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The promotional and marketing drive of Ethiopia’s Ministry of Tourism has earned good dividends in terms of tourist arrivals. During the first half of the current financial year, Ethiopia attracted more than 500,000 foreign tourists. The country earned USD 2 billion during the period
The promotional and marketing drive of Ethiopia’s Ministry of Tourism has earned good dividends in terms of tourist arrivals. During the first half of the current financial year, Ethiopia attracted more than 500,000 foreign tourists. The country earned USD 2 billion during the period. The foreign visitors included both tourists as well as delegates for international conferences and businessmen. Domestic tourism also recorded healthy growth contributing Birr 44 billion.
The Ministry introduced several attractive packages for both foreign and domestic tourists. It also signed memorandums of understanding with various regional tourism bureaus. In December 2022, the Ministry launched several initiatives including a mobile application called Visit Ethiopia, a smart card service named Tourist Smart Card, and an application called Guzo which enables users to save money for tours at the Commercial Bank of Ethiopia. Through “Visit Ethiopia” tourists could share their destinations while the Tourist Smart Card enabled foreign tourists to pay for hotels, car rentals, and travel agency expenses online.
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The Ministry gave special attention to infrastructure development and destination marketing. The website of the Ministry claims that the Ministry endeavours to identify gaps and address the issues in the development of tourism, infrastructure, roads, utilities, hotels, and visitor centers. It also undertakes market research and fact-finding efforts to develop destination brands through necessary marketing, promotion, and public relations of the destinations.
