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Ethiopia Launches Tourism Brand

This article was originally published in The Ethiopian Messenger, the quarterly magazine of the Embassy of Ethiopia in Brussels.

Tourism is emerging as Ethiopia’s fastest growing economic sector and the government, with its feasible policy and commitment, is registering a rapid growth in terms of generating foreign currency and a rising number of tourists visiting Ethiopia. The newly introduced tourism brand entitled ‘Ethiopia Land of Origin’ is believed to maximize the advantage that remains untapped when compared to the country’s multifaceted tourism attraction.ETO Logo

On the world stage, Ethiopia has been holding prominence to this date for being the cradle of humanity. With its unique heritage, the country is the origin of an ancient civilization endowed with a bountiful history and a vibrant culture combined with landscapes of vivid attractiveness. Most tourists who visit Lucy, the “grandmother of humanity” in Ethiopia’s National Museum have the feeling that they are visiting their own ancestors. Ethiopia is also the origin of coffee and the source of the majestic falls of Blue Nile with its smoke-like bounce of water droplets.

The impressive diversity of its people with over 80 languages and 200 dialects makes the country a melting pot of rich culture and civilizations coexisting in harmony and unity. Ethiopia is the only African country with its own distinctive script and calendar and remained sovereign throughout the centuries. The Bible and the Quranic manuscripts mentioned the name of Ethiopia several times and it is believed that Ethiopia is the first country in Africa to adopt Christianity in the 4th century and the first Muslims migrants found safe haven in Ethiopia from persecution. In the stage of the Olympics Games, Ethiopia seizes the designation of being a home to the world’s greatest runners.

The Blue Nile Falls.
The Blue Nile Falls.

Additionally, Ethiopia exhibits nine world heritage sites inscribed in UNESCO’s World Heritage list such as the Aksum obelisks, the magnificent rock-hewn churches of Lalibela and the spectacular landscapes of the Simien Mountains inhabited by the rare species of the Waliya Ibex and the bleeding heart Gelada Baboon. Becoming increasingly aware of the phenomenal gifts of the country, tourists have been increasingly fleeing to Ethiopia for their annual escape. The diversity of its touristic destinations enables visitors to experience exceptional historical, cultural, archeological and natural beauty, placing the country as the most unique tourism destination in Africa. The Ethiopian government, with the view of developing the sector’s contribution to the economy, is keen in implementing several measures. Thanks to the resulting dramatic increasing of the flow of tourists to the country, tourism is now backing the growing national economy.

According to the Ministry of Culture and Tourism (MoCT), Ethiopia earned $2.9 billion in the fiscal year of 2014-15, contributing 4.5% of the country’s GDP. During the last six months of the current fiscal year (2015-16) only, more than $1.7 billion have been raised. The report presented to the Parliament by the MoCT also reveals that tourism generated $2.6 billion in the past nine months as a result of the visit of 700,000 foreign tourists. Moreover, Ethiopia aims to generate $6 billion from the growing sector of tourism by raising the number of tourists to 2.5 million by 2020.

The Gelada Baboons in the Simien Mountains. © Ethiopian Tourism Organization
The Gelada Baboons in the Simien Mountains. © Ethiopian Tourism Organization

The economic contribution of the tourism sector can also be best explained by the jobs created for over a million people. Similarly, the tourism sector is generating foreign direct investment and the country is under a remarkable infrastructural revolution, meeting the required standards of the sector. Ethiopia is now under massive transformation in many respects of its development in general and of its tourism sector in particular.

The increasing results in the tourism sector recorded so far are a result of the meticulously designed workable policy and determined leadership of the government. This has brought a renowned recognition to the country by several international organizations, such as the European Council on Tourism and Trade which has recognized Ethiopia as the World Best Tourism Destination and awarded Prime Minister H.E. Hailemariam Dessalegn for his leadership role in promoting tourism as a tool for economic development of Ethiopia. The late Prime Minister Meles Zenawi once stated that the development of sustainable tourism “can play more significant role in the war on poverty, both in Ethiopia and Africa as a whole”, elucidating Ethiopia’s determination to be among the top five tourist destination in Africa by 2020.

