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 – May 2015
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 run series of trainings for the Ministry of Culture and Tourism and five regional tourism bureaus.
Solimar will provide a series of short-term trainings that focus on five key areas.
- Tourism Sector Overview – introduce the different sectors of tourism to attendees, benchmark Ethiopia with competing tourism countries, discuss Ethiopia’s comparative advantage in the region/world, disseminate best practices in policy, promotion and accreditation, product development and tourism development, and explain strategic tourism management options and approaches.
- Integrated Destination Planning and Management – several modules will be divided to cover the core aspects of destination and site development. This will include: 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 - provide participants with a comprehensive and integrated approach to tourism marketing and branding at national, destination, and site levels. Enable 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 – ensure the officials can successfully work in the competitive tourism industry by giving managerial and technical skills to top and mid-level managers to support improvement and management of the sector.
- Train at least 156 public and private sector participants throughout the five different training modules to increase the capacity of the Ethiopian tourism industry.
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