Visit-Oromia

Visit Oromia

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.

In 2020, the Oromia Tourism Commission (OTC) began cultivating a transformative vision to showcase Ethiopia’s lesser-known facet to the global market. The Oromia State, characterised by its lush forests, majestic mountains, and rich cultural heritage, had remained unexplored, with its attractions primarily known to residents.

The OTC embarked on this initiative, branded Visit Oromia, with a clear objective: to invite travellers to experience the unique spirit of the Oromo people. This initiative represents a strategic effort to open the doors to Oromia’s exceptional natural beauty, diverse cultural offerings, and warm hospitality. By promoting Visit Oromia, the OTC aims to enrich Ethiopia’s national identity and position Oromia as a compelling destination on the global tourism map. “Given that tourism in Oromia has been neglected and many of its tourist destinations remain unknown to visitors, we have developed a strategy to aggressively utilise Visit Oromia to position the State noticeably in the tourism sector. Our goal is to promote Oromia’s diverse and rich natural and historical attractions,” said Lelise Duga, Commissioner of the Oromia Tourism Commission.

Visit Oromia is crucial in developing tour packages and tourism services that showcase the region’s rich cultural and natural heritage to industry operators and the public. In addition to promoting these attractions, the initiative highlights investment opportunities for hotel owners and potential investors.

Utilising a strategic mix of stunning photography, engaging videos, detailed brochures, and dynamic social media campaigns, Visit Oromia effectively brings the State’s diverse offerings to life, encouraging travellers to explore. Furthermore, the initiative enhances connectivity by facilitating interactions between tourists and operators through its user-friendly website, simplifying the process for visitors to plan and book their journeys.

This initiative is also generating significant interest in the hospitality sector. By highlighting the diverse experiences that Oromia offers, Visit Oromia effectively communicates a compelling narrative that attracts hotel owners and investors to explore the wealth of opportunities available in Oromia. This strategic effort is essential for driving economic growth and development while benefiting the local community and preserving its unique cultural heritage.

Oromia is an emerging gem that offers a remarkable combination of natural beauty and rich cultural heritage. Its diverse landscapes include everything from semi-desert plains to the afro-alpine heights of the Bale Mountains, which feature one of Africa’s premier alpine parks. Visitors can explore natural wonders such as Sof Umar Cave, the Rift Valley Lakes and the historic Melka Kunture, a cluster of prehistoric sites in the upper Awash Valley, 50 km south of Addis Ababa. Additionally, Borena National Park, renowned for its unique wildlife, enhances the region’s appeal.

The cultural essence of the Oromo people is exemplified through the UNESCO-listed Gada System, which highlights their vibrant traditions and community spirit. Traditional festivals like Goobee and Shinooyyee, deep spiritual practices and a harmonious relationship with the land create an unforgettable experience for travellers seeking authentic cultural engagement. Oromia stands ready to welcome visitors into a dynamic world of heritage and heartfelt hospitality, positioning itself as a compelling destination in the global tourism landscape. These unique cultural experiences will intrigue and excite potential visitors, sparking their eagerness to explore Oromia.

Despite its immense potential, Oromia faces significant challenges that impede the full realisation of its tourism capabilities. Ongoing security concerns and infrastructure deficits are substantial obstacles, limiting the State’s ability to attract international visitors. Additionally, efficient and accurate travel advisories and a lack of global awareness further hinder efforts to promote tourism in Oromia. Many potential travellers hold a skewed perception of Ethiopia, often associating the country with instability, famine and diseases, which complicates promotional initiatives.

“The ongoing conflicts, along with deficiencies in roads, water, and essential infrastructure, as well as a lack of public awareness, remain our primary challenges,” states the commissioner in an interview with EBR. Addressing these issues will be crucial for unlocking Oromia’s tourism potential and fostering economic growth in the State and beyond. This emphasis on the State’s economic growth potential instils confidence and reassurance in potential investors considering Oromia.

Through this initiative, the Oromia Tourism Commission effectively breaks down barriers and significantly strides in the tourism sector. “We have reshaped the country’s image as a travel destination by enhancing and promoting key attractions to tourists. This effort has created jobs across various sectors, including banking and small to medium-sized enterprises, while also boosting investments,” the commissioner remarked.

The Commission has harnessed globally advanced technologies and implemented comprehensive marketing strategies to engage stakeholders and emphasise tourism’s economic potential. During the COVID-19 pandemic, they successfully promoted domestic tourism and introduced innovative offerings, such as coffee tourism, further diversifying the region’s appeal. These initiatives pave the way for a more robust and resilient tourism industry in Oromia.

IJA Developers Share Company, a public enterprise established by the Oromia State Government with a capital of four billion birr, spearheads significant development projects akin to Dubai’s Emaar Properties. The company is focused on constructing large-scale hotels and resorts in key destinations such as Wonchi and Langano.

While awaiting a more active role from the private sector in tourism, IJA Developers prioritises infrastructure investments to support the sector’s growth. This strategic approach aims to enhance the region’s appeal as a tourist destination and lay the groundwork for sustainable economic development in Oromia.

