Ethiopia and Tourism V

By G. E. Gorfu

Final part…

Let us now look at the next important marketing question: who are the potential buyers of our products, and where should the limited advertising dollars be focused and targeted at?

The big tourist markets are Europe, USA, and the Orient. Europeans and Americans have the money to spend, the habit of taking yearly vacations, and the curiosity and desire to travel to exotic places. Quickly following on their footsteps are the Japanese, Koreans, and the Chinese. These therefore, are the areas to market Ethiopian tourism.

A crucial decision must be made here, guided by careful studies, to see where there might be fragile ecologies in need of protection. For these types of spots, only those tourists that can and are willing to pay premium dollars and can expect not just a five star hotel, but also a nine or ten star treatment and above all, “exclusivity” should be approached. These would be the business moguls, the film stars and celebrities, and people in the highest echelon of society. The problem, however, is that these people are few and far between.

Targeting at the lower end of the market brings large volumes of tourists. It then becomes a question of quality versus quantity or volume. One can also target and advertise to both ends of the market and cater to both types of clients. The marketing approach, the type of service each group requires, and the tourist revenue each brings in is also totally different.

Besides revenue and marketing approach, there are issues of ecology to consider. Large numbers of tourists would bring in not only dollars but also pollution and damage to the environment. The hot water mineral springs should be marketed with all the mysticism of healing that these waters are known and famous for. Their essences in curing many aliments like rheumatism, asthma… etc. must be emphasized, and they should not be for the hurried and passing traveler. Tourists should be encouraged to spend a week, or even better two, at these mineral springs in order for their body to absorb the best effect of these waters. In these sites, therefore, developing excellent quality and comfortable hotels is of paramount importance.

Tourist volume is even a more serious issue when we consider all the sacred sites opened to visitors are still being used as places of worship. Large numbers of foot traffic should never be encouraged or ever allowed. Tourists should go there as on a pilgrimage with the mindset of taking off their shoes and walking on sacred ground, of keeping low profiles, of talking in whispers and with signs only, and ready for a once in a lifetime religious experience.

All these and more are products that Ethiopia can develop and successfully market to tourists all over the world. We hope many of these can be developed at the not too distant future and horizon of Ethiopian tourism. We also hope that officials in the Ministry of Tourism and Culture are listening and taking careful notes.                            The End…