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Launching a new promotional campaign
The Ethiopian Tourism Organization (ETO), which has recently received a new leadership, will undergo a restructuring program.
Sertse Firesbhat, Deputy Director General, said The Reporter that the new leadership is reviewing the organization's structure. "We are looking at the structural problems that have prevented the organization from doing its job properly, we are also looking at policy issues."
ETO is badociated with tourism experts who are studying the structure of the organization. On the recommendation of the team of experts empowering policies and structures will be formulated. "Until now, the government considers the tourism sector as a social problem.But when you see the amount of money that can be generated by the tourism sector, it should be put as an economic catalyst." said Sertse.
According to Sertse, Ethiopia has many historical heritages that have not been promoted aggressively in the global tourism industry. He said the new leadership is studying the ways and means used by ETO to promote Ethiopia. "We should review how we promote our country in the international market and we should devise a new and modern strategy to promote the rich culture and national heritage of the country."
ETO plans to launch a new campaign that would help the country promote itself in the international tourism market. "We need to collaborate with international tourism promoters, international tour operators and work with reputable media such as CNN to promote Ethiopia as a major tourist destination in Africa." We know we need capital tremendous to do it. "
According to Sertse, ETO is working on a new project that aims to make Ethiopians cultural ambbadadors of the diaspora. "As Prime Minister Abiy Ahmed (Ph.D.) said, every Ethiopian should be an ambbadador promoting his country to the outside.If every Ethiopian living abroad convinces his friends to to go to Ethiopia, we will have millions of tourists. "
The new project will be launched with an official ceremony in the near future.The program would encourage the Ethiopian diaspora to bring his friends and coworkers to Ethiopia.
According to Sertse, ETO should study the taste of tourists. "There is a change in the taste of tourists these days. Tourists want to see human activities beyond natural heritages. It's not just the obelisks and churches that tourists want to visit. We must add human activities to our tourist sites. Cultural, religious and traditional activities must be carried out in or around tourist sites. Tourists do not just come to visit the buildings. "
Sertse strongly believes that the focus should be on domestic tourism." He points out that Ethiopians at home should be encouraged to visit various historical sites in the country. "It is important that we incorporate the 39, art to our national heritages. "
ETO plans to promote Ethiopian organic coffee growing and traditional coffee ceremony in collaboration with Ethiopian Airlines." How many people in the world know that Ethiopia is at the origin of coffee? How many people know that Ethiopia is the cradle of humanity? We must aggressively promote these national values, "said Sertse, Ethiopia is preparing to celebrate World Coffee Day in November 2018. Ethiopian Airlines, Ethiopian Tea and Coffee Authority, ETO and the Ethiopian Coffee Exporters Association on Tuesday launched a national initiative to celebrate World Coffee Day under the theme "Celebrate World Coffee Day in the Land of Origins." The one-week celebration would include visits to coffee producing regions, an international coffee conference and an exhibition Coffee researchers from various countries will present their research papers at the conference, and coffee scientists and markets will deliberate on coffee production, marketing and price fluctuations, as well as other major challenges facing coffee-producing countries. [19659012]
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