So far, various studies attempted to study on impact of tourism on the economic growth, tourism as tools for promoting sustainability and tourism development has been done in ethiopia, and no study is conducted on assessment of marketing strategies for tourism promotion in ethiopia particularly in bmnpto the best ofthe. Assessment of tourism marketing strategy in tourism. Tourism to ethiopia, senegal and zambia, eu market scan, prepared in 2017 for the cbi, referred to in this report as the market scan. Jan 25, 2019 in its broadest sense, tourism marketing is the business discipline of attracting visitors to a specific location. An analysis of the tourism marketing performance and. Enhancing private sector and community engagement in tourism services in ethiopia 06 october 2009 jonathan mitchell and christopher coles with fenta manfro abate, mekonnen egziabihar, hans posthumus, afework johannes, peniel uliwa, seifu ali, daniel ademe, and mekonnen aragaw disclaimer. Dec 12, 2018 addis abeba, december 122018 months of sunshine. Ethiopia hosts the thirdlargest diplomatic community in the world. The role and importance of cultural tourism in modern. The different levels of culture will be the rituals, the heroes and the symbols of the given. Summary statistics of monthly nominal wholesale price changes for wheat in selected markets in table 19.
In 2016, a new tagline land of origins was introduced by the ethiopian tourism organization eto, recently reflagged as tourism ethiopia, to revitalize the nations struggling tourism industry. Challenges and prospectus of ethiopian tourism industry tekabesintayehusheferahu lecturer in banking and finance department, jimma university, ethiopia. World bank concludes that ssa could be on the cusp of an economic takeoff, much like china was 30 years ago, and india was 20 years ago. Looking into the future the views expressed are those of the author and do not necessarily reflect the views of unctad. The government is proving its commitment and willingness to develop tourism through a number of initiatives. Ethiopia s poor image abroad seems to function as an obstacle to attract more international tourists leaving crvs tourism industry as an insignificant market in ethiopia s tourism industry.
Challenges of strategic marketing of tourist destination under the crisis conditions 27 classified into several categories which represent their principle attractiveness. Ethiopia as a tourist destination, an exploration of. An analysis of the tourism marketing performance and strategy of. Its mandate includes marketing the province as a tourist destination at home and around the world, promoting the development and growth of the industry, providing advice and recommendations to the tourism minister on related matters, and enhancing public awareness of tourism and its economic value to british columbia province of british. Tourism is a featured component of ethiopia s poverty reduction strategy paper prsp, which aims to combat poverty and encourage economic.
Medical tourism in thailand and its marketing strategies. Ethiopia is endowed with unique landscape, paleontological, archeological, historical and living cultural tourism attractions. It is recommended that travelers and visitors be classified on the basis of their country of residence. Pdf an approach to develop tourism potential in ethiopia through. Tourism s contribution to sustainable development geneva, palais des nations, salle xxvi, 1415 march 20 sisay getachew azage advisor to the state minister of culture and tourism, ethiopia ethiopia s tourism. The study has revealed that the performance of tourism marketing practice is low below regional average in most indicators. Regional, provincial or state dmos, responsible for the management andor marketing of tourism in a geographic region defined for that purpose. In addition to, having eleven world heritage sites, there are many positive opportunities that exist for tourism product development in ethiopia. Local dmos, responsible for the management andor marketing of tourism based on a smaller geographic area or citytown. Moreover the poor marketing operation of ethiopian tourism authority and its delegates in advertizing and clarifying the above irregularities which are raised by both the tourists and the tour and travel companies. An analysis of the tourism marketing performance and strategy. Sustainable tourism master plan 20152025 20 sep 2016 ecas deputy executive secretary, giovanie biha, has handed over ethiopias tourism master plan to the countrys minister of tourism and culture, mrs.
The purpose of this study was to analyze tourism marketing in ethiopia with respect to major objectives including to identify significant variables dimensions that attracts tourists to visit ethiopia and determine their level of satisfaction. Methodologically, the study employed a descriptive research design. Regionalism in tourism the case for kenya and ethiopia. Marketing plan, which explains how you will effectively market your products and services to the target customers. Regionalism in tourismthe case for kenya and ethiopia. Both tourism sustainability and the repurposing of dmos from destination marketing to management are hot topics this year and likely to become even more important in the near future. The marketing and branding strategy prepared with ethiopian sustainable tourism development program estdp funds for the eto in 2015.
For this reason, the mesoamerican barrier reef system project organized and coordinated. The study aims to uncover an overview of e marketing adoption in tourism businesses of ethiopia focusing on e marketing implementation modalities. Discuss how many employees you currently have if any and how many you expect to have over the next years. Pdf on jan 1, 2006, rakesh belwal and others published an approach to. Tourism is a featured component of ethiopia s poverty reduction strategy paper prsp, which. Dec 03, 2019 the purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era. Opportunities and challenges of tourism development in. Sep 20, 2016 federal democratic republic of ethiopia. For instance, the numbers of both the international and domestic tourists in 1998 were 6,625 and 9,480, respectively. Marketing ethiopia as a tourism destination 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, in collaboration with the private sector and the. This was the inspiring slogan that defined ethiopia for the past 50 years. Developments and challenges in the hospitality and tourism. Regional state culture and tourism offices, ethiopia. In ethiopia, tourism industry which is potential economic.
