STRATEGIC PLAN | 2020-2025

FOR TOURISM ETHIOPIA

 PROCESS
Where we are Where we want to be How we will do it How are we doing

Assessment Goal & Action Plan Evaluate

Baseline Objectives

Mandate Mission Indicators

Analysis and
Vision Monitors of
Policy Desired level of success
Analysis Goals actions, budget and
timelines
Objectives
SWOT
Guiding
Benchmark Principles
 In 2013 the Government established the Tourism
Transformation Council, the Ethiopian Tourism
Organization (ETO), and the Tourism Board.

Background
Information Tourism Provide strategical leadership
Transformation and directions
Council

Tourism Ethiopia Ethiopian

Foster Tourism destination
Proclamation No. Tourism
development and marketing
1097/2018 Organization

Ensure public and private

Tourism Board
partnership
 Situational Assessment
World Competitiveness Index?

Business Envt ICT Readiness

Rank (118) HR Rank (125)
and
Safety and Security Labor Travel and Tourism Priority
Rank (99) Mark Rank (115)
et
Rank
Health and Hygiene (125) International Openness
Rank (102) Rank (97)
 Continued

Price Competitiveness
Ground and Port
Rank (64) Infrastructure
Cultur Rank (90)
Environmental al
Resou Tourist Service Infrastructure
Sustainability
rces Rank (129)
Rank (56)
Rank
Air Transport (70) Natural Resources
Infrastructure Rank (69)
Rank (111)
Over all Ranking 116/138 EA 6/11
Good Tourism Growth
Continued

Arrivals have
more than tripled
since 2005 from
227,000 to 681,000
in 2013.

Ranked 12th in
terms of tourist
arrivals and 10th
in terms of
receipts in
Africa
Continued
 Continued

Direct Contribution Share to

employment Direct Contribution Share to
Tourism: 3.6% GDP
Tourism: 4.1%

All other
sectors: 96.4% All other
sectors: 95.9%
Employment (numbers); 2015
GDP (Direct Contribution Share); 2015
Source: World Travel & Tourism Council, World 2016 Economic Impact

Budgets (Only For Marketing)…
▪ 17 Million Birr
•Kenya: USD 30 million
•Tanzania: USD 12 million
•Rwanda: USD 5 million
•Namibia: USD 5 million
Average investment 6-10 USD
per international tourist arrival
Continued
Licensed tour operators and
travel agents
▪ 292MoCT 2009
Accommodation Supply
• 607 hotels
Internal Human Resource:
▪ 2 core department
▪ Total HR capacity: 105
Employees
▪ Current staffs: 50
 Ambitious Vision 2025

Ethiopia Ranks Among The Top Five Destinations In Africa

MISSION
Exciting the world to visit the land of origins through ensuring
competitive diversified tourism destinations and effective
marketing while promoting service excellence, partnership and
community enrichment.
 Strategic Priority
Goals

