse of Keny with globl rnking of 12 in terms of the ese of getting credit, implies tht investors re ble to ccess finncing to fund their respective ventures with reltive ese, fctor tht hs seen n increse in both foreign nd domestic investment in the country over the recent pst, especilly in the hospitlity sector. Likewise, trde cross borders ppers to be mjor chllenge fcing the Africn continent s depicted by the select Africn sttes in Tble 9, though t position 41, Djibouti ppers to be doing considerbly well. This could be ttributed to the trde between Djibouti nd the country owing to the port in Djibouti nd the plnned infrstructure development s lredy mentioned. Of interest is tht there is strong correltion between trde nd tourist flows, such tht the country lso receives considerble number of tourists from Djibouti. A deliberte strtegy to increse trde with the neighbouring countries is likely to led to n increse in tourist flows. The foregoing, notwithstnding, it is importnt to note tht the country hs in plce Ntionl Tourism Development Policy, s mentioned in the introduction, which provides brod guidelines for tourism development nd promotion nd mong others, will ddress some of the chllenges identified. The policy recognises the importnt role the tourism industry cn ply in economic development nd poverty llevition nd the need to shift ger to ensure the rpid growth of the sector. The ntionl policy further dvoctes for the need to lign tourism development with the broder ntionl 90

91 SUSTAINABLE TOURISM MASTER PLAN development policies nd strtegies. Nonetheless, wheres the policy ppers to emphsise the need to strengthen interntionl tourism mrketing nd promotion of domestic tourism, there is hrdly ny focus, for instnce, on the existing nd emerging potentil regionl opportunities s clerly identified in the IGAD STMP. It is importnt tht policy be updted to tke into considertion such existing nd emerging opportunities. Furthermore, owing to the federl system of government, there is concern mong stkeholders tht the regionl tourism development instruments re not ligned to the broder ntionl tourism development gols. Likewise, the country hs number of institutions tht re involved in tourism plnning nd development both t the ntionl nd federl levels. These institutions rnge from public, privte to civil. At the ntionl level, the Tourism Trnsformtion Council (TTC), the Ethiopi Tourism Orgnistion (ETO) nd the Ministry of Culture nd Tourism re the key institutions whose min role is policy formultion, plnning, regultion nd the overll destintion development. A number of prsttls re lso under the ministry including, Ethiopi Wildlife Conservtion Authority, Ntionl Culturl Centre, Authority for Reserch nd Conservtion of Culturl Heritge, Ntionl Archives, nd the Ctering nd Tourism Trining Institute. At the regionl levels, tourism plnning nd development is coordinted by Culture nd Tourism Bureus. Some of these bureus include, Southern Ntion, Ntionlities nd Peoples Regionl Stte Culture nd Tourism Bureu, Oromi Culture nd Tourism Bureu, Hrri Culture nd Tourism Bureu, Somli Culture nd Tourism Bureu, Afr Culture nd Tourism Bureu, nd Dire Dw Culture nd Tourism Bureu. Severl other institutions lso exist including the Ethiopin Tourism Professionl Assocition, Hotel Professionls Assocition, Ecotourism Assocition, Ethiopi Tour Opertors Assocition, Ethiopin Hotel Owners Assocition nd the Ethiopin Wildlife Assocition. Clerly, the presence of numerous institutions clls for mechnism to better coordinte nd mnge the diverse gols which my in some cses be in conflict. A cse in point is the issue of entry fees to number of ttrctions cross the country whereby, s result of lck of coordintion nd consulttions, certin ctions my hve negtive impcts on other stkeholders. Further, s noted in the Ntionl Tourism Policy, the institutionl cpcity, prticulrly of both ntionl nd privte sectors is somewht wek. It is, therefore, hoped the proposed estblishment of the Tourism Trnsformtion Council will ddress some of these chllenges, though, given the urgency, efforts need to be put in plce to strengthen its cpcity Summry of Key Issues The previling environment ppers not to be encourging investment, more prticulrly, FDI, in the tourism industry s is observed in other sectors such s mnufcturing, horticulture nd griculture. This could further be ttributed to perceived lck of pproprite policies nd/or regultion tht enhnce property rights which re essentil in boosting investor confidence s per the World Bnk Doing Business Report, In ddition, the current stringent vis requirements re likely to impede tourism growth nd development, nd given tht regionl countries re now relxing such rrngements, the country is unlikely to be competitive. In line with this, nd given the emerging regionl developments, there is need to lign the migrtion policies with those of regionl economic communities in which the country is member, such s the plnned single tourist vis for the IGAD region nd the recommended scrpping of vis requirement mongst member sttes. Also, embrcing such regionl integrtion inititives is likely to boost visitor numbers s well s boosting trde. Though it is not mjor chllenge compred to regionl countries, there is nonetheless need for continued nd expnded bilterl ir service greements so s to enhnce the country s position s n interntionl hub. This could be chieved through the doption of n open sky policy. In ddition, there is need to review the existing domestic policies with view to enhncing the competitiveness 91

92 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA of the domestic ir trvel nd to opening up more destintions in the country. There is lso need to hrmonise tourism development instruments t regionl level with those t the ntionl level to ensure tht tourism development nd growth is conflict free. Furthermore, there is need for well-coordinted nd mnged pproch to mnge the vrious institutions nd mesures put in plce to enhnce the cpcity of such institutions to deliver on their respective mndtes. The foregoing issues re in line with the findings from the country-wide surveys. Results from these surveys were cler tht the country s tourism policy is fced by number of drwbcks tht limit its level of implementtion. For instnce, it ws highlighted tht the policy lcks cler guidelines nd progrmme for its implementtion including cler link between the federl level nd the regionl sttes, relevnt cross-sectorl linkges nd no guideline on lnd use pln. Further, it ws observed tht there is generl pucity of the policy wreness t the grssroots level nd the lck of qulified mnpower to interpret nd implement the policy both t the federl level nd the regionl level. Concern ws lso rised on responsibility nd uthority overlps between the federl level nd the regionl sttes, nd between one regionl uthority nd nother Tourism Reserch nd Development Evidence hs demonstrted tht reserch plys n importnt role in tourism development. This is the cse in virtully ll spects of destintion development including: informing policy formultion, guiding investment, ddressing issues relting to sustinbility nd consequently enhnce the destintion s competitiveness. In prticulr, reserch plys n importnt role in the development of innovtive tourism products, identifying new nd future emerging mrket trends, nd lso identifying current nd future issues tht could impct tourism development. In ddition, reserch could enble n understnding of tourist expenditure, vrious impcts of tourism development including economic, socil-culturl nd environmentl, nd fcilitte the estblishment of tourism monitoring nd evlution indictors. In this regrd, the institutionlistion of tourism reserch nd development frmeworks is criticl within ny competitive tourism destintion. In the cse of Ethiopi, unlike in other trditionl economic sectors such s griculture where there hs been significnt investment in reserch to inform the development of the sector, the role of reserch in the development of the country s tourism sector hs not been hitherto developed. Currently, tourism reserch, minly in the form of compiltion of tourism sttistics is crried out by the MoCT which releses the Tourism Sttistics Bulletin providing informtion on tourist rrivls, tourism receipts, ccommodtion (number of hotels nd rooms) nd tourism suppliers (tour opertors nd trvel gents). This tool lcks importnt dt relted to tourism employment, investments, regionl tourism efforts, tour opertors ctivities, nd demnd for tourism product, such s Culturl Heritge Sites nd Protected Ares. In ddition, there re number of universities tht conduct tourism reserch ctivities. However, every institution is conducting this reserch, not bsed on the gps nd the required need ssessment, but without ny communiction nd consulttion with ech other. Consequently, it is not redily cler wht informs tourism development in the country sve for d hoc studies on ntionl tourism development issues from time to time. However, given tht these re not conducted on regulr bsis, it is difficult to mke sound decisions becuse the tourism environment is ever chnging. A well-functioning ntionl tourism sttistics system is thus n essentil instrument for informed tourism policy plnning nd implementtion. Further, strong nd vlid ntionl tourism sttistics system will form the bsis for future Tourism Stellite Account (TSA) efforts. Thnkfully, the MoCT is tking steps to ensure the coordintion of reserch ctivities nd working on estblishing Ntionl Tourism Income Accounts (TSA) to depict the contribution of the tourism industry in the ntionl income ccount system. More so, strong nd vlid ntionl tourism sttistics system will 92

93 SUSTAINABLE TOURISM MASTER PLAN form the bsis for future Tourism Stellite Account (TSA) efforts. In this sense, progress hs been mde nd new IT pltform to support the ntionl tourism sttistic hs been developed together with improvement in the methodology, including systemtic visitor surveys. It suffices to sy tht tourism cn be developed nywhere in the country, even where there re no nturl nor culturl resources. Nonetheless, reserch will be crucil in informing the innovtive pproches to developing such res s tourism destintions. Given the importnce of tourism in the country nd the role reserch plys in the development of the sector, there is need for institutionlistion of tourism reserch in collbortive nd multi-stkeholder driven ntionl frmework whose key functions will be to inform strtegic direction nd formultion of policies to ddress the sustinbility issues s well s enhncing the country s competitiveness Tourism Development Finncing Adequte finncing hs been identified s one of the biggest hindrnce for effective development of the tourism industry prticulrly in the developing countries. In spite of its potentil for contribution to socil nd economic development, tourism prdoxiclly continues to receive little finncil support from either sttes, donors or the privte sector. They, consequently, rrely consider it s priority intervention sector. In the Ethiopin context, there is need to estblish finncing mechnism other thn the government regulr budgeting dedicted to tourism development. This is becuse the finncil resources re required for sustinble tourism development including trining, product development, nd destintion mrketing nd promotion, et ceter. Currently, the tourism sector in the country lcks formlised frmework for funding its development ctivities. The min funding comes from the ntionl budgetry pproprition nd uncoordinted donor nd bilterl support. As result key res essentil to the sector s growth hve not received dequte finncil support both from the government nd privte sector like. Humn resource development, for exmple, for the hospitlity sector, hs not received sufficient ttention from the privte community cross the country. As result, there is n extremely high rte of lbour turnover within the sector. The employers opt to hed-hunt nd to poch employers from ech other s compnies insted of investing in employee development. Estblishing common pool of funding for humn resource development would remove the burden for the bsic humn resource development from individul employers nd enble them to ccess opportunities for Continuous Professionl Development of their employees. In ddition, essentils spects of tourism development such s bsic tourism infrstructure like ccess, power, ICT, wter supply, nd other public services s well s other unforeseen expenses to meet the chllenge of negtive tourism impcts s well s unexpected eventulities re currently indequtely finnced. Further, there is n bsence of the trdition of proper reinvestment in conservtion nd mngement of the nturl nd culturl ttrctions from revenue generted from the tourism industry in generl nd from entrnce fees collected t culturl nd nturl ttrctions in prticulr. Moreover, the country lcks concise frmework for public-privte prtnership in finncing importnt tourism ctivities such s mrketing. It is impertive to mke firm finncil rrngements to support the present effort of the government s projected in line with the tourism trnsformtion pln of Ethiopi. Such finncing mechnism will lso void wste of resources on one hnd nd dupliction of efforts to effectively utilise nd hndle the interntionl donor support on the other hnd. 93

94 The jben is trditionl vessel for brewing Ethiopin coffee. Preprtion of coffee in jben is cultrul prctice tht dtes bck to severl genertions. PHOTO: Brewing coffee in jben over col.

95 SUSTAINABLE TOURISM MASTER PLAN 2.15 Summry of Ethiopi s Tourism Sector SWOT Anlysis KEY STRENGTHS TOURISM RESOURCES AND ATTRACTIONS o The presence of mixture of unique nturl, culturl nd historicl tourism resources o The presence of highest number of UNESCO World Heritge Sites in Afric o Ethiopi s crdle of humnkind o Colourful culturl festivls, events nd celebrtions with diverse trditionl music nd dncing styles o Amzing lndscpes nd nturl setting with big contrst from the Siemen Mountins s roof of Afric to the Dnkil depression below se level o Rich nd diverse resources for vitourism ctivities endowed with mny endemic nd globlly thretened species (861 bird species with 18 endemics) o Diverse wter bodies of lkes nd rivers with the Gret Est Afric Rift s significnt lndscpe feture o Ethiopi s the world cpitl of gret runners o Rich trditionl rtisnl crfts products o Unique nd rich culinry trdition for developing gourmet tourism o Plurlism nd diversity of culturl welth nd unique religious coexistence, mutul respect nd culturl cohesions KEY WEAKNESSES o Poor mngement of both nturl, culturl nd historicl ttrction o No specil ttentions for UNESCO World Heritge Sites in terms of site bsed mngement nd destintion mngement orgnistion o Lck of resource mpping evlution nd conservtion strtegy for both nturl nd culturl resources o Poor nd uneven distribution of tourists services nd fcilities nd services for visitors (toilets, shop, drinks, resting res et ceter) o Poor signge nd interprettion works o Undiversified sources of finncing o Limittion in qulified trined mnpower o Lck of coordintion, networking, collbortion nd prtnership mong stkeholders in plnning nd implementtion o Lck of workble regultion regrding revenue generted from the tourism industry o Lck of wreness nd lck of involvement of communities in the protection of vluble resources/ttrctions. o Lck of cler priorities in terms of tourism res to guide public investments nd poor coordintion mong federl, regionl tourism nd municipl efforts/roles o Lck of integrted tourism development plns by key destintions/ routes (beyond regionl/locl boundries) TOURISM MARKETING AND PROMOTION o New institutionl rerrngement for mrketing Ethiopi s top tourist destintion o New mrketing strtegy nd brnding ctivities re in progress o Good imge in Afric- Ethiopi s long stnding involvement in regionl nd continentl ffirs tht hs creted positive imge of the country within the continent o Ethiopi is incresingly in the interntionl trvel spotlight nd hs ppered in lists of top trvel destintions in recent yers o Number of rrivls shows n incresing trend o Presence of lrge number of interntionl missions in Addis Abb including the hedqurters for AU nd UNECA o Lck of mrketing strtegy o Lck of recognised ntionl, regionl, destintion nd specific product pckges brnding o Greter focus on trditionl promotion chnnels nd bsence of officil online mrketing o Lck of mrketing representtion in key tourist generting countries o Lck of coordintion in providing tourism informtion by Ethiopin Embssies (both online nd offline) o Wek involvement of the ntionl tour opertors in the interntionl chnnels in source mrkets in terms of hndling tour nd trvel mrketing with interntionl tour opertors o Over-emphsis on trditionl mrkets e.g. Europe nd USA o Lck of ttention for regionl nd domestic mrkets o Limited cpcity mong inbound tour opertors in terms of knowledge nd skill o Poor mrketing segmenttion nd mrket mix o Lck of concerted efforts nd coordintion in tourism mrketing o Insufficient tourist informtion centres distribution 95

96 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA TOURISM FACILITIES AND SERVICES o Free mrket economic policy o Government ttention towrds tourism development with specil emphsis to tourism services nd fcilities o A lrge, reltively welthy nd ptriotic Dispor is investing in Ethiopi o Incresing number of investments in tourism services o Privte sector orgnised in ssocitions o Incresed number of city hotels, lodges nd resorts o Incentive frmework for tourism investment o The clssifiction of hotels will be implemented shortly o Lck of cler officil stndrd for ll types of tourism ccommodtion nd implementtion o More focused on hotels investments nd less ttention for other services nd fcilities like boting, rfting, bllooning equipment, tented cmps o Concentrtion of hotel investments in Addis Abb nd regionl cpitls o Lck of wreness regrding the tourism services nd fcilities o Lck of proctive tourism investment promotion o Crfts for sle lck innovtion nd new designs. Poor product qulity due to low skills nd/or lck of knowledge bout tourist expecttions; lck spces to mrket crfts HUMAN RESOURCES DEVELOPMENT o Strong commitment of the ledership in the trnsforming of the tourism industry o The government policy in the expnsion of TVET trining institutions nd centre of excellences to bring bout competency in the tourism industry o Ctering nd Tourism Trining Centre (CTTC) under MoCT to be centre of excellence for tourism industry o Well orgnised system for the certifiction of competencies (TVET level) including the possibility of recognition of on-the-job trining o Severl universities countrywide offering tourism mngement studies o Strting Linkge between MoCT nd higher eduction institutions in humn resources development o Lck of trined mnpower, both quntity nd qulity, t ll levels nd cross the sector o Wek plnning in producing trined mnpower in ccordnce to the need of the industry o Mny trining centres hve limited humn nd mteril resources o Limited cpcity of CTTC to meet the demnd of the industry o Lck of forml mechnism to connect job seekers nd tourism compnies o Lck of wreness by investors/owners/mngers of tourism service compnies bout the importnce of trined mnpower o Absence of professionlism nd shortge of highly qulified personnel especilly in destintion mngement, development, nturl nd culturl heritge mngement TOURIST SAFETY AND SECURITY o A globlly recognised sfety record o Pece nd Politicl stbility o Reltively secured environment vis--vis the regionl neighbours o Strong commitment of the Ethiopin people ginst terrorism o Petty crimes o Lck of emergency rescue services o Lck of considertion for the needs of the tourism sector while drwing up helth sector plnning nd policies o Reltively high incidents of rod ccidents o Poor lw-enforcement prctices in the wildlife protected res TOURIST SUPPORT SYSTEM AND INFRASTRUCTURE o Efficient nd effective interntionl ir connectivity for long hul tourism trvellers o Bole Interntionl Airport is n ir hub for Afric o Incresed number of domestic irports nd flights o Improved rod network nd further investments plnned including rilwy connections o Incresed ATMs nd electronic pyment systems o Reltive expnsion of ICT, electricity, wter supply o No proper signge indicting direction nd distnces, lso lck of proper rest res nd view points long the highwy o Limited ATMs nd csh trnsfer services o Low ICT penetrtion o Lck of ccess rods in nd round destintion res 96

97 SUSTAINABLE TOURISM MASTER PLAN POLICY, REGULATION AND INSTITUTIONAL FRAMEWORK o The presence of tourism development policy nd policy implementtion frme work o The GTP nd sector development strtegy o Destintion development pln for the south nd estern prts of the country o Stndrdistion nd qulity grding of hospitlity industry o Government support nd prioritistion of the sector o Newly estblished Tourism Trnsformtion Council chired by the Prime Minister; Tourism Bord nd Tourism Orgnistion o Active involvement of the regionl sttes in tourism development o Lck of ntionl tourism mrketing strtegy nd destintion development strtegy o Lck of legl frmework for regulted tourism services (ccommodtion, tour opertors) o No new tourism ctivities regultion like bllooning, rfting, prgliding, trekking etc. o Poor enforcement of existing regultions TOURISM DEVELOPMENT FINANCING o Reltively fir lloction of government budget for tourism development ctivities in generl o High nd fvourble focus from globl development gencies nd investors o Incresed number of development projects with finncil support from interntionl prtners, both bilterl nd multilterls o Proper utilistion of government budget nd finncil support of donors o Absence of extr finncing mechnism o Still very limited interntionl donor support for the development of the industry compred to other sectors KEY OPPORTUNITIES o Infrstructure development inititives to connect destintions in the country s well s Est Africn regions with rods, rilwy nd ir flight o Enbling environment in terms of the enhncement of free mrket economy nd fst economic growth of the country o Growing interest to mrket Ethiopi by the new nd emerging countries of the Fr Est, Ltin Americ nd Africn sub regions o Addis Abb s one of the world cpitl of diplomtic hubs to promote MICE tourism ctivities o Sub-regionl inititive nd mesures tken by IGAD towrds creting common mrket in generl nd tourism development integrtion o Growing positive imge of the country by the interntionl community KEY THREATS o Politicl instbility, terrorism ctivities nd other negtive tourism implictions in the neighbouring countries o Globl economic environment, like finncil crises of the world nd fluctuting energy prices o Globl tourism competition o Adverse trvel dvisories mong min tourism generting countries o Negtive globl environmentl conditions nd climte chnge 97

98 Ethiopi is home to the hedqurters of the Africn Union (AU) nd the United Ntions Economic Commission for Afric (UNECA). PHOTO: The Africn Union hedqurters in Addis Abb.

99

100 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 3 VISION, MISSION, AND SHARED VALUES 3.1 The Vision nd Mission for Ethiopi s Tourism Industry Bsed on the foregoing situtionl nlysis of Ethiopi s tourism industry, the question of where the industry should be in the next ten yers hd to be ddressed. This clled for efforts to estblish consensus on wht Ethiopi s tourism industry stkeholders perceived the country s tourism would be like in the next ten yers. This ws key to estblishing shred vision, mission nd vlues for the country s tourism development. High-level gols were then developed whose ccomplishment would men tht Ethiopi s tourism would chieve its mission. These were developed during series of meetings with the country s tourism industry stkeholder groups. Key themes tht emerged in the discussions were tht tourism development in Ethiopi should ensure tht the country emerges s one of the top five destintions in Afric; should ensure tht the host community prticipted nd benefited from the industry growth; nd should respect nd uphold the country s rich culturl nd nturl heritge. The Vision for the country s tourism is: The Mission is to: Ethiopi will become one of the top five tourist destintions in Afric by 2025 Develop Ethiopi s tourism to mximise its contribution to the country s economic development, preserving her rich culturl nd nturl heritge, nd providing the wrmest of hospitlity, excellent vlue for money nd memorble, uthentic experiences to every visitor. 3.2 The Shred Vlues As noted bove, throughout the stkeholder discussions, it emerged tht the community should prticipte in the tourism industry nd tht it should lso benefit from it. It lso emerged tht the development of this industry should respect nd uphold the country s rich culturl nd nturl heritge. The vlues sttement is to build the tourism industry s force for host community economic empowerment through ctively prticipting in its development; nd one tht engenders the preservtion of Ethiopi s unique culturl nd nturl heritge. 100

101 Shred Vlues in the development of Ethiopi s tourism 1 Community prticiption nd empowerment Necessry mechnisms will be pursued to ensure the prticiption of the host community in the country s tourism development nd tht they re empowered to do so including skills trining, ccess to funding nd mrket, nd policies formulted to ensure integrtion into the minstrem tourism industry vlue chin. 2 Respect nd preservtion of Ethiopi s culturl nd nturl heritge Mesures will be tken to ensure tht the tourism development respects nd upholds the country s rich culturl heritge nd embrce sfegurds nd procedures to fcilitte sound environmentl prctices. 3 Gender minstreming All tourism policies nd development plnning will seek to ensure tht men nd women will hve equl ccess to economic opportunities, skills trining, employment, resources nd decision mking 4 Stkeholder prtnerships Efforts will be undertken to gurntee tht prtnerships between the public nd privte sectors, development prtners, nd civil society will be encourged in n effort to build synergies t ll levels of tourism development. 5 Recognition of the devolved system of government Ethiopi s tourism development will lwys recognise nd respect the devolved system of government in plce in the Federl Democrtic Republic of Ethiopi. Mechnisms to enhnce coopertion between the two levels will be pursued to ensure integrtion nd consistency in tourism sector development in the country PHOTO: Obelisk in the Aksum Kingdom, Ethiopi.

102 Timket is the Ethiopin Orthodox Church celebrtion of the Epiphny. PHOTO: Timket celebrtions in 2014.

103

104 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 4. STRATEGIES AND ACTIONS 4.1 Introduction The Ntionl Tourism Policy, mong others, dvoctes for the integrtion of tourism development into the key development policies nd strtegies of the country owing to its cross-sectorl nture nd its bility to crete strong economic linkges with other mjor economic sectors. The tourism sector is recognised s such in the Growth nd Trnsformtion Pln ( ) whose overll gend is to mintin the high nd brod-bsed economic growth tht the country hs experienced over the pst few yers. The Growth nd Trnsformtion Pln, s is with the cse of the Ntionl Tourism Policy, further emphsises n integrtive developmentl pproch with such sectors s infrstructure plying key role in the development of the key economic sectors including tourism. Building on the key tenets of the Ntionl Tourism Policy, the Wildlife Conservtion Policy, the Growth nd Trnsformtion Pln, nd the IGAD STMP, this STMP seeks to enhnce the synchronistion of ongoing tourism-specific sectoril policies nd strtegies within the broder ntionl development frmework informed by the Growth nd Trnsformtion Pln. It is nticipted tht through well-coordinted ntionl tourism plnning nd development, the country will emerge into competitive nd sustinble destintion. In line with this, number of strtegic intervention res emnting from the previling tourism situtionl nlysis, the brod strtegies identified in both the Ntionl Tourism Policy nd the Growth nd Trnsformtion Pln re therefore, necessry to ensure ntionl competitiveness nd which would serve s key frmeworks for sustinble nd long term tourism growth nd development. These strtegies re grouped under ten themtic res. It is importnt to note tht while these strtegic progrmmes re discussed s independent, the overll tourism development clls for n integrted pproch encompssing ll the ten themtic res. Further, the STMP Strtegies nd Actions re founded upon number of fundmentl principles which will pply to ll strtegic progrmmes nd inititives. These re indicted below. () Sustinbility The dimensions or pillrs of sustinble tourism development envisioned in this STMP re: Economic Sustinbility nd Equity Ensure vible, long-term economic opertions, providing socio-economic benefits to ll stkeholders tht re firly distributed, including stble employment nd income-erning opportunities nd socil services to host communities, nd contributing to poverty llevition. Environmentl Helth Mke optiml use of environmentl resources tht constitute key element in tourism development, mintining essentil ecologicl processes nd helping to conserve nturl heritge nd biodiversity. 104

105 SUSTAINABLE TOURISM MASTER PLAN Respect for the Socil-culturl Authenticity of Host Communities Conserve their built nd living culturl heritge nd trditionl vlues, nd contribute to interculturl understnding nd tolernce. While n integrl component of the sustinbility criteri nd guidelines, specil emphsis will be plced upon this given Ethiopi s rich nturl, culturl nd rcheologicl diversity nd its strtegic importnce to the development of the ntionl nd regionl tourism sector. Stkeholder Enggement Pursuit of informed prticiption of ll relevnt stkeholders, s well s strong politicl ledership to ensure wide prticiption nd consensus building. Achieving sustinble tourism is continuous process nd it will require constnt monitoring of impcts, introducing the necessry preventive nd/or corrective mesures whenever necessry. Both the principles of sustinble development nd the underlying integrted pproch of the GTP require close nd orgnised enggement of ll stkeholders t ntionl, regionl nd locl level nd between the public nd privte sectors. Tourist Stisfction Mintin high level of tourist stisfction nd ensure meningful experience to the tourists, rising their wreness bout sustinbility issues nd promoting sustinble tourism prctices mongst them. These interntionlly recognised principles expounded by the UNWTO will be pplied consistently nd rigorously in ll ctions nd tsks ssocited with the implementtion of the STMP. (b) Integrted Destintion Development Ethiopi possesses remrkble rnge of existing nd potentil tourism products nd ssets. To relise their mrket nd economic potentil, these require to be developed in holistic fshion to crete totl, compelling visitor experience. This, in turn, requires detiled nd comprehensive destintion plnning covering ll relevnt elements including: Access to, in nd between destintions of specific products Development of complementry ctivities nd ttrctions Visitor services nd fcilities such s ccommodtion, refreshment, retil, interprettion, nd so on Public services such s wter/sewerge, electricity, ICT Cretion of sfe nd secure environment (c) Prioritistion of Destintions The rnge nd diversity of the ntion s potentil combined with rel chllenges involved in its relistion requires tht development inititives be prioritised, orgnised nd crefully focused over the 10 yer time frme of the STMP. Existing nd potentil destintions nd products will be identified, nlysed, ligned nd evluted in terms of mrket nd economic impct nd priority destintions identified for integrted development. 105

106 Policy, Regultion nd Institutionl Frmework Tourism Product Development Tourism Mrketing, Brnding nd Promotion Investment in Tourism Fcilities nd Services Humn Resource Development Lke Kuriftu is crter lke nd it is locted south west of Addis Abb. It hs now become one of the country s best known resort centres. PHOTO: Nightfll over Lke Kuriftu, Ethiopi.