The national and regional tourism marketing strategies guide the activities of the ethiopia tourism organsiation over the next 5 years and the proposed brand identity will aim at promoting the country as a cohesive and unique tourism experience. We have compiled for you a list of the top 50 business ideas that you could consider to make the most of the present economic boom. The primary data was collected from 501 foreign tourists in the study area. Ethiopias sustainable tourism master plan 20152025. At a press conference held on thursday at the addis ababa hilton hotel, ceo of ethiopian airlines and board chairman of the ethiopian tourism organization, tewolde gebremariam, announced that ethiopian partnered with eto in order to promote ethiopia as a major tourist destination. The role of the tourism sector in expanding economic. Advisor to the state minister of culture and tourism, ethiopia. Tourism in ethiopia dates back to the preaxumite period when the first illustrated travel guides to ethiopia can be found in the friezes of the pyramids and ancient sites of egypt. The views presented in this paper are those of the authors. Opportunities and challenges of tourism development. Destination management opportunities and challenges in. Opportunity for investment in ethiopias hospitality.
Challenges and future perspectives for tourism development in. Hotels, cities, states, consumer attractions, convention centers and other sites and locations associated with consumer and business travel all apply basic marketing strategies to specific techniques designed to increase visits. Opportunity for investment in ethiopias hospitality sector. The role and importance of cultural tourism in modern touri sm industry 203 according to hofstede 1997 the core of a culture is formed by the values figure 1. For this reason, addis ababa has become a busy regional hub for international conferences and seminars. As agrarian systems decline, tourism may also offer rural dwellers an alternative to unemployment or migration to urban areas. Unfortunately, the low level of development, marketing and promotion of nature tourism has resulted in many foreigners going to. While ecotourism and sustainable tourism are recognized as an important, growing tourism segment, primary research to quantify the size and scope of the market in the usa or internationally is lacking work with unwto to collect consistent visitor data, at least from primary markets. This has led to an increase in business opportunities in the country.
The effects of the marketing mix on choice of tourist. The goal of the project was to establish international. One of the most important applications of information technology, communications and internet is in tourism industry and due to the importance of the role which foreign tourism. Tourisms contribution to sustainable development geneva, palais des nations, salle xxvi, 1415 march 20 sisay getachew azage advisor to the state minister of culture and tourism, ethiopia ethiopias tourism. In ethiopia in general and in tigray, a regional state in northern ethiopia, in particular, tourism is always complained for not benefiting the host community of local destination areas mainly in rural areas. Promotion and marketing strategies are lacking in the. Tourism marketing strategy and brand for ethiopia ethiosports. Socioeconomic impacts of tourism in axum town 2 introduction at present, axum is one of the top tourist sites in ethiopia with the number of tourists visiting axum increasing from time to time. These and others attributed for the failure of ethiopian tourism authority to welcome as many swedish tourists as possible. The ultimate goal is to have ethiopia rank among the top 5 tourism and hospitality destinations in africa. Enhancing private sector and community engagement in tourism.
Ethiopias poor image abroad seems to function as an obstacle to attract more international tourists leaving crvs tourism industry as an insignificant market in ethiopias tourism industry. Ecotourism nabil dabour the strong and sustained rise of tourism activity over the past few decades is one of the most remarkable economic, social and cultural phenomena of our time. The marketing of tourism is an application of the marketing process to specific characteristics of the tourism industry. Although not explicitly examined in the context of. Summary statistics of monthly real producer price returns. The usual environment of an individual, a key concept in tourism, is defined. Tourism, as an economic activity, has a growing importance for the development of not only a particular region, but also national economy as a whole. Ethiopia is a potential market source of revenue for local and foreign tourism industry products and services. Management and staffing here you should describe the management and staffing structure of your company. The quality of their tourism assets high standards in visitor accommodation ef. Being positivist in philosophy, the data were collected based on survey strategy from.
Tourism is one of the key industries driving the current change and tourism could be a transformative tool within this takeoff. The sample respondents were selected using convenience sampling technique from non probability sampling. The majority of current tourism products of ethiopia are, primarily, the cultural and historical, environmental and wildlife tourism. The economy of ethiopia is growing stronger with each passing day. Pdf tourism marketing challenges and new tourism product.
Harnessing tourism for growth and improved livelihoods 5 ssa tourism sectors must maintain competitiveness through. Ethiopian airlines partners with tourism organization to. Training manual for small business management december 2005 project coordinating unit. But nowadays, tourism heritage natural or cultural has. Regardless of the presence of the tourism resources, the development of tourism industry in ethiopia is still in an infant stage 10, 11. Pdf branding ethiopia as an appealing tourist destination. Challenges and future perspectives for tourism development. The amhara national regional state undoubtedly has significant tourism potential. The article by font and mccabe could therefore not be more timely for destination managers and marketers. Recently, tourism has been seriously considered in the national. In tourism marketing we focus on performance rather than a physical good, which can lead to problems of standardization and control. Tourism marketing challenges and new tourism product.
Abstract this study focuses on identifying the challenges and prospects of ethiopian tourism industry. Domestic tourist, marketing mix, tourist accommodation, domestic tourism, kenya 1. Ethiopias sustainable tourism master plan 20152025 tralac. The main objective of the study is investigating factors affecting tourism marketing demand. Many examples of responsible tourism come from rural areas, where tourism may be the only formal sector employment option. A research conducted by theodros 2012 showed that, when we talk about development what comes into our minds are agricultural, industries, mining, etc. Community participation and involvement in tourism. Ethiopias tourism resources and development request pdf. Sustainable tourism master plan 20152025 20 sep 2016 ecas deputy executive secretary, giovanie biha, has handed over ethiopia s tourism master plan to the countrys minister of tourism and culture, mrs. These depicted travels to the land of punt, which the egyptians knew was the source of the nile, and where they traded for gold, incense, ivory and slaves.