During her visit, the commissioner noted that the financial sector has yet to recognise tourism’s untapped economic potential fully. She emphasised that enhancing financial accessibility and fostering an entrepreneurial spirit could transform tourism into a significant economic driver.

To address these challenges, the commissioner highlights that strategic collaborations with banks have already been initiated, and forums have been organised to improve access to finance within the community. These efforts focus on developing tourism-specific financial products and increasing awareness of the sector’s potential, paving the way for sustainable growth in Oromia’s tourism industry.

As part of its marketing strategy, Visit Oromia has launched Oromia Tourism Week, an annual week-long event designed to showcase the unique cultural heritage of the Oromo people. This event features traditional music, dance, and art while emphasising sustainable tourism practices such as eco-tourism and responsible travel.

Oromia Tourism Week includes a panel discussion on tourism development, bringing together industry experts and stakeholders to address challenges and explore opportunities for engaging and empowering local communities. This initiative promotes the region’s cultural richness and fosters dialogue on sustainable practices that benefit the tourism sector and local populations.

In addition to its cultural initiatives, the Miss Tourism Oromia beauty pageant is organised to encourage local participation in the tourism sector and provide a platform for young women to showcase their talents. This event, part of Oromia Tourism Week, has proven impactful by attracting domestic and international visitors.

The success of Oromia Tourism Week has stimulated local businesses and contributed to the State’s economic growth by creating job opportunities and enhancing the livelihoods of host communities. By integrating cultural celebration with economic development, the initiative supports sustainable tourism and empowers local populations.

“It serves as a platform for bringing together tourists, local investors, government representatives, and other stakeholders to discuss tourism agendas and develop policy inputs. We should expand this platform to attract more global expos that can address Ethiopian tourism issues,” states the commissioner.

In today’s digital age, where social media plays a pivotal role in communication, Visit Oromia has established a solid online presence and is actively pursuing the digitisation of its operations. Recognising the importance of collaboration in the tourism sector, the commissioner has initiated a specialised directorate known as the Tourism Fund, Partnership, and Resource Mobilization. This Directorate has successfully formed partnerships with diverse stakeholders, including individual representatives, international organisations, government bodies, local businesses, and environmental conservation groups.

“With a bold vision and minimal capital, partnerships are a key component of our success. We have established significant collaborations with Ethiopian Airlines, local and federal tour operators, the Ministry of Tourism, embassies, and the Ethiopian Coffee and Tea Authorities, as well as banks,” states the commissioner.

Additionally, by partnering with the Ethiopian Investment Commission, Visit Oromia aims to attract investment to the State. Investors may benefit from tax exemptions and various incentives when investing in critical areas such as Wonchi, Bale, and Lake Abijata.

Ethiopia, known for its rich history, diverse natural landscapes, and vibrant cultural heritage, is a compelling tourism destination. However, despite attractions like the rock-hewn churches of Lalibela and the ancient cities of Axum and Harar, the tourism sector does not fully realise its potential. The country has more UNESCO-registered World Heritage Sites than any African country. However, other countries with fewer tourism destinations often outperform Ethiopia in tourism earnings because they have invested for years in global tourist site development and tourism promotions.

According to the commissioner, stakeholders in Ethiopia’s tourism industry frequently miss opportunities for collaboration, as they tend to prioritise individual institutional benefits over collective goals. A more cohesive approach to promoting and commercialising tourism is essential to create a lasting impact. This includes recognising Ethiopia’s competitive position in the global market and developing strategies to penetrate international markets with competitive tourism services and advanced technologies. “We must view Ethiopia’s potential beyond the East African region,” the commissioner emphasised.

Looking ahead, the Oromia Tourism Commission aims to elevate Ethiopia’s presence on the global tourism stage. “Tourism isn’t a single entity. By advancing travel circuits across all regional states, fostering collaboration and joint marketing efforts, encouraging government support, and implementing robust promotional strategies, we intend to extend tourists’ stays in Ethiopia,” the commissioner states.

To support this initiative, Visit Oromia is focused on enhancing the region’s image and improving the efficiency of tourism services and products. The goal is to increase annual tourism income and export revenues tenfold. This effort aims to create job opportunities for youth and women.

The commissioner highlights existing challenges, noting that many tourism destinations in Oromia need more car rental services and tour operators, limiting tourist experiences and employment opportunities for local communities. “In the future, I envision local guides transitioning into tour operators, the development of hotel infrastructure, stronger connections between Ethiopia and neighbouring countries, greater digitalisation within the sector, and improved market integration within the country,” she added. These strategic initiatives are essential for unlocking Oromia’s tourism potential and driving economic growth.

Ethiopia has immense tourism potential, with its rich history and stunning natural landscapes. However, the country has yet to fully capitalise on these assets, which is hindered by underdeveloped infrastructure and inadequate marketing of its attractions. The transformative leadership demonstrated by Lelise Duga in Oromia’s tourism sector offers a compelling model for the nation. By replicating this visionary approach at the federal and regional levels, Ethiopia can unlock its tourism potential and significantly boost its economy. A collaborative and comprehensive strategy will be essential to extend tourist stays and maximise revenue generation. EBR


13th Year • November 2024 • No. 135

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