107 6 Tourism Support Infrstructure nd Services 7 Tourist Sfety nd Security 8 Tourism Reserch nd Development 9 Conservtion nd Preservtion of Nturl nd Culturl Resource 10 Tourism Development Finncing 107

108 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 4.2 Pillr One: Policy, Regultion nd Institutionl Frmework Introduction The previling policy, regultory nd institutionl frmework is criticl in estblishing conducive environment through which the competitiveness of destintion could be chieved nd in so doing enhnce tourism growth nd development. Such n environment could, for exmple, led to higher visitor numbers, promote investment, innovtion, humn resource development nd reserch nd development. To chieve this, new rrngements my be required nd where necessry nd pproprite, existing institutions strengthened in order to relise the gols for tourism development in the country. This will entil close coopertion nd detiled consulttion between the federl government nd regionl governments, plus between public, privte nd civil society institutions, including clerly defined roles nd responsibilities. This progrmme re s focus will be to: () (b) (c) (d) (e) Estblish legl frmework for formultion nd implementtion of tourism policies nd regultions Strengthen nd hrmonise public sector institutions Strengthen privte sector institutions Strengthen public privte collbortion Strengthen linkges with other sectors Strtegies nd Actions A. Objective: Estblish frmework for formultion nd implementtion of tourism policies nd regultions Formulte legl frmework to guide the development of the tourism sector In order to guide, regulte nd enforce the strtegic inititives gered towrds the development of the country s tourism sector, legl frmework in the form of Tourist Act will be encted. This legl tool will identify the different ctors nd their mndte within the tourism sector nd crete n enforcement mechnism to ensure the implementtions of strtegic progrmmes essentil for the competitive nd sustinble development of the tourism sector. A number of successful destintions hve seen this need including Keny, South Afric, Austrli, mong others. B. Objective: Strengthen nd hrmonise public sector institutions Enhnce the institutionl cpcity of the Tourism Trnsformtion Council to sperhed tourism growth nd development The pproprite institutionl frmework within the Tourism Trnsformtion Council (TTC) will be necessry to oversee the implementtion of both the tourism policy nd this STMP. Such frmework should seek to fcilitte institutionl linkges, communiction, strtegic prtnerships nd lignment of tourism stkeholders in the country. To fcilitte the work of the TTC, number of committees or working groups comprising relevnt stkeholders should be estblished including: the tourism product development committee; mrketing committee; qulity nd stndrds committee; humn resource development committee; tourist sfety nd security committee; reserch nd development committee; nd immigrtion committee. Strengthen the cpcity of regionl tourism institutions nd tht of other relevnt institutions to deliver on their respective mndtes In order to ensure tht tourism is developed in well-coordinted mnner throughout the country, it is essentil tht the cpcity of the vrious institutions, prticulrly those t the regionl 108

109 SUSTAINABLE TOURISM MASTER PLAN level, the privte sector, nd civil society, is enhnced. This should be done with view to ensuring tht such institutions re ble to deliver on their respective mndtes. Mechnisms shll be put in plce to chieve this including, enhncing humn resource cpcity, benchmrk study tours, seminrs nd workshops, mong others. Hrmonise regionl tourism development plns with those t ntionl level The ntionl tourism development pln comprises the sum of regionl plns. The mximistion of its potentil nd the genertion of synergic benefits require the coordintion of tourism policy nd plnning between regions themselves nd with tht t the ntionl level. This process should be consulttive one tking into considertion the views of tourism stkeholders within the regions so s to minimise conflicts tht my rise during tourism development nd to enhnce regionl ownership nd sustinbility of tourism development in the country. Hrmonise the role nd functions of ntionl tourism institutions There re cler linkges between institutions under MoCT in chrge of mngement of ntionl ssets nd institutions chrged with the development nd promotion of tourism products such s ETO. Common interests will be identified by the respective institutions nd frmework will be estblished to ensure close collbortion. Review nd updte tourism relted policy, regultions nd legisltion Enbling policies, regultions nd legisltions re necessry to provide stble, supportive environment in which the tourism sector cn grow nd prosper. To ddress the dynmism of tourism mrkets, the product mix nd the growth of the sector, it will be necessry to review nd updte the policy, regultory nd legisltive environment periodiclly to ensure it reflects these chnges. Minstrem tourism development into the brod economic development policies within the other sectors This would involve the integrtion of tourism development policies within other sectors to enhnce economic linkges. Tourism is, by nture, interlinked with the other economic sectors both in terms of bckwrd linkges nd forwrd linkges. Ensuring tht tourism development policies re ligned with nd intertwined within those of other economic sectors would not only ensure strong foundtion for the sector, but lso would optimise the sectors indirect nd induced economic contribution. This would, however, require studies to be undertken to determine the nture nd level of the possible linkges. C. Objective: Strengthen privte sector institutions Estblishment nd strengthening existing privte compnies nd trde ssocitions The privte compnies nd trde ssocitions including ccommodtion providers, tour opertors, trvel gents, tour guides, resturnts nd tourist txis re the principl mens by which tourism revenue is generted. It is currently frgmented, with few exceptions. This wekens its bility to contribute to ntionl nd regionl policy nd to engge in collbortive ctivities jointly. Therefore, existing privte compnies nd trde ssocitions should be strengthened to ply their role in the development of the sector. D. Objective: Strengthen public-privte collbortion Estblishment of destintion mngement orgnistions in mjor tourist res Destintion mngement orgnistions (DMOs) ply n importnt role in bringing together ll public nd privte sector stkeholders nd the community within destintions s mechnism to crete nd implement locl inititives, mnge the destintion s n integrted entity nd provide the destintion with strong voice t the regionl nd ntionl level. Therefore, it is importnt to estblish such orgnistions in priority res. 109

110 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Estblish nd strengthen regionl Tourism Trnsformtion Councils (TTCs) TTCs provide high level forum for decision mkers in the public nd privte sectors to consider nd influence the development of the sector regionlly in collbortive environment with progressive focus. Such frmework should seek to fcilitte institutionl linkges, communiction, strtegic prtnerships nd lignment of tourism stkeholders in the country. To fcilitte the works of the TTCs, number of working groups comprising relevnt stkeholders should be estblished including: tourism product development, mrketing nd promotion, qulity nd stndrds, humn resource development, tourist sfety nd security, nd tourism reserch. E. Objective: Strengthen linkges with other sectors Synchronise Tourism Development policies with those of other sectors To ensure integrtion of tourism development policy within the GTP, its implictions on nd interreltionships with other sectoril polices will be identified, defined nd coordintion frmework estblished. Review nd lign entry vis requirements nd procedures with tourism development strtegy Obtining n entry vis is, for most visitors, their first experience of Ethiopi nd must crete n impression of the country s welcoming nd efficiently run ntion. While mtters of ntionl security tke precedence, the process for business nd leisure tourism requires simplifying nd upgrding opertionlly nd technologiclly. Possible strtegies will include: ) Viss on rrivl for ll visitors coming from trget source. Under the frmework of AU s Agend 2063, specific preference will be given to Africn countries b) Wive vis requirements for mjor source mrkets nd low risk security countries c) Simplify business vis requirements for mjor source mrkets nd low risk security countries d) Enble tour opertors to pre-rrnge viss e) Adoption of Electronic Trvel Authority (ETA) progrmme (n electroniclly-stored trvel uthoristion for trvel linked to the trveller s pssport) f) Adopt common vis schemes within Africn Regionl Economic Communities (RECs). Of prticulr relevnce re the ongoing negotitions for n Est Africn Single Tourist Vis mong the members of the Est Africn Community (EAC) (the single vis is lredy in plce between Rwnd, Keny nd Ugnd). The proposed Single Tourist Vis for the IGAD region presents quick win for Ethiopi nd should be further pursued in the interest of the country. This will not only boost visitor numbers from the Africn region, but lso tp into the interntionl visitor mrkets by creting n venue for them to combine visit to Ethiopi with other neighbouring countries g) Other considertions will include: Vis free trvel for visitors trvelling in groups Vis free trvel during specific months of the yer Vis free entry for select countries nd for specific lengths of sty Vis wiver progrmme for prticulr region/destintion within the country Multiple-entry viss to selected countries Review nd lign vition sector policies with tourism development strtegy Air trnsporttion is n essentil element of tourism, providing the vitl link between the tourist generting res nd destintions. In order to boost visitor numbers nd estblish the country s competitive tourist destintion, there is need, therefore, to minstrem tourism development strtegy with the country s ir trnsporttion policies prticulrly pertining to trget source 110

111 SUSTAINABLE TOURISM MASTER PLAN mrkets. Specific ttention will be pid to the Africn countries under the frmework of the Ymoussoukro Decision 6 nd the Lund Declrtion on Tourism nd Air Trnsport Connectivity 7. This is imed t ensuring tht the country exploits the growing opportunities tht the region presents for the tourism nd vition sectors. Review nd lign bnking regultions with tourism development strtegy For tourists, the bility to use stndrd credit crds nd csh crds securely in destintions nd fcilities is essentil. For tourism businesses, the bility to mke investments nd crry out finncil trnsctions with suppliers nd customers smoothly nd efficiently is n importnt fctor in terms of opertionl effectiveness, profitbility nd encourgement to grow nd expnd. Therefore, it is crucil to review nd lign bnking regultions with tourism development strtegy. Review nd lign investment policy with tourism development strtegy The implementtion of the STMP objectives will require considerble new investment by both domestic nd FDI investors. Investment policies nd procedures will be reviewed to identify nd resolve unnecessry brriers. Review nd lign lnd use nd urbn policy with tourism development strtegy Sustinble development plnning requires both proper zoning of lnd within destintions for tourism ctivities nd the identifiction of development sites. Current lnd use policies will be reviewed to identify nd resolve policy nd procedurl brriers. Develop policies to mximise tourism vlue chin benefits To ensure tht the economic benefits trickle down into the economy, reduce lekges nd increse linkges with the other sectors of the economy noted bove, it is impertive tht vlue-chin pproch be dopted in the development of the country s tourism sector. The tourism vlue chin (TVC) describes the full rnge of ctivities required to bring the tourism product through the different phses of production in response to consumer demnd. Two min steps will be necessry in this: Crry out Tourism Vlue Chin Mpping (TVCM) in order to investigte the structure nd working of the tourism vlue chin in the destintion nd the economic vlue generted; nd Pln nd execute ctions to enhnce the locl economic impct of tourism. Noting the socio-economic empowerment focus of Ethiopi s tourism development, specific ttention will be pid to nlysing the mount of income from ll trnsctions in the tourism sector tht is received by the locl economy, nd to identify which prticulr kinds of trnsctions re most pro-poor or hve the potentil to be mde more pro-poor Frmework for the Strtegic Pillr To effectively ddress the bove strtegies nd ctions, ledership will be required from the Tourism Trnsformtion Council. Other gencies to be involved in this will include MoCT, the Ethiopi Investment Commission, Ministry of Agriculture, nd the regionl governments. 6 Ethiopi is signtory to the 1999 Ymoussoukro Decision tht committed Africn countries to deregulte ir services nd promote regionl ir mrkets open to trnsntionl competition. 7 The Lund Declrtion on Tourism nd Air Trnsport Connectivity ws issued jointly by the UNWTO nd ICAO in Lund, Angol on 29 th April 2014 under the frmework of the 56 th Regionl Commission Meeting for Afric. It spells out the region s commitment to ddressing the criticl issues relted to bridging ir trnsport nd tourism policies, including the current regultory frmework nd txtion. 111

112 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 4.3 Pillr Two: Tourism Product Development Introduction Product development entils the development of new products nd/or revitlistion of existing ones. Tourism product development is key to enhncing ny given destintion s competitiveness. Product development consists of enhncing the physicl, experientil nd emotionl elements of plce tht contribute to the overll destintion s experience nd should idelly be consulttive tking into considertion views nd spirtions of key stkeholders, including the public, privte sectors, civil society nd cdemi. The tourism product is n mlgmtion of five mjor components i.e. ttrctions (nturl, culturl mnmde ttrctions primrily for tourism or mnmde ttrctions originlly not ment for tourism, for instnce, the rock hewn churches of Llibel nd the trditionl nd contemporry culture, etc.), fcilities t the destintion, ccessibility of the destintion (including routes or trils etc.), the imge of the destintion nd the price to the consumer. The product development process is the moulding of such ssets to meet the needs of customers. Strtegies under this progrmme shll focus on sustining or enhncing the qulity of the existing tourist products nd the development of new products to enhnce the scope of visitor experience in the country. This Pillr will dopt mixed product development pproch, integrting both productoriented nd mrket-oriented pproches. The product-bsed pproch llows destintions to develop innovtive products nd then present them to the mrket, while the mrket-oriented one llows benchmrking on the best prctices from existing product development strtegies nd inititives Actions The focus of this priority re is minly on three key outcomes: Enhncing the ppel of the country s existing tourism products Expnding nd diversifying the country s tourism product Creting frmework for relising sustinble tourism product development To chieve this, the following specific ctions will be pursued A. Objective: Enhnce the ppel of the country s existing tourism products Profile the qulity nd stndrd of existing tourism products In order to increse the competitiveness of the tourism industry, the strting point will be to evlute the scope nd diversity of existing tourism resources throughout the country. By identifying existing ttrctions, the country nd the individul regions will cquire the necessry cpcity to identify the necessry vlue ddition required for ech product. Enhnce the ppel of tourist product in the priority res to increse visitor numbers nd length of sty It is impertive tht the tourism product in the priority res be enhnced, s is the cse in most of the tourist towns/cities of the north. The previling tourism ssets will lso need to be improved with view to incresing visitor numbers nd their length of sty. The objective is to enhnce the trvel experience nd ensure competitive tourism development. This will entil n integrted pproch in terms of developing pproprite tourism infrstructure, incresing the rnge of both primry nd secondry tourist ctivities/ttrctions, provision of physicl infrstructure such s ccess rods, wter trnsport fcilities et ceter. 112

113 SUSTAINABLE TOURISM MASTER PLAN Destintion enhncement will include ctivities such s: i) Developing new ctivities for tourists imed t diversifying the tourism product tht need little or no physicl investment, nd creting opportunities for jobs nd income for locl people (for exmple, side excursions/visits from min destintions, hnds-on workshops, crfts demonstrtions nd so on). ii) Ensuring the protection of vluble nturl nd culturl resources (regulte ccess to the most sensitive res, orgnise clening cmpigns nd proper wste mngement). iii) Estblishing regultions nd guidelines for sfe, ethicl nd sustinble opertion of tourism services by privte compnies (crete wreness, greements with opertors nd tourism service suppliers regrding business/behviour codes, provide trining nd estblish specil permits). iv) Investing in smll tourism support infrstructures (for exmple, trils, bird wtching hides, observtion decks, crft mrkets et ceter). v) Mximising the benefits of tourism for the locl communities (promote the provision of services by locl people directly or through prtnerships nd llinces with investors nd tourism professionls, orgnise wreness cmpigns nd provide trining, crete specil funds to benefit the communities t lrge nd so on). vi) Identifying investments nd other ctivities. Priorities should be greed with the regionl governments nd other stkeholders but with considertion towrds: i) The most visited destintions on the Northern Route. ii) Destintions on the Southern Circuit; highly sensitive from socil nd environmentl perspective. iii) Destintions with high potentil lredy suffering the effects of unplnned growth such s Afr (Dnkil Depression nd Ert Ale). iv) Top tourism resources requiring integrted plnning such s the shores of Lke Tn. v) Addis Abb, s the min gte to Ethiopi for most visitors, nd s MICE destintion. Among others, specific products requiring enhncement include ) The UNESCO World Heritge Sites Fcilitting the mngement nd development of sustinble tourism by fostering wreness, cpcity nd blnced prticiption of ll stkeholders is vitl. b) The nturl nd culturl heritge ssets Specific ttention will be pid to tourism development in these res to ensure their conservtion nd protection. c) Promotion of culturl events nd festivls Their promotion to tourist mrkets requires creful plnning to void compromising their ntionl nd regionl culturl significnce nd uthenticity. d) Development of ctivity bsed nd specil interest tourism There re mny specil interest tourists in niche segments such s bird wtching, ngling, trekking, desert nd volcno expedition, white wter rfting, cving nd rock climbing. e) Expnsion of MICE segment Growth in this segment will be bsed on ensuring interntionl competitiveness of conference nd exhibition fcilities, support services nd dedicted ntionl nd regionl mrketing orgnistions. 113

114 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA B. Objective: Expnd nd diversify the country s tourism product Incresingly, to remin competitive, destintions constntly hve to re-define their tourism product offerings by creting new ttrctions tht will compete in the globl mrkets whose trends re constntly chnging. For instnce, countries in Europe re converting industril prks into tourism ttrctions, while some of the newly industrilised countries hve embrked on developing resort cities for tourism purposes. Closer home, Keny, in its development blue print, seeks to develop five new resort cities s strtegy to diversify its tourism product offering; two of which re linked to the on-going LAPSSET infrstructure project. To diversify her tourism product portfolio, Ethiopi will pursue the following pthwys. 114 Undertke product fesibility to determine the potentil tourism products to develop in the country A product fesibility study will be undertken s strting point in the development of new tourist products to determine the potentil for different products in terms of mrket ppel nd potentil mrket niches. Develop tourism products in regions not hving high tourist ctivity Given the fct tht tourist ctivity is highly sptilly concentrted in the country s cpitl nd the northern prts of the country, it is crucil tht tourism products re developed in those prts tht hve hitherto been left out in the tourism development plns. In ddition, bsed on the fct tht with the right concepts, tourism cn be developed nywhere in the country, it will be importnt tht even those prts of the country not rich in culturl or nturl resources for tourism re lso considered. Nonetheless, development of tourism products in such res will require profiling of the respective tourism potentil together with the fesibility ssessments nd mrket intelligence. Estblish strtegic tourism product development inititives within protected res This will involve differentiting the wildlife-bsed product by identifying number of protected res s premium prks trgeting the high tourist segment. Thnkfully, the Wildlife Tourism Mrketing Strtegy, 2013 identifies six premium prks 8 nd thus provides frmework for the implementtion of this inititive. Prepre development plns nd inititives for the new products Ech new proposed product will require development pln to ensure it is comptible with the destintion development pln nd, in the cse of protected res nd heritge sites, with the site Mngement Pln. It must lso demonstrte tht it meets current nd potentil demnd to the required scle nd stndrd. Development plns will be prepred for flgship products nd ongoing projects including the Gret Ethiopin Renissnce Dm. Develop niche tourism products to diversify the rnge of products The development of niche tourism products such s eco, dventure, resort, culinry, helth nd sports, is centrl towrds diversifiction strtegy nd widening of both the product nd mrket-bse. The need to diversify the tourism products in the country cnnot be overstted given the immense opportunities tht exist. In this regrd, number of products re proposed: ) Agri-tourism Agri-tourism, either bsed on lrger or smll scle frms, entils the development of tourism products tht revolve round the griculturl ctivities. The form of tourist prticiption my either be pssive, where there re orgnised tours to the frms, or ctive where tourists prticipte, sy, in the hrvesting of tef. 8 Ble Mountins nd Simien Mountins Ntionl Prks in the highlnds, Nechisr Ntionl Prk, Senkelle Hrtebeest Snctury nd Cheber Churchur Ntionl Prk in the Rift Vlley, nd Gmbell Ntionl Prk in the western lowlnds. EWCA (2013), p71.

115 SUSTAINABLE TOURISM MASTER PLAN b) Villge/rurl tourism Villge/rurl tourism is lso similr to gri-tourism, especilly when it is on smll-holder frms, but is broder in the sense tht it is not restricted to griculturl ctivities but rther ll spects of people s dily life. Furthermore, such forms of tourism could lso include ccommodtion, minly homestys. c) Gstro-tourism Gstro-tourism is lso referred to s culinry tourism. Gstro-tourism will entil mong others, discovering, tsting, experiencing nd understnding the culinry spects of the Ethiopin. d) Ril trnsport-bsed tourism products Ril trnsport-bsed tourism product is in line with the proposed ril trnsport infrstructure development which is nticipted to pss through some of the most scenic routes (e.g. Mkele-Woldiy Hr-Gebey-Sumer-Dicheto-Elidr route) in the country nd key cities, it is now timely to strt conceptulising tourism products tht could be developed in order to diversify the rnge of products. Given tht these re not redily vilble in the Africn continent, these will provide strtegic vntge point to tp into both the domestic nd regionl tourist mrkets. e) Wter-bsed tourism Potentil res where cruise tourism could be developed include lkes Tn, Aby, Aws, Ziwy, Lngno, Shl nd Chmo. f) Sports tourism Further to the bove, this is n re tht hrbours gret potentil in the country. Owing to the numerous wter bodies, wter sports need to be developed including white wter rfting where pproprite, wter surfing in the lkes nd even sport fishing. There is need to mximise on the country s mrthon prowess, just like Keny hs done by mrketing Iten in Rift Vlley s destintion for high ltitude trining. In this regrd trining cmps could be estblished t suitble loctions nd ccompnying fcilities provided. In ddition, sporting fcilities of interntionl stndrds need to be developed to promote both domestic nd regionl tourism, nd to enble the country to bid for the hosting of mjor sporting events, such s the Afric Cup of Ntions. An initil trget could be to ensure tht ech region in the country hs such fcilities in plce within the next ten yers. In ddition, golf tourism offers gret opportunity for the country to tp into the high-end tourist mrket, but this require the construction of golf clubs/resorts of interntionl stndrds since there is only one such fcility in the whole country. It is importnt to note tht t both federl nd regionl level, product development committee is estblished which will be chrged with guiding the development of niche products nd developing mrket reserch on product innovtion nd development. Further, it is dvisble tht in the endevour to diversify the tourism products, emphsis should not just be on mximising the exploittion of resources so s to increse visitor numbers nd tourist receipts, but lso on helping relise the country s socio-economic development gols. As much s possible, such products should involve or seek to benefit the locl communities, through e.g. benefit shring schemes or incresed employment opportunities. 115

116 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Development of new flgship projects The infrstructure development strtegy s outlined in the GTP ( ) provides opportunities for development of tourism nchor projects. The rtionle behind these flgship projects rises from the need to meet the demnd from the youthful nd plesure-seeking mrket tht my not be primrily ttrcted by the culturl nd wildlife products currently being the focus of Ethiopi s tourism. In ddition, this forms deliberte ttempt to develop tourism in res trditionlly not considered s tourism hotspots. These key tourism nchor projects will be developed following the cluster-bsed pproches such s Specil Economic Zones (SEZs) tht involves sector-specific nd trgeted regultory interventions to tp investment opportunities nd chieve development impct potentil 9. In ddition, such flgship projects should be developed s primry ttrctions to tp into the domestic, regionl nd interntionl mrkets nd s secondry gol, complement existing tourism potentil wherever they will be locted. Exmples of res tht my be considered for such projects include: i) Southern prt of the country to tke dvntge of the LAPSSET project nd link with the existing tourism potentil in the re in ddition to trgeting the Kenyn mrket. ii) iii) Northern prt of the country midwy between Mekele nd Aksum- to diversify the product portfolio dding to the lredy developed heritge product nd thus diversify the mrket nd enhnce the length of sty in the re. Gmbel (Western prt) to open up the region for tourism nd tke dvntge of the regionl mrket especilly the Southern Sudn mrket. 10 The proposl is to develop resort city in the buffer zone of Gmbel Ntionl Prk nd llow no development of ny tourist fcilities within the prk. This is prdigm shift from the trditionl prctice of estblishing tourist fcilities within protected res. This model will strengthen conservtion, void enclve tourism, enhnce economic linkges, nd still gurntee wildlife tourism. In pursuing this option, Resort City Development Strtegy should be formulted first. Such strtegy would clerly detil the resort city conceptulistion including unique selling propositions, how they would ttrct tourists, urbn plnning, investor promotion with ccompnying relevnt incentives, nd finncing models, mong other considertions. It is further informtive to note tht such flgships will need public-privte prtnership (PPP) pproch for their success, whether full mngement contrcts, lesehold or the BOT (Build Operte Trnsfer) type of rrngements. This will require the country to formulte regultory frmework for PPP. 11 C. Objective: Develop cross-border tourism products Identify potentil trns-boundry products The existence nd continuing development of ccess routes between neighbouring countries cretes opportunities to develop trns-ntionl products of ppel to respective domestic 9 Exmples of such flgship projects cn be found in number of successful destintions including the US with big nmes such s Ls Vegs, Mimi, Honolulu nd the Greter Orlndo Metropolitn where the Wlt Disney Compny hs built its own city- city resort within metropolitn resort region. 10 Gmbel Ntionl Prk currently enjoys donor support plus development progrmme tht includes rods, irstrips, HQ, nd n eco-lodge. The prk hs been identified for development s one of the six flgship (premium) prks in the EWCA s Wildlife Tourism Mrketing Strtegy see p In this, Ethiopi cn lern from such success stories including South Afric where strong regultory frmework for PPPs hs been developed to enble ntionl nd provincil institutions to enter into public-privte prtnerships e.g. the PPP Toolkit for Tourism in

