While Ethiopia is a country of spectacular natural beauty, unique ancient traditions, archeaological discoveries that date back to earliest humans, remnants of mysterious empires and a home to many endemic species the country’s tourism image unfortunately remains burdened by past images of human suffering and natural disaster.  The Government recognizes the potential economic opportunities offered by tourism and the need to promote the many positive attributes on offer and has engaged The Journey to provide guidance regarding the future tourism marketing direction and tourism brand image of the country.

Ethiopia offers travelers a wonderful array of ancient historical, natural and cultural wonders and experiences.  Locations like Lake Tana (source of the Blue Nile), the palace city of Gondar, the spectacular Simien mountains, the ancient empire city of Axum, the cliff top churches of Tigrai, the incredible rock-hewn churches of Lalibela, the lakes of the Rift Valley, the Danikel depression and Afar desert, the Bale Mountains National Park, the unique indigenous cultural diversity of the Omo Valley and many other places offer the traveler an amazing journey of discovery.  Developing the marketing strategy and brand entailed extensive field visits, interviews with hundreds of local stakeholders, workshops with tourism leaders in Ethiopia and research among the international travel trade and consumers. The national and regional tourism marketing strategies guide the activities of the Ethiopia Tourism Organization over the next 5 years and the proposed brand identity will aim at promoting the country as a cohesive and unique tourism experience

Source: The Journey
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