Ethiopia is the seat of African Union, UNECA and other international and regional organizations and this has created a valuable opportunity for the country to benefit from the conference tourism and from the MICE Industry in general. The opportunities in this sector have not been taped yet compared to the existing potential of the country in business related tourism. The government is striving to sustain the development of the tourism sector by raising the public and private investment and engaging the people at large.

The government of Ethiopia, as part of the second Growth and Transformation Plan (GTP II) that aims to achieve a holistic transformation to the country, introduced in March 2016 a new tourism brand “Ethiopia Land of Origins” replacing the famous “13 Months of Sunshine”. The introduction of the brand was revealed on a newly launched and elegant website(www. ethiopia.travel) to inform the world that Ethiopia is more than ever ready to welcome tourists aspiring to follow the tracks of their ancestors.

The brochure of the newly launched brand presents the 10 unique experiences tourists will be able to enjoy only in Ethiopia:

  • Meet your ancient ancestor the hominoid skeleton of Lucy at the national museum. You will surely be marveled by the mystical churches of Lalibela, hand-hewn from rock signifying the New Jerusalem of Africa.
  • If you wish to walk in the footsteps of the Queen of Sheba and find out about the biblical Ark of Covenant, you will definitely need to visit the city of Aksum. Visit the castles of Gondar, unique in Africa, and go back to a time of powerful kings.
  • Discover the astonishing mix of ethnic groups in southern Ethiopian and learn about their traditional way of living.
  • Wander in colorful Harar, the old walled city of more than 80 mosques and the fourth most holy Islam site.
  • Trek the Simien Mountains, the Roof of Africa, and enjoy endless vistas or hike in Gheralta to experience the spirituality of centuries old churches dotted among steep pink cliffs.
  • Explore the out-of-this-world landscapes of the Danakil Depression, one of the lowest and the very hottest place on Earth, and climb the Erta Ale volcano.
  • Tour the lakes and parks along the Great Rift Valley − the only geographical feature visible from the moon.
  • Take a boat trip on Lake Tana, the source of the mighty Blue Nile, to discover its islands and monasteries.

    • Konso Cultural Landscape © Ethiopian Tourism Organization
    Konso Cultural Landscape © Ethiopian Tourism Organization

Ethiopia & European Investment Bank Sign Agreement

On behalf of the government of Ethiopia, H.E. Ambassador Teshome Toga signed an agreement today with the Vice-President of European Investment Bank (EIB) for ACP countries, H.E Pim van Ballekom. The agreement, that was inked in Luxembourg, will establish an EIB country office in Addis Ababa, the capital of Ethiopia.
 
The signing of the agreement is an important milestone in the longstanding relation between Ethiopia and the EIB with regards to providing finance to key infrastructure projects. The new office of the Bank will avail a closer and greater access to finance for both the public and private institutions in Ethiopia, and will represent a substantial contribution to the development aspiration of the country.
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Embassy of Ethiopia in Brussels Inaugurates New Chancery

On 16 June 2016, the new Chancery building of the Ethiopian Embassy in Brussels was inaugurated in the presence of Ethiopian Prime Minister H.E. Hailemariam Desalegn, Ethiopian Ambassador Teshome Toga, Mr. Dirk Achten, Secretary General at the Belgian Foreign Ministry and other high officials from Belgium, the Netherlands, Luxembourg and the European Union as well as representatives from the private sector, the Ethiopian Diaspora in the Benelux countries and personalities from the academic sector.

During his opening speech, H.E. Hailemariam Dessalegn recalled the official relations between Ethiopia and Belgium dated back to 1906, and that the long-standing relations between the two countries were cemented since then. The inauguration of this new building is the occasion to celebrate the growing relations of Ethiopia with the Kingdom of Belgium and with the European Union. The recent Strategic Engagement Agreement signed between Ethiopia and the EU is a sign for the growing relation between the two partners, and said the important university cooperation with Belgium should continue in the future.

On his part, H.E. Ambassador Teshome Toga recalled that the relation of the EU and the Benelux countries with Ethiopia has evolved from donor-recipient relation to an all-rounded cooperation over the years. He noted that Ethiopia has been present in Brussels for over 40 years and that now it can proudly call a place of its own in the city.