117 SUSTAINABLE TOURISM MASTER PLAN mrkets nd the interntionl mrket. Destintion development plns will consider the potentil for lignment nd synergy with regionl products nd mrkets. Prepre development plns with respective prtner countries Potentil trns-ntionl products will require ligned development plns with the prtner country. This will include prepring development plns for trnsntionl ttrctions like Gmbel Ntionl Prk, Kft Sherro Ntionl Prk nd so on. D. Objective: Crete frmework for tourism product development Given the importnce of tourism products in enhncing the country s competitiveness, tourism development frmework needs to be put in plce. Such frmework will be essentil, prticulrly in the cse of new product development, in providing strtegic direction with view to exploiting the opportunities tht exist in the regions by building on their respective unique spects. This will enhnce their comprtive competitive dvntges whilst complementing the wider federl competitive imge Furthermore, such frmework will be criticl in guiding future tourism development nd investment opportunities, which could further enhnce the sector s contribution to GDP, nd consequently, economic growth nd development. Estblish ntionl destintion development strtegy nd pln Destintion development plns provide n integrted frmework for tourism development nd will be prepred in consulttion with ll key stkeholders. Key focus of such pln would be: i) Assessment of the potentil for tourism development; ii) iii) iv) Specific objectives for tourism development nd the tourism model; Tourism zoning: Priority Tourism Ares (PTAs), nodes, tourism circuits nd routes; Trnsport nd bsic infrstructure needed; v) Leisure ctivities nd product development; vi) Accommodtion nd other fcilities needed (ligned with the overll ntionl tourism development objectives nd model dopted). Develop federl nd regionl tourism product development schemes A tourism product development scheme, estblished s prt of the broder tourism product development frmework, would be key towrds enhncing the development of the tourism product nd in prticulr, the niche products. Such scheme would provide vitl impetus for regionl tourism product development in the country. The key roles of such scheme would be to provide dequte finncil incentives to stimulte investment, provision of eduction nd trining services to communities nd ntionl uthorities with view to promoting tourism entrepreneurship s well s setting qulity stndrds on fcility development nd other relted infrstructure in the country. Lessons cn be lerned from such schemes in Austrli nd Indi. 12 Develop federl nd regionl tourism ccredittion progrmmes In the endevour to enhnce the qulity nd stndrds of the tourism products, it is impertive tht ccredittion progrmmes re estblished. This could be t the federl level, though, where pproprite, regionl sttes could be encourged to develop their own respective progrmmes. Nonetheless, such progrmmes need to be in line with the previling interntionl best 12 Indi s tourism product development scheme fetures five min schemes: Scheme for Orgnising Fir & Festivl nd Tourism relted events (DPPH), Centrl Finncil Assistnce to Informtion Technology (IT), Scheme for Assistnce for Lrge Revenue Generting Projects, Scheme of Rurl Tourism, nd Scheme for support to Public Privte Prtnership in Infrstructure Development (Vibility Gp undoing). Another successful scheme hs been developed in Austrli focusing minly on improving the qulity of ccommodtion nd ttrctions in regionl res (see Austrlin Trde commission, Tourism Industry Regionl Development Fund (TIRF) Grnts Progrmme). 117

118 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA prctice so s to ensure tht tourism products re of corresponding stndrds. In this respect, Ntionl Tourism Accredittion Working Group would be key to developing guidelines nd enforcing them to ensure tht qulity is enhnced. This should be done in line with the proposed ccredittion progrmme of the IGAD STMP 13. Further, through certifiction scheme, visitors would be ssured of the qulity of tourism products given tht service providers will hve complince certifictes, mrks of qulity or brnd recognition. Develop sustinble tourism product development strtegy In order to ensure sustinble tourism development, it is essentil tht MoCT, in conjunction with the relevnt regionl government orgns, coordinte nd pln the product development crefully, s well s instlling mechnisms to ensure tht products re mnged in sound nd vible wy. For instnce, development of nture-bsed tourism products will require minimlistic pproch to tourism development to ensure sustinbility, hence, the need for sound understnding of crrying cpcities. Likewise, conference tourism or meg events, pilgrimges, especilly during such festivls s, Enkuttsh, Meskel, Gen, Timket nd Fsik for the Orthodox Christins nd Id Al Adh, Id Al Fitr nd Mulid for the Muslims, would require employment of sustinble mss tourism strtegies. Deliberte efforts, nonetheless, hve to be put in plce to minimise lekges of tourism revenue, such s encourging the reinvestment of such revenue, building federl nd regionl cpcity to run nd mnge fcilities t levels rnging from opertions to mngeril. In ddition, conducive environment will lso be necessry to boost domestic investment in the development of tourism products. It is impertive tht whtever pproch is preferred, the ultimte gol should be to ddress the ntionl development priorities Frmework for the priority re Tourism product development tkes plce t vrious levels including the federl (here tourism product development, especilly development of new ones should be bsed on the existing unique ttributes), ntionl nd regionl levels (s hs been proposed in the IGAD STMP to develop the region 13 See Sustinble Tourism Mster Pln for the IGAD region , p

119 SUSTAINABLE TOURISM MASTER PLAN The Tiglchin monument is memoril to Ethiopin nd Cubn soldiers involved in the Ogden Wr of It is locted on Churchill Avenue in Addis Abb. PHOTO: The Tiglchin Monument. s single destintion). As lredy mentioned, this would entil consulttive process tht mlgmtes the views nd spirtions of key stkeholders. Accordingly, the roles of respective stkeholders would need to be clerly defined. In this respect, this STMP dopts guidelines for the roles nd responsibilities of key stkeholders s spelt out in the Ntionl Tourism Policy: The government orgns include the federl, regionl nd locl dministrtions which re chrged with providing strtegic direction nd the estblishment of conducive environment for tourism product development. On the other hnd, the privte sector or development investors would ply mjor role in the specific development of fcilities such s hotels nd provision of services such s trnsport, nd where pproprite this will be done in collbortion with locl communities. The cdemi, through reserch nd development, would provide informtion tht will fcilitte the development of innovtive tourism products. The civil society nd the generl public would help to ensure tht tourism product development is sustinble nd in line with the broder socio-economic development gols of the country. Tourism product development will lso dopt n integrtive pproch tking into considertion the broder ntionl socioeconomic development gols nd tking dvntge of the emerging opportunities s identified in the GTP. As such, while drwing benefits from such inititives, tourism product development should lso ply complementry role whereby proceeds from tourism re lso chnnelled in the further development of such inititives. Finlly, tourism product development will need to be ligned to the mrketing strtegies, investment (including cpitl), tourism specific infrstructure plns nd sustinbility considertions. 119

120 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 4.4 Pillr Three: Tourism Mrketing, Brnding nd Promotion Introduction Strongly linked to product development, tourism mrketing is n integrl component of destintion growth nd development. While product development is ssocited with the cretion of ttrctions or experiences, mrketing plys key role in communicting the vlue nd ppel of the products to would-be consumers. Owing to the complex nd multifceted nture of destintions rising from the inter-reltionships of key stkeholders, some of which my hve negtive impcts, mrketing is lso n essentil tool for enhncing destintion competitiveness. The min objective from the demnd-side would be to increse visitor numbers, while from the supply-side, mrketing would be instrumentl in ttrcting investors to invest in rnge of destintion goods nd services including ccommodtion, entertinment, retil nd infrstructure, thereby further boosting tourism growth nd development. This progrmme re focuses on strtegic interventions to mrket the country s tourism destintion within the interntionl mrkets, the Africn regionl mrket, nd the domestic mrket. It further focuses on widening the country s tourist mrket while developing the current mrkets. The progrmme identifies strtegies to chieve the following key outcomes: ) To intensify the promotion of the country s tourism in the current trget mrkets b) To diversify the country s tourist mrket c) To build ntionl brnd tht improves nd entrenches the imge of the country s tourist destintion d) To disseminte nd mnge informtion bout the destintion e) To estblish institutionl nd strtegic frmeworks for mrketing the country s tourist destintion Actions A. Objective: Deepen the country s ppel in the current trget mrket segments Mrket the country nd its regions t relevnt tourism trde firs nd exhibitions Tourism trde firs nd other relevnt exhibitions in vrious prts of the world re incresing becoming n importnt venue through which to mrket the country nd its regions to vrious intermediries including tour opertors, trvel gents nd even tourists themselves. Exmples of such tourism trde firs include, ITB in Germny, World Trvel Mrket in the UK, Tourism Indb in South Afric nd the recently lunched Kribu Tourism nd Trvel Fir in Arush Tnzni, minly for the Est Africn mrket. In line with the coordinted pproch to tourism mrketing, strtegic pproch will be necessry to ensure the effective prticiption of key stkeholders nd tht the regions re well represented. Importntly, however, is to ensure tht the impct, sy in terms of increse in visitor numbers nd revenue or even investments, re clerly rticulted. In ddition, prticiption in such firs needs to be guided by clerly defined mrket segmenttion pln tht will provide guidnce in terms of strengthening the country s position in the current mrkets nd trgeting new nd emerging mrkets such s domestic nd Africn tourist mrkets. Mrket nd promote the country s prt of the wider IGAD tourism region There is need to further lign the country s ntionl mrketing strtegies with tht of the wider IGAD tourism region. There re benefits to such joint mrketing ventures in the sense of chieving economies of scle nd lso giving the visitors wide rnge of opportunities in terms of ctivities which could further serve to prolong the length of sty. Furthermore, given tht the 120

121 SUSTAINABLE TOURISM MASTER PLAN tourist products re somewht differentited, the country stnds to benefit in terms of tourist overflow from the mture destintions of the region. Provide incentives for visitors to extend their sty during mjor conferences nd events The country, prticulrly, its cpitl Addis Abb, is strtegiclly positioned being the hedqurters of both the AU, UNECA nd severl other interntionl orgnistions. These orgnistions re known to host severl mjor conferences throughout the yer. However, the progrmmes of such events tend to be very rigid such tht t the end of them there is no time for the lrge numbers of delegtes, most of whom hve llownces to spend, to experience wht the country hs to offer. This is usully due to the fct tht such delegtes re required to deprt the country lmost immeditely fter the events. To chnge this, it will require: ) The provision of incentives to encourge such delegtes to extend their sty post such events. b) The provision of relevnt informtion during the event nd/or complimentry tours for delegtes during such events to further publicise wht the country hs to offer. c) Working closely with key orgnistion such s the AU nd UNECA to better position the country s destintion for the delegtes. B. Objective: Diversify the country s tourist mrket Expnd the country s tourist mrket to new nd emerging source mrkets in Estern Europe, Afric nd Asi There is need to diversify mrket opportunities to tp into the new nd emerging tourist mrkets. Diversifiction to non-trditionl mrkets such s Brzil, Russi, Indi, nd South Afric (BRICS) is essentil to ensure wider rech. The projected growth of the middle clss in Afric provide opportunities for mrket diversifiction. It is, nevertheless, impertive to note tht such concerted efforts should be ccompnied by pproprite tourism product development. To enhnce wider representtion brod, there is need to estblish mrketing offices in the new nd emerging mrkets. Given tht resources my be limited, it my be resonble to utilise the country s foreign missions brod nd/or regionl offices with the mndte to cover the emerging mrkets. Develop strtegy to stimulte domestic tourism The rpidly improving ccess nd communictions infrstructure, combined with the growing ffluence of the popultion, present opportunities for domestic tourism. Nevertheless, domestic mrket demnd differs from interntionl demnd in mny res such s tht for short breks, leisure resorts, MICE etc. It is lso less sesonl nd cn provide bse level of business for primry nd secondry destintions yer round. As such, it requires to be ddressed with dedicted strtegy. Within this strtegy, specil focus will be dedicted to creting wreness within the domestic mrket through ntionl wreness progrmmes nd cmpigns imed t both incresing the visittion hbit of the generl public s well s tourism trde to trget the domestic tourism s source of business minly during off sesons. C. Objective: Build ntionl brnd tht improves nd entrenches the imge of the country s tourist destintion Develop nd mnge the country s destintion brnd imge both t the ntionl nd regionl levels Given the complexity of brnding, there is need to lign the regionl brnds with the ntionl brnd to ensure tht such brnds do not come into conflict; rther complement the ntionl brnd. This will be criticl in ensuring tht the country s brnd delivers its brnd promise i.e. the vlues nd personlity, in n effective nd consistent mnner. 121

122 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Use the power of ICT to crete nd mnge destintion perception nd imge Owing to its globl rech, ICT hs the potentil for creting nd mnging destintion imge through telling the destintion story to the world nd providing rel time dt bout tourists opinions bout the destintion. This my prove to be strtegy to counter ny negtive imge or opinion tht my ffect destintion perception. 14 D. Objective: Disseminte nd mnge destintion Informtion Crete nd mnge ntionl DMS ICT-bsed destintion mngement systems re tody source of competitive dvntges for destintions world-wide. A ntionl DMS will be crucil in providing in-depth informtion of wht the country hs to offer nd should be comprehensive nd encompss issues relting to product mngement, enquiry mngement services, visitor reltions mngement, nd fcilitte bookings. The DMS should thus not be seen simply s mrketing tool, but more so s tool for destintion mngement. Set up network of Tourist Informtion Centres (TICs) Tourist or Visitor Informtion Centres ply n importnt role in destintion, prticulrly in regionl res, by providing informtion to visitors tht encourges them to sty longer, spend more money, experience more ttrctions nd revisit. TICs lso crete significnt socil benefits becuse they rely hevily on volunteer workforce nd operte s n importnt community fcility. Further, it is impertive tht TICs in different tourist regions function s network to ensure informtion coordintion nd mutul support. To this end, the country will need to: i) Develop service stndrds nd hndbook for the TICs in collbortion with the regionl governments; ii) iii) iv) Provide trining to stff providing tourism informtion; Improve mteril resources in priority TICs; Develop n IT pltform to support network of TICs to be set up in coordintion with the regions. Set up toll free tourist-specific cll centre Given tht potentil visitors my from time to time require rel time informtion nd support, it will be necessry to set toll-free tourist cll centre to provide informtion of mrketing nd support nture to hndle both incoming nd in-country enquiries. This will lso be instrumentl in estblishing good visitor reltions which could potentilly led to further mrketing of the country vi word of mouth nd lso to repet visits. Wht is more, such centre could be importnt in serving potentil mrkets where the use of the internet my still be limited such s the regionl Afric mrket. Crete frmework for destintion wreness mong the trvel trde Noting the centrl role tht the trvel trde plys in destintion mrketing nd their control over tourist decision choices, efforts will be mde to use ICTs to imprt the trvel trde within trget source mrkets with informtion bout the destintion nd on how to sell Ethiopi s preferred tourist destintion. Such chnnel will lso be used to provide rel-time updtes to the trvel trde nd identify destintion chmpions who my lso be trgeted for further promotion inititives including fmiliristion tours. 14 Lessons cn be lerned from such countries s Jpn which hs creted website trgeting to build positive destintion mong children (See nd the Mlt Tourism Authority tht hs creted its own site to mnge electronic word of mouth (e-wom) (See elerning Courses on Tourism Destintions: Trvel Agents Perceptions. in:

123 SUSTAINABLE TOURISM MASTER PLAN E. Objective: Estblish institutionl nd strtegic frmeworks for mrketing the country s tourist destintion Formulte ntionl nd regionl tourism mrketing strtegies There is need to hve well-coordinted tourism mrketing pproch. This will be chieved through the formultion of ntionl tourism mrketing strtegy tht will be used s frmework for regionl tourism mrketing. Idelly, these strtegies should be gered towrds growing the domestic, regionl nd interntionl tourist numbers. Develop n institutionl frmework to support strtegic prtnerships in destintion mrketing Effective mrketing of the country will require institutionl lignment nd strtegic prtnerships both t the ntionl nd regionl levels comprising key tourism stkeholders. Given tht the rnge of tourism stkeholders my hve different mrketing priorities, n institutionl frmework will be key to ensuring tht such priorities re in tndem with the broder regionl nd ntionl mrketing gols. This will lso fcilitte the lignment of regionl mrketing strtegies with those of the broder ntionl level strtegies with view to estblishing synergies tht re essentil in creting criticl mrketing mss nd in so doing, minimising dupliction. Further, there is need to intensify publicprivte sector prtnership s n effective mrketing nd promotion force under the uspices of Ntionl Tourism Assocition, sectorl ssocitions nd other relevnt orgnistions. Institutionlise the bidding to host mjor conferences The cpcity of the country to host interntionl conferences nd conventions seems underutilised noting the vilbility of meg event fcilities, for instnce, the AU nd UNECA fcilities in Addis Abb nd the growing imge of Addis s diplomtic centre for Afric. To optimise this imge, there is need to estblish multi-stkeholder unit dedicted to mrketing the country s conference destintion nd fcilitting bidding for meg interntionl conferences. This unit would bring together ETO, MoCT, MoFA, Ethiopi s leding sports personlities, nd the country s dispor, mong others. Develop joint mrketing strtegies with neighbouring countries The potentil to develop trns-ntionl nd trns-boundry products will generte opportunities for the formultion of joint mrketing strtegies nd develop pckges with neighbouring IGAD countries Frmework for the Strtegic Progrmme The Ethiopi Tourism Orgnistion (ETO) is responsible for mrketing the country s tourism destintion. Towrds this end, ETO will tke ledership role. To begin, ETO will develop ntionl frmework for tourism mrketing. Subsequently, informed by the ntionl tourism mrketing frmework, the regionl governments will lso be required to hve their respective destintion mrketing frmeworks sperheded by regionl DMOs, which comprise key stkeholders nd will be responsible for mrketing the respective regions. In order to further ensure tht the country is moving in one direction, the ntionl tourism mrketing frmework will lso inform the mrketing efforts of the privte sector plyers wishing to mrket their respective goods nd services. Importntly, however, the cpbility of DMOs t both the ntionl nd regionl levels to effectively execute their mrketing roles will hve to be enhnced. Further prtnerships will lso see the privte sector, Ministry of Foreign Affirs, interntionl orgnistions such s UNECA nd AU, Ethiopi s leding sports personlities, the country s dispor, mong others, plying role in the promotion of the country s tourist destintion. 123

124 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 4.5 Pillr Four: Investment in Tourism Fcilities nd Services Introduction Tourism infrstructure bsiclly refers to the fcilities nd services within destintion tht re necessry to enhnce the experiences of tourists. As such, tourism infrstructure is, therefore, of criticl importnce not just in terms of vilbility of such fcilities nd services, but lso in terms of their qulity nd stndrds. The vilbility, qulity nd stndrds of the previling tourism infrstructure is importnt in boosting the competitiveness of destintions. Wht is more, this is one of the key spects tht tourists tke into considertion when choosing holidy destintions. This spect lso fetures prominently mongst orgnisers of meg events when mking decisions on the suitbility of destintions to host such events. These fcilities nd services include ll types of ccommodtion, culturl villges nd centres, conference nd exhibition fcilities, souvenir shops, rt glleries, dining, night clubs, nd so on. It is importnt to note tht ctions in this progrmme re re dditionl to those under the humn resources development; product development; destintion mrketing nd promotion; tourism policy, regultions nd institutionl frmework; nd sustinbility, ll gered towrds creting competitive destintion, which in one wy or the other, will serve to position Ethiopi s preferred investment destintion. Specific ctions in this progrmme will focus on three min outcomes: ) To enhnce the cpcity of the existing tourist fcilities b) To crete conducive environment to ttrct investments in tourism infrstructure c) To promote the potentil investment opportunities for tourism services nd fcilities Actions A. Objective: Enhnce the cpcity of the existing tourist services nd fcilities This will be imed t enbling the existing tourist fcilities nd services to competitively serve visitor needs nd grow investments. Institutionlise the clssifiction of hospitlity fcilities To gurntee tht the country s hospitlity fcilities meet interntionl service stndrds, the need for clssifiction of such fcilities is impertive. To chieve this, clssifiction criteri, benchmrked on the best globl stndrds will be developed. This tool will hve different modules for the different types of hospitlity fcilities including hotels, guest houses, lodges, nd resturnts, mong others. It is importnt to note tht such tool will not only be used for clssifiction purposes, but will lso serve s guide to hospitlity investors nd fcility developers. This clssifiction tool will be developed through multi-stkeholder consulttion nd be implemented through multi-stkeholder body bringing together representtion from both the public nd privte sector plyers with representtion from the regions. Develop qulity mngement systems for the different sectors in the country s tourism industry For the ppliction of qulity mngement, it is importnt to understnd tht ech stge of the visitor journey to the destintion, pre-during nd post-visit is significnt to the visitor s perception of the destintion imge. A vlue- chin pproch will therefore, be used in developing Qulity Mngement System for Ethiopi s tourism sector. A good effort towrds this direction hs been undertken through the Qulity Mngement Concept for Aksum 15, modelled fter the Swiss 15 The Qulity Mngement Action Pln for Tourism in Aksum, Februry,

125 SUSTAINABLE TOURISM MASTER PLAN Model for Totl Qulity Mngement (The Qulity Sel of Approvl for Swiss Tourism ) 16 tht lso borrows from the Europen Foundtion for Qulity Mngement 17. The Ntionl Qulity Mngement System will be developed through consulttion nd involvement of both ntionl nd regionl stkeholders, with strong prticiption of the privte sector. Develop n fter-cre progrmme for tourism investors within the country to encourge them to grow their investments within the country An fter-cre progrmme will be implemented to help the in-country investors to successfully nd profitbly mnge their ventures including gining corporte pprovl for expnsion nd re-investment of profits. This progrmme will lso focus on helping the firms to form strong links with locl suppliers nd service providers. Towrds this end, the EIC hs mde some strides in implementing n ftercre progrmme for in-country investments. 18 In prticulr, EIC s griculture nd service sector projects fcilittion nd ftercre division cn be utilised to focus more on the tourism sector. B. Objective: Crete conducive environment to encourge investments in the tourism sector Cretion of positive nd trnsprent investment climte Evidence now suggests tht investors re looking for stble nd trnsprent economies in which to invest. To ensure Ethiopi s tourism investment climte becomes more positive nd trnsprent, nd be seen s such by the investor mrket, the following strtegies will be implemented: ) The cretion of officil procedures tht will encourge investment in ll spects of infrstructure nd remove the need for corruption s mens of getting things done. The procedures creted by the Ethiopi Investment Commission will need to be elborted to feture specific procedures for the tourism sector. b) Improvement of the investment environment on continuous bsis, for exmple, by lleviting dministrtive regultions nd providing efficient support for informtion distribution. c) Mking incentives more flexible, through consulttion or negotition if necessry, with individul foreign investors rther thn by the uniform criterion tht my not recognise specific needs nd locl conditions. d) The provision of strong protection for foreign investment, bcked by the force of lw. e) Mking revolving lines of credit vilble to the privte sector for tourism projects tht support strtegic societl objectives. Cretion of specil tourism investment zones Considertion will be given to estblishing specil zones where investment incentives nd clerly understood procedures re in plce for tourism development. This will be done in line with the proposls on the estblishment of flgship projects identified in Strtegic Pillr 2. Within these zones, support for infrstructure development, especilly in key environmentl 16 A progrmme with vrious instruments designed for Swiss tourism with the im of systemticlly promoting nd securing ongoing qulity development. The progrmme consists of three levels: in level 1, the focus is on qulity of service nd in level 2 on mngement qulity, level 3 dopts TQM systems. The system uses qulity coches nd is dministered by the privte sector. The government supports the progrmme through subsidies. 17 EFQM This includes implementing n outrech progrmme to investors in priority sectors. The gency ws in 2010 divided into two divisions: () mnufcturing projects fcilittion nd ftercre; nd (b) griculture nd service sector projects fcilittion nd ftercre (See UNCTAD, 2011 p.11). 125

126 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA nd public sector res such s wter supply, electricity nd telephone will be prioritised. Specil finncil incentives in the form of specil interest bnk lons for infrstructure investment will be estblished to further ttrct investment. Considertion will lso be mde to declre such Specil Economic Zones s tx hven, with the removl of restrictions on corporte tx, income tx, estte duties, cpitl gins tx, sles tx, nd other txes nd levies. Design ttrctive incentives trgeting investors for the tourism sector In ddition to the lredy existing incentives trgeting the tourism sector, further possible incentives will be pursued including: ) Finncil incentives, through which the government will provide grnts or lons from its own resources or through government finncil institution. This is in line with the proposed Investment Fund trgeting the domestic investor. 19 b) Fiscl incentives, through which the government will provide tx holidys nd deductions, customs duty exemptions, concessions or cpitl expenditure llownces. Encourge lending institutions to support tourism investments A mjor chllenge fcing tourism infrstructure development is the lck of dequte credit fcilities in the country. Efforts will be undertken to crete wreness to the vrious lending institutions on the vrious opportunities tht exist nd the need to vil such credit fcilities. MoCT, through EIC, will lso fcilitte explortion of funding opportunities from regionl nd globl lending institutions such s the Africn Development Bnk (AfDB) nd the World Bnk s Interntionl Finnce Corportion (IFC). Estblish tourism investment fund In line with the bove, it will be crucil to estblish low interest revolving tourism investment fund, prticulrly trgeting Ethiopins who wish to invest in the tourism industry. Such fund should lso prioritise the development of fcilities in the non-core tourism prts of the country to foster tourism growth nd development. This strtegy hs been in use in Keny since 1965 with, first, the estblishment of the Keny Tourism Development Corportion 20 chrged with the mndte of fcilitting nd providing ffordble development funding nd dvisory services for long-term investment in Keny s tourism industry; nd lter in 2002, the estblishment of the Tourism Trust Fund, jointly by Keny nd the EU minly involved in identifying, supporting nd funding community tourism projects. Encourge coopertion nd n integrted pproch to promoting tourism investment in the country Noting tht the tourism industry by its very nture is frgmented, both in the public sector s well s in the privte sector, dvocting for tourism investment within the country will require coopertion mong ll relevnt stkeholders. This will be chieved through: The encourgement of other governmentl gencies in ddition to those directly under MoCT to become involved in tourism investment. Coopertion between vrious orgnistions including the development prtners, the privte sector nd relevnt government gencies, in dvocting for tourism infrstructure investment s legitimte development tool for the country s economy. Involvement of the federl nd regionl plnning gencies in integrting re development plns with tourism development. 19 See Strtegic Progrmme 2: Tourism product development. 20 Keny Tourist Development Corportion (KTDC) is corporte body estblished in 1965 through n Act of Prliment, Cp 382 of the Lws of Keny. ( ). 126

