OPINION

Tewodros Kassa


Addis Ababa, Ethiopia's vibrant capital city, is a destination ripe with cultural richness and historical significance yet faces challenges in attracting a steady flow of tourists. From leveraging its diverse cultural heritage and historical attractions to implementing innovative marketing strategies and enhancing infrastructure, the city is poised to become a must-visit destination.

Currently, the Ethiopian government is undertaking new strategies and initiatives with the target to make Addis Ababa a compelling and an engaging destination for travelers from around the globe.

The tourism industry in Addis Ababa is a growing sector that holds immense potential for economic development and cultural exchange. With a diverse range of attractions, from ancient landmarks to bustling markets and delicious cuisine, Addis Ababa has something to offer every type of traveler.

Recently, the Addis Ababa Culture, Arts and Tourism Bureau announced that the ongoing corridor project and other redevelopment activities will have a great contribution to stimulate and accelerate the tourism influx to the metropolis.

The Bureau Head Hirut Kassaw (PhD) told the Ethiopian Press Agency (EPA) that the Ethiopian Press Agency (EPA) that the redevelopment work will help Addis Ababa to fulfill international tourism criteria and make it a preferred destination for global visitors. “Upon completion, the renovation activities that have been carried out across the city will have a great contribution in further advancing the tourism industry.”

Hirut (PhD) also stated that the installation of modern street lights and pedestrians’ roads would enable tourists to enjoy the city’s beauty and make their stay in the capital comfortable and memorable.

Noting that 8.2 million domestic tourists visited different attraction sites in the capital in the last nine months of the current fiscal year, she indicated that some 49.5 billion Birr has been channeled to the economy from the tourism revenue.

“Currently, the tourism activity in Addis Ababa is at a good level and the new projects that have been built across the metropolis have greatly contributed to increase the number of tourists. The 8.2 million domestic tourists that visited the city’s different attraction sites in the reported period is exceeding our initial projection.”

According to her, Addis Ababa is a city with high domestic tourist activity and the inauguration of Adwa Victory Memorial Museum has played a noble role in increasing the number of visitors.

Apart from being the seat of the African Union (AU), United Nations Economic Commission for Africa (UN-ECA ) and other diplomatic institutions, foreign tourists from Sudan, Somalia, Djibouti, Eritrea and various foreign countries come to the capital for medical and business purposes.

In the first six months of the current fiscal year, some 29.9 billion Birr has been secured from 465, 366 foreign tourists visited Addis Ababa and the revenue channeled to public investment.

Addis Ababa is growing in popularity with huge projects and all the new attractions in the city are convenient and interesting for foreign and domestic tourists, the Bureau Head remarked.

In recent years, Addis Ababa has seen a steady increase in local and international tourist arrivals, with visitors drawn to its rich cultural heritage and warm hospitality. The city has become a popular destination for both leisure and business travelers, with an upward trend in the number of international arrivals and hotel bookings.

Accordingly, one of the key challenges is the need for improved infrastructure, including transportation, accommodation, and tourist facilities. Improving these aspects will make it easier for visitors to explore the city and enjoy a comfortable stay. By promoting traditional music, dance, art, and cuisine, Addis Ababa can offer visitors a unique cultural experience that highlights the country’s diverse and vibrant identity. The city’s historical landmarks, such as the Ethiopian National Museum, Merkato (the largest open market in Africa), the Holy Trinity Cathedral among others provide insights into Ethiopia’s past and are key attractions that can be marketed to history enthusiasts and travelers interested in heritage tourism.

Tourism experts also recommended that to increase visibility and attract more tourists, Addis Ababa can benefit from implementing innovative marketing strategies. Utilizing social media platforms, targeted online advertising, and engaging website content can help showcase the city’s unique offerings and reach a wider audience of potential visitors. Additionally, partnering with influencers and travel bloggers who have a strong online presence can help generate buzz about Addis Ababa, create authentic content, and inspire their followers to consider the City as their next travel destination.

Moreover, upgrading accommodation facilities is of critical importance to win the expectation and the diverse needs of tourists. From luxury hotels to budget-friendly options, ensuring a range of comfortable and safe places to stay will attract a wider range of visitors. Additionally, promoting unique and culturally immersive accommodation experiences, such as homestays or boutique hotels, can add a special touch to their stay in Addis Ababa.

In addition, incorporating eco-friendly initiatives not only helps preserve Addis Ababa’s natural beauty but also attracts environmentally conscious travelers. Implementing waste management programs, promoting renewable energy sources, and supporting sustainable practices in tourism activities can contribute to a greener and more attractive city for tourists.

In sum, with a strategic focus on promoting sustainability, embracing authenticity, and improving accessibility, Addis Ababa is on a trajectory to emerge as a prominent tourist destination in Africa. By harnessing its unique offerings and engaging with local communities, the city is laying a strong foundation for continued growth in the tourism sector. As Addis Ababa evolves and adapts to the changing landscape of travel, the potential to attract more tourists and showcase its beauty and charm to the world remains promising.