Final An RST Ours M Report

Amhara National Regional State (ANRS) Table of Content List of Tables:..............................................................................d List of Figures: ............................................................................d List of Annexes:............................................................................
d Executive Summary.......................................................................i 1. Introduction ............................................................................1 2. Contextual Framework of Tourism and Tourist ...........................4 2.1 Introducing the Chapter.........................................................................................................4 2.2 Tourism Defined....................................................................................................................4 2.3 Tourist Defined......................................................................................................................7 2.4 Why Develop Tourism: Economic Importance.....................................................................9 2.5 Sources of Tourists..............................................................................................................10 3. Policy Environment for Tourism Development ........................11 3.1 At the National Level...........................................................................................................11 3.1.1 Some Background........................................................................................................11 3.1.2 Objectives and Strategies.............................................................................................11 3.1.3 Interventions................................................................................................................12 3.1.4 Comment on the National Policy Situation.................................................................14 3.2. At the Regional Level.........................................................................................................15 3.2.1 Prelude ........................................................................................................................15 3.2.2 Regional Tourism Policy and Strategy........................................................................16 3.2.3 Regional Interventions ................................................................................................18 3.2.4 Actors and Roles .........................................................................................................20 3.2.5 Comments on the Regional Policy .............................................................................22 3.3. Concluding Point on the Policy Environment....................................................................24 4. Tourism Supply: Destinations .................................................25 4.1. Major ANRS Tourist Attractions........................................................................................26 4.1.1 Existing Tourist Attractions.........................................................................................26 4.1.2 Most Unique Tourist Destinations ..............................................................................26 4.1.3 Top Tourist Attractions ...............................................................................................27 4.2. Wildlife Resource Base .....................................................................................................29 5. Tourism Supply: Infrastructures, Facilities and Services ...........33 5.1 An Overview........................................................................................................................33 5.2 Air Transport.......................................................................................................................34 5.3 Surface-based Travel...........................................................................................................35 5.4 Road Transport....................................................................................................................36 5.5 Intra-Attraction Facilities and Environment .......................................................................38 5.6 Provision of Infrastructures and Facilities...........................................................................39 5.7 Tour and Travel Operations ................................................................................................42 5.8 Accommodation: Hotels and Lodges...................................................................................44 ..............................................................................................................................................49 5.9 Communication ..................................................................................................................49 5.10 Handicrafts.........................................................................................................................50 6. Tourism Supply: Community-based Tourism .............................51 6.1 Some Background................................................................................................................51 6.2 Regional Context of Community-Based Tourism...............................................................51 Development Studies Associates (DSA) & Shawel Consult International (SCI) a
Amhara National Regional State (ANRS) 6.3 Concluding Note on Community-based Tourism................................................................54 7. Tourism Demand: Analysis of Tourist Arrivals .........................55 7.1 Arrival and Receipts............................................................................................................55 ..................................................................................................................................................55 7.1.1 A Prelude.....................................................................................................................55 7.1.2 Arrival in Ethiopia.......................................................................................................55 7.1.3 Arrival in ANRS..........................................................................................................56 7.1.4 Receipt.........................................................................................................................57 7.2 Arrival Typology and Source..............................................................................................58 7.3 Market and Marketing.........................................................................................................59 7.4 Projection of Tourist Arrivals..............................................................................................60 7.5 Arrival Projection................................................................................................................60 8. Institutional and Human Resource............................................65 8.1 Government Sector..............................................................................................................65 8.2 Public and Non-government Sector.....................................................................................66 8.3 The Private Sector ..............................................................................................................66 8.4 Quality of Human Resources...............................................................................................67 9. Development Issues................................................................69 9.1. Challenges of Tourism Development ...............................................................................69 9.2 Poor Image of the Country..................................................................................................69 9.3 Lack of Focus......................................................................................................................70 9.4 Inadequacy of Infrastructures, Facilities and Services .......................................................70 9.5 Knowledge and Skill Gap....................................................................................................71 9.6 Inadequate Financial Service...............................................................................................71 9.7 Inefficiency..........................................................................................................................72 9.8 Amateurish Tourism Promotion..........................................................................................73 9.9 Tarnished People Relation with Tourists (Hospitality) ......................................................75 10. The Way Ahead for Tourism Development ..............................77 ..................................................................................................................................................77 10.1 Where the Potential Lies....................................................................................................77 10.2 Priority Question................................................................................................................78 10.3 Making Things Right.........................................................................................................81 10.4 Accent on Domestic Tourism............................................................................................81 10.5 Accent on Theme/Amusement Parks, Conventions Centers and Zoological and Botanical Garden .....................................................................................................................................82 11. Investment Opportunities......................................................84 12. Conclusion and Recommendation...........................................87 12.1 Summary of Major Findings .............................................................................................87 12.2 Recommendation ..............................................................................................................92 References.................................................................................96 Annex I: ANRS TOURIST INDUSTRY...............................................98 Annex II: Existing Tourist Attractions of the ANRS ......................100 Annex III: Names of Undeveloped Tourist Attractions With Potential for Development ..............................................................105 Annex IV Breakdown of Eco-Tourism Potential Area by Woreda ...107 Annex V: ANRS 1984 1996 E.C. Investment on Hotels to Alleviate Accommodation Problems (Projects) .................................111 Annex VI: Hotels at Bahir Dar, Gondar and Lalibela of the ANRS. .113 Development Studies Associates (DSA) & Shawel Consult International (SCI) b