127 SUSTAINABLE TOURISM MASTER PLAN Encourge regions to crete necessry conducive business environment to ttrct tourism investments The different regions in the country will be encourged nd fcilitted to develop tourism development plns, integrted into the ntionl frmework. Such plns should detil cler rodmp of how they will ttrct investments in the sector. It is importnt to note tht number of regions nd cities hve tken efforts to develop such plns (for exmple, Tigry). To encourge investment in tourism infrstructure development, the country s regions will hve to show commitment in providing pproprite support infrstructure, such s trnsport, wter nd energy. C. Objective: Promote investment opportunities for tourism services nd fcilities Orgnise regulr regionl, ntionl nd interntionl tourism investment forums In order to rise wreness on the investment opportunities tht exist in the country, MoCT will work closely with key stkeholders to orgnise tourism investment forums trgeting potentil investors t the regionl, ntionl nd interntionl levels. Estblish tourism investment informtion centres Countries world over re incresingly competing for piece of the globl investor mrket. There is n urgent need to provide investors with relevnt informtion on tourism investment possibilities in the country. This will be chieved through the estblishment of tourism investment informtion centres, both within the country nd in the country s embssies in the trget source countries, to ssist ntionl s well s foreign investors. The centres would serve s one-stop shop for tourism investment, providing informtion on investment opportunities nd regultions in the country s tourism sector. Foster collbortion in the promotion of tourism investment In line with the need to crete wreness of the existing investment opportunities in Ethiopi, MoCT will work closely with the Ethiopi Investment Commission (EIC) to profile tourism s key sector for investment. This will be chieved through hving dedicted section within EIC to specificlly hndle tourism investment promotion. Further collbortion will be pursued through the country s missions brod. Foreign investors in the country will lso be incorported in mrketing the country s preferred investment destintion through shring of their experiences during investment promotion cmpigns. Initite strtegies to involve Ethiopi s dispor in promoting investment in tourism In ddition to domestic nd interntionl investors, the lrge Ethiopin dispor will be trgeted for investment promotion for the tourism sector. Dispor involvement in tourism cn vry from direct investment, knowledge trnsfer, promotion or brnd chmpionship, to fostering bilterl trde with locl tourism businesses. The focus on the dispor will be s n pprecition of the cler dded vlue in the tourism sector, s they know well both the supply nd the demnd side both the destintion nd the source mrket. The country hs lredy developed some inititives trgeting the dispor 21 nd these should be utilised in investment promotion for the tourism sector A dispor coordinting office is lredy in plce within the Ministry of Cpcity-Building, which lso works with the MoFA to promote skills nd technology trnsfer. The EIC hs creted post of Dispor Affirs Officer to encourge Ethiopins in the dispor to engge in investment ctivities. 22 Lessons from inititives from Nigeri, Keny, nd Afghnistn serve s exmples of similr types of mechnisms trgeting dispor investment. The Afghnistn Investment Gurntee Fcility (AIGF) is good exmple. 127

128 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Frmework for the Pillr To implement the bove strtegies nd ctions, MoCT will endevour to forge necessry collbortions nd prtnerships with number of gencies nd sectors including the EIC which hs the primry responsibility of promoting investments within the country, MoFA, the regionl governments, the privte sector, the country s dispor, mong others. 4.6 Pillr Five: Humn Resource Development Introduction Humn resource development is key to enhncing the competitiveness of ny given tourist destintion. Given tht the tourism industry is lrgely service oriented, the role of humn resource is ever more importnt. Evidence exists tht the leding destintions of the world lso hve corresponding high qulity of humn resource. When considering the development of humn resource for the tourism sector, it is essentil tht holistic pproch is tken to include those working directly in the industry or privte sector, those in the trining institutions nd those chrged with the responsibility of policy nd plnning for the sector. In the cse of those working in tourism businesses, humn resource development is usully gered towrds enhncing the skills nd knowledge of those providing the services for the tourism industry. Secondly, humn resource development focuses on enhncing the cpcity of government officils nd those working in the reserch nd trining institutions to better pln, reserch nd develop the sector. In ddition, it would be eqully importnt to crete wreness of the importnce of the tourism industry in the country mong government officils whose dockets my impct tourism development in one wy or the other, for instnce, immigrtion officils, infrstructure, finnce et ceter. This progrmme ims t chieving two strtegic outcomes: ) To ddress the short term HR needs for the tourism sector. b) To build long term supply of globlly competitive humn resource for the sector Actions A. Objective: Address the short-term HR needs for the tourism sector. Promote the development nd upgrding of mnpower cpcity in the country There is urgent need to develop the cpcity of those working within the country s tourism sector. Mesures to ddress this immeditely would include encourging nd fcilitting trining on-the-job within the country nd where pproprite, outside the country. This cn be well enhnced through student-work induction progrmmes nd mngement trining progrmmes both within the country nd brod including within the IGAD region under the frmework of the IGAD STMP recommendtions. Crete frmework to fcilitte pprenticeships nd experientil lerning for tourism sector grdutes To ensure tht the country s tourism sector grdutes gin hnds-on experience tht would enble them find jobs nd perform well within the sector, MoCT should sperhed the setting up of n office dedicted to compiling dtbse of tourism sector grdutes nd help link them with opportunities for pprenticeship nd experientil lerning in leding tourism orgnistions nd firms both within nd outside the country. Reduce brriers to inwrd lbour mobility to ttrct externl expertise to bridge the short-term HR deficit in the country 128

129 SUSTAINABLE TOURISM MASTER PLAN This will form nother mesure to ddress the short-term skills shortge fcing the country s tourism sector. This will involve strtegiclly encourging professionls with the necessry skills nd knowledge to both work nd trin the locls. This is world-wide prctice in both bridging the short-term humn resource deficits nd knowledge trnsfer. Rwnd, for instnce is lredy implementing such strtegy. The sme ws successfully dopted by Keny in the infncy stges of her tourism industry. Trget countries will be identified nd citizens from those countries will be encourged to pply for jobs in the country. A strting point is through the IGAD STMP frmework tht encourges intr-regionl lbour mobility. It is importnt to note tht: ) This inititive will only be short-term mesure s the country puts in plce mesures to develop her tourism HR bse. b) Secondly, the scheme would only trget those skills nd competencies not vilble within the country c) The scheme will lso require the employing orgnistions to provide rodmp on how nd when such foreigners will be replced with locls. B. Objective: Build long-term supply of globlly competitive humn resource for the tourism sector Develop Strtegic Humn Resource Development Pln for the tourism sector A long-term HR development strtegy for the tourism sector will be developed. In developing such strtegy: ) MoCT will undertke HR inventory t the different levels of the tourism industry in terms of the qulity nd the quntity of the previling tourism humn resources in the country. This will involve crrying out tourism skills udit to better inform humn resources development both t the ntionl nd regionl levels. The im of such n exercise will be to identify ny gps in skills nd competencies within the tourism sector s three levels of humn resources needs: Enterprise level (both mngeril nd opertionl) Reserch nd trining institutions Policy nd plnning level b) Following the bove HR udit, Strtegic Humn Resource Pln (HRP) will be developed in order to ddress the short term nd long terms HR needs of the sector. This pln will endevour to set out the HR trgets nd strtegies for their relistion within the STMP period nd beyond. Formulte Ntionl Tourism Trining Policy To fcilitte coordinted pproch to tourism trining nd humn resource development, MoCT should formulte ntionl tourism trining policy. Such policy would focus on such spects s: i. Mintining industry trining stndrds ii. iii. iv. Approvl nd certifiction of industry trining institutions Approvl of trining progrmmes nd stndrds recommended by industry Registrtion, trcking nd certifiction of trinees through pproved certifiction progrmme nd industry trining centres v. Funding the industry trining (bsed upon industry developed plns nd priorities) 129

130 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Upgrde CTTC s model centre-of-excellence in tourism trining in the country To ensure the relistion of long-term vilbility of qulity trining for the industry within the region, it is necessry tht model centre of excellence in tourism trining, benchmrked on the best prctices in the world, be estblished within the country. In view of this, the Ctering nd Tourism Trining Centre (CTTC) will be upgrded in terms of fcilities nd humn resource cpcity. Further, mesures will be tken to ensure CTTC estblishes prtnerships with existing centres-of-excellence both in the Africn region nd interntionlly. This should lter be dopted for ech region where tourism is priority sector. Develop relevnt skills nd knowledge for ll personnel in the tourism sector businesses It will be crucil tht the country s skills nd knowledge bse is enhnced both t the ntionl nd regionl levels. In line with this, there is need to increse the number of ntionl nd regionl institutions tht re offering tourism trining nd simultneously putting in plce mechnisms to ensure tht there is Continuous Professionl Development (CPD) with the im of further ensuring tht the previling skills nd knowledge re up to dte. This my require providing incentives for employers to relese their stff for further trining such s free trining progrmmes or even tx incentives. Continuous cpcity-building of tourism public officils It is impertive tht the cpcity of those mndted with the responsibility of mnging, plnning nd formulting relevnt policies ment to ensure the competitive development of the country s tourism destintion is strengthened. This will be chieved through continuous empowerment of officils on ll levels of government, both t the ntionl nd regionl levels, with view to enhncing their cpcity to formulte policies nd plns nd to oversee their effective implementtion. This will require tht tourism development trining progrmmes trgeting such officils re estblished Frmework for the Pillr Currently, the responsibility of developing the humn resource bse rests upon the Technicl nd Voctionl Eduction Trining Agency nd higher eduction institutions s informed by the Higher Eduction Proclmtion. Thus in order to ensure tht the qulity of trining is good, the cpcity of MoCT will hve to be enhnced so s to certify the institutions offering such trining. The privte sector will lso be encourged to prticipte in the country s tourism HR development through CPD nd privte institutions. Furthermore, in order to ensure sustined humn resource pool cross the country, it will be beneficil to integrte tourism relted courses into the generl ntionl curricul with view to nurturing relevnt bsic skills nd knowledge t very erly stge. It will lso be necessry to benchmrk best prctice both in the region nd interntionlly to ensure tht the qulity of trining is globlly competitive. 130

131 4.7 Pillr Six: Tourism Reserch nd Development Introduction Reserch plys n importnt role in the development of innovtive tourism products, identifiction of new nd future emerging mrket trends, nd identifying current nd future issues tht could impct tourism development. In ddition, reserch cretes n understnding of tourist expenditure, vrious impcts of tourism development including, economic, socil-culturl nd environmentl, nd fcilitte the estblishment of tourism monitoring nd evlution indictors. In this regrd, the focus of this Pillr will be on creting frmework for tourism reserch nd development within the country to ensure tht the development of the tourism sector is bsed on sound reserch. Ert Ale volcnic lke of lrv. Itis one of the few ctive volcnoes in the world. It is locted in the Afr Depression. PHOTO: Ert Ale volcno, Ethiopi.

132 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Actions A. Objective: Crete frmework for tourism reserch nd development within the country Estblishing ntionl tourism reserch mngement nd documenttion centre Much relevnt reserch hs nd is continully being undertken by number of orgnistions. To ensure tht this is vilble throughout the sector, voiding dupliction nd dding to the ntionl knowledge bse, requires the estblishment of core centre. The min role will be to coordinte, mnge nd disseminte tourism reserch outputs conducted by concerned orgnistion. The centre will be expected to work closely with the higher lerning institutions so s to enhnce overll reserch cpcity cross the country. Estblish integrted ntionl nd regionl tourism sttistics system Collection nd nlysis of visitor sttistics is undertken t ntionl level by the Ntionl Tourism Sttistics deprtment within MoCT nd loclly by Regionl Culture nd Tourism Bureu. It is essentil tht the structure, formt nd content of these is hrmonised nd computerised to provide policy nd decision mkers within the tourism sector with comprehensive nd consistent dt. Estblish interntionl prtnerships to fcilitte informtion exchnge nd knowledge shring One of the mjor chllenge fcing Third World Countries is the inbility to effectively prticipte in globl conventions nd the lck of fctul informtion to rticulte these countries respective priorities. For instnce, the current climte chnge debte nd the proposl to impose crbon tx on long hul trvel will hve n impct on Ethiopi nd other neighbouring countries which rely hevily on long hul tourist mrket. Reserch cn therefore, ply key role in informing key positions in the globl delibertions nd given tht the issues tht confront the country nd its neighbours re similr. To this end, regionl nd interntionl prtnerships in tourism, with specific focus being pid to the IGAD member countries (s recommended by the IGAD STMP) will be estblished Frmework for the progrmme re Currently, tourism reserch, minly in the form of compiltion of tourism sttistics, is crried out by the MoCT which releses the Tourism Sttistics Bulletin. The bulletin provides informtion on tourist rrivls, tourism receipts, ccommodtion (number of hotels nd rooms) nd tourism suppliers (tour opertors nd trvel gents). In ddition, there re number of universities tht offer tourism degree progrmmes. Further, number of interntionl consultnts re involved in undertking consultncy reserch on number of spects of tourism development in the country with support from development prtners such s UNECA, the World Bnk, UNDP nd other bilterl prtners. The privte sector is lso involved in compiling tourism dt but for internl usge. In this regrd, institutionlising through tourism reserch institute, under MoCT, will be essentil to not only undertke reserch but lso to coordinte the different inititives to void dupliction, ensure the qulity of output, enble ccessibility through repository of such findings, provide monitoring mechnism for reserch uptke nd most importntly, gurntee locl cpcity building to conduct reserch for the tourism sector. 132

133 4.8 Pillr Seven: Tourist Sfety nd Security Introduction Different from other trditionl economic sectors like griculture, the tourism industry is highly susceptible to externlities, more prticulrly those relting to sfety nd security. Moreover, owing to its linkges, such externlities do not only impct on the tourism sector, but rther lso the economy s whole given the sector s multiplier effect tht could hve dverse impcts on other sectors of the economy. A mjor chllenge, however, in deling with issues relting to sfety nd security in the tourism sector is tht issues such s politicl or civil strife, environmentl dissters nd terrorism, re beyond the direct control of the industry. Nonetheless, it is essentil tht mesures re put in plce to enhnce the sfety nd security of not just visitors lone, but lso tht of investors nd their respective investments. This, thus, will form the focus of this progrmme re s it seeks to estblish frmework for sfety nd security for the tourism sector in the country through the designing nd developing tourism sfety nd security ction pln. In Afric, number of countries hve lso relised the potentil of sports in tourism development, for exmple, South Afric. The gret Ethiopin run hs over the lst yers gined lot of momentum nd populrity. PHOTO: Soldiers form humn shield round the prticipnts of the 13th edition of the gret Ethiopin run.

134 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Actions A. Objective: Design nd develop tourism sfety nd security strtegy Develop strtegy for tourist sfety The cretion nd mintennce of sfe environment on ccess routes, destintions, within premises, circultion res, outdoors nd ccess to first id nd professionl medicl tretment in the event of illness or ccident must be ddressed within destintion plnning. These issues require to be formulted within comprehensive strtegy nd stkeholders mde wre of their ongoing responsibilities. Ensure the ntionl disster nd risk mngement pln tke tourism into ccount While security is importnt to residents nd visitors like, destintions with significnt tourist popultions must ddress their specific needs through their inclusion within ntionl security strtegies nd procedures. Therefore, the ntionl disster nd risk mngement pln should be reviewed to ensure tht it tkes tourism into ccount. Estblish tourist police unit Given the sensitivity of the tourism industry nd tourists to sfety nd security relted issues, there is need to estblish dedicted tourist police units or deprtments both t the ntionl nd regionl levels. In ddition, due to the fct tht some of the tourist sfety nd security concerns re cross-border, regionl mechnism needs to be put in plce to fcilitte collbortion of such police units with view to enhncing both the ntionl nd regionl (cross-border) tourist sfety nd security. For the cse of Ethiopi, this unit will be specilised multi-lingul police service under the supervision of the Ntionl Police Service dedicted to tourist sfety. Beside the policing trining, members of this unit will be equipped with competencies in such res s disster nd emergency mngement, psychology, cross-culturl skills, nd people reltions skill. The unit will be responsible for such sfety issues s: i. Ensuring onsite nd enroute tourist sfety nd protection ii. iii. Estblishing nd operting multilingul emergency toll free cll centres integrted into the ntionl toll-free tourist cll centre Estblishing tourist emergency evcution services Estblish Tourist Victim Support Services There is need to estblish tourist victim support services for visitors who hve been robbed, ttcked, involved in ccidents or otherwise victimised during their sty in the country. Such services will be vilble t the regionl levels, with coordinting office t the ntionl level Frmework for the progrmme re Currently, there is no cler frmework for tourism sfety nd security in the country. Security issues re generlly delt with the ntionl police while locl militi provide informl security services in such res s the Omo Vlley. A forml frmework to del with tourism specific sfety nd security issues is thus urgently needed. Under the generl direction of dedicted tskforce estblished by the TTC, this frmework will bring together both government gencies nd the privte sector. In ddition, the IGAD frmework, prticulrly the Conflict Erly Wrning nd Response Mechnism (CEWARN), will lso be integrted in the ntionl frmework. 134

135 SUSTAINABLE TOURISM MASTER PLAN 4.9 Pillr Eight: Tourism Support Infrstructure nd Services Introduction Generlly, the reltionship between infrstructure nd tourism development should be viewed from two perspectives. On the one hnd, infrstructure should be seen s mens to fcilitting tourism development nd on the other hnd, some infrstructurl development inititives, though not originlly built for tourism purposes, such s bridges nd dms, hve evolved to become mjor tourist ttrctions. Projects such s the world s tllest bridge, the Millu Viduct in Frnce, the world s longest bridge, the Jiozhou By Bridge in Chin, the London Tower Bridge in the United Kingdom nd the Hoover Dm in USA provide some exmples to illustrte this. In this regrd, the Renissnce Dm should lso be considered s tourist ttrction once it is completed. Nevertheless nd preferbly, before embrking on ny form of tourism development, there should be pproprite support infrstructure in plce. Idelly, this should lso be regrded s strtegy to providing conducive environment for investors wishing to exploit opportunities tht my rise from tourism development. Though some tourism development inititives such s independent resorts, my not fully require connection with the ntionl or regionl infrstructure networks, such s rods, rilwys nd irports, they nonetheless need to hve some infrstructure in plce including ccess to wter nd wste disposl systems Actions A. Objective: Engender tourism industry development focus in ntionl nd regionl infrstructure development Initite strtegies to ensure the on-going ntionl nd cross-border infrstructure development inititives support tourism development A number of infrstructurl projects hve been proposed both t the ntionl level under the GTP frmework nd in the wider Estern Afric region including the LAPSSET project which is lredy in progress. MoCT will work closely with relevnt uthorities or orgnistions responsible for the implementtion of such infrstructurl development inititives to ensure tht tourism development inititives re integrted. This my require creting wreness on the importnce of tourism development nd the ccompnying role of relevnt infrstructure. In ddition, inititives to promote such trnsport systems for use mongst tourists, with prticulr emphsis plced on cruise nd ril tourism s strtegy to increse the tourism product offerings will be estblished. Provision of qulity nd relible infrstructure within tourism priority res A specil focus will be given to ensuring tht tourism priority res re serviced with relible infrstructure cross the country including rod network, wter, electricity nd sewerge. Efforts will lso be undertken to ensure their led-time to connectivity of ny new investments is reduced to the possible minimum mount of time. Provide effective nd pproprite ICT infrstructure in tourism priority res In the current dvent of the informtion ge nd the ever incresing competition for globl opportunities, the country hs no choice but to embrce pproches tht will enhnce her ICT infrstructure nd specificlly for the tourism sector. Working closely with the Ministry of Communiction nd Informtion Technology (MCIT), MoCT will therefore, sperhed the dvoccy for the development of effective nd pproprite ICT infrstructure with view to enhncing the country s globl competitive dvntge. 135

136 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Frmework for the Priority Are The GTP provides brod frmework to infrstructure development in the country for the next five yers. It is expected tht, since tourism is lso key economic sector, nd through the integrted development pproch such infrstructure development should, to some degree, benefit the industry. However, given tht the GTP infrstructure development focus is lso on other sectors of the economy, it will be importnt tht MoCT highlights the infrstructure development priority needs necessry for the development of competitive tourism destintion. This should, further, be done in line with the on-going regionl infrstructurl inititives to promote both ntionl nd cross-border tourism. It is, nonetheless, importnt to note tht such on-going inititives should not be used s the only bsis for tourism development, but rther, tht tourism development inititives should lso serve s n incentive to expnd the ntionl nd regionl infrstructure networks Pillr Nine: Conservtion nd Preservtion of Nturl nd Culturl Resources Introduction Tourism in Ethiopi will be developed in mnner tht will enhnce the conservtion of the country s nturl nd culturl resources. It is recognised tht sustinble tourism development will require the prticiption of ll relevnt stkeholders. More so, chieving sustinble tourism is continuous process nd it requires constnt monitoring of impcts, to enble necessry preventive nd/or corrective mesures to be tken whenever necessry Actions A. Objective: Enhncing the conservtion nd preservtion of nturl nd culturl resource Site designtions, demrction nd gzetting of the nturl nd culturl heritges of the ntion Mny of the wildlife protected res nd culturl heritges do not hve ny legl boundry demrcted by the lw of the country. Therefore, there is need to designte nd demrcte the resources with involvement of locl uthorities nd communities. Develop mngement plns nd opertionl guideline for conservtion of nturl nd culturl resources While sustinbility underpins ll ctivities within the development of the tourism sector, specil ttention must be pid to sensitive, vulnerble sites. Strict tourism guidelines will be developed in complince with ntionl nd regionl conservtion nd protection policies nd within Mngement Plns for protected res nd heritge sites. Build community wreness on the importnce of conservtion nd preservtion of nturl nd culturl resources Aprt from the morl nd ethicl impertives to protect rre nd frgile resources, host communities will be mde wre of their economic nd menity vlue both loclly nd to the ntion t lrge through the development of crefully plnned nd sensitive tourism ctivity. To chieve this, continuous wreness progrmme will be implemented. Enhnce the cpcity of wildlife rngers to protect wildlife in the protected res To strengthen lw enforcement ctivities in wildlife-protected res of the country, there is need to introduce structurl rrngements tht will enhnce the cpcity of the wildlife rngers including estblishing n rmed wing nd other infrstructurl support, prticulrly, ir surveillnce nd other technology bsed fcilities. 136

137 SUSTAINABLE TOURISM MASTER PLAN Control the number of tourism fcilities in ntionl prks nd other protected res in considertion of their crrying cpcity The number, type nd loction of tourism fcilities in protected res should be limited nd decided s prt of broder nd integrted tourism development strtegy. Although, in generl terms, some tourism fcilities of interntionl stndrds should be vilble in protected res, the focus should be on key fcilities for dy visitors nd on those trgeting specific nturebsed types of tourism such s trekking or bird-wtching tht my require overnight stys. High-end fcilities could lso be considered in crefully selected sites. In ny cse, n excess of ccommodtions in the prks should be voided. Promote tourism economic ctivities within the buffer zones of ntionl prks nd other protected res As wy to embrce prdigm shift in the development of tourism in protected res, the country should foster tourism economic ctivity in the buffer zones nd the urbn centres locted nerby. This, for instnce, would encourge the development of tourist resort cities nd towns round these protected res. Thus, the plns of the protected res should be ligned with the tourism development plns of the surrounding re. This strtegy will present number of benefits. First, it will discourge concentrtion of tourism fcilities within protected res nd hence promote conservtion. Further, the resorts will discourge enclve tourism development nd thereby enhnce the trickle-down effect of tourism benefits. This will further encourge cluster development by concentrting ll the relted tourist services (including hotels, resturnts, informtion services, bnking, et ceter) within given re. A possible strting point would be Gmbel Ntionl Prk tht lcks dequte infrstructure. Such development model would require tht the government provides the necessry infrstructure in the trget re nd then promotes investment. Foster integrted plnning for lke shores Lkes re importnt tourism resources nd it is prudent to prepre integrted development plns before building new resorts. Plns should include ccess infrstructure, provisions for public res (with prking, toilets, pedestrin nd bike pths, pltforms for birdwtching, smll infrstructures for wter sports, signposting, food nd drink services, etc.). Plns should lso estblish cler building guidelines for the resorts nd other tourism infrstructures in order to minimise visul nd environmentl impct. They should lso provide opportunities for smll locl businesses nd job cretion (diversifiction of tourism services nd ctivities). Existing resorts should be ssessed nd recommendtions for improvement mde where deemed necessry. Develop mechnisms to crete wreness on, nd foster conservtion of nturl nd culturl resources mong the industry plyers MoCT, in collbortion with industry stkeholders, will work towrds ensuring tht incentives nd necessry regultions re developed to crete wreness nd foster conservtion of nturl nd culturl resources through cmpigns trgeting both the locl popultion nd the industry including the guests. Such inititives would be developed by benchmrking on the best prctices globlly. A good exmple is the Eco-Certifiction progrmmes developed for the tourism industry by different ntionl chpters of the Interntionl Ecotourism Society. Keny s Ecotourism Society hs developed the Eco-Wrrior Awrds nd the Eco-Lbels to foster ecotourism idels in the country. To sustinbly chieve this gol, the prticiption of the civil society will be encourged. 137

138 Llibel is one of the holiest cities in Ethiopi nd it is lso centre of pilgrimge for much of the country. PHOTO: A priest inside one of the churches.

