Showcasing Ethiopia’s Hidden Gem to the World
The vast and geographically diverse State of Oromia has remained relatively unexplored for an extended period, with its rich cultural heritage, breathtaking landscapes, and historical sites largely unknown to the global tourism market. The State has faced significant challenges, including inadequate infrastructure, ongoing conflicts, and misleading travel advisories, which have hindered tourist inflow. However, a transformative initiative has emerged: Visit Oromia, launched by the Oromia Tourism Commission in 2019. This program aims to unlock the State’s untapped tourism potential by promoting inbound travel and emphasising its unique attractions. Visit Oromia is set to reposition Oromia as a vibrant tourist destination, reshaping perceptions and highlighting the beauty and resilience of the Oromo people. In an exclusive interview, EBR’s Mintesinot Nigussie spoke with Lelise Duga, the visionary commissioner of the Oromia Tourism Commission, also known as Visit Oromia, about this groundbreaking initiative’s vision and strategic goals.