Amhara National Regional State (ANRS) Annex VII: Government Offices and Private Enterprises Visited at the ANRS..........................................................................115 Annex IX Checklist of Birds of the ANRS...................................118 118 Annex X: Visits to & Questionnaires..........................................120
Development Studies Associates (DSA) & Shawel Consult International (SCI)
Amhara National Regional State (ANRS) List of Tables: Table 1: Anticipated Roles of Actors of Tourism Development in ANRS ................................................................................. 21 Table 2: Attractions in Relatively High Demand............................28 Table 3: Endemic Mammals of the SMNP......................................30 Table 4: Endemic Bird Species of the SMNP .................................30 Table 5: Tourist Arrivals to SMNP in 1993-1998 ............................31 Table 6: Global and Continental Picture of Ethiopias Share of International Tourist Arrivals in Selected Years....................33 Table 7: EAL Flights to Airports in the Amhara Region...................35 Table 8: Visitors to National Parks in 2000...................................36 Table 9: Major Sites and Their Accessibility by Road.....................37 Table 10: Tour Operator in ANRS as at January 2005.....................43 Table 11: Monthly Arrivals from 1990-2003 G.C (Ethiopia)............46 Table 12: Tourist Rating of Hotels and Restaurants.......................47 Table 13: Distribution of Existing and Under-construction Hotels in 2003 by Region...................................................................49 Table 14: Arrivals and Receipts for the Period 1997-2003..............56 Table 15: Regional Inbound Tourist Flow Summary .......................................................................................... 56 Table 16: Tourism Arrival to ANRS during 1995-2004....................57 Table 17: Arrivals by Continent and by Purpose of Visit ................58 Table 18: Foreign Tourist Visitors to National Parks in 2000..........59 Table 19: Extent to Which Tourists Would Spend More if Facilities Improved............................................................................ 61 Table 20: Projection of Numbers of Domestic and International Tourists Visiting ANRS in the Period of 2005 to 2014.............62 Table 21: Level of Education and Training among Staffs of Hotels and Tour Operators.............................................................67 Table 22: Critical Issues Affecting Tourism Development in Amhara Region and Ethiopia ...........................................................76
List of Figures: Figure 1: Types of Tourist by Purpose of Travel..............................9 Figure 2: Projection of Number of Total Tourists in the Period of 2005 to 2014......................................................................63 Figure 3: Projection of International Tourists Visiting ANRS in the Period of 2005 to 2014........................................................63 Figure 4: Projection of Domestic Tourists Visiting ANRS in the Period of 2005 to 2014..................................................................64 List of Annexes: Annex I: ANRS TOURIST INDUSTRY Error: Reference source not found Development Studies Associates (DSA) & Shawel Consult International (SCI) d
Amhara National Regional State (ANRS) Annex II: Existing Tourist Attractions of the ANRS...Error: Reference source not found Annex III: Names of Undeveloped Tourist Attractions With Potential for Development..................Error: Reference source not found Annex IV Breakdown of Eco-Tourism Potential Area by Woreda Error: Reference source not found Annex V: ANRS 1984 1996 E.C. Investment on Hotels to Alleviate Accommodation Problems (Projects)....Error: Reference source not found Annex VI: Hotels at Bahir Dar, Gondar and Lalibela of the ANRSError: Reference source not found Annex VII: Government Offices and Private Enterprises Visited at the ANRS.............................Error: Reference source not found Annex IX Checklist of Birds of the ANRS Error: Reference source not found Annex X: Visits to & Questionnaires......Error: Reference source not found
Amhara National Regional State (ANRS)
Acronyms
EAL ETC ETP GDP IUCN MDG NGO NP SDPRP SMNP Spp. UNESCO VFR WTO Ethiopian Air Lines Ethiopian Tourism Commission Ethiopian Tourism Paradigm Gross Domestic Product International Union for the Conservation of Nature Millennium Development Goal Non Governmental Organization National Park Sustainable Development for Poverty Reduction Program Semen Mountains National Park Species United Nations Educational, Scientific and Cultural Organization Visiting Friends and Relatives World Tourism Organization
Executive Summary
This is a potential assessment report on the tourism sector in the Amhara region. Its main objectives are (1) to determine, based on a 1:250,000 scale map, the potential for the development of tourism industry; and (2) to suggest investment opportunities with the object of attracting private investment in the sector. It is based on data obtained from relevant government, public and private agencies, visits to existing and potential attractions, interviews with tourists, and secondary sources. World Tourism Organization defines tourism as activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes. It also defines a tourist as a person traveling to and staying in places outside her/his usual environment for not more than one consecutive year for the purpose of leisure, business, and other purposes. This report has adopted these definitions.
The major observations and findings of this report include:

Policy and Strategy 1. There have not been clearly formulated and sanctioned policies, strategies and programs to guide the development in the tourism sector. This was true both for the country and the Amhara National Regional State. It might be because of this that tourism development lacked prioritization in terms of resource allocation. But this is changing since recently. Government Plan for Accelerated and Sustainable Development to End Poverty emphatically states that tourism development is central to reducing poverty in Ethiopia. It goes as far as saying that Ethiopia would be one of the top ten tourist destinations in Africa by the year 2020. 2. The national strategy to achieve this includes (1) integrating tourism into the national development plans and priorities; (2) mainstreaming tourism industry; (3) government playing the facilitation role intended to create an enabling environment for allowing the private sector to become the growth engine; and, (4) pursuing participatory tourism development. 3. The main interventions intended to put tourism development on the right footing at the national level would focus on measures to improve the quality of services to tourists, diversify the tourism product, provide incentives to boost private sector participation in tourism development, and to strengthen the institutional and manpower base of the sector. 4. In the ANRS, there are already actions reflecting the seriousness of commitment to developing the tourism sector. A Tourism Commission is established at the regional level and tourism councils in several woredas and tourist destinations. That is, the institutional foundation is in place awaiting adequate resource allocation, especially finance. A draft policy document is completed and the expectation is that it would soon be an official document. A draft strategic plan outlining the vision, mission, principles, critical issues, and action programs is already prepared. The preparation of tools such as guidelines, directives, etc., needed for the implementation of the action programs is underway. Development Studies Associates (DSA) & Shawel Consult International (SCI) i