139 SUSTAINABLE TOURISM MASTER PLAN Promote sustinble prctices in the opertion of tourism fcilities nd ctivities including green prctices nd fir trde stndrds Hotels, tour opertors nd other tourism service providers should be wre of the potentil negtive environmentl nd socil impcts of their opertions nd introduce mesures to minimise nd/or mitigte them. This includes offering fir working conditions to the stff nd support the development of locl businesses. Specil wreness cmpigns nd mndtory regultion complemented with hndbooks, guidelines nd trining will be implemented. In the future Green/Fir Trde Certifiction scheme could be introduced. To sustinbly chieve this gol, the prticiption of the civil society will be encourged. Foster prticiption of stkeholders in the preprtion nd follow-up of tourism development plns Mechnisms will be put in plce to ensure the prticiption of stkeholders in the preprtion nd follow-up of tourism development plns including the different government levels (federl, regionl, locl), the locl communities nd the privte sector. Prt of these inititives will be to orgnise themtic working groups to focus on specific issues Frmework for the Pillr At the federl level, the responsibility of conserving the nturl resources rests upon the Ethiopin Wildlife nd Conservtion Authority (EWCA), while tht of conserving the culturl heritge resources is the Authority for Reserch nd Conservtion of Culturl Heritge (ARCCH), both under the MoCT. In totl, thirteen ntionl prks nd sncturies re mnged t the federl level by EWCA 23. In ddition nineteen ntionl prks, wildlife sncturies nd reserves, nd 23 controlled hunting res re mnged by regionl uthorities; with SNNPR being in chrge of 10, of which five re ntionl prks 24 ; in the Amhr Region, six, nd in the Oromi Region, three. In ddition, the United Ntions Eductionl, Scientific nd Culturl Orgnistion (UNESCO) frmework will be essentil in n effort to better conform the country s conservtion efforts to the interntionl stndrds. 23 EWCA mnges the following 13 protected res: the Simien Mountins Ntionl Prk, Ble Mountins Ntionl Prk, Awsh Ntionl Prk, Nechisr Ntionl Prk, Gmbel Ntionl Prk, Altish Ntionl Prk, Kft Shirro Ntionl Prk, Gerlle Ntionl Prk, Omo Ntionl Prk, Abijt Shl Ntionl Prk, Yngudi-Rss Ntionl Prk, Senkelle Hrtebeest Snctury nd Bbille Elephnt Snctury. 24 SNNPR mnges 5 ntionl prks: Cheber Churchur, Gibe Sheleko, Lok Aby, Mgo nd Mze. 139

140 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 4.11 Pillr Ten: Tourism Development Finncing Introduction Noting the need to mobilise funding to support the different progrmmes necessry for the development of the tourism sector including product development, destintion mrketing nd promotion, tourism reserch, nd most importntly, humn resource development nd trining; the need for formlised funding mechnism for the sector cnnot be over-emphsised. The government will, therefore formulte the necessry legisltions to ensure the estblishment of the relevnt mechnism for mobilistion of funding for the tourism sector Actions A. Objective: Institutionlise the mobilistion of finncil resources to fund tourism development 140 Estblish Tourism Development Fund (TDF) To meet the finncil requirements of implementing this STMP nd future tourism developments in the country, the Ethiopin Tourism Orgnistion (ETO) hs lredy been estblished under MoCT. The ETO will be chrged with identifying nd mngement of finncil resources to support tourism development inititives s identified under this STMP. The relevnt legisltion will be encted to estblish the Tourism Development Fund (TDF) nd the necessry implementtion frmework to mke it opertionl. Priority for the funds mobilised by the TDF will be given to: i. The development of tourism products nd services with prticulr emphsis on fesibility studies nd investor mobilistion efforts for flgship projects nd other priority inititives ii. iii. iv. Finncing the mrketing of the country s tourist destintion including mrket reserch, brnding nd other destintion promotion inititives Finncing priority tourism reserch Estblishment nd opertion of the ntionl Destintion Mngement System v. Activities relted to the tourism sector sfety, communiction nd crisis mngement vi. vii. Finncing trining nd humn resource development ctivities especilly the CTTC s ntionl centre of excellence in hospitlity nd tourism, nd ny other tourism nd hospitlity trining institutions s my be decided upon by the MoCT Support other priority tourism relted ctivities s my be deemed pproprite from time to time B. Objective: Design strtegies to mobilise finncil resources to fund tourism development under the TDF frmework Identify sources of finncil resources for tourism development The Mngement of the TDF will be responsible for identifying nd profiling the different sources of finncil resources for tourism development. Specificlly, the sources of funds for the TDF shll include, but not limited to: i. Relevnt lloction from the ntionl tresury ii. A Tourism Development Levy (TDL) (See below for further detils) iii. Mobilistion of funds from bilterl development prtners (BDP) nd donor support Donor Inventory for Ethiopi for Privte Sector Development & Trde (The USAID WTO Accession Plus Project, My 2010) compiles list of the donor community seeking to reduce poverty through privte sector nd trde development s well s lw nd policy reform s t These together with other development prtners my be pproched to support the estblishment of the tourism development fund.

141 SUSTAINABLE TOURISM MASTER PLAN iv. Grnts, dontions, bequests or other gifts mde to the Fund Estblish Tourism Development Levy (TDL) A levy to be referred s the Tourism Development Levy shll be estblished though the pproprite legisltive chnnel. This levy shll be collected from the tourism sector businesses, including irport pssenger service chrge, for the purposes of developing the sector. In the estblishment of such levy, lessons from other destintions where such fund hs been estblished including Keny, South Afric s TOMSA 26 nd Ghn 27, mong others, shll be used. The rtionle behind this levy is to direct portions of the tx receipts from the sector directly bck into its development. In return, this will serve to convince txpyers tht their txes re being used in n open nd productive mnner. Develop the relevnt tools nd instruments for mobilising finncil resources from the identified prtners nd orgnistions. It is importnt to note tht different pproches will be required to mobilise finncil resources from the different sources nd orgnistions. To this end, the mngement of the TFD will develop the relevnt tools nd instruments including relevnt proposls trgeting the identified finncil prtners Frmework for the Progrmme Are Currently, the tourism sector in Ethiopi lcks formlised frmework for funding its development ctivities; with the min funding being from the ntionl budgetry pproprition nd uncoordinted donor nd bilterl support. With ledership from MoCT, implementtion of this Pillr will involve the privte sector, the Ministry of Finnce nd Economic Development, the Revenue Authority, nd donors nd key multilterl prtners. 26 TOMSA stnds for Tourism Mrketing South Afric. It is the levy collected by tourism businesses with the im of contributing to the promotion of South Afric s the preferred tourist destintion loclly nd interntionlly. TOMSA is dministered by the Tourism Business Council of South Afric (see

142 The newly built Africn Union hedqurters in Addis Abb. The $200m project ws funded by the Chinese government s gift to the Africn Union. PHOTO: The rooftop of the AU hedqurters.

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145 5 STMP IMPLEMENTATION FRAMEWORK Introduction This frmework provides the relevnt ctions to be undertken within ech identified Strtegic Pillr together with the mens of verifiction in terms of milestone indictors. The frmework further indictes the institution bering primry responsibility nd the period within which the strtegic ctions should hve been implemented. The time schedule is further ctegorised into three horizons: short term (1-3 yers), medium term (4-6 yers), nd long term (7-10 yers). Such ctegoristion will help in identifying the quick wins mong the strtegic ctions nd provides n indictive schedule of ctivities within the STMP implementtion. Moreover, it is lso importnt to note tht some of the institutions llocted primry responsibilities under this frmework will need to be estblished nd then opertionlised. Notble mong these is the Tourism Development Fund Mngement. Further, the frmework provides n indictive budget for ech ctivity nd the underlying ssumptions. In ddition to the provided ssumptions, the frmework ssumes tht stble politicl nd economic climte will previl throughout the implementtion period both within the country nd externlly. Mrkets in Ethiopi re lively nd interesting plces to visit. The mrket in Addis Abb, for exmple, is min ttrction. PHOTO: A young boy in mrket ner Addis Abb.

146 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Pillr One: Policy, Regultory nd Institutionl Frmework Objectives Actions Objectively Verifible Indictors (OVIs) Primry Responsibility Other Orgnistions Involved Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Durtion (yrs) A B C Estblish frmework for formultion nd implementtion of tourism policies nd regultions Formulte legl frmework to guide the development of the tourism sector A legl frmework (Tourism Act) encted to guide the development of the tourism sector in the country MoCT Relevnt federl institutions 1 5m Support from the politicl nd industry stkeholders Strengthen nd hrmonise public sector institutions Enhnce the institutionl cpcity of the Tourism Trnsformtion Council to sperhed tourism growth nd development The relevnt working committees formed to enhnce the institutionl cpcity of Tourism Trnsformtion Council to led the country s tourism development TTC Relevnt government deprtments 1 50m Avilbility of funds to undertke the mndtes nd opertions of the committees including benchmrking tours Strengthen the cpcity of regionl tourism institutions nd tht of other relevnt institutions to deliver on their respective mndtes The cpcity of regionl tourism institutions is strengthened MoCT ETO, ARRCH, EWCA Continuous 50m Coopertion from the relevnt regions Hrmonise regionl tourism development plns with those t the ntionl level Regionl tourism development plns nd policy frmeworks hrmonised with those t the ntionl level MoCT BoCT Continuous 5m Coopertion from the relevnt regions Hrmonise the role nd functions of ntionl tourism institutions The role nd functions of ntionl tourism institutions is hrmonised MoCT ETO, ARRCH, EWCA, CTTC 2 2m Coopertion from the relevnt institutions Review nd updte tourism relted policy, regultions nd legisltion Minstrem tourism development into the brod economic development policies within the other sectors Tourism relted policy, regultions nd legisltion re reviewed nd updted Tourism development minstremed into the brod economic development policies within the relevnt sectors MoCT MoCT BoCT & other relevnt stkeholders Other federl ministries 2 10m Coopertion from the relevnt stkeholders Continuous 3m Coopertion from the relevnt ministries 146

147 SUSTAINABLE TOURISM MASTER PLAN Strengthen privte sector institutions Estblishment nd strengthening of existing privte compnies nd trde ssocitions Existing privte compnies nd trde ssocitions re strengthened MoCT ETO, ARRCH, EWCA, nd existing trde ssocitions Continuous 3m Coopertion from the relevnt stkeholders Strengthen public-privte collbortion Estblish nd strengthen regionl Tourism Trnsformtion Councils (TTCs) Tourism Trnsformtions Councils estblished t priority regions TTC Regionl governments 2 10m Goodwill nd coopertion from the regionl nd ntionl stkeholders. Estblishment of destintion mngement orgnistions in mjor tourist res Number of DMOs estblished in mjor tourist res MoCT Relevnt privte nd public stkeholders 3 6m Coopertion from the relevnt stkeholders Strengthen linkges with other sectors Synchronise Tourism Development policies with those of other sectors Tourism development policies synchronised with those of other sectors MoCT Relevnt federl institutions 3 5m Coopertion from the relevnt stkeholders Review nd lign entry vis requirements nd procedures with tourism development strtegy Entry vis requirements nd procedures with tourism development strtegy reviewed nd ligned MoCT ETO & MoFA 2 2m Politicl goodwill from relevnt ministries nd stkeholders Review nd lign vition sector policies with tourism development strtegy Number of vition sector policies ligned with the tourism development strtegy MoCT Ministry of Trnsport, ET, MoFA 5 3m Coopertion from relevnt ministries nd countries Review nd lign bnking regultions with tourism development strtegy Review nd lign investment policy with tourism development strtegy Review nd lign lnd use nd urbn policy with tourism development strtegies Bnking regultions with tourism development strtegy reviewed nd ligned Investment policy with tourism development strtegy reviewed nd ligned Policies ligned with tourism development strtegies MoCT MOFED 2 2m Politicl goodwill from relevnt ministries nd stkeholders MoCT ETO & EIC 2 2m Politicl goodwill from relevnt ministries nd stkeholders MoCT EIC, MoUDHC Continuous 5m Coopertion from the relevnt regions Develop policies to mximise tourism vlue chin benefits Policies developed to mximise tourism vlue chin benefits MoCT Privte sector nd other public stkeholders 2 3m Coopertion from the relevnt stkeholders 147

148 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Pillr Two: Tourism Product Development Objectives Actions Objectively Verifible Indictors (OVIs) Other Orgnistions Involved Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Primry Responsibility Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Durtion (yrs) A B C Enhncing the ppel of the country s existing tourism products Profile the qulity nd stndrd of existing tourism products Enhnce the ppel of tourist product in the priority res to increse visitor numbers nd length of sty A profile of the qulity nd stndrd of existing tourist products undertken Number of tourist product improvement progrmmes undertken ETO ETO MoCT, BoCT, ARCCH, EWCA MoCT, BoCT, ARCCH, EWCA 1 10m Goodwill from the relevnt stkeholders Continuous 200m Goodwill from the relevnt stkeholders Expnding nd diversifying the country s tourism product. Undertke product fesibility to determine potentil tourism products to develop in the country Develop tourism products in regions not hving high tourist ctivity Estblish strtegic tourism product development inititives within protected res A profile of the potentil tourism products undertken Number of tourism products developed in regions not hving high tourist ctivity Strtegic tourism product development inititives estblished within protected res ETO ETO MoCT, BoCT, ARCCH, EWCA MoCT, BoCT, ARCCH, EWCA 1 10m Goodwill from the relevnt stkeholders Continuous 500m Avilbility of funds to crry out fesibility studies, relevnt infrstructure, nd investment promotion Goodwill from the relevnt stkeholders EWCA ETO, BoCT Continuous 500m Goodwill from the relevnt stkeholders Prepre development plns nd inititives for the new products New products development plns prepred ETO MoCT, BoCT, ARCCH, EWCA & relevnt privte sector ssocitions 2 3m Develop niche tourism products to diversify the rnge of products Number of niche tourism products development inititives undertken ETO MoCT, BoCT, ARCCH, EWCA & relevnt privte sector ssocitions Continuous 50m Avilbility of funds to crry out fesibility studies, Relevnt infrstructure, nd investment promotion Goodwill from the relevnt stkeholders Development of new flgship projects Number of flgship projects developed ETO BoCT, MoFA, EWCA nd privte sector ssocitions Continuous 1000m Avilbility of funds for concept development, relevnt lobbying, nd investor mrketing, with limited government involvement through PPP Avilbility of potentil investors Goodwill from the relevnt stkeholders 148

149 SUSTAINABLE TOURISM MASTER PLAN Develop cross-border tourism product Identify nd develop potentil trnsboundry products Trns-boundry potentil products identified MoCT/ ETO BoCT, MoFA, EWCA nd privte sector ssocitions 2 100m Prepre development plns with respective prtner countries Development pln with respective prtner country prepred MoCT/ ETO MoFA, BoCT nd responsible orgnistion in respective countries 2 100m Goodwill from the relevnt stkeholders nd neighbouring countries Support from development prtners Crete frmework for tourism products development Estblish ntionl destintion development strtegy nd pln Develop federl nd regionl tourism product development schemes Destintion development plns estblished Federl nd regionl tourism product development schemes developed ETO ETO BoCT, ARCCH,EWCA & privte ssocitions BoCT, ARCCH,EWCA & privte ssocitions 2 25m Goodwill from the relevnt stkeholders 2 2m Goodwill from the relevnt stkeholders Develop federl nd regionl tourism ccredittion progrmmes Federl nd regionl tourism ccredittion progrmmes developed ETO MoCT, BoCT, ARCCH, EWCA 1 2m Goodwill from the relevnt stkeholders Develop sustinble tourism product development strtegy Overll sustinble tourism product development strtegy development MoCT BoCT, ARCCH, EWCA, ETO 1 10m Goodwill from the relevnt stkeholders 149

150 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Pillr Three: Tourism Mrketing, Brnding nd Promotion Objectives Actions Objectively Verifible Indictors (OVIs) Primry Responsibility Other Orgnistions Involved Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10 yrs) Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Durtion (yrs) A B C Intensifying the country s ppel in the current trget mrket segments Mrket the country nd its regions t relevnt tourism trde firs nd exhibitions Mrket nd promote the country s prt of the wider IGAD tourism region Number of trde firs ttended to mrket the country nd its regions Number of nnul mrketing inititives undertken jointly with other IGAD member sttes ETO ETO BoCT, medi, MoCT, relevnt privte sector orgnistions Relevnt privte sector orgnistions Continuous 200 m Coopertion from the regionl governments nd other relevnt stkeholders Continuous 100m Relevnt legisltions pssed Coopertion from IGAD member sttes Provide incentives for visitors to extend their sty during mjor conferences nd events Number of foreign delegtes extending their sty fter conferences ETO BoCT, relevnt privte sector orgnistions Continuous 20mn Coopertion from the trget institutions nd delegtes Diversifiction of the country s tourist mrket Expnd the country s tourist mrket to new nd emerging source mrkets Number of tourist coming from new nd emerging source mrkets ETO BoCT, medi, relevnt privte sector orgnistions Continuous 200m Avilbility of funds Build ntionl brnd tht improves nd entrenches the imge of the country s tourist destintion Disseminte nd mnge destintion informtion Develop strtegy to stimulte domestic tourism Develop nd mnge the country s destintion brnd imge both t ntionl nd regionl level Use the power of ICT to crete nd mnge destintion perception nd imge Crete nd mnge ntionl DMS Set up network of Tourist Informtion Centres (TICs) Set up toll free tourist-specific cll centre Crete frmework for destintion wreness mong the trvel trde Strtegy to stimulte domestic demnd developed nd implemented Destintion brnd developed for the entire country nd individul regions ICT-bsed strtegies being used to crete nd mnge destintion perception nd imge ETO ETO ETO BoCT, MoCT, relevnt privte sector orgnistions BoCT, medi, relevnt privte sector orgnistions MCIT, BoCT, relevnt privte sector orgnistions A ntionl DMS creted ETO MCIT, BoCT, relevnt privte sector orgnistions Number of Tourist Informtion Centres (TICs) estblished nd opertionl A toll-free tourist- specific cll centre set up Number of inititives undertken to crete destintion wreness mong the trvel trde ETO ETO ETO BoCT, relevnt privte sector orgnistions BoCT, relevnt privte sector orgnistions BoCT, medi, relevnt privte sector orgnistions 2 50m Goodwill from the relevnt stkeholders 2 10m Goodwill from the relevnt stkeholders Continuous 50m Avilbility of funds 1 20m Avilbility of funds 2 50 m Avilbility of funds 1 10m Avilbility of funds Continuous 50m Avilbility of funds 150

151 SUSTAINABLE TOURISM MASTER PLAN Estblish institutionl nd strtegic frmeworks for mrketing the country s tourist destintion Formulte ntionl nd regionl tourism mrketing strtegies Develop n institutionl frmework to support strtegic prtnerships in destintion mrketing Institutionlise the bidding to host mjor conferences Develop joint mrketing strtegies with neighbouring countries Mrketing strtegic plns developed t ntionl nd relevnt regionl levels An institutionl frmework developed to support strtegic prtnerships in destintion mrketing A multi-stkeholder body to fcilitte bidding of meg interntionl events nd conferences formed nd opertionl Joint mrketing strtegies with neighbouring countries developed ETO ETO ETO MoCT/ ETO BoCT, relevnt privte sector orgnistions BoCT, relevnt privte sector orgnistions BoCT, MoCT, MoFA, medi, locl, celebs, embssies, Ethiopin Airlines nd relevnt privte sector orgnistions, etc. MoFA, other government & privte institutions After every 5yrs 40m Avilbility of funds Goodwill from the relevnt stkeholders 1 1m Avilbility of funds 1 100m Avilbility of funds to estblish nd fund the ctivities of the gency. Goodwill from the relevnt stkeholders 2 50m Goodwill from the relevnt stkeholders nd regionl sttes 151

152 Te frming in Ethiopi is robust. It is grown in the highlnd dense forest regions where the lnd is fertile. PHOTO: A mn t te plnttion ner Jimm, Ethiopi.

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154 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Pillr Four: Investment in Tourism Fcilities nd Services Objectives Actions Objectively Verifible Indictors (OVIs) Enhnce the cpcity of the existing tourist services nd fcilities Institutionlise the clssifiction of hospitlity fcilities Develop qulity mngement systems for the different sectors in the country s tourism industry Develop n ftercre progrmme for tourism investments A ntionl clssifiction system for hospitlity businesses developed nd implemented Qulity mngement systems developed nd implemented An ftercre progrmme for tourism investments developed nd implemented Primry Responsibility MoCT MoCT Other Orgnistions Involved ETO, BoCT, relevnt privte orgnistions ETO, BoCT, CTTC, other government & privte institutions Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Durtion (yrs) A B C Estimted Cost (ETB) Assumptions 1 25m Goodwill from the relevnt stkeholders 2 5m Goodwill from the relevnt stkeholders EIC MoCT, ETO 2 20m Avilbility of funds to estblish nd opertionlise the progrmme Crete conducive environment to encourge investments in the tourism sector Cretion of positive nd trnsprent investment climte Cretion of specil tourism investment zones Strtegies put in plce to crete positive nd trnsprent investment climte Number of specil economic zones trgeting the tourism sector estblished EIC EIC/ MoCT MoCT, BoCT, ETO, regionl governments ETO, MoUDHC, BoCT, MOFED, regionl governments 1 2m Goodwill from the relevnt stkeholders 5 200m Goodwill from the relevnt stkeholders Design ttrctive incentives trgeting investors for the tourism sector Number of tourismspecific incentives estblished EIC ETO, BoCT, regionl governments 1 1m Goodwill from the finncil stkeholders Encourge lending institutions to support tourism investments Number of finncil institutions providing specil credit terms for tourism investment MoCT/ EIC ETO, MOFED 2 1m Goodwill from the finncil stkeholders Estblish tourism investment fund A tourism investment fund estblished MoCT MOFED, EIC, donor community, other chritble orgs, regionl governments 3 500m Goodwill from the relevnt stkeholders Encourge coopertion nd n integrted pproch to promoting tourism investment in the country The number of orgnistions nd institutions cooperting in promoting tourism investment MoCT ETO, EIC, BoCT, ARCCH, EWCA,MoFA, embssies, Ethiopin Airlines nd relevnt privte orgnistions 1 3m Goodwill from the relevnt stkeholders Encourge regions to crete necessry conducive business environment to ttrct tourism investments Regionl inititives developed to crete conducive business environment for tourism investment MoCT EIC, BoCT, ETO, MOFED, regionl governments Continuous 20m Coopertion from the regionl governments Goodwill from the relevnt stkeholders 154

155 SUSTAINABLE TOURISM MASTER PLAN Promote investment opportunities for tourism services nd fcilities Orgnise regulr regionl, ntionl nd interntionl tourism investment forums Estblish tourism investment informtion centres Number of regionl, ntionl nd interntionl tourism investment forums orgnised Estblishment of tourism investment informtion centres estblished both within the country nd in the country s embssies in the trget source countries ETO EIC BoCT, ARCCH, EWCA,MoFA, embssies, Ethiopin Airlines nd relevnt privte orgnistions MoCT, ETO, MoFA, embssies Continuous 100m Goodwill from the relevnt stkeholders 2 20m Goodwill from the relevnt stkeholders Foster collbortion in the promotion of tourism investment Number of prtners working with MoCT to promote tourism investment MoCT EIC, ETO, BoCT, embssies, nd relevnt privte orgnistions Continuous 10m Avilbility of funds Goodwill from the relevnt stkeholders Initite strtegies to involve Ethiopi s dispor in promoting investment in tourism Strtegies to involve Ethiopi s dispor in promoting investment in tourism is initited MoCT ETO, MoFA, embssies nd dispor ssocitions 2 50m Avilbility of funds Goodwill from the relevnt stkeholders 155

156 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Pillr Five: Humn Resource Development Objectives Actions Objectively Verifible Indictors (OVIs) Primry Responsibility Other Orgnistions Involved Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Durtion (yrs) A B C Address the short-term HR needs for the tourism sector Promote the development nd upgrding of mnpower cpcity in the country Crete frmework to fcilitte pprenticeships nd experientil lerning for tourism sector grdutes Number of schemes initited to upgrde tourism mnpower A frmework to fcilitte pprenticeships nd experientil lerning for tourism sector grdutes creted nd implemented MoCT MoCT CTTC, TVET, MOE, ETO, BoCT, privte orgnistions CTTC, TVET, MOE, ETO, BoCT, MoFA, privte orgnistions Continuous 10m Support from relevnt industry ssocitions 3 20m Support from relevnt industry ssocitions nd interntionl orgnistions Reduce brriers to inwrd lbour mobility to ttrct externl expertise to bridge the shortterm HR deficit in the country Brriers to inwrd lbour mobility to ttrct externl expertise relxed MoCT MoFA, ETO 1 2m Politicl goodwill Support from relevnt industry ssocitions Build longterm supply of globlly competitive humn resource for the tourism sector Develop Strtegic Humn Resource Development Pln (HRD) for the tourism sector Formulte Ntionl Tourism Trining Policy A strtegic HRD pln for the tourism sector developed Ntionl Tourism Trining Policy formulted MoCT MoCT CTTC, TVET, MOE, ETO, BoCT, privte orgnistions CTTC, TVET, MOE, ETO, BoCT, privte orgnistions 2 2m Goodwill from the trget stkeholders 2 2m Goodwill from the trget stkeholders Upgrde CTTC s model centre-ofexcellence in tourism trining in the country CTTC upgrded s ntionl centre-ofexcellence in tourism trining MoCT CTTC, TVET, MOE, ETO, BoCT, privte orgnistions 3 500m Develop relevnt skills nd knowledge for ll personnel in the tourism sector businesses Inititives undertken to build cpcity of tourism sector employees MoCT CTTC, TVET, MOE, ETO, BoCT, privte orgnistions Continuous 50m Goodwill from the trget stkeholders Continuous cpcitybuilding of tourism public officils A progrmme for continuous cpcity-building of tourism public officils developed nd implemented MoCT CTTC, TVET, MOE, ETO, BoCT 2 20m 156

157 SUSTAINABLE TOURISM MASTER PLAN Pillr Six: Tourism Reserch nd Development Objectives Actions Objectively Verifible Indictors (OVIs) Primry Responsibility Other Orgnistions Involved Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Durtion (yrs) A B C Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Crete frmework for tourism reserch nd development within the country Estblish ntionl tourism reserch mngement nd documenttion centre Estblish reserch units in respective orgnistions Estblish integrted ntionl nd regionl tourism sttistics system Estblish interntionl prtnerships to fcilitte informtion exchnge nd knowledge shring A ntionl tourism reserch mngement unit nd documenttion centre is estblished Reserch units in respective orgnistions is estblished Integrted ntionl nd regionl tourism sttistics system is estblished Number of interntionl prtnerships estblished MoCT MoCT MoCT Universities offering tourism progrmmes BoCT, ETO, CTTC, ARCCH, EWCA BoCT, ETO, CTTC, EWCA, ARCCH BoCT, ETO, other relevnt government nd privte institutions MoCT, Ministry of Eduction By 2 nd yer nd continuous 2 25mn 2 5mn 2 20mn 2mn Coopertion from the relevnt institutions 157

158 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Pillr Seven: Tourist Sfety nd Security Objectives Actions Objectively Verifible Indictors (OVIs) Design nd develop tourism sfety nd security strtegy Develop strtegy for tourist sfety Ensure the ntionl disster nd risk mngement pln tkes tourism into ccount Estblish tourist police unit Estblish tourist victim support services A ntionl tourism sfety nd security strtegy estblished nd opertionlised A ntionl stndrd for disster nd risk mngement estblished A tourist police unit estblished nd opertionl cross the country Tourist victim support services vilble t the regionl levels nd coordinting office formed t the ntionl level Primry Responsibility MoCT MoCT Ethiopi Federl Police Other Orgnistions Involved ETO, EWCA, Ethiopi Federl Police, Ministry of Ntionl Defence, BoCT, etc. ETO, EWCA, Ethiopi Federl Police, Ministry of Ntionl Defence, BoCT, etc. MoCT, ETO, relevnt privte sector plyers Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Durtion (yrs) A B C Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) 2 10m Coopertion from the relevnt stkeholders 2 10m Coopertion from the relevnt stkeholders By 2 nd yer nd continuous 100m Coopertion from the relevnt stkeholders MoCT ETO, EWCA, BoCT 2 10m Coopertion from the relevnt stkeholders Pillr Eight: Tourism Support Infrstructure nd Services Objectives Actions Objectively Verifible Indictors (OVIs) Other Orgnistions Involved Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Primry Responsibility Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Durtion (yrs) A B C Engender tourism industry development focus in ntionl nd regionl infrstructure development Initite strtegies to ensure the on-going ntionl nd crossborder infrstructure development inititives support tourism development Provision of qulity nd relible infrstructure within tourism priority res Provide effective nd pproprite ICT infrstructure in tourism priority res Number of tourism development inititives integrted into infrstructure development projects Qulity nd relible infrstructure within tourism priority res provided Effective nd pproprite ICT infrstructure vilble in tourism priority res MoCT MoCT MCIT ETO, BoCT, relevnt privte nd public orgnistions EWCA, ETO, BoCT, relevnt public orgnistions nd gencies MoCT, ETO, BoCT, relevnt privte nd public orgnistions Continuous 5m Coopertion from the relevnt government gencies nd deprtments Continuous 100m Coopertion from the relevnt government gencies nd deprtments Continuous 50m Coopertion from the relevnt government gencies nd deprtments 158

159 SUSTAINABLE TOURISM MASTER PLAN Pillr Nine: Conservtion nd Preservtion of Nturl nd Culturl Resources Objectives Actions Objectively Verifible Indictors (OVIs) Primry Responsibility Time Schedule: Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Other Orgnistions Involved Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Durtion (yrs) A B C Enhnce the conservtion nd preservtion of nturl nd culturl resource Undertke site designtions, demrction nd gzetting of nturl nd culturl heritges Develop mngement plns nd opertionl guidelines for conservtion of nturl nd culturl resources Sites identified nd gzetted Mngement plns nd opertionl guidelines for conservtion of nturl nd culturl resources re developed ARCCH & EWCA ARCCH & EWCA MoCT, ETO, BoCT, religious institutions, relevnt privte nd public orgnistions, interntionl prtners MoCT, ETO, BoCT, religious institutions, relevnt privte nd public orgnistions, interntionl prtners Continuous 500m Goodwill from relevnt stkeholders 2 50m Goodwill from relevnt stkeholders Build community wreness on the importnce of conservtion nd preservtion of nturl nd culturl resources Community wreness on the importnce of conservtion initited ARCCH & EWCA MoCT, ETO, BoCT, religious institutions, relevnt privte nd public orgnistions, interntionl prtners 2 20m Goodwill from relevnt stkeholders Enhnce the cpcity of wildlife rngers to protect wildlife in the protected res Inititives to enhnce the cpcity of wildlife rngers undertken EWCA MoCT 2 5m Goodwill from relevnt stkeholders Control the number of tourism fcilities in ntionl prks nd other protected res in considertion of their crrying cpcity The crrying cpcity of individul protected res estblished nd enforced MoCT EWCA, relevnt government deprtments 2 20m Promote tourism economic ctivities within the buffer zones of ntionl prks nd other protected res Number of tourism economic ctivities developed within the buffer zones of ntionl prks nd other protected res MoCT EWCA, ETO, relevnt industry ssocitions Continuous 200m Avilbility of funds for studies, miniml infrstructure development in ddition to the overll infrstructure budget, nd investor mrketing Foster integrted plnning for lke shores Integrted mngement plns re developed for lke shores significnt to tourism development EPA MoCT 2 2m 159

160 There re totl of 11 rock hewn churches in Llibel. These re Biete Medhni Alem (House of the Sviour of the World), Biete Mrim (House of Mry), Biete Meskel (House of the Cross), Biete Dengel (House of Virgins), Biete Golgoth (House of Golgoth Mikel), Biete Amnuem (House of Emmnuel), Biete Queddus Mercoreus (House of Sint Mercoreos), Biette Abb Libnon (House of Abbot Libnos), Biete Gbriel Rphel (House of Gbriel Rphel), Biette Lehem (House of Holy Bred) nd Biete Ghiorgis (House of St. George). The House of Sint George is isolted from the other churches.* *Nmes obtined from (lst ccessed 13 th November 2015) PHOTO: Evening view of St. George Church.

