UNWTO Regional Workshop for Africa Addis Ababa, Ethiopia, 15-17 September, 2016 Presentation by Mr. Solomon Tadesse CEO, Ethiopian Tourism Organization
INSTITUTIONAL ARRANGEMENTS TO TRANSFORM THE ETHIOPIAN TOURISM INDUSTRY In 2013, the Government of Ethiopia proclaimed Federal Regulation 294/2103, which established three entities that will work interactively: the Tourism Transformation Council, the Ethiopian Tourism Organization (ETO) and the Tourism Board. TOURISM TRANSFORMATION COUNCIL Provide leadership and set directions for tourism development and marketing, remove major impediments, foster institutional collaboration and ensure implementation. TOURISM BOARD Oversee the ETOs activities, provide guidance, review and approve work programs and budgets, evaluate performance of the Organization. ETHIOPIAN TOURISM ORGANIZATION Tourism development and marketing, enhance the benefits of tourism, foster competitive and sustainable tourism development, provide leadership and mobilize stakeholders. The Ministry of Culture and Tourism is the high level policy making & regulatory body of the sector
THE THREE CORE AREAS OF OPERATIONAL ACTIVITIES OF ETO TOURISM DESTINATIONS & PRODUCT DEVELOPMENT Improving the competitiveness and sustainability of tourism destinations, products and services in Ethiopia through strategic approach: Tourism Destination Attractiveness (TDA) & Tourism Destination Competiveness (TDC) TOURISM DESTINATIONS MARKETING Improving the image of Ethiopia in the world, contributing to a strong and attractive destination brand, and leading a consistent and coordinated effort to communicate and promote the different destinations and tourism products Ethiopia has to offer INVESTMENT PROMOTION Create enabling environment for both Domestic& International potential investors Encourage Local Investors to actively involve in diverse tourism investment ventures Motivate Foreign Direct Investment
STATISTICS OVERVIEW
ETHIOPIAN TOURISM AND THE ECONOMY Direct Contribution Share to employment Tourism: 3.6% Direct Contribution Share to GDP Tourism: 4.1% All other sectors: 96.4% All other sectors: 95.9% Per cent contribution to employment Employment (numbers); 2015 Per cent contribution to GDP GDP (Direct Contribution Share); 2015 Source: World Travel & Tourism Council, World 2016 Economic Impact
ETHIOPIA IS A DESTINATION OF MULTIPLE ATTRACTIONS AND DIVERSE TOURISM INVESTMENT OPPORTUNITIES
OVERVIEW Ethiopia is a Federal Democratic Republic whose government is highly committed to transforming tourism into a major economic sector. Ethiopia is a living kaleidoscope of peoples drawn from many different ethnic backgrounds and speaking over 80 different languages, united in mutual respect for each other. Ethiopian Airlines serves 93 international and 22 domestic destinations The expansion of National and international airports The expansion of the National Road Network The Development of the National Electric power Grid The expansion of National Telecommunication coverage Health Services are within Reaching Distance Availability of potable water (expansion of water bottling plants)
SECURITY Ethiopia is stable and its popular tourist destinations are safe and secure.
The UNESCO has recognized Ethiopia s rich heritage 9 World Heritage Sites ; 4 World Biosphere Reserve Areas; 12 World Memory Resources; 2 World Representative Intangible Heritages CULTURAL 1 Rock-hewn churches, Lalibela (1978) 2 Fasil Ghebbi, Gondar (1979) 3 Aksum (1980) 4 Lower valley of the Awash (1980) 5 Lower valley of the Omo (1980) 6 Tiya (1980) 7 Harar Jugol, the fortified historic town (2006) 8 Konso cultural landscape (2011) NATURAL 1. Simien Mountains National Park (1978) INTANGIBLE 1. Meskel Festival (2013) 2. Fichee-Chambalaalla (2015)
Having all these resources, Ethiopia is now taking new steps towards achieving Quality Product Development
Quality Product Development To achieve these goals the following tools have been developed: Sustainable Tourism Master Plan (STMP):- as a road map towards sustainability Tourism Marketing Strategy (which has never been exercised before) Tourism Destinations Development strategy: so far Ethiopia is dominantly a destination of cultural attractions ; now we are preparing ourselves for other resources we have
Ethiopia is also now developing new regulatory requirements to encourage more private sector involvement : Tourism Investment Financing framework Tourism concession system Tourism PPP framework
Our Strategy is a Strategy of Tourism Destinations Attractiveness and Competitiveness Quality Product Development in Tourism Destinations depends on these two factors: Destinations Attractiveness Destination Competitiveness The competitiveness elements are derived from the supply side and the attractiveness from the demand side of tourism.
Quality Tourism products in tourism destinations can be approached by symmetrically conceptualizing destination attractiveness and destination competitiveness factors as related and complementary dimensions.
What is Destination? Buhalis, (2000) defines: Destinations as places that offer an amalgam of tourism products and services, which are consumed under a brand name of the destination. He argues that they are well defined geographical regions, understood by visitors as unique entities with a core of six main provisions, i.e. attractions, accessibility, available packages activities and ancillary services.
Destination Attractiveness The attractiveness of a destination reflects the feelings and opinions of its visitors about the destination s perceived ability to satisfy their needs. The more a destination is able to meet the needs of the tourists, the more it is perceived to be attractive and the more the destination is likely to be chosen
Destination competitiveness Destination competitiveness could be associated with the ability to deliver an experience that is more satisfying than that offered by other destinations.
Destination Attractiveness & Competitiveness link Competitiveness and attractiveness of destinations can be viewed from two different perspectives: From the tourist perspective (attractiveness) From the destination perspective (competitiveness) A combined approach of these two perspectives can provide a holistic perspective of the Tourism Destination Competitiveness and Attractiveness (TDCA) dynamics.
Tourism Destination Competitiveness and Attractiveness (TDCA) TDCA can be defined as the ability of a destination to provide social, physical and economic benefits to the destination population as well as a satisfying experience to the tourist.
How is quality defined in tourism? It is the result of a process which implies the satisfaction of all the legitimate product and the service needs, requirements and expectations of the consumer, at an acceptable price, in conformity with the underlying quality determinants such as safety and security, hygiene, accessibility, transparency, authenticity and harmony of the tourism activity concerned with its human and natural environment.
THE TOTAL TRAVEL EXPERIENCE Destinations don t just provide tourism products or services They provide tourism/visitor experiences
MANAGEMENT OF TOURISM SERVICE CHAIN Marketing Tourist Generating Countries Travel Tourism Products Tourism Destinations
QUALITY AND VISITOR EXPERIENCE IN DESTINATION ATTRACTIVENESS
Quality Product Development Should depend on principles of Sustainable Tourism development and Responsible tourism Practices Sustainable tourism development should: Manages the impacts of tourism on the destination s environment, economy and community Maintains and enhances the destination s resources for the present and future needs of both tourists and the communities that host them.
The VICE Tourism model On the four pillars of Sustainable Tourism Development A development that would consider: visitors satisfaction and safety prosperity of the Industry cultural integrity and benefit of the community social justice and environmental health of the destinations
The VICE Tourism Development model is about: An approach of developing and promoting sustainable, competitive and quality tourism products in tourism Destination. With this respect tourism: Creates job Generates house hold income Provides alternative livelihood to the local community
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