Amhara National Regional State (ANRS) 5. Consistent with PASDEP and ETP, the regional tourism policy and strategy underpins realism in approach, strong people participation, strong inter-sectoral linkage, mainstreaming tourism based on the understanding that tourism supplements rather than supplants activities in any sector, market-led development, active participation of the private sector, and due emphasis on domestic tourism. 6. The regional policy and strategy suggests that the interventions in the short-to mediumterm time frame should focus on activities relating to result-oriented market promotion, provision of incentives to encourage private investment, diversification of the tourism product, improving product quality, standardizing services to tourists, enacting codes to enforce adherence to the standards, increasing tourism knowledge at all levels, particularly leadership and the public. 7. The regional draft strategic plan defines roles of the main actors in tourism development in the region. It clearly stipulates that government would play the facilitation role, while the public and the private sector will have the implementing role. 8. There is understanding that the region has a huge tourism potential. The regional leadership is keen to realize the potential through ambitious but pragmatic and realistic programs. This implies that the focus would be placed on micro and small-scale tourism enterprises, because that is there where the regional strength at this time lies in terms of resources. It also means that there would be a genuine effort to increase the local components of investment as well as services in the sector to make tourism product affordable and cost-effective. It also implies that there is determination to increase local knowledge on tourism through involving people and communities in all aspects of tourism development. The objective is to achieve a sustainable and rapid growth in the sector through ensuring the competitiveness of the sector, at least during its formative stage. 9. There seems to prevail commitment to seeking a strong partnership with the private sector through the provision of capacity building support, incentives, efficiency in the supply of licensing and regulatory services, joint monitoring, information sharing, etc. 10. There is also commitment and willingness to welcoming domestic and foreign investment in the development of new attractions, participation in service provision, skills development, etc., without any barrier anywhere. Existing Tourist Attractions 11. There are 84 developed and operating destinations in the Amhara National Regional State. Of these 49 are religious-based, that is, churches, monasteries and mosques. There are nine historical attractions, 15 Eco-tourism or nature-based sites, and 11 cultural attractions. 12. There is consensus that these attractions have been, and are, greatly undercommercialized. For example, there are either inadequate or are no hotels/lodges, banks, souvenir shops in most of these attractions. This has not been only undermining the impact of tourism on the economy of the surrounding communities, but also the objective to optimize spending from the visitors has been compromised. For instance, in the Semen Mountains, perhaps the biggest attraction not only in the region but also in the country, tourists can only camp with their tour operator's equipment and there are no items that the tourist can directly buy from the surrounding people. 13. There are some eight truly unique attractions in the region that are either already world famous or have the potential to be so. These include SMNP, Tis Isat, Lake Abay, Blue Nile River, Islands in the Lake Tana, the Rock-hewn Churches at Lalibela, Castles in Development Studies Associates (DSA) & Shawel Consult International (SCI) ii
Amhara National Regional State (ANRS) Gondar, and Woff Washa Forest. Each still has much in store to expand tourism business in the region. 14. The population of wildlife in the region is not large and its distribution rather fragmented. The numbers of terrestrial and aquatic birds spp and mammals spp. may not exceed 300 and 101, respectively. 15. SMNP is the only developed wildlife-based park in the region. It has 6 endemic mammal species and 6 endemic bird species. Based on empirical experiences and observations tourist arrival to SMNP has not been commensurate with the uniqueness, richness and diversity of this wildlife-based destination. For example, tourist arrivals to SMNP between 19931998 show that the number of visitors had been small and although the number increased over time, the change was not steady. This could be due to: The protection and conservation needs of the wildlife have not been adequate and up to the required standards The Park in general and its wildlife resources in particular have not been free from human incursions and encroachments The quantity and quality of infrastructures, facilities and services do come short of meeting tourist needs Not only have promotional activities been inadequate but also connectivity and networking with relevant organizations in the country and abroad have been seriously wanting. Arrivals, Receipts, and Market Share 16. The regions in Ethiopia have a derived demand for the tourism product. What happens nationally with respect to arrivals and receipts defines the event in the regions. In Ethiopia, the number of international arrivals has been increasing at decreasing rate over the last 10-15 years. There have been ups and downs; during the Ethio-Eritirea conflict the number decreased significantly indicating the sensitivity of arrival to security. The situation with arrivals in ANRS was a microcosm of the national trend. 17. Receipt or income from tourism is a derivative of arrival. Thus, revenue nationally and in the region has generally been showing an increasing trend 18. The purpose of about 40% of the international arrivals to Ethiopia was vacation or recreation and VFR followed by business with a share of about 30% during the last ten years. The regional variation was insignificant. 19. On average, over the last ten years Africa had a share of 43% of the arrivals to Ethiopia followed by Europe with a share of 25%. ANRS had a slightly bigger share of tourist originating from Europe and America, about 28%. 20. The primary tourism markets for Ethiopia and ANRS are Ethiopian residents in the medium to upper income group, the Diaspora, Germany, France, Italy, G/Britain and USA. The Arabian Peninsula (during hot seasons), Israel, Africa, Asia (particularly Japan, Hong Kong, and Singapore) and Djibouti are secondary markets with the Asian market showing an increasing trend. 21. The share of ANRS (about 12-15%) of the international arrivals to Ethiopia is not commensurate with natural, cultural and historic tourism destinations the region is already in possession of. The ANRS has one of the richest and diversified tourist resources (dramatic landscapes, endemic flora & fauna), which is a strong reminder to the regional tourism establishment that the marketing and promotional challenge it is facing is indeed formidable. iii Development Studies Associates (DSA) & Shawel Consult International (SCI)
Amhara National Regional State (ANRS) 22. The national policy and strategy says the focus is to be placed on high-value, low impact tourism (business/conference travel), the Diaspora, and eco-tourism and culture seeking leisure travel (recreational type). It further states the eco and adventure tourism is to be given priority. The strategic plan of the region is in conformity with this strategy, and potential assessment report believes that focus on marketing and promotion dovetails well with its own thoughts of increasing the regional market share of arrivals. Infrastructures, Facilities and Services 23. The cultural and historical attractions are not in their erstwhile state of condition. Depreciation has had its toll. The existing public sensitivity and knowledge that they are the basis for tourism business in the region could be better. Neither has there been sufficient sensitivity at the policy level of the need to maintain nor does upkeep do the tourism value of these precious heritages. Rapid and sustainable tourism growth in the region requires that these tourism resources need to be preserved, including ensuring that visitor number does not unduly exceed the carrying capacity of the sites. 24. The biggest challenge in this regard is to preserve the historic sites from natural decay and the SMNP from further degradation from the communities around the park. It is learnt that the entrance fees in church sites like Lalibela go more towards maintaining the livelihoods of priests and deacons and not the preservation, upkeep and maintenance of the institutions themselves. But local sources contend that even if the entrance fees were put to church restoration, the prevailing rates would be too small to meet the need. 25. There are also observations that prompt one to wonder whether there is any organizational capacity in place to attend to some elementary upkeep and maintenance needs of the attractions. For example, at Lalibela, it is not uncommon that paths and tracks leading to sites are littered with garbage and different types of waste. Walking along the paths and isles of the monasteries looks unsafe due to lack of attention. The steps are worn-out and very slippery. So are the floors making it more difficult for elderly tourists/visitors to walk around? The message here is that the environment at the sites is not friendly, and this does not serve the cause of increased and sustained demand for tourism. 26. From the past experience of the region and the country, this assessment is of strong impression that key services that call for attention are: Information and communication: Information and communication facilities refer to information technologies such as access to Internet and other electronic media, telex, fax, telephone facilities, etc. Transport: Transport infrastructures in this case include the capacity of the Ethiopian Airlines, intra- and inter-regional road network, the quality and supply of intra- and inter-destination (attraction) roads, supply and quality of 4-wheel drive vehicles with travel agencies and tour operators. Accommodation: This refers to hotels, lodges, campsites, and restaurants that meet international standards looked at from tourism perspective Intra-destination infrastructures: Intra-destination infrastructures and facilities have reference to roads, gardens/green areas, communication means, power & utilities, sewers, and drainage serving a specific attraction Tour operation: Tour operation is about the expertise, skills and experience of the operators, knowledge they have on the region and the attractions, information booklets, etc. iv
Amhara National Regional State (ANRS) Souvenirs: Souvenirs here refer to quality, quantity, diversity, and delivery mechanisms including packaging of destination-specific handicrafts.