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162 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Develop mechnisms to crete wreness of nd to foster conservtion of nturl nd culturl resources mong the industry plyers Incentives nd necessry regultions re developed to crete wreness nd foster conservtion of nturl nd culturl resources MoCT EWCA, ARCCH, ETO, relevnt industry ssocitions 3 10m Collbortion from industry stkeholders Promote sustinble prctices in the opertion of tourism fcilities nd ctivities including green prctices nd fir trde stndrds Inititives to promote sustinble prctices in the opertion of tourism fcilities nd ctivities re developed MoCT EWCA, ARCCH, ETO, relevnt industry stkeholders 5 5m Collbortion from industry stkeholders Foster prticiption of stkeholders in the preprtion nd follow-up of tourism development plns Mechnisms put in plce to ensure the prticiption of stkeholders in the preprtion nd follow-up of tourism development plns MoCT EWCA, ARCCH, ETO, relevnt industry ssocitions 3 2m Collbortion from industry stkeholders Pillr Ten: Tourism Development Finncing Objectives Actions Objectively Verifible Indictors (OVIs) Other Orgnistions Involved Time Schedule:Key: A=Short Term (1-3yrs) B= Medium Term (4-6yrs) C= Long Term (7-10yrs) Primry Responsibility Estimted Cost (ETB) Assumptions (in ddition to vilbility of funds) Durtion (yrs) A B C Institutionlise the mobilistion of finncil resources to fund tourism development Estblish Tourism Development Fund (TDF) Tourism Development Fund (TDF) estblished nd opertionl MoCT MoFED nd interntionl donors, privte sector plyers, regionl government 1 20m Funds to estblish nd opertionlise the TFD Bord for 10yrs Goodwill from the relevnt stkeholders Design strtegies to mobilise finncil resources to fund tourism development under the TDF frmework Estblish Tourism Development Levy (TDL) Develop the relevnt tools nd instruments for mobilising finncil resources from the identified prtners nd orgnistions Tourism Development Levy (TDL) estblished Relevnt tools nd instruments prepred to mobilise finncil resources from tourism development prtners MoCT, TDF Bord MoCT, TDF Bord MoFED nd interntionl donors, privte sector plyers, BoCT MoFED nd interntionl donors, privte sector plyers, BoCT 1 2m Goodwill from the relevnt stkeholders 2 1m Goodwill from the relevnt stkeholders 162

163 SUSTAINABLE TOURISM MASTER PLAN 5.1 Summry of STMP Implementtion Rod Mp PHASE 1 INSTITUTIONAL AND REGULATORY REFORMS This is the initil phse tht will entil institutionl nd regultory reforms with view to opertionlising the implementtion of the STMP Specificlly, the phse will entil ensuring tht ech relevnt government gency is identified nd fully fmilirised with the entire STMP The phse will lso entil intensive STMP dvoccy nd stkeholders mobilistion to ensure it gins brod cceptnce nd buy-in from ll stte nd non-stte ctors loclly, regionlly, nd globlly; the citizenry; the privte sector; development prtners nd donor gencies mong others. Actions, Activities, nd Projects Preliminries: ) STMP implementtion inception meeting b) Implementtion gencies fmiliristion with STMP c) Stkeholders mobilistion nd STMP dvoccy (i.e. STMP mrketing ) Pillr 1: Policy, Regultory nd Institutionl Frmework i) Formulte legl frmework to guide the development of the tourism sector ii) Enhnce the institutionl cpcity of Tourism Trnsformtion Council to sperhed tourism growth nd development iii) Strengthen the cpcity of regionl tourism institutions nd tht of other relevnt institutions to deliver on their respective mndtes iv) Hrmonise regionl tourism development plns with those t ntionl level v) Hrmonise the role nd functions of ntionl tourism institutions vi) Review nd updte tourism relted policy, regultions nd legisltion vii) Estblish nd strengthen existing privte compnies nd trde ssocitions viii) Estblishment of destintion mngement orgnistions in mjor tourist res ix) Synchronise Tourism Development policies with those of other sectors x) Review nd lign entry vis requirements nd procedures with tourism development strtegy xi) Review nd lign vition sector policies with tourism development strtegy xii) Review nd lign bnking regultions with tourism development strtegy xiii) Review nd lign investment policy with tourism development strtegies xiv) Review nd lign lnd use nd urbn policy with tourism development strtegies xv) Develop policies to mximise tourism vlue chin benefits xvi) Stremline tourism development into brod economic development policies within the other sectors Pillr 3: Tourism Mrketing, Brnding nd Promotion i) Develop n institutionl frmework to support strtegic prtnerships in destintion mrketing ii) Institutionlise the bidding to host mjor conferences Pillr 4: Investment in Tourism Fcilities nd Services i) Institutionlise the clssifiction of hospitlity fcilities ii) Estblish tourism investment fund iii) Foster collbortion in the promotion of tourism investment Pillr 5: Humn Resource Development i) Reduce brriers to inwrd lbour mobility to ttrct externl expertise to bridge the short-term HR deficit in the country Pillr 6: Tourism Reserch nd Development i) Estblish ntionl tourism reserch mngement nd documenttion centre ii) Estblish reserch units in respective orgnistions iii) Estblish integrted ntionl nd regionl tourism sttistics system Pillr 7: Tourist Sfety nd Security iv) Estblish tourist police unit v) Estblish tourist victim support services Pillr10: Tourism Development Finncing i) Estblish Tourism Development Fund (TDF) ii) Estblish Tourism Development Levy (TDL) 163

164 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 2 PROJECT WORKPLANS, STRATEGY FORMULATION, AND STUDIES This phse will see the individul STMP implementing gencies interpreting their individul STMP responsibilities nd prepring their work-plns for the 10-yer period. The phse will lso involve undertking studies nd developing relevnt mnuls nd plns s required under the STMP. Pillr 2: Tourism Product Development i) Profile the qulity nd stndrd of existing tourism products ii) Undertke product fesibility to determine the potentil tourism products to develop in the country iii) Prepre development plns nd inititives for the new products iv) Prepre development plns with respective prtner countries v) Estblish ntionl destintion development strtegy nd pln vi) Develop federl nd regionl tourism product development schemes vii) Develop federl nd regionl tourism ccredittion progrmmes viii) Develop sustinble tourism product development strtegy Pillr 3: Tourism Mrketing, Brnding nd Promotion i) Develop strtegy to stimulte domestic tourism ii) Crete nd mnge ntionl DMS iii) Set up network of Tourist Informtion Centres (TICs) iv) Formulte ntionl nd regionl tourism mrketing strtegies v) Develop joint mrketing strtegies with neighbouring countries Pillr 4: Investment in Tourism Fcilities nd Services i) Develop qulity mngement systems for the different sectors in the country s tourism industry ii) Develop n ftercre progrmme for tourism investments iii) Cretion of specil tourism investment zones iv) Estblish tourism investment informtion centres Pillr 5: Humn Resource Development i) Crete frmework to fcilitte pprenticeships nd experientil lerning for tourism sector grdutes ii) Develop Strtegic Humn Resource Development Pln for the tourism sector iii) Formulte Ntionl Tourism Trining Policy Pillr 7: Tourist Sfety nd Security iv) Develop strtegy for tourist sfety v) Ensure the ntionl disster nd risk mngement pln tke tourism into ccount Pillr 8: Tourism Support Infrstructure nd Services vi) Initite strtegies to ensure the on-going ntionl nd cross-border infrstructure development inititives support tourism development Pillr 9: Conservtion nd Preservtion of Nturl nd Culturl Resources i) Undertke site designtions, demrction nd gzetting of nturl nd culturl heritges ii) Develop mngement plns nd opertionl guidelines for conservtion of nturl nd culturl resources iii) Develop integrted re plns for lke shores iv) Develop mechnisms to crete wreness on, nd foster conservtion of nturl nd culturl resources mong the industry plyers Pillr 10: Tourism Development Finncing i) Develop the relevnt tools nd instruments for mobilising finncil resources from the identified prtners nd orgnistions 3 THE PROJECTS PHASE This phse, running throughout the STMP period, will entil opertionlistion of the institutionl reforms, implementtion of the workplns nd studies undertken in Phse 2 bove nd other direct projects tht my not necessrily require prerequisite studies The different projects will be phsed s per the STMP time schedules 164

165 SUSTAINABLE TOURISM MASTER PLAN 5.2 STMP Finncing Requirements The STMP identifies 10 Strtegic Pillrs to be undertken in the development of Ethiopi s tourism sector rising from ntionwide tourism stkeholder consulttion nd elborte benchmrk studies on the best prctices under ech pillr. In totl, the implementtion of the STMP will cost totl of ETB billion distributed s below (Tble 5.1). Importntly, dditionl investments plnned for trnsport nd other infrstructure will provide further significnt benefits to the tourism industry. As such, for those ctivities which fll within n existing budgetry mndte (for exmple infrstructure development, ntionl defence, etc.), ny cost estimtions re only provided for the foreseeble dditionl expenses nd not the cost of the entire mndte. Tble 5.1: Indictive Cost Estimtes of Implementing the Ethiopi STMP ( ) Strtegic Pillr Estimted Cost (ETB Mn) 1.0 Policy, Regultory nd Institutionl Frmework Tourism Product Development Tourism Mrketing, Brnding nd Promotion Investment in Tourism Fcilities nd Services Humn Resource Development Tourism Reserch nd Development Tourist Sfety nd Security Tourism Support Infrstructure nd Services Conservtion nd Preservtion of Nturl nd Culturl Resources Tourism Development Finncing 23 Totl 5, STMP Implementtion Monitoring nd Evlution Pln The Tourism Trnsformtion Council (TTC) through its different Working Committees, nd working in close liison with MoCT will tke the led in monitoring the implementtion of the Sustinble Tourism Mster Pln. As strting point, ech led gency involved in the implementtion of the STMP will be expected to formulte Pln of Action (PoA) detiling how the ctions flling under its mndte re to be implemented, indicting the relevnt collborting gencies, nd prepred in line with the proposed time lines nd budget. These individul PoA will form monitoring nd evlution tools for ech led gency. Ministry of Culture Ech TTC Working Committee will produce n nnul report describing progress mde ginst milestones nd performnce indictors for ech ctivity listed in the ction plns for the specific yer. Comprehensive implementtion report will be prepred nd presented by the TTC working committee to the brod tourism stkeholders t the end of ech of the three implementtion cycles (end of Yer 2 nd hlf, Yer 5, 7 nd Yer 10) through stkeholders forum. This review process is importnt becuse the ctul timeline nd costs for the ctivities my differ from the projections, underscoring the need for flexible timelines nd cost estimtions. MoCT through its plnning deprtment will fcilitte technicl ssistnce to support the review process nd ensure wide distribution of ll findings. 165

166 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Tble 5.2: STMP Monitoring nd Evlution Pln Nture of M&E Time Line Expected Output Responsibility 1 Annul Reviews End of ech STMP implementtion yer An nnul report of the implementtion progress for the yer. TTC Working Committees 2 STMP Implementtion Cycle Reviews End of ech implementtion cycle (end of yer 2017, 2020, 2025) End of implementtion cycle report providing chievements, chllenges, wy forwrd, nd pln for the next cycle. TTC Bord Report to be presented to stkeholders through workshop to enble their input. 3 Finl Evlution End of the STMP Schedule (end of yer 2025) Finl STMP Evlution report providing chievements relised, chllenges fced, lessons lernt, nd the wy forwrd into the next STMP. Report to be presented to stkeholders through workshop to enble their input. TTC Bord 5.4 TOURISM INDUSTRY GROWTH PROJECTIONS In line with the GTP2 projections, the STMP hs set high trget of 5 million interntionl visitors by Bsed on this high growth scenrio, receipts from interntionl rrivls is projected to increse from bseline of ETB billion in 2013 to ETB 180 billion in 2025, with the corresponding number of tourism-relted jobs rising from 985,500 to 4.8 million. Tble 2.20 below summrises the growth projections to be relised from successful implementtion of this Mster Pln including summry of growth drivers. Tble 5.3: Ethiopi Tourism Growth Projections by 2025 S/No Indictor Totl Totl Totl 1 Interntionl visitor numbers 596,000* 1,192,000 2,575,000 4,950,000 2 Totl receipts (ETB bn) Direct contribution to the country s GDP in ETB mn 4 Indirect nd induced contribution to GDP in ETB mn 5 The totl contribution of Trvel & Tourism to GDP (including wider effects from investment, the supply chin nd induced income impcts) in ETB mn Totl direct employment (millions) *2012 Arrivls (UNWTO, 2014) 166

167 SUSTAINABLE TOURISM MASTER PLAN Tble 5.4: Summry of Ethiopi Tourism Growth Drivers towrds ( ) S/No Indictor Projections per STMP Time- Schedule Horizons 1 Incresed investment in the sector: ) FDI ST MT LT Growth Drivers Proposed by The STMP 50% 75% 75% ) Improved investment climte including: i. Improved business regultions ii. Avilbility of qulified mnpower iii. Destintion sfety iv. Credit vilbility v. Fvourble lnd policy vi. Improved monetry nd bnking policy vii. Government incentives b) Incresed investor promotion inititives c) New flgship projects d) Improved support infrstructure e) Incresed visitor numbers: domestic, regionl nd interntionl f) Improved destintion imge g) Generl government prioritistion of the sector b) Domestic investment (including CBTs) 25% 50% 50% ) Improved investment climte including: i. Relxed foreign currency policy ii. Improved business regultions iii. Avilbility of qulified mnpower iv. Credit vilbility v. Government incentives b) New flgship projects c) Incresed visitor numbers: domestic, regionl nd interntionl d) Incresed number of meetings, meg events nd conferences e) Generl government prioritistion of the sector 2 Incresed erning potentil of the current investments 3 Estimted verge investment growth (S/No 1 +S/No 2) 4 Incresed quntity of employment for locls 50% 75% 50% ) Incresed verge guest spend nd length of sty b) Improved investment climte including: i. Relxed foreign currency policy ii. Improved business regultions iii. Avilbility of qulified mnpower iv. Credit vilbility v. Government incentives c) Incresed number of meetings, meg events nd conferences d) Incresed visitor numbers: domestic, regionl nd interntionl e) Improved service level 42% 67% 58% 25% 50% 40% ) Growth in investments b) Improved qulifiction nd competencies c) Fir trde business prctices 5 Incresed visitor numbers 50% 75% 50% ) Incresed destintion promotion b) Improved destintion ccessibility c) Ability to combine the destintion with other regionl destintions s result of single vis rrngements d) Product diversifiction e) Focus on new source mrkets f) Improved destintion product qulity g) Destintion sfety 6 Incresed verge visitor spend 10% 5% 5% ) Improved destintion product qulity b) Product diversifiction c) Incresed destintion promotion d) Ese of pyments using credit crds 7 Indirect economic impcts resulting from incresed investment in other sectors linked with the tourism supply chin including SMEs 50% 75% 75% Increse in tourism investments Incresed tourist numbers providing mrket for the forwrd linked sectors 167

168 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 5.5 Institutionl Frmework for STMP Implementtion To ensure the successful nd efficient implementtion of the country s tourism development gols nd strtegies, clerly defined institutionl frmework comprising of key institutions nd their specific roles is required. Further, such n institutionl frmework would require cler lines of reporting nd collbortions between individul ntionl institutions; ntionl nd regionl institutions; nd different intr nd inter regionl institutions. This is essentil to void ny overlps in roles tht my result in role conflicts nd omissions. Tble 5.5: INSTITUTION Institutionl Frmework for STMP Implementtion FUNCTIONS Tourism Trnsformtion Council i. Overll destintion ledership in destintion development policies, progrmmes nd inititives (including the implementtion of this Mster Pln) ii. iii. iv. Setting directions for the country s tourism development nd mrketing inititives Overll coordintion of inter-nd intr-sectorl policies, progrmmes nd inititives to remove mjor impediments nd chllenges to development in the tourism industry nd ensure their implementtion Providing the necessry directions to ssure collbortion nd synergy mong vrious institutions for the successful implementtion of tourism development nd mrketing inititives MoCT i. Tourism policy nd plnning nd implementtion including regultion of tourism ctivities nd services countrywide in ccordnce with the ntionl tourism strtegy HR Policy nd Development Unit (within MoCT)* Tourism Reserch Unit within MoCT* ii. iii. iv. Tourism re development plnning Develop nd implement, in consulttion with relevnt stkeholders, criteri for stndrdistion nd clssifiction of tourism fcilities nd services Tourism development coordintion v. Tourism industry dvoccy nd liison with other relevnt institutions including ntionl nd regionl policy mkers, ntionl tresury, infrstructure development gencies, missions brod, mong others vi. vii. viii. Tourism investment promotion policy Register, licence nd grde ll tourism nd tourist-relted ctivities nd services Develop nd implement code of prctice/ethics for the tourism sector i. Tourism HR policy, plnning nd development ii. iii. iv. In consulttion with the relevnt institutions responsible for mtters relting to eduction, develop nd regulte tourism nd hospitlity curriculum, exmintion nd certifiction Vet nd recommend exptrites seeking employment in the tourism nd hospitlity sector Develop nd implement industry CPD policy v. Estblishment of tourism trining centre-of-excellence s model institution vi. Vet, uthorise, nd monitor privte nd public tourism trining institutions i. Determine, in consulttion with led gencies, the crrying cpcities of the vrious tourism destintions nd conservtion needs nd priorities ii. iii. iv. Genertion of relevnt industry sttistics Provide informtion s bsis for tourism development plnning nd decision mking Provide informtion on erly wrning, disster mngement, impcts nd mitigtion nd dptive strtegies to climte chnge v. Reserch nd dvise on sustinble tourism models nd other emerging res of tourism development vi. vii. Grnt reserch permits to conduct reserch in the country s tourism sector In collbortion with relevnt led gencies nd stkeholders, estblish comprehensive tourism dtbse for the tourism sector 168

169 SUSTAINABLE TOURISM MASTER PLAN Ethiopi Investment Commission Ethiopi Tourism Orgnistion Tourism Development Fund * i. Undertke destintion investment promotion ii. iii. iv. Estblish nd implement relevnt investment incentives for the tourism sector Provide dvice nd linkges with ffordble credit fcilities to investors or entrepreneurs in the tourism sector including smll nd medium nd community bsed enterprises for development, expnsion nd mintennce of tourism ctivities nd services Provide investment dvisory services for the tourism sector. v. Promote pproprite models of community nd privte sector involvement in strtegic tourism investments including the PPP i. Undertke tourism product development in line with ntionl nd regionl vision ii. iii. iv. Develop, implement nd coordinte ntionl tourism mrketing strtegy Support the development nd implementtion of regionl tourism mrketing strtegies Undertke tourism mrket reserch in conjunction with the Tourism Reserch Institute nd dvise tourism stkeholders ccordingly v. Sperhed the estblishment of nd monitor city/ regionl convention nd visitor bureus (CVBs) vi. vii. Sperhed the mrketing of the country s MICE product Estblishment of Tourist Informtion Centres i. Mobilise funds for tourism development ii. iii. iv. Formultion nd dministrtion of the tourism trining nd development levy policy Finnce the development of tourism products nd services including strtegic investments Finnce the mrketing of the country s tourist destintion through the Destintion Mrketing body; v. Finnce the ctivities of the tourist protection service vi. vii. Finnce the tourism reserch Finnce tourism trining nd cpcity development ctivities including the Ntionl Tourism Trining centre-of-excellence. Tourist Police* A specilised multilingul police service under the supervision of the Ntionl Police Service dedicted to tourist sfety. Besides the policing trining, possessing competencies in such res s disster nd emergency mngement, psychology, cross-culturl skills, nd people reltions skills. Responsible for: Convention nd Visitor Bureus (CVBs)* Ethiopi Wildlife Conservtion Agency i. Ensuring onsite nd enroute tourist sfety nd protection ii. iii. Estblishing nd operting multilingul emergency toll free cll centres Estblishing tourist emergency evcution services A forum for ll tourism industry stkeholders t regionl/city level including privte sector, public sector, security gencies, mong others. Key roles: i. Promotion of the region s convention destintion ii. iii. iv. Monitoring nd regulting relevnt tourism opertions stndrds t the locl level Ensuring destintion ppel including clenliness, street lighting, ccessibility, mong others Monitoring tourist sfety nd security including destintion ppel v. Liison with the relevnt institutions in pursuit of the bove functions Mngement of wildlife resources to fcilitte ccess by tourism sector including ) Provision of ccess rods b) Estblishment of pproprite entrnce fees c) Provision of dequte signge d) Provision of onsite visitor security nd emergency services etc. Regultion of responsible Tourism utilistion of the wildlife resources including ) Determining resource Crrying Cpcity b) Determintion of the pproprite tourist development zones c) Setting guidelines nd codes of conduct d) Regulting nd monitoring estblishment nd opertions of prks, reserves nd conservncies 169

170 Ethiopi finds herself in unique plce s one of the few countries in Afric with the most World Heritge Sites. PHOTO: Fsilides Cstle in Gondr, Ethiopi.

