Ethiopia Short-Term Trainings on Sustainable Tourism Development
- Client: Ethiopian Sustainable Tourism Development Project (Ethiopia Ministry of Culture and Tourism)
- Partners: The George Washington University
- Project Duration: October 2014 – January 2016
Tourism potential in Ethiopia is very strong- the natural and cultural assets are unique and could be productive. UNESCO recognizes nine world heritage sites in Ethiopia. Despite this richness in resources, Ethiopia has not been able to fully realize them into tourism products geared at specific market segments. To remedy this gap, Ethiopia is committed to improving the allure of potential tourist sites, build public and private sector capacity to leverage tourism potential, and foster the creation of an enabling environment for increased private sector participation. The enhanced capacity of the public sector to ease the most pressing constraints of the tourism sector will be achieved by Solimar’s role to deliver a series of trainings for the Ministry of Culture and Tourism and five regional tourism bureaus.
Throughout the course of the project, Solimar provided a series of short-term trainings focused on five key areas:
- Tourism Sector Overview – introduced the different sectors of tourism, benchmarked Ethiopia with competing destinations, discussed Ethiopia’s comparative advantage in the region/world, disseminated best practices in policy, promotion and accreditation, product development and tourism development, and explained strategic tourism management options and approaches.
- Integrated Destination Planning and Management – modules included natural and cultural resource protection and development, converting resources into products, tourist flows and services, site and destination management, and marketing and promotion of sites, among other topics.
- Tourism Marketing and Branding - provided participants with a comprehensive and integrated approach to tourism marketing and branding at national, destination, and site levels. Enabled participants to link tourism products with market segments, apply technical and practical tools for market research, and formulate cost efficient promotional activities.
- Tourism Planning and Implementation – provide key public sector officials with planning and implementation skills by covering issues such as types and purposes of tourism sector management plans, analytical and strategic tools and techniques for plan preparation, risk management and M & E frameworks, operational procedures and mechanisms for implementation and follow-up, as well as working with public private partnerships in tourism.
- Management and Technical Skills – ensured the officials can successfully work in the competitive tourism industry by providing managerial and technical skills to top and mid-level managers to support improvement and management of the sector.
- Solimar trained a total of 198 members of the public and private sector throughout the five different training modules to increase the capacity of the Ethiopian tourism industry.
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