I spent last weekend in the Bale Mountains National Park, in a top quality lodge newly opened by a British entrepreneur (one of two such lodges in the country). The Park itself is stunningly beautiful and full of rare and endemic species of flora and fauna, including the endangered Ethiopian Wolf (of which we saw several) – Oxford University among others is working hard to save the wolf and ensure it continues to live in a positive relationship with local people. “One Park, Many Worlds” as the official website has it.
The Ethiopian Government’s strategy includes the aspiration “to make Ethiopia one of the best tourist destinations in Africa” and the potential is certainly huge. There are many highly scenic locations here, usually combined with places to stay – but foreign tourists often find the latter inadequate in terms of standards (poor food, accommodation, cleanliness hygiene). They might come once, but they often won’t want to come back.
Globally, tourism accounts for an impressive 11% of global GDP, but in Ethiopia the contribution is less than 5% of GDP. It can be a major contributor to poverty reduction, but only if seen as a serious component of a development strategy and deconflicted from other elements of developmental strategy. And strategic messaging in support is also important. If done well, tourism could overtake coffee in terms of its contribution to Ethiopia’s foreign currency earnings.
Which is why lodges like the one in which I stayed can make a very positive contribution to the Ethiopian economy. It is usually expatriates or Ethiopians who have lived or travelled widely abroad who best understand what foreign tourists look for in terms of standards. So they can attract them here in the first place; and ensure they want to come back again and recommend Ethiopia to their friends. Many tourists will have business interests and could themselves become investors in Ethiopia if their experience is positive.