171 SUSTAINABLE TOURISM MASTER PLAN Authority for Reserch nd Conservtion of Culturl Heritge (ARCCH) Mngement of Culturl nd Heritge resources to fcilitte ccess by tourism sector including: ) Provision of ccess rods b) Estblishment of pproprite entrnce fees c) Provision of dequte signge d) Provision of onsite visitor security e) Provision of onsite interprettion services Regultion of responsible Tourism utilistion of the culturl nd heritge resources including ) Visitor controls nd mngement b) Estblishment of the pproprite codes of ethics for visitors nd guides Ensure host community benefits from tourism utilistion of culturl nd heritge resources vilble within their loclity OTHER importnt institutions Governments of the respective regionl governments Ethiopin Investment Commission Ethiopin Civil Avition Authority Environment Protection Authority Ministry of Helth Ministry of Foreign Affirs Ministry of Finnce nd Economic Development Ethiopin Rods Authority Universities *These institutions nd units re to be estblished. The regionl offices under ech of the bove institutions nd gencies will lso ply their primry nd delegted responsibilities. 171

172 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 6 BIBLIOGRAPHY Amhr NRS Bureu of Culture Tourism & Prks Development (2009). Sustinble Tourism Networking Development Pln for North Gondr Administrtion Zone Amhr NRS Bureu of Culture Tourism & Prks Development (2009).Sustinble Tourism Networking Development Pln for North Gondr Administrtion Zone Amhr NRS Bureu of Culture Tourism & Prks Development (2011). Drft Lke Tn Tourist Destintions Networking Development Pln Amhr NRS Bureu of Culture Tourism & Prks Development (n.d). Tourism Mrketing Strtegy of Amhr Ntionl Regionl Stte ( ) Amhr NRS Bureu of Culture Tourism & Prks Development (n.d). Tourism Mrketing Strtegy of Amhr Ntionl Regionl Stte ( ) Amhr NRS Bureu of Culture Tourism & Prks Development, (2006). Development of Alterntive Livelihoods for the Popultion of the Simien Mountins Ntionl Prk, Ethiopi APEC Interntionl Centre for Sustinble Tourism (AICST) (2006). Tourism Risk Mngement: An Authorittive Guide to Mnging Crises in Tourism Austrli Tourism Act, 1994 in: ustrli_ct_2004.pdf Austrlin Trde commission, Tourism Industry Regionl Development Fund (TIRF) Grnts Progrmme vilble in: Berihu Assef (My 2009). Business Process Reengineering in Ethiopi Dieke, P.U.C. (2009). Developing Tourism in Afric: Issues for policy considertion. UNPAN publiction. Accessed through EAC (2010). EAC Development Strtegy Est Africn Community. Accessed through EIU (2009) Globl intelligence nd nlysis. Economist Intelligence Unit Enhncing privte sector nd community enggement in tourism services in Ethiopi, by the World Bnk/ODI, 2009 Ethiopi Wildlife Conservtion Authority (EWCA) (October 2013) Development of Mrketing Strtegy for Wildlife Tourism in Ethiopi Ethiopin Investment Agency (2013). Invest in Ethiopi. An investment guide to Ethiopi Opportunities nd Conditions 2013 EWCA nd UNDP (October, 2013). Development of Mrketing Strtegy for Wildlife Tourism in Ethiopi The Federl Democrtic Republic of Ethiopi (2009). Higher Eduction Proclmtion. Ethiopi Government The Federl Democrtic Republic of Ethiopi (2010). Growth nd Trnsformtion Pln 2010/ /2015. Ethiopi Government 172

173 SUSTAINABLE TOURISM MASTER PLAN The Federl Democrtic Republic of Ethiopi (2014). Ethiopi Tourism Orgnistion Proclmtion Federl Democrtic Republic of Ethiopi, Ministry of Helth (2005). Ntionl Hygiene nd Snittion Strtegy The Federl Democrtic Republic of Ethiopi, Ministry of Finnce nd Economic Development (MoFED) (2010). Growth nd Trnsformtion Pln (GTP) 2010/ /15 Gollub, J., Hosier, A. nd Woo, G. (2003). Lekges nd linkges in the tourism sector: using cluster-bsed strtegy to minimise tourism lekges. In WTO/OMT Studies in reltion to Trde Negotitions on tourism services. Lekges nd linkges. Competition problems, Sustinbility Stndrds. (Mdrid: WTO/OMT) Government of Indi, Ministry of Tourism. Product/Infrstructure Development for Destintions nd Circuits. Avilble in: Infrstructure%20Development&CID=1&INO=2 ICCA (2012). Sttistics Report ICCA, Amsterdm, The Netherlnds Institute of Biodiversity nd the Oromi Bureu of Agriculture & Rurl Development (2007). Ble Mountins Ntionl Prk Generl Mngement Pln ITU (2013). Fixed (wired) Brodbnd Subscription Pges/stt/defult.spx Visited June 2013 Keny, Government of (2009). Vision 2030: A Globlly competitive nd prosperous Keny. Ministry of Stte for Plnning, Ntionl Development nd Vision Accessed through go.ke/ Mlysi Government (2010). Interntionl Tourist Arrivls nd Domestic Tourism Ministry of Tourism, Mlysi Meredith Wry, et l (2010). Sustinble Regionl Tourism Destintions: Best prctice for mngement, development nd mrketing. ISBNs: (pbk.) (pdf) Ministry of Urbn Development nd Construction, Ethiopi (September, 2011(. Urbn Tourism And Heritge Plnning Mnul Mitchel, J. nd Coles, C. (2009). Enhncing privte sector nd community enggement in tourism services in Ethiopi. London: Overses Development Institute MoCT (2009). Tourism Development Policy. Ethiopi Government MoCT (2010). Tourism Sttistics Bulletin Ethiopi Government MoCT nd UNDP (June, 2012). Sustinble Development of the Protected Are System of Ethiopi (SDPASE) ODI (2006). Tourism business nd the locl economy: incresing impct through linkges pproch. ODI Briefing Pper Mrch 2006, in Republic of Keny, Tourism Act, 2011, Republic of Keny. Lws of Keny: The Keny Tourist Development Corportion Act, Chpter 382, Revised in Avilble in Republic of South Afric, Tourism Act, 2014 in: tourism%20ct%20no%203%20of% pdf 173

174 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA The USAID/ WTO Accession Plus Project (My 2010). Donor Inventory for Ethiopi for Privte Sector Development & Trde Tourism Ethiopi, (2011) Tourism Sttus of Ethiopi. Accessed through: org/pges/ethiopi.sp UNCTAD (2007). The contribution of tourism to development. UNCTAD, Genev. In org/sections/wcmu/docs/cii2nd2010mshyekhi_item5_en.pdf UNCTAD (2008). Foreign Direct Investment in Afric: The roles of nturl resources, mrket size, government policy, institutions nd politicl stbility. United Ntions Conference on Trde nd Development UNCTAD (2011) Report on the Implementtion of the Investment Policy Review: Ethiopi. New York nd Genev, United Ntions United Ntions Economic Commission for Afric (2013). Sustinble Tourism Mster Pln for the Inter- Governmentl Authority on Development (IGAD) region UNWTO (2004). Tourism nd Poverty Allevition: recommendtions for ction. in org/userfiles/file/mtr/agency_inputs/worldtourisminput.pdf) UNWTO (2010). Interntionl Recommendtions for Tourism Sttistics. United Ntions, New York UNWTO (2012). Tourism Highlights 2011 Edition. UNWTO, Mdrid Spin UNWTO (2014). Tourism Highlights 2013 Edition. UNWTO, Mdrid Spin Wilde, S.J. nd Cox, C. (2008). Linking destintion competitiveness nd destintion development: findings from mture Austrlin tourism destintion. Proceedings of the Trvel nd Tourism Reserch Assocition (TTRA) Europen Chpter Conference -Competition in Tourism: Business nd Destintion Perspectives, Helsinki, Finlnd, pp World Bnk (2006). Ethiopi: Towrds Strtegy for Pro-poor Tourism Development. The World Bnk, Wshington, USA World Bnk (2009). Enhncing privte sector nd community enggement in tourism services in Ethiopi. ODI, UK World Bnk (2010). World Development Indictors. The World Bnk, Wshington, USA World Bnk (2011). Africn Development Indictors. The World Bnk, Wshington, USA World Bnk (2011b). Specil Economic Zones: Progress, Emerging Chllenges, nd Future Directions, (Ed.), World Bnk, Wshington D.C. World Bnk (2012). Ethiopi s Tourism Sector: Strtegic Pths to Competitiveness nd Job Cretion. The World Bnk, Wshington, USA World Bnk (2013). Doing Business Report. The World Bnk, Wshington, USA World Bnk (June 2009). Towrd the Competitive Frontier Strtegies for Improving Ethiopi s Investment Climte 174

175 SUSTAINABLE TOURISM MASTER PLAN World Bnk (June, 2006). Ethiopi, In Mked s Footsteps: Towrds Strtegy for Pro-Poor Tourism Development World Bnk nd FDRE (My, 2007). Aksum: Tourism Development Strtegy & Proposed Implementtion Actions conducted s prt of the Ethiopin Culturl Heritge Project: Site Plnning nd Conservtion Activities in Gondr & Aksum World Bnk nd FDRE (My, 2007). Strtegy for Tourism Development in Gondr conducted s prt of the Ethiopin Culturl Heritge Project: Site Plnning nd Conservtion Activities in Gondr & Aksum World Bnk nd MoCT (October, 2013). Ethiopi s Tourism Sector: Strtegic Pths to Competitiveness nd Job Cretion World Bnk/ODI (2009) Enhncing privte sector nd community enggement in tourism services in Ethiopi (drft report), In: World Economic Forum (2013). Trvel nd Tourism Competitive Index Report. Genev, Switzerlnd WTTC (2013). Trvel nd Tourism Economic Impcts: Country Reports London, UK WTTC (2014). Trvel nd Tourism Impcts: Country Reports Ethiopi (2014). UK

176 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA RELEVANT PROCLAMATIONS 1. Proclmtion No. 691/2010 A proclmtion to provide for the definition of powers nd duties of the executive orgns of the Federl Democrtic Republic of Ethiopi 2. Proclmtion No. 541/2007 Development Conservtion nd Utilistion of Wildlife Proclmtion 3. Proclmtion No. 209/2000 Reserch nd Conservtion of Culturl Heritge Proclmtion 4. Proclmtion Number 471/2005 Empowers the Ministry of Culture nd Tourism to consolidte the frgmented ctivities nd ensure coordintion of efforts being mde by government, the privte sector, communities t the tourism destintions nd civic orgnistions, nd to crete conducive environment for these entities to be ble to dischrge their respective responsibilities ppropritely 5. Proclmtion No. 574/2008 Urbn Plnning Proclmtion 6. Proclmtion No. 575/2008 A proclmtion to provide for the estblishment of the Ethiopin Wildlife Development nd Conservtion Authority 7. Proclmtion No. 295/2002 A proclmtion to estblishing the Ethiopi Environment Protection Authority (EPA) s n environmentl regultory nd monitoring body 176

177 SUSTAINABLE TOURISM MASTER PLAN 7 GLOSSARY OF KEY TERMS Adventure tourism Explortion or trvel to remote nd exotic res tht gins excitement by llowing prticipnts to step outside of their comfort zone; my include ctivities such s mountineering, trekking, bungee jumping, mountin biking, rfting nd rock climbing. Agritourism Any griculturlly-bsed opertion or ctivity tht brings visitors to frm or rnch; includes ctivities such s buying produce directly from frm stnd, nvigting cornfield, picking fruit, feeding nimls, or stying t bed nd brekfst on frm. Business visitor A business visitor is visitor whose min purpose for tourism trip corresponds to the business nd professionl ctegory. Community-bsed tourism A form of tourism in which significnt number of locl people hve substntil control over nd involvement in, with high proportion of benefits remining within the locl economy. Members of the community, even those who re not directly involved, often gin some form of benefit (e.g. through community funds). Community bsed tourism cn crete jobs both directly nd indirectly s well s dditionl income for the locl popultion, provide further trining opportunities (for exmple, lnguge, service, resturnt nd hotel business nd guiding) for community members. It strengthens the socil nd orgnistionl structure within the community nd cn help strengthen culturl identity nd preserve culturl heritge. Country of residence The country of residence of household is determined ccording to the centre of predominnt economic interest of its members. If person resides (or intends to reside) for more thn one yer in given country nd hs there his/her centre of economic interest (for exmple, where the predominnt mount of time is spent), he/she is considered s resident of this country. Destintion (min destintion) of trip The min destintion of tourism trip is defined s the plce visited tht is centrl to the decision to tke the trip. See lso purpose of tourism trip. Destintion competitiveness A destintion s bility to crete nd integrte vlue-dded products tht sustin its resources while mintining mrket position reltive to competitors (Hssn (2000)). Destintion competitiveness reltes to two components of tourist destintion: (1) comprtive dvntges- inherited resources both nturl nd culturl, nd (2) competitive dvntges- the dditionl creted ssets such s hotels, ttrctions, trnsport network, the qulity of mngement, humn cpitl nd government policies, etc. Direct contribution to employment The number of direct jobs within the trvel & tourism industry. Direct contribution to GDP GDP generted by industries tht del directly with tourists, including hotels, trvel gents, irlines nd other pssenger trnsport services, s well s the ctivities of resturnt nd leisure industries tht del directly with tourists. It is equivlent to totl internl trvel & tourism spending within country less the purchses mde by those industries (including imports). 177

178 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Domestic tourism Comprises the ctivities of resident visitor within the country of reference, either s prt of domestic tourism trip or prt of n outbound tourism trip. Domestic trvel & tourism spending: spending within country by tht country s residents for both business nd leisure trips. Multi-use consumer durbles re not included since they re not purchsed solely for tourism purposes. Eco-tourism The Interntionl Eco-tourism Society defines eco-tourism s responsible trvel to nturl res tht conserves the environment nd improves the well-being of locl people. The society sttes tht ecotourism is bout uniting conservtion, communities nd sustinble trvel. This mens tht those who implement nd prticipte in eco-tourism ctivities should dhere to the following eco-tourism principles: (i) minimise impct; (ii) build environmentl nd culturl wreness nd respect; (iii) provide positive experiences for both visitors nd hosts; (iv) provide direct finncil benefits for conservtion; (v) provide finncil benefits nd empowerment for locl people; nd (vi) rise sensitivity to the host country s politicl, environmentl, nd socil climte. Employment in tourism industries Employment in tourism industries my be mesured s count of the persons employed in tourism industries in ny of their jobs, s count of the persons employed in tourism industries in their min job, s count of the jobs in tourism industries, or s full-time equivlent figures. Excursionist (or sme-dy visitor) A visitor (domestic, inbound or outbound) is clssified s sme-dy visitor (or excursionist) if his/her trip does not include n overnight sty. Forms of tourism There re three bsic forms of tourism: domestic tourism, inbound tourism, nd outbound tourism. These cn be combined in vrious wys to derive the following dditionl forms of tourism: internl tourism, ntionl tourism nd interntionl tourism. Heritge tourism A subset of culturl tourism oriented towrds understnding nd ppreciting the heritge of destintion; focuses on visiting historicl or industril sites (e.g., old cnls, rilwys, bttlegrounds, etc.); lso ttributed to drmtised historicl events; concerned with culture s tngible elements nd intngible dimensions Inbound tourism Comprises the ctivities of non-resident visitor within the country of reference on n inbound tourism trip. Internl tourism Comprises domestic tourism plus inbound tourism, tht is to sy, the ctivities of resident nd nonresident visitors within the country of reference s prt of domestic or interntionl tourism trips. Interntionl tourism Interntionl tourism comprises inbound tourism plus outbound tourism, tht is to sy, the ctivities of resident visitors outside the country of reference, either s prt of domestic or outbound tourism trips nd the ctivities of non-resident visitors within the country of reference on inbound tourism trips. Leisure trvel & tourism spending Spending on leisure trvel within country by residents nd interntionl visitors. 178

179 SUSTAINABLE TOURISM MASTER PLAN Mss tourism The ct of visiting destintion with lrge numbers of people t one time; industry prctices tht cter to lrger volumes of visitors. Meetings industry To highlight purposes relevnt to the meetings industry, if trip s min purpose is business/professionl, it cn further subdivided into ttending meetings, conferences or congresses, trde firs nd exhibitions nd other business nd professionl purposes. MICE tourism Groups brought together for prticulr purpose (e.g., meetings, incentives, conferences nd exhibitions), usully plnned well in dvnce. Ntionl tourism Comprises domestic tourism plus outbound tourism, tht is to sy, the ctivities of resident visitors within nd outside the country of reference, either s prt of domestic or outbound tourism trips. Nture-bsed tourism Leisure trvel undertken lrgely or solely to enjoy nturl ttrctions nd engge in vriety of outdoor ctivities (e.g., bird wtching, hiking, fishing nd bechcombing); subset of nture-bsed tourism. Outbound tourism Comprises the ctivities of resident visitor outside the country of reference, either s prt of n outbound tourism trip or s prt of domestic tourism trip. Plce of usul residence The plce of usul residence is the geogrphicl plce where the enumerted person usully resides nd is defined by the loction of his/her principl dwelling (principles nd recommendtions for popultion nd housing censuses of the United Ntions). Sustinble tourism Tourism tht tkes full ccount of its current nd future economic, socil nd environmentl impcts, ddressing the needs of visitors, the industry, the environment nd host communities (UNWTO, 2002). Thus sustinble tourism should mke optiml use of environmentl resources, respect the socioculturl uthenticity of host communities, nd provide vible, long-term socio-economic benefits to ll. Totl contribution to employment The number of jobs generted directly in the trvel & tourism sector plus the indirect nd induced contributions (see below). Totl contribution to GDP GDP generted directly by the trvel & tourism sector plus its indirect nd induced impcts. Tourism expenditure Tourism expenditure refers to the mount pid for the cquisition of consumption goods nd services, s well s vlubles, for own use or to give wy, for nd during tourism trips. Tourism industries Tourism industries (lso referred to s tourism ctivities) re the ctivities tht typiclly produce tourism chrcteristic products. 179

180 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA Tourism Stellite Account (TSA) TSA cn be seen s set of 10 summry tbles, ech with their underlying dt nd representing different spect of the economic dt reltive to tourism: inbound, domestic tourism nd outbound tourism expenditure, internl tourism expenditure, production ccounts of tourism industries, the gross vlue dded (GVA) nd gross domestic product (GDP) ttributble to tourism demnd, employment, investment, government consumption, nd non-monetry indictors. Tourism sector The tourism sector, s contemplted in the TSA, is the cluster of production units in different industries tht provide consumption goods nd services demnded by visitors. Such industries re clled tourism industries becuse visitor cquisition represents such significnt shre of their supply tht, in the bsence of visitors, their production of these would cese to exist in meningful quntity. Tourism vlue chin The chin of ctivities or production units in different industries tht provide goods nd services demnded by visitors. Tourist (or overnight visitor) A visitor (domestic, inbound or outbound) is clssified s tourist (or overnight visitor), if his/her trip includes n overnight sty. Trvel & tourism Reltes to the ctivity of trvellers on trips outside their usul environment with durtion of less thn one yer. Economic ctivity relted to ll spects of such trips is mesured within the reserch. Urbn tourism Trvelling or vctioning in inner-city nd other urbn res tht provide rnge of ttrctions (e.g., tourist-historic urbn cores, museums, urbn wterfronts, theme prks, nd specilised precincts). Visitor exports Spending within the country by interntionl tourists for both business nd leisure trips, including spending on trnsport, but excluding interntionl spending on eduction. Visitor A visitor is trveller tking trip to destintion outside his/her usul environment, for less thn yer, for ny min purpose (business, leisure or other personl purpose) other thn to be employed by resident entity in the country or plce visited. A visitor (domestic, inbound or outbound) is clssified s tourist (or overnight visitor), if his/her trip includes n overnight sty, or s sme-dy visitor, otherwise. Wildlife tourism Wtching wild nimls in their nturl hbitt; closely ligned to eco-tourism nd sustinble tourism. 180

181 SUSTAINABLE TOURISM MASTER PLAN 8 APPENDICES 1.0 Methodologicl Note The terms of reference for the Sustinble Tourism Mster Pln development project, s lid down in the Letter of Agreement between the UNECA Sub-Regionl Office for EA nd the Ministry of Culture nd Tourism, were to: 1. Outline the importnce of tourism development to Ethiopi. 2. Anlyse in detil the previling scenrio of tourism development in the country with view to identifying chllenges nd opportunities. 3. Identify pproprite strtegies nd ctions tht cn enhnce the competitiveness of the country s globl tourism destintion. 4. Provide detiled rodmp for the implementtion of the strtegies nd ctions of the STMP. The broder strtegic direction of the GTP 28 for the tourism sector nd the more specific ims nd objectives of the NTDP provided the bsis for the development of this ntionl Sustinble Tourism Mster Pln (STMP). The STMP integrtes the guiding principles of the NTPD which re informed by: Respect for plurlism; Gurnteeing community prticiption nd benefits; Instituting mngement trnsprency nd responsibility; nd Creting prtnerships. The Mster Pln is further informed by broder recommendtions of the IGAD STMP nd the principles of comprehensive tourism plnning. Generlly, the STMP dopts n pproch to tourism plnning whereby the frmework for decisionmking links the industry to other economic sectors nd one tht tkes on bord the views of relevnt stkeholders including government, privte sector, cdemi, civil society nd locl communities. While the STMP is designed to be gol-oriented in nture s opposed to being rectionry, it is lso designed to ccommodte chnges in both the internl nd externl tourism environment. The STMP development ws guided by the following underlying principles: i. Tourism plnning should dopt systems pproch to development focusing not only on the development processes but lso on the necessry inputs nd outputs. ii. iii. iv. Tourism development should be sustinble providing equity for both inter-genertionl, (whereby the current exploittion of tourism resources should not compromise the bility of future genertions), nd intr-genertionl, tking into ccount issues relting to enhncing socil justice nd poverty llevition. The STMP should enhnce the competitiveness of the country s tourist destintion by building on the existing unique spects of ech individul region tht should complement the country s overll imge nd cretion of synergies in res of common tourism interest. The STMP should provide strtegies tht would reduce the level of tourism economic lekges while enhncing tourism economic linkges nd multiplier effect through sound Vlue Chin development policies. v. The STMP should provide strtegies in line with the wider ntionl, regionl, continentl nd interntionl development inititives nd economic development plns. vi. Tourism development should be guided by sound reserch. The STMP should, therefore, provide mechnism for skills, knowledge nd technology trnsfer mong member sttes with view to enhncing sustinbility, humn cpitl nd regionl competitiveness. 181

182 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA In view of these principles, the process employed three pproches to tourism plnning nmely: Destintion Competitiveness pproch; Sustinble Tourism Development pproches, specificlly, strtegic plnning nd stkeholder prticiption; nd thirdly, Project Mngement pproch tht ws used in designing the STMP implementtion frmework. To chieve the gol of stkeholder prticiption in the STMP development process, brod bse of tourism stkeholders were consulted through key informnt interviews nd three consulttive workshops bringing together ll the regions of the country. These were held in Addis Abb, Mekele nd Dire Dw. The stkeholders were drwn from the public sector orgnistions nd institutions, the privte sector, cdemi, tourism industry ssocitions, community-bsed tourism orgnistions, nd relevnt civil society orgnistions (see Appendix). In ddition, reconnissnce field missions were undertken to selected destintions within the country including: Addis Abb city nd its environs, Western regions, Southern regions, Northern regions, nd the South-Estern regions (see Appendix 1.5). Appendix 1.1 below summrises the STMP development process. Further, during the STMP Development process, number of isolted inititives tht hve been or re being undertken in the development of the country s tourism industry were considered. These re listed in Appendix

183 SUSTAINABLE TOURISM MASTER PLAN 1.1 STMP Formultion Activity Pln ACTIVITY MONTH 4/ 13 11/ 13 12/ 13 1/ 14 2/ 14 3/ 14 4/ 14 5/ 14 6/ 14 7/ 14 8/ 14 9/ 14 10/ 14 11/ 14 12/ 14 1 Initil fmiliristion tours: Arb Minch, Aksum, Llibel 2 Project inception 3 Collting nd review of literture on the importnce of tourism development in Ethiopi 4 Design nd pretesting of dt collection tools 5 Field Mission 1: Estern region- Dire Dw City, Hrr City, Jguor World Heritge Site, Awsh N.P, selected hotel fcility tours, interviews with selected key informnt Addis Abb- selected ttrctions, selected hotel fcility tours, interviews with selected key informnts 6 Field Mission 2: Southern regions- Adm Town, Lke Lgno, Hwss City, selected hotel fcility tours, interviews with selected key informnts Addis Abb -University of Addis Abb, UNISA- Addis Abb cmpus, Ctering nd Tourism Trining Institute (CTTI)-Addis Abb, interviews with selected key informnts 7 Field Mission 3: Northern regions- Gondr City, Fsil Ghebi cstles, University of Gondr, Bh Dir City, Monsteries in Lke Tn, selected hotel fcility tours, interviews with selected key informnts Western region- Gmbell, Jimm, Jimm Museum, Cheber-Churchur Ntionl Prk, Gibe Vlley Ntionl Prk, selected hotel fcility tours, interviews with selected key informnts Addis Abb- selected ttrctions, selected hotel fcility tours, interviews with selected key informnts 8 Regionl stkeholders consulttive forum 1: Dire Dw Regions represented: Hrri Regionl Stte; Dire Dw City Administrtion; Ethiopin Somli Region 9 Regionl stkeholders consulttive forum 2: Mekele Regions represented: Amhr, Tigry Regionl sttes 10 Regionl stkeholders consulttive forum 3: Addis Abb Regions represented: Afr Region, SNNPR, Benishngul, Addis Abb City Administrtion, Gmbel, Oromiy 11 Preprtion of 1 st Drft STMP 12 Drft STMP Vlidtion Workshop 13 Preprtion of 2 nd STMP Drft 14 2 nd STMP Drft presenttion 15 Finl Drft STMP 16 STMP Lunch nd Project Closure 183

184 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 1.2 List of Tourism Development Inititives Considered in the STMP Formultion Title Project Sponsor Sttus 1 Enhncement of the Ethiopin Tourism Sttistics Mngement ESTP/World Bnk Ongoing 2 Production of tourism promotion mterils (printed, videos, photos, website) ESTDP/World Bnk Ongoing 3 Development of tourism mrketing pln nd brnding strtegy for Ethiopi ESTDP/World Bnk Ongoing 4 Study trip for tourism officils ESTDP/World Bnk Ongoing 5 Development of pln for Western Route ESTDP/World Bnk Ongoing 6 Implementtion of hotel grding ESTDP/World Bnk Ongoing 7 Cpcity building (trining ctivities) ESTDP/World Bnk Ongoing 8 Support to set up the ETO Europen Union Ongoing 9 Development of mrketing strtegy for wildlife tourism in Ethiopi UNDP/GEF Finlised, Oct Promoting heritge nd culture for Ethiopi s development EU Ongoing 11 Tourism mp of Gondr AECID Finlised 12 Abun Yoseph, Community Tourism, Llibel Frnkfurt Zoologicl Society Ongoing 13 Community bsed tourism in Simien Mountins Ntionl Prk JICA Ongoing 14 Regionl biodiversity project IGAD/ Gmbell Ntionl Prk EU Regionl Project (mnged from delegtion in Djibouti) Ongoing 15 Trining of trekking guides Itlin Coopertion Ongoing Other completed projects considered: Ethiopi s Tourism Sector: Strtegic Pths to Competitiveness nd Job Cretion by the World Bnk nd MoCT, October,2013 Tourism Mrketing Strtegy of Amhr Ntionl Regionl Stte ( ) by the Amhr NRS Bureu of Culture Tourism & Prks Development (n.d) Sustinble Development of the Protected Are System of Ethiopi (SDPASE), by MoCT nd UNDP, June, 2012 Drft Lke Tn Tourist Destintions Networking Development Pln, Amhr NRS Bureu of Culture Tourism & Prks Development, 2011 Urbn Tourism And Heritge Plnning Mnul, by the Ministry Of Urbn Development And Construction, September, 2011 Enhncing privte sector nd community enggement in tourism services in Ethiopi, by the World Bnk/ODI, 2009 Towrd the Competitive Frontier Strtegies for Improving Ethiopi s Investment Climte, by World Bnk, June 2009 Sustinble Tourism Networking Development Pln for North Gondr Administrtion Zone by the Amhr NRS Bureu of Culture Tourism & Prks Development (2009) Strtegy for Tourism Development in Gondr conducted s prt of the Ethiopin Culturl Heritge Project: Site Plnning nd Conservtion Activities in Gondr & Aksum, World Bnk nd FDRE, My, 2007 Aksum: Tourism Development Strtegy & Proposed Implementtion Actions conducted s prt of the Ethiopin Culturl Heritge Project: Site Plnning nd Conservtion Activities in Gondr & Aksum, World Bnk nd FDRE, My, 2007 Development of Alterntive Livelihoods for the Popultion of the Simen Mountins Ntionl Prk, Ethiopi, by the Amhr NRS Bureu of Culture Tourism & Prks Development, 2006 Ethiopi, In Mked s Footsteps: Towrds Strtegy for Pro-Poor Tourism Development.Prepred for the Government of Ethiopi by the World Bnk, June,