1. Institutional & 2. Destination and

Sectoral Capacity Product Development

3. Marketing and
Promotion 4. Service Excellence
 Objectives

Tourism Marketing Diversify the

and Promotion Sources Fund

Destination and Sectorial Research

Product and Strategy
Development Development

Tourism Service Strategic

Standardization and Stakeholder
Control Engagement

Institutional & Data and

Sector Capacity Technology Driven
Building Sector Development
 1. Institutional & Sectoral Capacity
Actions Time Budget Partners
New organizational setup: 2019 8 Mil Board
❖ PPP model (ETB) MoFEC
❖ Dep’ts multi disciplinary expertise MoST
❖ Office Information Technologies & TSA
Restructuring dep’ts of RCTBs 2019 12 Mil MoCT
Tourism Fund 2019 ½ Mil ERCA
Sectoral Institutions Dev`t strategy 2019 3 Mil PPP
Launch National Sectoral Capacity 2020 100 Mil RCTBs
Building Program
 2. Destination and Product Development
Actions Time Cost Partners
Development guidance: 2019 15 Mil RCTBs
❖ National Tourism Resource Mapping - (ETB) RIBs
❖ Data-bank System 2021 MoST
❖ Destinations Development Strategy
Tourism Concessions System 2021 0.2 Mil EWCA
Tourism Investment & Financing 2021 ½ Mil EIC
PPP Framework 2020 1 Mil MoFEC
Tourism Revenue Sharing 2020 1 Mil Board
Operational guidelines /Nature, 2021 2.5 Mil RCTBs
Culture and Mixed Resources/
 2. Destination and Product Development
Actions Time Cost Partners
Development Operation:
Destination auditing 2020 2 Mil RCTBs
Design Model Projects 2020 3 Mil RCTBs
Develop land of origins Models (x4) 2021-25 400 Mil RCTBs
Tourism Investment Promotion 2021-25 50 Mil ET, EIC
Activity Based Products, and MICE 2021-25 35 Mil RCTBs
Tourism enterprises dep't 2021-25 200 Mil RCTBs
Site interpretation and presentation 2021-24 100 Mil RCTBs
Regional dev`t integration & access 2022-25 500 Mil MoFA
 2. Destination and Product Development
Actions Time Cost Partners
Development governance :
DMOs at destination level 2022 6 Mil RCTBs
Destination Management System 2022 3 Mil MoST
Standardization & quality control 2022 ½ Mil MoCT
Stakeholders coordination, 2022 ½ Mil RCTBs
networking and partnership
framework.
Land Use and Zoning Of Development 2022 ½ Mil RCTBs,..
Hospitality Construction Regulations 2023 ½ Mil MoC
 3. Integrated Marketing
Actions Time Cost Partners
Brand positioning ……. Offline
Campaign/events (both domestic & Intl) USD
Trade fairs, Roadshows 2021-25 MoFA
TV commercials 2021-25
Sponsoring events 2021-25
Outdoor advertising /billboards/ 2021-25 RCTBs
Print Ads and advertorials 2021-25
Oversea offices 2022-25 MoFA
Fam-trip programs, incentive tours 2021-25
 Visitor Information Centers & Media Network

Develop Tourism Marketing protocol in any outlets

Partnership with national printed & broadcasts
Medias
Gateway Center: Addis Ababa, Entry Boarders
Local Centers: Major Tourist Destination Towns
Regional Centers: Regional Tourism Hubs
Online Marketing

Events,
Videos,
Texts,
photos

Digital Studio
 4. Service Excellence
Actions Time Cost Partners
Gap analysis along the value chain 2021 RCTBs
Support training centres and 2022 Board
institutions
Mobile trainers to access remote 2022 Board
locations and local community.
Training cost-sharing system 2022 Private
Public workforce development Program 2022-25 Edn Inst.
Private workforce development 2022-25 Edn Inst.
Programs
Annual Award and promotion. 2022-25 Board
 Sectorial Research and Strategy Development
Actions Time Cost Partners

Tourism University Industry Linkage 2021 University

Pricing strategy 2021 Board
Domestic tourism development and 2021 RCTBs
marketing strategy
MICE Strategy 2021 Chamber of
Commerce
Macro-economic impacts study 2022 University
Regional integration and branding 2022
 Guiding Principles and Values
Authenticity
❖The authentic lifestyle, culture and physical environment are important brand
assets and tourism growth will be managed to preserve such authenticity.
Efficiency
❖Low cost high outputs
Social sensitivity
❖The social and tribal traditions of Ethiopia’s people have been maintained over
centuries and tourism will be managed and promoted with care and sensitivity to
retain and conserve these.
All-inclusive decision
❖Build partnerships across industry.
Data Accuracy
❖Key instrument for development and marketing .
 Indicators of success
Increase tourism arrivals by an average annual rate of 13% per
annum to 3 million

Increase total tourism receipts by an average annual rate of 15%

per annum to US$3.4 billion.

Increase the average length of stay which was 4.5 days

2004-2005 (MoCT’s) to 7 days
Increase receipts per visitor by an average annual rate of
1,6% per annum to US$1,100.
Group Members:

Yisfalign Habte
Muluken Abayeneh
Kokeb

Thank you