Ethiopia is set to revamp its outdated tourism policy in a bold move to elevate its standing on the world stage and unlock the sector’s untapped economic potential. The Ministry of Tourism revealed plans for a comprehensive update to the 13-year-old framework, aiming to align it with modern trends, digital innovations, and sustainable practices that define today’s global tourism industry, according to the state-run Ethiopian Press Agency.  

At a recent stakeholder meeting, Tourism Minister Selamawit Kassa underscored the urgency of modernization, pointing to Ethiopia’s wealth of historical, cultural, and natural attractions that remain underutilized. “Our current policy no longer reflects the dynamic shifts in global tourism,” she said. “A revised approach will not only enhance our international competitiveness but also drive domestic tourism and amplify economic returns.”  

The proposed overhaul seeks to address critical gaps, including low investment, workforce limitations, and weak global market positioning. Yezihalem Sisay, a senior ministry official, acknowledged that despite Ethiopia’s vast potential—from the rock-hewn churches of Lalibela to the Simien Mountains—the sector has struggled to compete with other African destinations. “This new policy will allow us to develop destinations more strategically, diversify attractions, and forge stronger market linkages,” he explained.  

Key focuses of the updated policy include integrating digital tools to streamline tourism services, promoting eco-friendly travel practices, and improving governance to attract higher investment. Stakeholders at the consultation echoed the need for robust promotional campaigns and inclusive planning to ensure long-term success.