Community-based Tourism Development 27. Community based tourism development is yet to emerge in the region. The prospect however looks promising because of the socio-economic realities prevailing in the region, and the desire to pursue a realistic and pragmatic approach towards tourism development that the region seems to opt for. 28. The socio-economic realities that characterize the tourism sector in the region at present include: High rural and urban unemployment Low productivity of labor Serious land degradation Tourist destinations encumbered with conflicts between the destination management and the communities or the public Serious shortage of management, technical and operational skills Limited organizational capacity Acute shortage of financial capital Seasonality of the tourism business Inadequate experience of the private sector in risk management Rising demand for Eco-tourism Poor international image of the country Budgetary constraints the regional government normally encounters Shortage of foreign exchange Existence of need to preserve culture and tradition It is these realities that make the strategy of placing the priority to promoting micro and small-scale enterprises right to attain sustainable and increasing growth in the tourism industry in ANRS. This in turn looks inviting for the promotion of a more direct and active involvement of rural and urban communities in tourism development. Human Capital Development 29. The ETC study referred to here-above in this report finds that the total staff of ETC was about 120 people (2004), only about 15 were professionals. Moreover, the resources allocated to tourism declined significantly in the past five years. This severely limited the capacity of the Commission to develop policies and strategies, create a proper image of the country in tourism originating countries, monitor tourism developments in the regions, provide effective backstopping services to the regions, etc. This is a clear evidence of the neglect the sector has been experiencing, and this must have had an important implication for tourism development in ANRS. 30. The tourism establishment in the region is understaffed, under-budgeted, and with inadequate number of sector-specific presence at the zonal and woreda levels. This is in spite of the ongoing effort to establish and strengthen tourism councils. The organizational framework is in place, that is, the structure, the authority and responsibility lines, functions and power, staff plan, etc., of tourism councils have Development Studies Associates (DSA) & Shawel Consult International (SCI) v
Amhara National Regional State (ANRS) already been developed. Several councils have been established at different levels, including at major destinations. It should however be noted that organizationally these functionaries are only a fledgling. They lack experience, knowledge, expertise, staff, logistics support, finance, etc. The important aspect is that a foundation is laid down Challenges 31. This Potential Assessment Study identifies the following issues that need to be addressed to achieve sustainable growth in the tourism industry in the region: 1. The need to improve Ethiopias image in the international community 2. According high priority to tourism development at the policy/strategy level 3. The imperativeness of improving the quality of infrastructures and facilities that defines quality and availability or supply of the tourism product 4. The need to increase knowledge/skill, especially at the level where essential services are provided to tourists 5. The need to enhance financial services with focus on improving access to micro and small-scale tourism enterprises 6. The need to improve the efficiency of the tourism sector with the intent to increase the competitiveness of the tourism sector, and 7. Appreciation for putting in place a structure capable of promoting marketing of the tourism product. Potential for Tourism Development 32. The region has an immense tourism potential. While duly appreciating the prevalence of potentials yet to be tapped in cultural, traditional and historical areas, this study notes that the greatest supply-side potential lies in the development of Eco-tourism. Based on a map of 1:250,000, the region has some 2.5 million hectares of land suitable for Ecotourism development. This land is distributed in all of the zones of the region, although the size in North Shewa, South Wello and Oromiya zones is relatively very small. 33. There is also considerable yet unrealized potential in the existing major destinations in the region. There is expansion possibility as well as the opportunity to increase demand for the tourism product through improvement of services and provision of infrastructures and facilities. 34. In 2005 the region hosted about 58,000 domestic tourists. This study believes that this can be increased ten-fold over the next decade if due attention is paid to the promotion of domestic tourism development. The same is true of international arrival. Some 60,000 international tourists visited the region in 2005. With increased priority to the sector, notably in resource allocation from the government and public sectors, the arrival number can increase to over one million in the next ten years. 35. There are empirical experiences that attractions that have potential to promote domestic tourism such as investment in theme parks, zoological and botanical gardens, convention centers, etc., have been undermined to date. This resulted in subdued flow of domestic tourists to the region.
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Amhara National Regional State (ANRS) Investment Opportunity 36. This report purports that there is a number of investment opportunities that could be of interest to government, private and the public sectors. Twenty of them are suggested (see the recommendation part for the list).
Recommendation
Based on the assessment this team has made, it suggests the following recommendations: 1. There seems to evolve in the country a genuine commitment towards the development of the tourism sector. While this is very much welcome, it cannot in itself yield results unless it is matched with equal fervor in allocation of manpower, financial and logistics resources. 2. There is need and purpose to show a definitive commitment through well conceived and formulated policies and strategies. This in practical terms means creating the basis for tourist destinations to have a bearing on the lives of those people around them. Stated in another way, this means planning of programs at the destinations must take into account the interests of the communities and the communities must have a decision making role in the planning and implementation of development programs. 3. There is a serious intention in the region to have a favorable policy environment for every major actor in tourism development. While appreciating this, there is need to agree on a time frame for approval of the draft policy and strategy including an indicative program intended to put in place an organizational capacity at all levels capable of implementing the policies and strategies. Needless to state that the sooner this happened the better it would be. This essentially means that the development of rules, regulations, procedures, and operating codes of conduct intended to increase the efficiency and effectiveness of various service providers to the tourism industry, and a time table to strengthen, establish and make operational tourism councils. 4. There should be not only a commitment but also resource allocation with a defined time frame to carry out a critically thorough review of the existing major destinations with the intent of identifying gaps constraining demand for tourism; a similar commitment to address the gaps especially those which government and the public sector are responsible for. 5. There is an urgent need to have a realistic and credible program capable of meeting shortto medium-term human capital requirements of the tourism sector. It is suggested that the feasibility phase of this potential assessment task should develop the program. 6. The draft policy document of the region assigns roles to the major actors in tourism development. The inclusion of the following points is suggested:
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Amhara National Regional State (ANRS) Government i) ii) iii) A definitive schedule for intra-destination infrastructures-physical, social and communication- development (new and rehabilitation) Provision of new roads and upgrading of the existing ones leading to old and potential destinations, timing indicated Creating a regional presence, aside from the national one, in carefully selected tourist generating countries to Ethiopia, perhaps through designating Diaspora ambassadors for the region
Private Sector i) ii) iii) iv) v) Being environmentally sensitive in its operation Willingness to share non-confidential data and information on a regular basis with government and non-government partners involved in tourism development Loyalty to market rules and principles such as provision of services on equitable terms irrespective of the origin of the tourist Providing due hospitality to tourists Serving as a knowledge repository for people close to the operational area including participation in awareness raising
Community i) ii) iii) NGO i) ii) Undertaking a mandatory environmental impact analysis (EIA) exercise before the start of implementation of a program that an NGO operates, sponsors, or funds Providing to the nearest tourism council periodic report (once a year) on the impacts of the program on tourism Establishing a community-based organization tasked to liaising with partners operating tourism programs of one type or another in the area Asserting ownership and demanding for procedures that ensure benefit sharing on verifiable and equitable manner Developing its own monitoring indicators and mechanisms
7. The protection, care and security of the existing attractions from neglect, vandalism and other irregularities are paramount. Restoration work on major attractions like Fassil Castle, Fassil swimming pool, Lalibela churches and monasteries are underway. While this is encouraging there are others requiring a similar action as a matter of urgency. 8. Work on the conservation, management and development of the Semen Mountain National Park is ongoing. This is also very much welcome. As a result regional tourism industry and diversity and richness of tourism products are already showing some improvement. For example, the numbers of once critically endangered endemic species (spp.) have dramatically increased, including the Walia Ibex, Gelada Baboon, Simen Jackal and a good number of endemic bird spp. There is presently an increase of inbound tourists to visit the park. Thus, ecological tourism, which is a popular tourist activity worldwide, is showing an increasing trend, albeit relatively at the Semen Mountain National Park. Development Studies Associates (DSA) & Shawel Consult International (SCI) viii