Mr. Dirk Achten, Secretary General at the Federal Public Service of Foreign Affairs, Foreign Trade and Development Cooperation underlined that this event is a milestone in the relations between Belgium and Ethiopia, showing how active this relationship is today. Brussels and Addis share many common points, since they are both diplomatic capitals of their continents. He also thanked the Prime Minister and the First Lady for having included a significant Belgian program during their visit in Brussels.

The new chancery building, located on the Avenue de Tervuren 64, was previously owned by the Spanish Cervantes Institute. Acquired in 2014 by the Government of Ethiopia, the building offers a total space of 1,757 m2 on five floors. It will accommodate the Ethiopian diplomatic institution in Brussels comprising the Embassy, accredited to the Benelux and Baltic countries, the Ethiopian Mission to the European Union and a Consular section delivering visa and other documents to Benelux and Baltic citizen visiting Ethiopia.

Built in 1913 by Belgian architect Charles Neirynck, the building was first used for private purposes until the Second world war, when it was occupied by the German army. After the war, the building was used for various institutions until 1997 when the Cervantes Institute moved in.

Designed in the Italian Renaissance Revival style, this building is considered as the masterpiece of Charles Neirynck who also designed other buildings on the same avenue as well as along the Étangs d’Ixelles and on the Avenue Molière in Brussels. It is protected as a historical monument since 1997 by the Brussels Region. The most prominent features of the building include the facade with four spans and terraces as well as an imposing tripartite salon with plaster moldings and wall paintings.

The building is the first property of the Ethiopian government in Belgium and the fourth in Europe, after Moscow, Berlin, Rome and London.

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Pictures Chancery Inaugural Ceremony

New Chancery building inaugurated in Brussels

On 16 June 2016, the new Chancery building of the Ethiopian Embassy in Brussels was inaugurated in the presence of Ethiopian Prime Minister H.E. Hailemariam Desalegn, Ethiopian Ambassador Teshome Toga, Mr. Dirk Achten, Secretary General at the Belgian Foreign Ministry and other high officials from Belgium, the Netherlands, Luxembourg and the European Union as well as representatives from the private sector, the Ethiopian Diaspora in the Benelux countries and personalities from the academic sector. During his opening speech, H.E. Hailemariam Dessalegn recalled the official relations between Ethiopia and Belgium dated back to 1906, and that the long-standing relations between the two countries were cemented since then. The inauguration of this new building is the occasion to celebrate the growing relations of Ethiopia with the Kingdom of Belgium and with the European Union. The recent Strategic Engagement Agreement signed between Ethiopia and the EU is a sign for the growing relation between the two partners, and said the important university cooperation with Belgium should continue in the future. On his part, H.E. Ambassador Teshome Toga recalled that the relation of the EU and the Benelux countries with Ethiopia has evolved from donor-recipient relation to an all-rounded cooperation over the years. He noted that Ethiopia has been present in Brussels for over 40 years and that now it can proudly call a place of its own in the city. Mr. Dirk Achten, Secretary General at the Federal Public Service of Foreign Affairs, Foreign Trade and Development Cooperation underlined that this event is a milestone in the relations between Belgium and Ethiopia, showing how active this relationship is today. Brussels and Addis share many common points, since they are both diplomatic capitals of their continents. He also thanked the Prime Minister and the First Lady for having included a significant Belgian program during their visit in Brussels. The new chancery building, located on the Avenue de Tervuren 64, was previously owned by the Spanish Cervantes Institute. Acquired in 2014 by the Government of Ethiopia, the building offers a total space of 1,757 m2 on five floors. It will accommodate the Ethiopian diplomatic institution in Brussels comprising the Embassy, accredited to the Benelux and Baltic countries, the Ethiopian Mission to the European Union and a Consular section delivering visa and other documents to Benelux and Baltic citizen visiting Ethiopia. Built in 1913 by Belgian architect Charles Neirynck, the building was first used for private purposes until the Second world war, when it was occupied by the German army. After the war, the building was used for various institutions until 1997 when the Cervantes Institute moved in. Designed in the Italian Renaissance Revival style, this building is considered as the masterpiece of Charles Neirynck who also designed other buildings on the same avenue as well as along the Étangs d’Ixelles and on the Avenue Molière in Brussels. It is protected as a historical monument since 1997 by the Brussels Region. The most prominent features of the building include the facade with four spans and terraces as well as an imposing tripartite salon with plaster moldings and wall paintings. The building is the first property of the Ethiopian government in Belgium and the fourth in Europe, after Moscow, Berlin, Rome and London.

