Ethiopia launches new initiative to exploit tourism potential

Addis Ababa February  2, 2021 (ENA) Tourism Ethiopia has launched Ethiopia Convention Bureau and the new MICE tourism brand for Ethiopia to exploit tourism potential.

The launch event of the new initiative was attended by senior government officials, including President Sahle-Work Zewde.

In her remarks at the event the President highlighted the importance of such initiatives for the growth of the country.

”The Meetings, Incentives, Conferences, Exhibitions and Events sub-sector of tourism which is being launched today is one that will take us far if we implement it well,” she said

“It is imperative that we commit to crafting inclusive, resilient and well thought out strategies in order for this initiative to be successful,” the President added.

Tourism Ethiopia Director-General, Sileshi Girma said Ethiopia’s share in hosting international events in Africa is low although organizing events has huge opportunity for countries like Ethiopia.

Out of the more than 450 international meetings held in Africa, most are held in South Africa and Rwanda.

Pointing out Ethiopia’s plan to attract 7 million tourists per year in its 10-year perspective development plan, Sileshi stated that MICE tourism development is necessary in addition to natural, sports and recreational tourism to achieve the plan.

He stressed the need for an institution that leads and coordinates the sector in order to become a winner at the global market.

The bureau will have vivid role in building convention centers, expanding investment, and promoting competitiveness in the global events organizing market, the director-general said.

According to Sileshi, the  launch of the Ethiopian Convention Bureau will enable Ethiopia to benefit from hosting regional and international events.