Amhara National Regional State (ANRS) 9. There is a serious shortage of manpower at the managerial and technical level in the sector. Towards this, there is room both for the government and the private sector initiatives. It is suggested that a further feasibility work should be attempted to establish whether there is regional and outside market to justify the establishment of a multipurpose training center to be established at Bahir Dar, and other training centers at some strategic locations in the region. 10. Demand for the tourism product has become particularly sensitive to the state of the situation with the environment in general and the conservation and protection of the natural resources in particular. There is thus the greatest need to ensure that every endeavor in tourism development, especially Eco-tourism, is sensitive to the environment. That is, not only should tourism programs become aware of the need for good environment but also other sectors should assess an environmental impact analysis on each intervention they operate or sponsor. 11. A genuine and meaningful effort towards realization of the potential will be difficult to come by without putting in place a clearly perceived and thought out policy and strategy first and foremost. Accordingly, there is an urgent need to ratify the Draft Policy Document the regional Tourism Commission has prepared. Needless to state that the ratification should bring with it commitment to allocate resources that the implementation of the policy would require. 12. The preparation of policy implementation tools such as directives, codes of conduct, guidelines, procedures, etc., is ongoing. There is need to strengthen the preparatory team. The second phase of this Potential Assessment Study can be used to enhance the preparation capacity. The process can also include the designing of a two- to three-year action program based on the strategic plan, which is an integral part of the policy document. 13. There is need to draw a clear separation of responsibility between the regional and federal authorities as regards market promotion, information sharing, private sector roles, incentives, and other aspects especially in respect with international tourism. The lack of it could undermine the regional effort towards the realization of the potential. 14. Shortage of manpower trained in various chapters of the tourism industry is critical in the region. To narrow the gap between the demand and supply of trained personnel that the sector needs it is necessary to draw an action plan that indicates the strategies and measures needed to resolve the issue. The regional capacity may require the resource assigned to the implementation of the second phase of this Potential Assessment Study to design the plan. 15. The emerging regional and national policy underscores the participation of the private capital in tourism development. This would require a range of incentives from government and the public sector. This would require a study on the typology and delivery mechanisms. It should be worked out as a matter of urgency. 16. The following development undertakings and investment opportunities are suggested for further study or investigation: Development of Tourism Management Information System Supply Chain Strengthening Informal Sector Survey Establishment of Multi-purpose Business Centers at Major Destinations Undertaking site-specific studies including expansion possibilities Establishment of Tourism Training Facility ix
Amhara National Regional State (ANRS) Establishment and Operation of Specialized Attractions A Study on Diversification of the Tourism Product Designing and Preparation of Regulatory and Monitoring Systems Designing of a Strategy for the Promotion and Marketing of the Tourism Product for the Amhara Region Commercial and Financial Risk of Owning and Operating a Hotel That Meets Defined Standards of Tourists: Commercial and Financial Risk of Owning and Operating a Chain of Lodges and Camping Facilities That Meet Defined Standards at Major Destinations A Crocodile Sanctuary around Lake Tana and Abay River A Bird Sanctuary in the Foggera Environ Suitability of Setting up an Eco-tourism Attraction for Private Investment Competitiveness of the Tour Operation Business as per Standards the Region May Define Preparation of an Annotated Bibliography of Literary Works on Tourism Resources in the Region Water Transport Facilities at Lake Tana The economic possibility of setting up a network of community owned and managed tourist attractions Assessment of the Opportunity to Localize Tourist Demand for Facilities and Services
1. Introduction
It is common knowledge that the Amhara National Regional State (ANRS) has a rich array of natural, historic and cultural attractions that put it at a propitious position to develop its tourism industry. Four of the eight Ethiopian tourism attractions recognized by UNESCO as world heritages sites are found in the region, namely, Gondar, Lalibela, Blue Nile Falls (Tis Isat), and Semen Mountain National Park. Moreover, empirical observations are abundant indicating that the region, like the country as a whole, has enormous tourism potential that currently remains largely unfulfilled. Official figures show that Ethiopia registered only about 200,000 international tourist arrivals in the current year, about 18% of that of Kenya in the same period. Yet in terms of potential, Ethiopia does not compare unfavorably with Kenya. It is the presence of such a high potential coupled with the prevailing very low level of tourism development in the country that prompts the Ethiopian Tourism Commission to hold the vision that Ethiopia could by 2020 be one of the top ten tourism destinations in Africa (PASDEP, October 2005). Alastair Nelson, a South African conservationist who in 2005 was working as a technical advisor of the Bale Mountains National Park in the Oromiya Region, believes that Ethiopia stands a great chance and has the potential to be the best cultural site and eco-tourism destination in Africa. It is many who partake his views. In terms of tourism resources, the region may typify the opportunity and the extent to which the sector can contribute to sustainable economic growth. Objective This report is part of the region-based Resource Potential Assessment Study. It examines the existing state of the situation in the tourism sector of the region, its characteristics, the problems constraining the sector, possible solutions to address the problems, and the prospect the sector offers for investment with particular focus on the participation of private capital. Accordingly, the assessment seeks two main objectives: To determine, based on a critical review of the existing situation and analysis of constraints restraining development in the sector, the potential tourism offers to reduce poverty on a sustainable basis in the region; and To indicate areas where private capital can effectively participate in the future regional effort to realize the potential.
Methodology
Information and data used to assemble this report were obtained both from primary and secondary sources. The study team generated primary data from diverse sources within the region and outside through interviews and visits to all renowned attractions in the region and seven locations in different parts of the region where potential attractions are presumed to exist. Visits were also made to several facilities of interest to tourism such as hotels, tour guides, and tour operations in Bahir Dar, Gondar, Debark, Lalibela, and Dessie. A checklist of items on which information was sought was prepared and applied during each visit (Annex IX). A number of visits were made to government offices in Bahir Dar, a few zone capitals, and in Addis where discussions were held with relevant experts with knowledge and familiarity on the issues related Development Studies Associates (DSA) & Shawel Consult International (SCI) 1
Amhara National Regional State (ANRS) to tourism development in the region1. The workshop that deliberated on the zero draft report in December 2005 was another important source of information and views to further improve the database of the report2. A variety of literatures were reviewed and referred to. These documents were obtained from various sources including the regional Tourism Commission and other relevant government offices in the region, offices of tourist attractions, NGO s with some ongoing tourism-related operations in the region, the Ethiopian Tourism Commission, Wildlife Conservation and Development Organization. A number of publications were referred to for materials to write the context chapter. The reference documents the study team relied on for discerning the strategic direction to develop the tourism industry in the region are: a) A Plan for Accelerated and Sustainable Development to End Poverty (PASDEP) in Ethiopia (2005-2011) b) Ethiopian Tourism Paradigm (April 2003, Unpublished) c) Regional Tourism Policy (2004, Amharic Text) d) Proclamation to Regulate the Establishment of Tourism Councils e) Strategic Planning to develop the regional tourism sector Moreover, Internet facilities were used to obtain information on most current thinking in tourism development, and to have clarity on key tourism elements such as definitions of concepts, typology and characteristics of each type, and approaches to ground tourism supply and demand analysis on. An attempt has also been made to forecast tourist arrivals (demand for tourism) from domestic and international sources for the period 2005 to 2014 using tourist flow data during 1995 to 2004. A cubic model is used for the projection3. Finally, the views gathered, information obtained and data collected from the diverse sources were subjected to intense dialogue involving key members of the study team. The discussion took two days and dwelt more on issues restraining development of the tourism industry in the region and the challenges ahead to competitively develop the sector.