185 SUSTAINABLE TOURISM MASTER PLAN 1.3 List of Orgnistions Consulted ORGANISATION A. Federl Offices 1 Ministry of Culture nd Tourism o Office of the Stte Minister for Tourism o Hed of Tourism Mrketing o Directorte of Qulity nd Cpcity Development NATURE OF ORGANISATION Government (Policy nd Plnning) 2 Ethiopin Tourism Orgnistion Government (Policy nd Plnning) 3 Ethiopin Airlines Public (Ntionl Crrier) 4 Council of Peoples Representtives Government (Policy nd Plnning) 5 Ministry of Helth Government (Policy nd Plnning) 6 Government Communiction Office Government (Policy nd Plnning) 7 Ethiopin Chmber of Commerce Government (Policy nd Plnning) 8 Member of Colition for Tourism Government (Policy nd Plnning) 9 Ethiopin Culturl Heritge Conservtion nd Reserch Authority Government (Policy nd Plnning) 10 Ntionl Museum Government (Policy nd Plnning) 11 Ethnogrphic Museum Government (Policy nd Plnning) 12 Ethiopin Archive Agency Government (Policy nd Plnning) 13 Ethiopin Rod Authority Government (Policy nd Plnning) 14 Ethiopin Sustinble Tourism Development Project Government (Policy nd Plnning) 15 Ethiopi Wildlife nd Conservtion Authority Government (Policy nd Plnning) B. Regionl Orgnistions 1 Locl Government Llibel Government (Policy nd Plnning) 2 Locl Government Aksum Government (Policy nd Plnning) 3 Tourism Bureu Arb Minch Government (Policy nd Plnning) 4 Bh Dir Culture nd Tourism Bureu Government (Policy nd Plnning) 5 Culture nd Tourism Bureu, Gmbell Government (Policy nd Plnning) 6 Afr Region Culture & Tourism Bureu Government (Policy nd Plnning) 7 Semer Culture & Tourism Bureu Government (Policy nd Plnning) 8 Asyit Culture & Tourism Bureu Government (Policy nd Plnning) 9 S/N/N/R/S Regionl Administrtion Government (Policy nd Plnning) 10 S/N/N/R/S Culture & Tourism Bureu Government (Policy nd Plnning) 11 Hws City Administrtion Government (Policy nd Plnning) 12 Gmogof Zone Culture, Tourism & Government Communiction Deprtment Government (Policy nd Plnning) 13 Gurge Zone Culture, Tourism & Government Communiction Deprtment Government (Policy nd Plnning) 14 Kef Zone Culture, Tourism & Government Communiction Deprtment Government (Policy nd Plnning) 15 South Omo Zone Culture, Tourism & Government Communiction Deprtment Government (Policy nd Plnning) 16 Hmer Wored Administrtion Government (Policy nd Plnning) 17 Culture & Tourism of N. Shew Government (Policy nd Plnning) 18 Benishngul Culture & Tourism Bureu Government (Policy nd Plnning) 19 Benishngul Regionl Administrtion Government (Policy nd Plnning) 185

186 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 20 Gmbel Culture & Tourism Bureu Government (Policy nd Plnning) 21 Gmbel Regionl Administrtion Government (Policy nd Plnning) 22 Oromiy Culture & Tourism Bureu Government (Policy nd Plnning) 23 Ble Zone Government (Policy nd Plnning) 24 North Sho Zone Government (Policy nd Plnning) 26 West Arsi Government (Policy nd Plnning) 27 Est Wollegg Government (Policy nd Plnning) 28 Kelm Wollegg Government (Policy nd Plnning) 29 Btu Community Tourism Government (Policy nd Plnning) 30 Adm Town Culture nd Tourism Government (Policy nd Plnning) 31 Addis Abb Culture & Tourism Bureu Government (Policy nd Plnning) 32 Addis Abb City Administrtion Government (Policy nd Plnning) 33 Dlol Culture & Tourism (Afr) Government (Policy nd Plnning) 34 Amhr Ntionl Regionl Stte Government (Policy nd Plnning) 35 Amhr Region Culture nd Tourism Bureu Government (Policy nd Plnning) 36 Amhr Ntionl Regionl Stte Helth Bureu Government (Policy nd Plnning) 37 Office of the Myor, Gondr City Administrtion Government (Policy nd Plnning) 38 Gondr City Administrtion, Deprtment Town Development Government (Policy nd Plnning) 39 Gondr City Administrtion, Deprtment of Culture Tourism Government (Policy nd Plnning) 40 Office of the Myor, Bhir Dr City Administrtion Government (Policy nd Plnning) 41 Bhir Dr City Administrtion, Culture nd Tourism Deprtment Government (Policy nd Plnning) 42 Lst Werd Administrtion Government (Policy nd Plnning) 43 Office of the Myor, Llibel Government (Policy nd Plnning) 44 Locl Administrtion of Llibel Government (Policy nd Plnning) 45 Llibel Culture Tourism Bureu Government (Policy nd Plnning) 46 Rock hewn churches of Llibel Administrtion Government (Policy nd Plnning) 47 Culture & Tourism of S. Wollo Government (Policy nd Plnning) 48 Tigri Regionl Stte Administrtion Government (Policy nd Plnning) 49 Mekele City Administrtion Government (Policy nd Plnning) 50 Tigri Culture & Tourism Agency Government (Policy nd Plnning) 51 Hrri Regionl Administrtion nd Bureu Hed Government (Policy nd Plnning) 52 Hrri Regionl Bureu of Culture nd Tourism Government (Policy nd Plnning) 53 Hrri Regionl Helth Bureu Government (Policy nd Plnning) 54 Ethiopin Somli Region Government (Policy nd Plnning) 55 West Hrerge Culture nd Tourism Government (Policy nd Plnning) 56 Est Hrerge Culture & Tourism Government (Policy nd Plnning) 57 Awsh 7 Locl Administrtion Government (Policy nd Plnning) 58 Awsh 7 Kilo Culture & Tourism Bureu Government (Policy nd Plnning) 59 Dire Dw Culture & Tourism Bureu Government (Policy nd Plnning) 186

187 SUSTAINABLE TOURISM MASTER PLAN 60 Dire Dw City Administrtion, Office of the Myor Government (Policy nd Plnning) 61 Dire Dw Helth Bureu Government (Policy nd Plnning) 62 Dire Dw City Administrtion, Plnning Office Government (Policy nd Plnning) A. Public Conservtion Agencies 1 Ethiopi Wildlife nd Conservtion Authority Nechisr, Arb Minch Government (Conservtion) 2 Ethiopi Wildlife nd Conservtion Authority - Sinkele Government (Conservtion) 3 Senior Wrden, Awsh Ntionl Prk Government (Conservtion) 4 Senior Wrden, Gmbell Ntionl Prk Government (Conservtion) 5 Senior Wrden, Gibe Vlley Ntionl Prk Government (Conservtion) 6 Prk Wrden, Mze Ntionl Prk Government (Conservtion) 7 Prk Wrden, Mgo Ntionl Prk Government (Conservtion) 8 Abijt-Shl Ntionl Prk Mngement Government (Conservtion) 9 Mngement, Ble Mountin Ntionl Prk Government (Conservtion) 10 Chief wrden, Simien Mountin Ntionl Prk Government (Conservtion) 11 Jimm Abjifr Museum Government (Conservtion) 12 Jimm Ntionl Coffee Museum Government (Conservtion) B. Tourism Trining Institutions 1 Gondr University Tourism Trining Institutions (Public) 2 Bhirdr University Tourism Trining Institutions (Public) 3 Mekelle University Tourism Trining Institutions (Public) 4 Deprtment of Tourism Mngement, University of Gondr Tourism Trining Institutions (Public) 5 University of South Afric (UNISA)- Addis Abb Cmpus Tourism Trining Institutions (Privte) 6 College of Development Studies, Addis Abb University Tourism Trining Institutions (Public) 7 Centre for Environmentl nd Development Studies, Addis Abb University Tourism Trining Institutions (Public) 8 Ctering nd Tourism Trining Institute (CTTI), Addis Abb Tourism Trining Institutions (Public) 9 Hromy University (HU) Tourism Trining Institutions (Public) 10 Hws University Tourism Trining Institutions (Public) 11 Mizn Amn University Tourism Trining Institutions (Public) 12 Dil University Tourism Trining Institutions (Public) 13 Wolit Sodo University Tourism Trining Institutions (Public) 14 Wendo Genet Forestry College Tourism Trining Institutions (Public) 15 Jimm University (JU) Tourism Trining Institutions (Public) 16 Mdd Wlbu University (MWU) Tourism Trining Institutions (Public) 17 Civil Service University Tourism Trining Institutions (Public) 18 Addis Abb University Tourism Trining Institutions (Public) 19 Dire Dw University Tourism Trining Institutions (Public) 20 Ntionl Avition College Tourism Trining Institutions (Privte) 187

188 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA A. Religious And Community Orgnistions 1 Orthodox Church Llibel Religious nd Community Orgnistion 2 The Council of Ethiopin Islmic Affirs Religious nd Community Orgnistion 3 Office of His Holiness, Ethiopin Orthodox Church Religious nd Community Orgnistion 4 Ethiopin Orthodox Church Bhirdr Heritge Conservtion Religious nd Community Orgnistion 5 Amhr Regionl Stte Islmic Affirs High Counsel Religious nd Community Orgnistion 6 Tigri Regionl Islmic Affir Religious nd Community Orgnistion B. Professionl/Civil Society 1 Arb Minch Hotel Owners Assocition Professionl/Civil Society 2 Aksum Hotel Owners Assocition Professionl/Civil Society 3 Ethiopi Tour Opertors Assocition Professionl/Civil Society 4 Afr Tour Guides Assocition Professionl/Civil Society 5 Mossic-Lnd Locl Guides Assocition (Hwss) Professionl/Civil Society 6 Hotel Owners Assocition Professionl/Civil Society 7 Hotel Professionls Assocition Professionl/Civil Society 8 Ethiopi Hotels Professionl Assocition Professionl/Civil Society 9 Tour Guide Assocition - Llibel Professionl/Civil Society 10 Ethiopi Tourism Professionls Assocition Professionl/Civil Society 11 Hws Hotel Owners Assocition Professionl/Civil Society 12 Hws Tourist Guides Assocition Professionl/Civil Society 14 Adm Hotel Assocition Professionl/Civil Society 15 Bishoftu Hotel Assocition Professionl/Civil Society 16 Addis Abb Hotel & Resturnt Owners Assocition Professionl/Civil Society 17 Ethiopin Tour Opertors Assocition Professionl/Civil Society 18 Ethiopin Hotel Professionls Assocition Professionl/Civil Society 19 Ethiopin Eco Tourism Assocition Professionl/Civil Society 20 Trditionl Souvenir nd Clothes Producers Assocition Professionl/Civil Society 21 Airport Txi Assocition Professionl/Civil Society 22 Berkish Tefses Nturl Resource & Tourism Development Assocition Professionl/Civil Society 23 Tigri Registered Tour Opertors Assocition Professionl/Civil Society 24 Mekelle Hotels & Resturnt Owner Assocition Professionl/Civil Society 25 Aksum Guide Assocition Professionl/Civil Society 26 Aksum Hotel & Resturnt Assocition Professionl/Civil Society 27 Aksum Trditionl Cloth Producers Assocition Professionl/Civil Society 28 Wukro Hzien Hotel & Resturnt Owner Assocition Professionl/Civil Society 29 Gherlt Tour Guide Assocition Professionl/Civil Society 30 Yeh Guides Assocition Professionl/Civil Society 188

189 SUSTAINABLE TOURISM MASTER PLAN 31 Llibel Locl Guides Assocition Professionl/Civil Society 32 Llibel Hotel Owners Assocition Professionl/Civil Society 33 Locl Guide Assocition Zege Professionl/Civil Society 34 Representtive of Awermb Community Professionl/Civil Society 35 Locl Guides Assocition TisAby Professionl/Civil Society 36 Bhirdr Hotel Owners Assocition Professionl/Civil Society 37 Bhirdr Locl Guides Assocition Professionl/Civil Society 36 Aksum Souvenir Shop Professionl/Civil Society 39 Gondr Souvenir Shop Owners Professionl/Civil Society 40 Gondr Representtives of Hotel Owners Professionl/Civil Society 41 Plusher Women Hnd Crft Centre Professionl/Civil Society 42 Gondr Locl Guides Assocition Professionl/Civil Society 43 Tourist Guides Assocition (Hrr) Professionl/Civil Society 44 Tourist Guides Assocition (Dire Dw) Professionl/Civil Society 45 West Hrerge Hndicrft Producers Assocition Professionl/Civil Society 46 Hrr City Hotel Owners Assocition Professionl/Civil Society 47 Representtives, Privte irlines ( Ntionl Airwys) Privte 189

190 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 1.4 Stkeholders Consulttion Dt Collection Tool FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA MINISTRY OF CULTURE AND TOURISM SUSTAINABLE TOURISM MASTERPLAN DEVELOPMENT STAKEHOLDERS CONSULTATIVE FORUM A. DATE: B. NAME OF YOUR REGION: C. THE VISION FOR ETHIOPIAN TOURISM INDUSTRY (Where do you see Ethiopi s tourism destintion in the next 10 yers?) D. KEY TOURISM DEVELOPMENT THEMATIC AREAS FOR YOUR REGION In ech of the following themtic res, highlight the issues/chllenges being fced in the development of tourism within your region nd provide the recommendtions on wht you consider should be done to ddress the identified issue(s). THEMATIC AREA (9) Tourism Policy, Regultion nd Institutionl Frmework Wht policy nd regultion issues re ddressed? Who is responsible for policy nd regultion of tourism issues highlighted? How is the link between regionl nd ntionl institutions? Tourism Product Development Wht is the product? How well is the product developed? Who is in chrge? Tourism Mrketing nd Promotion Who is doing it? How well is it being done? Who re you mjor mrkets? o domestic? o regionl? o interntionl? Do we hve the right product for these mrkets? Humn Resource Development How is humn resource developed-ny institutions? Who funds trining for tourism trining? Any specific strtegies to develop HR cpcity for tourism? Are stff competent enough to offer qulity service? Tourism Sfety nd Security Is security for tourists n issue? How do you ensure tht tourists re sfe in your region? Are there ny helth concerns mong tourists? Tourism Infrstructure Avilbility of qulity hotels nd other fcilities Hotel clssifiction o Any effect on tourism development? o Who does it? Qulity of tour opertions in the region? Avilbility of relevnt ICT infrstructure? ISSUES/ CHALLENGES RECOMMENDATIONS (Your spirtions) 190

191 SUSTAINABLE TOURISM MASTER PLAN Support Infrstructure Destintion ccessibility o Any restrictions? o Air trnsport network nd connectivity? o How competitive re ir fres? o Ground trnsporttion- network, qulity of rods, rod sfety? Tourism Reserch nd Development Wht role is reserch plying in tourism policy nd development? Do institutions of higher lerning hve relevnt cpcity to conduct reserch in tourism? Nturl nd Culturl Resource Conservtion How well re nturl nd culturl resources conserved? The exploittion of the resources s tourist ttrction? Contribution of tourism to socil-economic development of the locl communities? Contribution of tourism to environmentl conservtion? 191

192 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 1.5 Summry of Field Missions Undertken A. Addis Abb - City Tours - Ctering nd Tourism Trining Centre (CTTC)-Addis Abb - UNISA-Addis Abb Cmpus - University of Addis Abb - Selected hotel fcility tours/observtions B. Estern region - Dire Dw City - Awsh N.P - Hrr City nd Jguor World Heritge Site - Selected hotel fcility tours/observtions C. Northern region - Weldiy - Gondr City - Fsil Ghebi cstles - University of Gondr - Bh Dir City - Monsteries in Lke Tn - Mekele - Aksum - Llibel - Selected hotel fcility tours/observtions D. Southern region - Arb Minch - Hwss City - Lke Hwss - Lke Lgno - Adm Town - Sodere hot springs - Selected hotel fcility tours (Lewi Resort, Hwss, Kivu Resort nd Lke Lgno Resort) E. Western region - Gmbell - Jimm - Gibe Vlley Ntionl Prk - Cheber-Churchur Ntionl Prk - Jimm Museum - Selected hotel fcility tours/observtions 192

193 SUSTAINABLE TOURISM MASTER PLAN 1.6 List of Benchmrk Cses Considered Strtegic Progrmme 1.0 Tourism Product Development USA Keny South Afric Benchmrks Referred 2.0 Tourism Mrketing nd Promotion 3.0 Investment in Tourism Infrstructure 4.0 Humn Resource Development 5.0 Tourism Reserch nd Development 6.0 Tourist Sfety nd Security 7.0 Tourism Support Infrstructure nd Services 8.0 Sustinble Tourism Development Destintion Mngement System (DMS) UK: Austrli: Keny: Jpn: Use of ICT to crete imge: Mlt tourism Authority: Creting frmework for relising sustinble destintion mrketing nd promotion Austrlin Trde Commission Ministry of Tourism, Indi Ntionl nd regionl brnding South Afric Austrli USA Switzerlnd Nigeri Keny Afghnistn Tourism Investment Fund Egypt s Tourism Assistnce Fund Cribben Tourism Investment Fund Keny Tourism Development Corporte The Nov Scoti Tourism Agency Tourism Development Investment Fund ( c/tourism-development-investment-fund) Tourism Trust Fund Switzerlnd Rwnd Keny South Afric Tourism Reserch Austrli Keny Asi-Pcific Economic Coopertion Millu Viduct in Frnce, the world s longest bridge The Jiozhou By Bridge in Chin The London Tower Bridge in the United Kingdom The Hoover Dm in USA Globl code of ethics on tourism developed by UNWTO UNESCO frmework for culturl heritge sites conservtion Eco-certifiction progrmmes developed for the tourism industry by different ntionl chpters of the Interntionl Eco-tourism Society Keny s Eco-tourism Society hs developed the Eco-Wrrior Awrds nd the Eco-Lbels to foster ecotourism idels in the country 193

194 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 9.0 Policy, Regultory nd Institutionl Frmework 10.0 Tourism Development Finncing Muritius Export Processing Zone (MEPZ) Chin s Shenzhen SEZ Chin-Singpore Suzhou Industril Prk (SIP) Keny South Afric Tourism Development Levy (TDL) Keny ( nd Ghn ( South Afric ( 194

195 SUSTAINABLE TOURISM MASTER PLAN 2.0 Ethiopi s ministry of culture nd tourism orgnistionl chrt Tourism Trnsformtion Council Policy, Plnning, Preprtion, Follow-up, Evlution Directorte Ministry of Culture nd Tourism (MoCT) Chnge Implementtion Guidnce Directorte Internl Audit Directorte Informtion, Technology nd Informtion System Directorte Public nd Interntionl Reltions Directorte Legl Affirs Directorte Gender Affirs Directorte Finnce, Property nd Procurement Directorte HR Development nd Administrtion Directorte (Internl) Stte Minister Tourism Stte Minister Culture Ethiopin Tourism Orgnistion Tourism Stndrdistion Directorte Stkeholder Reltion Directorte Culturl Products Development nd Coopertion Directorte Lnguge nd Culturl Heritge Development Directorte Authority for Reserch nd Conservtion of Culturl Heritge Ctering nd Tourism Trining Institute Ethiopin Wildlife Conservtion Authority Ntionl Archives Agency Ntionl Thetre Ethiopin Conference Centre 195

196 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA 3.0 Protected Wildlife Ares of Ethiopi, with their sizes 1. Ntionl Prks Nme of the ntionl prk Loction Yer estblished Are in km 2 1 Awsh Oromiy & Afr (F) Simien Mountins Amhr R.S (F) Altish Amhr R.S (F) ,666 4 Bhir Dr Blue Nile River Millennium Amhr R.S ,729 5 Boren Synt Amhr R.S ,325 6 Ble Mountins Oromiy R.S (F) ,200 7 Abijt lkes Oromiy R.S (F) Omo S.N.N.P R.S (F) ,566 9 Nechisr S.N.N.P R.S (F) Mgo S.N.N.P R.S , Cheber Churchur S.N.N.P R.S , Mze S.N.N.P R.S Yngudi-Rss Afr R.S (F) , Gmbel Gmbel R.S (F) , Gerile Somli R.S , Dti Wolel Oromi R.S Ybello Oromi R.S , Gibe Sheleko S.N.N.P R.S Lok Aby S.N.N.P R.S Kfet Shirro Tigry R.S (F) ,000 Key: R.S stnds for Regionl Stte. (F) stnds for Administering by Federl government. 2. Wildlife Sncturies Nme of the snctury Loction Yer estblished Are in km 2 21 Bbile Elephnt Oromiy & Somli R. (F) , Senkele Oromiy & S.N.N.P R.S (F) Der Oromiy R.S Wildlife Reserves Nme of the wildlife reserve Loction Yer estblished Are in km2 24 Tm S.N.N.P R.S - 1, Chelbi S.N.N.P R.S - 4,

197 SUSTAINABLE TOURISM MASTER PLAN 4. Controlled Hunting Ares Nme of the controlled hunting re Loction Yer of estblishment 26 Absheb Demero Oromiy R.S Areb-Gugu Oromiy R.S Dindin Oromiy R.S Besemen-Odobulu Oromiy R.S Muness-Kukie Oromiy R.S Shedem Berbere Oromiy R.S Hnto Oromiy R.S Bilen Hertlie Afr R.S - 1, Chifer Afr R.S Tellk-Dewe Afr R.S Murullie S.N.N.P R.S Wilshet-Sl S.N.N.P R.S Sororo-Torgm Oromiy R.S Hro Abdiko Oromiy R.S Urgn Bul Oromiy R.S Hurf Som Oromiy R.S Adb-Dodol Oromiy R.S Are in km 2 5. Open Hunting Ares Nme of the open hunting re Loction Yer of estblishment Are in km 2 43 Gr Gumbi Oromiy R.S Gr Miti Oromiy R.S Alluto Oromiy R.S Sinn Oromiy R.S Jibt Oromiy R.S Debre Libnos Oromiy R.S Gelil Dur Afr R.S Community Conservtion Ares Community conservtion re Loction Yer of estblishment Are in km 2 50 Simien Gibe S.N.N.P R.S Grmeb S.N.N.P R.S Guss Amhr R.S 197

198 THE FEDERAL DEMOCRATIC REPUBLIC OF ETHIOPIA PHOTO CREDITS 1. Cover photo Hile Gebreselssie t the Gret Ethiopin Run 2013, Belchew Dereje 2. Cover photo Mosque in Hrr, 3. Pge 5 Mp of Ethiopi, Serbn Bogdn 4. Pge 16 Muktr Edris of Ethiopi celebrtes his 5000 metres victory of the 20th World Junior Athletics Chmpionships t the Olympic Stdium on July 14, 2012 in Brcelon Spin, Mxisports 5. Pge 19 Priest holding crucifix, 6. Pge 24 Night view of Addis Abb, Belchew Dereje 7. Pge 28 Boy of the Arbore tribe with trditionl body pinting in Lower Omo Vlley, 8. Pge 30 Addis Abb light ril system, Belchew Dereje 9. Pge 46 Rock hewn church in Llibel, Jck Mlipn 10. Pge 50 Trditionl cup of Ethiopin coffee served with rue lef, Belchew Dereje 11. Pge 54 The Simien wolf, Nticstillog 12. Pge 60 IAAF world thletics 2009 in Kftzoglio Stdium Greece, Eleftherios Dminidis 13. Pge 64 Poolside t t hotel in Addis Abb, Viviolsen 14. Pge 72 Horse nd crts in Ethiopi, Aln Gignoux 15. Pge 76 Ethiopin Airlines Boeing 787 Dremliner, Mrk Crlisle 16. Pge 80 Interntionl Conference on ICT for development, eduction nd trining, Addis Abb 20 th -22 nd My 2015, Belchew Dereje 17. Pge 86 Arthur Rimbud Culturl Centre, Hrr, Pge 94 Brewing coffee with jeben over col, Belchew Dereje 19. Pge 98 Africn Union Commission hedqurters in Addis Abb, Belchew Dereje 20. Pge 101 Obelisk in Aksum, Jorg Hckemnn 21. Pge 102 Timket Celebrtions in Ethiopi (2014), Belchew Dereje 22. Pge 106 Nightfll over Lke Kuriftu, Ethiopi, Belchew Dereje 23. Pge 118 Derg Monument Addis Abb, Belchew Dereje 24. Pge 131 Etr Ale volcno, Ethiopi, Krel Tupy 25. Pge th edition of the gret Ethiopin run, Belchew Dereje 26. Pge 138 Priest in Llibel, Aln Gignoux 27. Pge 142 Africn Union rooftop, Belchew Dereje 28. Pge 144 Boy t locl mrket ner Addis Abb, Miroslv Lisk 29. Pge 152 A mn t te plnttion ner Jimm, Ethiopi, Miroslv Lisk 30. Pge 160 Evening view of St. George Church, Miroslv Lisk 31. Pge 166 UNESCO World Heritge Site. Fsilides Cstle in Gondr, Ethiopi Siempreverde 32. Bck cover Nturl bridge between Lkes Chmo nd Aby, 198

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200 Due to sweeping economic reforms, the Federl Democrtic Republic of Ethiopi hs been enjoying unprecedented tourism growth in recent yers. This sustinble tourism mster pln provides ten yer rod mp through which this nscent industry, tht is becoming incresingly importnt, cn chieve sustinble growth. The Ministry of Culture nd Tourism, the gency mndted by the Federl Democrtic Republic of Ethiopi to oversee the systemtic development of tourism, prepred the Sustinble Tourism Mster Pln (STMP) with finncil nd technicl support from the UN Economic Commission for Afric (UNECA) Sub-Regionl Office for Estern Afric.