Press Release: Ethiopia & EU Sign Strategic Engagement Agreement

On 14 June 2016, H.E. Prime minister Hailemariam Desalegn of Ethiopia and H.E Jean-Claude Junker, European Commission President signed a Ethio-EU strategic engagement document in Brussels. The Strategic Engagement Agreement aims at structuring the reinforced cooperation between the two partners.
The EU-Ethiopia Strategic Engagement acknowledges the crucial role played by Ethiopia in Africa and the international community, as well as its significant economic growth (average of 10.6% estimated by the World Bank for 2004-14) and progress towards MDGs (on track to reach 6 of the 8 Millennium Development Goals).
The EU and Ethiopia are willing to address jointly a number of regional and global issues of common interest and to enhance the partnership on bilateral issues to a more strategic level. “The strategic engagement should become a comprehensive process of dialogue and cooperation, in different areas and on different levels, based on common interests. It should be guided by ownership, equity, partnership and joint responsibility”, the Agreement underlines.
Ethiopia is one of the EU’s most important partners on the African continent. The EU fully supports Ethiopia’s constructive role in peace and security in the Horn of Africa, amongst others in Somalia and South Sudan and as chair of the Inter-Governmental Authority on Development (IGAD), and as the number one contributor to UN peacekeeping operations in Africa, as well as on thematic international debates such as climate change.
The Strategic Engagement focuses on six sectoral dialogues which will be reviewed during annual high-level meetings and senior officials meetings held regularly:

1. Regional Peace and Security
2. Countering Terrorism and Violent Radicalisation
3. Migration, Social and Economic Development
4. Investment And Trade
5. Governance and Human Rights
6. Climate Change and Environmental Cooperation

The EU and Ethiopia look back on 40 years of constructive bilateral relations in areas as diverse as development cooperation, trade and economic development, consolidation of democratic institutions, regional peace and security. The importance of this relationship has been underlined in the Strategic framework for the Horn of Africa (2011) and more recently in the Horn of Africa Action Plan (2015). Ethiopia is also an increasingly important partner in terms of migration, as demonstrated by the signature of a Declaration on a Common Agenda on Migration and Mobility (CAMM) in Valletta on 11 November 2015.

Contact: info@ethiopianembassy.be +32 2 771 32 94

Ambassador Teshome Engaged with Estonian Authorities and Private Sector

H.E. Ambassador Teshome Toga undertook a two-day working visit to Tallinn, Estonia on May 11 and 12/2016 and held discussion with the representatives of the Estonian Government and the private sector.

During the two days, H.E. Ambassador Teshome Toga had a meeting with the Director of the African Affairs division and with senior officials of the Economic cooperation and Business Diplomacy division of the Ministry Foreign Affairs as well as Parliamentarians. He also met with the Director General of Estonian Chamber of Commerce and the President and representatives of Estonian Travel and Tourism Association. At the occasion, Ambassador Teshome briefed the officials about the various achievements of Ethiopia over the last two decades in the political and economic areas and conveyed his government’s strong commitment to forge a stronger cooperation with Estonia with the aim of carving out a mutually beneficial outcome for the two countries.

In this light, Ambassador underscored, there is ample opportunities for cooperation in various areas, particularly in the field of investment, tourism and technology transfer between Ethiopia and Estonia. As one example, he mentioned e-governance as an important area that his country could learn and benefit from Estonia. In general, there was an understanding that Ethiopia and Estonia should work together on key global issues, such as climate change, terrorism and migration with a spirit of multilateralism and along the direction of the African Union and the European Union. It was also agreed that the Ethiopian Embassy will actively participate in the next African Business Forum and Estonian Tourism Fair, which are planned to be held in the second half of this year and at beginning of next year respectively.