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When the author of this report visited Lalibela he had the opportunity of having informal interviews with seven international tourists who happened to be there at the time. Although the interviews focused on the adequacy and quality of tourist facilities, other topics were also covered. These included information they received on destinations in the region prior to coming to Ethiopia and after, availability of essential services and costs, hospitality, people and culture, capacity of service providers, and changes they thought should happen to improve the competitiveness of the tourism sector in the region and the country. Valuable thoughts and impressions were obtained.
2
Following the November Workshop senior consultants of the resource assessment team met with the regional Commissioner of Tourism in which the vision and mission of tourism development in the region was discussed at large. The consultants got valuable insights from the discussion.
3
Various models have been investigated before selecting the Cubic Model for the projection. Among them, the linear model, the power model, the logistic model, the inverse model, exponential model were considered. Among these various models tested, the cubic model has showed a significance model to the time serious data (with significance value 0.002 for international and domestic tourists and 0.001 for the total). This model also resulted in a good R-square value, which is one of the major factors for choosing the model.
Amhara National Regional State (ANRS) Limitations The main limitations the expert faced while collecting data include the following: 1. Inadequate region-based data on tourist arrivals, types, behavior and tourist observations on attractions, infrastructures, tour operations, etc. 2. Where data existed on arrivals and receipts, they did not correspond with the national figures in terms of the time the figures were representing making comparison and projection difficult. 3. Visits to some new attractions were not possible due to lack of roads accessible to vehicles. 4. A few hotels including those government-owned were not willing to provide/share information on occupancy, cyclical character of tourism business, tourists likes and dislikes, prices, costs, wages, staff qualifications, etc. This has not been helpful to the study. Organization of the Report Besides this introduction section, the report is organized into 11 chapters. Chapter 2 presents the conceptual aspects of tourism, mainly: definitions, typology, characteristics, attractions, promotion methods, etc. Chapter 3 reviews the state of the situation with the policy environment for tourism development in the country and the region. The fourth chapter analyzes the existing and potential attractions or tourist destinations in the region. Chapter 5 examines arrivals and receipts including existing and potential markets. Chapter 6 discusses the regional position vis-vis the requirements tourists normally need. Chapter 7 is on community-based tourism development in ANRS. While Chapter 8 examines the capacity of human resource base for tourism development in the region, Chapter 9 tries to articulate major issues constraining tourism development at the present time. Chapter 10 deals with the Road Map for tourism development in ANRS. Chapter 11 suggests some investment opportunities that are considered suitable for private sector participation either directly or indirectly. Finally Chapter 12 summarizes the main findings of the assessment and provides some conclusions about the potential the tourism sector offers.
2. Contextual Framework of Tourism and Tourist

2.1 Introducing the Chapter
The objective of this chapter is to provide a theoretical framework of tourism for the purpose of this report in the hope that such a frame would facilitate the understanding of the contents of chapters 3-10. These chapters try to diagnose the vision, mission, policy, organizational structure, operation, challenges, and the future the tourism sector in the region. It also tries to indicate areas where private participation can best contribute to the development process within the sector. It seems thus in order to introduce tourism and its key components in generic terms prior to discussing its practice in ANRS. The topics covered in this conceptual part of the report are: What tourism is Who the tourist is Rationale for developing tourism Factors influencing tourism development
Travel and tourism industry has become the engine of economic growth for a multitude of countries of the world. In some it is the lead sector, still in some, one of the lead sectors, and in others it is a major contributor to the national economic, social and cultural growth. Interestingly, the growth of international tourism is increasing from time to time. According to the World Tourism Organization (WTO), international arrivals for the year 1950 was 25 million, in 1970 it increased to 165 million, and it leapt to more than 700 million in 2000. The anticipation is that it will grow to a staggering figure of 1.6 billion by 2020. WTO estimates (2003) indicate that a tourist destination country on average earns USD 400 per international tourist arrival. This is the reason why travel and tourism business looms large on the development agenda of every nation across the continents. In less developed countries tourism is gaining a lot of attention at the macro economic level. It is considered a powerful tool for poverty reduction, especially when linkages are built with the local economy. In Africa, tourism has been and continues to be the main source of foreign exchange earning for a large number of countries. It also makes a significant contribution to employment.
2.2 Tourism Defined

Tourism is a travel for predominantly recreational or leisure purposes, and also refers to the provision of services in support of this act. Tourism is a service industry. As such it has numerous tangible and intangible elements. Major tangible elements include transportation, accommodation, and other components of a hospitality industry. Major intangible elements relate to the purpose or motivation for becoming a tourist, such as rest, relaxation, the opportunity to meet new people and experience other cultures, or simply to do something different and have an adventure. The terms tourism and travel are sometimes used interchangeably. In this context travel has a similar definition to tourism, but implies a more purposeful journey.
Amhara National Regional State (ANRS) United Nations classified three forms of tourism in 1994 in its Recommendations on Tourism Statistics as follows: Domestic tourism, involving residents of the given country traveling only within this country; Inbound tourism, involving non-residents traveling in the given country; and Outbound tourism, involving residents traveling in another country.
The UN has also derived three different categories of tourism by combining the three basic forms of tourism. These are: Internal tourism, which comprises domestic tourism and inbound tourism; National tourism, which comprises domestic tourism and outbound tourism; International tourism, which consists of inbound tourism and outbound tourism.
