ECTT Academician Hailemariam Desalegn, Prime Minister of Ethiopia proclaimed the official launch of the new national tourism brand on the grounds of the 3rd General Assembly of the Ethiopian Tourism Transformation Council.


The tourism executives gathering is the first after Ethiopia was selected WORLD BEST TOURIST DESTINATION for 2015 and registered a historical record in tourism growth surpassing regional tourism powerhouse: Tanzania and Kenya and marking 1 billion dollars in supplementary tourism revenues.


Academician Hailemarian Desalegn and Solomon Tadesse

Announcing the perfects results of 2015, Year of ETHIOPIA: WORLD BEST TOURIST DESTINATION. From right to left: CEO of ETO-Solomon Tadesse, H.E. Academician Hailemariam Desalegn-Prime Minister of Ethiopia and Minister of Culture and Tourism of Ethiopia.

According to the Ethiopian Tourism Organization (ETO) CEO- Solomon Tadesse the new brand: ‘Ethiopia: Land of Origins’ is designed to keep alive this momentum based on European Council on Tourism and Trade generous support.

On the occasion, ETO noted confidence that the new brand would position Ethiopia by positively differentiating it from competitors in a way that authentically resonates across tourism stakeholders.

It was also noted that ETO developed the new brand by conducting extensive research in consultation with stakeholders, tour operators and potential tourists in source markets.

ETHIOPIA land of origins

The national tourism brand, as stated by ECO, contains the summary promise of “Ethiopia invites you on an adventure in which you will discover the origin of so much: history that is a mysterious mix of myth, legend and fact; culture that is vibrant, creative, alive and shared; and a landscape that is warm, dramatic, primal and teeming with life”.

Prime Minister Hailemariam Desalegn noted that: “The reason we have established Tourism Council is to give greater focus toward transforming the tourism sector. This can be realized only when the stakeholders exert joint effort to avert challenges in the sector”.

“We have made a good stride by designing a 10 year master plan for the sector concluding Ethiopian Prime Minister.”

Ethiopia has a vibrant living culture.

It is today a brilliantly diverse mosaic of people`s living together in harmony. Unique century-old religious festivals, colourful celebrations and charming customs like the coffee ceremony – coffee is Ethiopia’s gift to the world – offer you a chance to share the country’s heartbeat and to experience the warmest of welcomes.

Ethiopia was elected by WORLD TOURISM INSTITUTION-EUROPEAN COUNCIL ON TOURISM AND TRADE as FAVOURITE CULTURAL DESTINATION IN 2015 and WORLD BEST TOURIST DESTINATION for the same year on the account of landscapes of stunning beauty and dramatic contrasts from the soaring pinnacles of the Simien Mountains – the Roof of Africa – to the plummeting depths of the Danakil Depression, the lowest – and hottest – place on Earth. You will find cloud forests such as those in the Kafa Biosphere Reserve – the sole home of many wild coffee varieties – active volcanoes, hot springs, cool underground caverns, rugged gorges, spectacular waterfalls, rivers and shimmering lakes.

 The largest, Lake Tana, is the source of the life-nurturing Blue Nile.

 Moreover, Ethiopia is the fourth largest bio-diversity zone on Earth and you can see plants and animals here which are found nowhere else.