The Embassy of Ethiopia in Brussels is accredited to the Benelux and Baltic countries and is also the Ethiopian Representation to the European Union. This visit was part of the Mission’s annual program which includes periodic engagement in the Baltic countries and was a follow-up to last year’s similar mission. Last year the Embassy took part in the first ever African business exposition organized in Estonia for the private sector and the business community and Ambassador Teshome had made a presentation about Ethiopia’s growing business and investment opportunities, access to its huge market and about the country’s rich, diverse yet untapped historical, cultural and natural tourist attraction sites.

Ethiopian delegation participated in the 8th Summit of the ACP Heads of States and Governments

Delegated by the of the Ministry of Finance and Economic cooperation of Ethiopia, Ambassador Teshome Toga led the Ethiopian delegation to the 8th Summit of the African, Caribbean and Pacific (ACP) Heads of States and Governments, which was held from 31 May to 1st June 2016 in the capital of the Pacific Island Nation of Papua New Guinea, Port Mosby city.

Prior to the Summit, a joint ACP Foreign ministers and ACP Council of Ministers’ meeting was held on 30 May 2016 that primed the agenda items for the leaders of the ACP countries.  The Summit was held at a crucial juncture of the ACP group as the continuity of the ACP-EU partnership after 2020 is uncertain. Hence the summit was expected to discuss and pass key decisions to help the ACP smoothly navigate towards its future before the Cotonou agreement expires and stamp out a guiding path for the group’s 79 developing countries before 2020.

One of the major deliberation agenda items was on the Eminent Persons Group (EPG) Report. The EPG was established in 2012 under the leadership of the former President of Nigeria, Chief Olusegun Obasanjo, and comprising several prominent personalities from the six regions of the ACP.  After the hearing of the report, the Summit directed the Council of the ACP Ministers to work on the technical aspects of the implementation of the group’s future based on the EPG report along with the report of the Future Perspective Working Group. The Summit also agreed to convene the next Summit in 2018.

During the Summit, a round table discussion was also held with the theme “Repositioning the ACP Group to Respond to the Challenges of Sustainable Development” and divided into three topics:

  1. Equitable and sustainable development for ACP Countries and Peoples
  2. Enhancing the role of the ACP Group in Global Governance for Development
  3. Peace, Security and Stability as essential elements for Sustainable Development

The outcome of the discussion will feed the group’s future strategic orientation with the objective of consolidating and expanding the group’s interest and visibility in the global fora. Trade, climate change, Sustainable Development Goals (SDGs) were among the major items of debate of the Summit. The delegation of Ethiopia made important contributions during the deliberation.

In its conclusion, the Summit adopted the Declaration on the 8th Summit of ACP Heads of Stat and Government of the ACP Group of States and the Waigani Communique on the Future Perspective of the ACP Group of States in which the ACP leaders reaffirmed their commitment to make the ACP group a leading global organization.

Dr. Tedros confers with a High-Level EU Delegation

Minister of Foreign Affairs, Dr. Tedros Adhanom discussed with a High-level European Union Delegation, one that spearheads the mission on dealing with the challenge of migration. The discussion covered signing strategic cooperation agreement on migration and strengthening further cooperation between Ethiopia and the European Union. Mr. Laurent Mushel, Director DG HOME of EU who led the EU delegation praised Ethiopia’s open door policy and out of camp policy. He said EU would like to further cooperate and build partnership on the issue of migration. The EU is set to sign strategic cooperation agreement with Ethiopia on migration, Mr. Laurent noted. Dr Tedros stated that his country is grateful to the strategic cooperation agreement that will be signed between Ethiopia and the European Union. Dr. Tedros said Ethiopia has put a lot of effort to curb migration on a national level. It has established a national council and is working relentlessly, he added.  The Minister further said Ethiopia’s open door policy has contributed much in building people-to-people ties between countries in the region. He underlined Ethiopia would like to further strengthen the cooperation with the EU in such score.