Recently, the tourism industry has shifted from the promotion of inbound tourism to the promotion of intra-bound tourism because many countries are experiencing tough competition for inbound tourists. Some national policymakers have shifted their priority to the promotion of intra-bound tourism to contribute to the local economy. Intra-bound tourism differs from domestic tourism in that the former encompasses policy-making and implementation of national tourism policies. There are quite a few forms of tourism. Among these those that are considered to have a relevance to Ethiopia and ANRS include:

Adventure tourism: tourism involving travel in rugged regions, or adventurous sports such as mountaineering and hiking (tramping). Agri-tourism: sometimes also referred to as agricultural or rural tourism involves farm based tourism, helping to support the local agricultural economy. Ancestry tourism: also known as genealogy tourism is the travel with the aim of tracing one's ancestry, visiting the birth places of these ancestors and sometimes getting to know distant family. Audio tourism: includes audio walking tours and other audio guided forms of tourism including museum audio guides and audio travel books. Backpacker tourism: is a term used to denote a form of low-cost independent international travel, differentiating it from other forms of tourism notably by attributes such as minimal budget use, longer duration traveling, use of public transport and multiple destinations. Creative tourism: is a new form of tourism that allows visitors to develop their creative potential, and get closer to local people, through informal participation in hands-on workshops that draw on the culture of their holiday destinations. Cultural tourism: includes urban tourism, visiting historical or interesting cities, and experiencing their cultural heritages. This type of tourism may also include specialized cultural experiences, such as art museum tourism where the tourist visits many art museums during the tour, or opera tourism where the tourist sees many operas or concerts during the tour. 5
Amhara National Regional State (ANRS) Ecotourism: sustainable tourism which has minimal impact on the environment, such as national parks. Garden tourism: visiting botanical and zoological gardens Health tourism: usually to escape from cities or relieve stress, perhaps for some 'fun in the sun', health spas, etc. Mass tourism: is a form ecotourism intended to minimize the footprint of tourists by concentrating them into a small area. Mass tourism also maximizes the utilization of tourist infrastructures. Pilgrimage tourism: pilgrimages to famous historic, religious, and cultural attractions
It is worthy of noting that tourism evolves from a travel. That is, tourism is unthinkable without travel, although every travel does not necessarily end in tourism. Some regard tourism as a temporary movement of people to destinations outside normal home and work place, the activities undertaken during the stay, and facilities created to cater for their needs. Still some consider it as a set of industries that provide a set of products where the customers are the tourists. Tourism is also seen as an activity that occurs when a tourist travels including the planning of the trip, the travel to the place, the stay itself, the return, and the reminiscences about it afterwards (Mill, 1990). There are others who define it by the length of the distance traveled. Most commonly applied definition is however that of the World Tourism Organizations (WTO). WTO says tourism deals with the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes. It should be noted that the common and traditional understanding of tourism and tourist is in reference to those persons or individuals who travel to places away from their usual homes for a period of not less than 24 hours or not for more than one year. To recap, tourism is indeed a subject that lends itself to different interpretations by different sources. It does not certainly enjoy a universally agreed definition. However, there is a universal agreement that tourism is an economic resource the significance of which has been growing over time. It is a marketable product governed by and responsive to the law of demand and supply. Demand for tourism is hugely influenced by qualitative and quantitative availability of four factors. These are (1) tourist destinations (attractions), (2) facilities, (3) transportation, and (4) hospitality. Destinations World Tourism Organization defines a tourist destination as an important place visited by tourists. Attractions are elements that have the property of attracting travelers to perform visitation for the purpose of leisure and/or recreation. There are primary and secondary or stopover attractions. In tourism language, the former is known as destinations and the latter an attraction that is conveniently located with capacity to evoke demand to be visited while traveling to a destination. The four UNESCO designated world heritages found in the region are examples of primary attractions or destinations. Hana Mequat, a community-based set up in Meket Woreda, North Wollo Zone, is an example of stopover attraction. Attractions could be: Natural resources-examples are the Semen Mountains National Park, the Blue Nile Falls, dazzlingly scenic mountains and spectacular plateaus, valleys the region abundantly possesses, and the like; Development Studies Associates (DSA) & Shawel Consult International (SCI) 6
Amhara National Regional State (ANRS) Cultural heritages- examples are famous churches and monasteries of the region, traditions, the way people live and are governed, etc.; Nativity- the desire to visit the place of birth, an example could be the Diaspora (especially the first generation) who want to visit friends and relatives in the place of birth; and Multi-purpose outlets- like convention centers, markets, resorts, show centers, sport arenas, etc.
Facilities Attractions bring people to destinations. Facilities serve them when they get there. Such facilities include hotels/lodges, food and beverage, duty free shops, guides, and other similar support services. It is often in the provision of these facilities that the small-business men and private capital effectively contribute to creating demand for tourism. It goes without saying that attractions cannot induce demand for tourism without the provisioning of essential infrastructures such as running water systems, efficiently servicing communication networks, essential health care facilities, reliable power supply, reasonably well operating sewage/drainage systems, and assurance of safety and security. This should not be construed to mean that fully developed infrastructures should always be in place. On the contrary, there are tourists, especially from highly developed countries, who are attracted to infrastructures in their crude and traditional forms. For example, they may prefer paths and natural footways to modern highways to reach an attraction/destination. Transportation Availability of good transportation facilities promotes demand for tourism, and expansion of tourism can be a cause for improved access to transportation means. In countries endowed with attractions but have little demand for tourism, it is important to learn that most travelers measure distance not in terms of kilometers but in terms of time. It is imperative to ensure that efficient and effective transportation (air, surface, water) is in place to increase market share or remain competitive in the tourism business. Hospitality Hospitality refers to the quality of welcome the seller of tourism offers to visitors of attractions. It essentially means according warm welcome to any stranger at all times and places, especially while interacting with the tourist. 2.3 Tourist Defined Who is tourist? In its simplest term, a tourist is a visitor who buys tourism supplied in one form or another. According to the World Tourism Organization, tourists are people who "travel to and stay in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited". A tourist to perform tourism needs at least the following: Disposable income: that is, money to spend on non-essentials; Leisure time: including the decision to purchase tourism with the leisure time 7
Amhara National Regional State (ANRS) Tourism infrastructures: that is, services tourists need such as transport and accommodation
The United Nations Conference on International Travel and Tourism held in Rome in 1963 distinguished two broad categories of visitors, namely, tourists and excursionists. The former refers to persons on temporary visitation to a destination to stay at least for 24 hours for the purpose of leisure or business, while the latter refers to persons making temporary visit to a destination to stay for less than 24 hours, for the same purpose. Visitors could further be put into two groups: international and domestic tourists. An international tourist is someone who spends at least one night, but not more than one year, in a country other than her or his own4. WTO defines domestic tourist as any person residing within a country, irrespective of nationality, traveling to a place within this country other than her/his usual residence for a period not less than 24 hours or one night for a purpose other than the exercise of a remunerated activity in the place visited. It is important to note that traveling crews, migrants, students, commuters, in-transit passengers, and temporary workers are not considered tourists. Whichever way a tourist is defined, the crucial element for tourism sellers is to understand the typology of tourists and to know as much as possible the likes and dislikes of each type. Various types of tourists operate under different economic constraints, and make different economic contributions as the result of their tourism activity. Some types of tourists are much more valuable to a destination than others (Adrian Bull, 1995). There is thus need to see to it that programs intended to promote demand for tourism focus on the idiosyncrasies of the type of tourist. Among several methods available to categorize tourists by type, two are presented below on grounds of relevance. The first known as segmentation by purpose of travel is presented in Figure 1 below. In travel for recreational purpose, tourism is the final good consumed. In other words, the travel is made for the sole purpose of purchasing tourism. This is especially true in the case of recreational travels and in travels made to visit friends and relatives (VFR). In business travel tourism occurs but the motivation for the travel is not the purchase of tourism. In other words, while tourists themselves make the purchasing decision for recreational travel and are subject to personal economic constraints, business travel decisions are largely institutional where economic constraints are corporal rather than individual 5. It is likely that the duration of stay is relatively flexible and spending thriftier in recreational travel than in business. In the case of VFR duration of stay could be generous but spending may be limited. Another method of categorizing visitors is by lifestyle and motif. Mill (cited above) distinguishes the following major types in this category: 1 Tourists who are characterized to be highly venturesome or adventurous: Tourists in this group make their own travel arrangements, visit remote destinations, board with local residents, learn local culture, study flora and fauna, and rarely repeat visit. Tourists who like to explore but are sensitive to comfort : Tourists in this group use the services of travel agencies, travel reasonably afar but to recognized tourism destinations, balance novelty with home comfort.
4 5
C.R. Mill, Tourism:: the International Business, 1990, p. 20 Ibid., p. 42
Amhara National Regional State (ANRS) 3 Tourists who avoid risk and dislike the unfamiliar : Travelers in this group prefer using organized inclusive tours, board in mass accommodations, appreciate selfcatering, and often repeat visit.
Figure 1: Types of Tourist by Purpose of Travel Tourists and Excursionists
Recreational Purposes
Business purposes
Holiday
Health and sport
Religion, VFR and study
Company business
Sunlust Wanderlust
Con- ventions
Sales trips etc.
Incentive trips 2.4 Why Develop Tourism: Economic Importance Tourism is vital for many countries due to the income generated by the consumption of goods and services by tourists, the taxes levied on businesses in the tourism industry, and the opportunity for employment and economic advancement by working in the industry. For these reasons, government agencies and non-governmental organizations may sometimes promote a specific region as a tourist destination and support the development of a tourism industry in that area. Currently, tourism directly or indirectly supports about 11% of the worlds workforce. It accounts for about 11% of the worlds gross product. According to WTO the world was a host to some 900 million tourists in 2003/04. Empirical observations indicate that a tourist spends about US$ 114.00 per day.
Amhara National Regional State (ANRS) The World Tourism Organization forecasts that international tourism will continue growing at an average annual rate of 4 %. International travel is expected to grow slightly faster than intraregional travel and by 2020 its share may increase from 18 % in 1995 to 24 %. With the advent of e-commerce, tourism products have become one of the most traded items on the internet. Tourism products and services have been made available through intermediaries, although tourism providers (hotels, airlines, etc.) can sell their services directly. All of this makes travel and tourism business a huge source of revenue and employment. It is also a fact that the revenue earned is mostly in foreign exchange, a hugely scarce commodity in countries like Ethiopia because it is acutely in short supply. Tourism development is immensely friendly to the environment the growing fragility of which is a concern to every country in the globe, particularly in areas like the Amhara National Regional State where land degradation is severe6.
2.5 Sources of Tourists

There are two disparate sources of tourists: international travels and domestic visits. For both sources demand for tourism is a function of time, money, means of travel and motivation. Sellers of tourism can exert a huge influence over the factors affecting demand for tourism in the case of international travels through appropriately designed and implemented market promotions within the sellers country or at the generators end. Sellers can also positively influence demand for local tourism through income policy, awareness raising initiatives, through improved holiday arrangements, investment in transportation, etc.
The economic importance of tourism seems a priori evident because it may be a land use type that has the capacity to optimizing return from natural endowments such as scenic topography and varied climate, and also from historical, cultural, and archaeological heritages. This is however without forgetting that possession of such endowments and heritages alone would not suffice to make investment in tourism development competitive. It is critically important that promoters of destinations know well the idiosyncrasies of tourists and their respective generating countries. Such knowledge often allows to design and implement effective tourism plans making tourism a truly competitive sector.
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3. Policy Environment for Tourism Development

3.1 At the National Level
3.1.1 Some Background It is common understanding that there had not been a government department charged to give tourism development a central direction up until the end of the 1950s 7. It is not only the late wake up, but tourism has also been one of the least prioritized sectors up to now in terms of policy, strategy and programs. Policies and strategies are key to defining the institutional requirements, manpower, finance, management and technical needs of any sector. To expect growth from a sector without adequate provision of resources and meeting organizational needs borders gullibility. Ethiopian Tourism Commission (ETC) sources indicate that there are not clearly formulated and sanctioned policies and strategies to guide the development in the tourism sector yet. It is unfortunate that this is happening in a country like Ethiopia that presumably has enormous tourism resources. Ethiopia is the home of eight destinations that are proclaimed world heritages. The protection, conservation and development of these and other diversified and unique tourism resources in the absence of well-conceived and comprehensive policy and strategies will be very difficult to realize. Evidently, tourism in Ethiopia has remained a dark horse for a long while; but there is a wind of change blowing. The sector has started drawing the attention of policy makers since recently. In 2005 Ethiopia developed a framework, namely, Ethiopian Tourism Paradigm (ETP). The provisions in the framework are nearly the same as those in the national poverty reduction strategy known as, The Plan for Accelerated and Sustained Development to End Poverty (PASDEP). PASDEP, the most current government policy document (BOFED, October 2005) and the Millennium Development Goals (MDG) Needs Assessment Synthesis Report discuss development issues that surround the tourism industry in the country, provide visions and articulate strategies and interventions that undoubtedly will have positive implications for sustainable growth in the sector. This is a welcome departure from the past, including the immediate past like the SDPRP I in which there was far inadequate reference to tourism. 3.1.2 Objectives and Strategies PASDEP in parallel with ETP acknowledges that what happens in the tourism department is an important determinant of the countrys road map to overcoming poverty. The ETP says that tourism must be identified as a priority export with structural, operational and investment strategies comparable to anywhere in Africa and in accord with the best global practice. Analogous to this, PASDEP states that the long-term vision of the Government is to make Ethiopia one of the top ten tourist destinations in Africa by the year 2020, with an emphasis placed on maximizing the poverty-reducing impacts of tourism8. The vision seeks three main objectives. These are:
Atomsa, T., Tourism in Ethiopia, a paper presented to the Fourth International Conference of the Ethiopia Economic Association held on June 10-12,2006 Addis Ababa
8
MoFED, A Plan for Accelerated and Sustained Development to End Poverty, October, 2005, p. 57
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Amhara National Regional State (ANRS) To improve the image of the country To boost direct impacts from tourism To intensify indirect impacts from tourism
The strategies considered appropriate to achieve the objectives include: Integrating tourism into national development plans and priorities: A call for an end to ignoring the potential tourism offers to achieving increasing and sustainable economic growth in Ethiopia Mainstreaming tourism industry: Tourism considerations are integrated into the policy-making of related sectors and the regional states (PASDEP, p. 58) Government playing the facilitation role intended to create an enabling environment to allow the private sector becoming the growth engine: Recognizing that sustained growth in the tourism industry requires collaboration and strong partnership among the main development actors in the field (government, public, NGO s, and private capital). Actively pursuing participatory tourism development: An appreciation that growth in the tourism sector can thrive only in an atmosphere where there is a genuine and strong commitment to approaching development in a participatory manner and adherence to the principles of bottom-up planning Prioritizing the elimination of supply barriers, putting in place efficient public services, and developing manpower base: An understanding that tourism is a product highly sensitive and strongly responsive to the laws of demand and supply, and thus the need to remain competitive at all times. There is need to seek intra-sector priority based on the existence of credible and demonstrable comparative advantage Creating a long-term, sustainable supply and demand structure: Appreciation that sustainable and increasing growth in the tourism industry will not be likely without sustained investment in the sector and active promotion of research & development Protecting and developing Ethiopian culture, society and natural environment: Sustainable growth in the tourism sector will be unlikely unless a significant caution is exercised and commitment shown to cultural values and environmental protection and conservation.
3.1.3 Interventions PASDEP identifies a wide range of interventions or action areas in order to achieve its objectives. In fact it mentions 12 interventions in anticipation of a big and sustainable change both on the supply and demand sides of the tourism product in Ethiopia. Since the action areas included in PASDEP indicate the direction of tourism development in the country in the short to medium term time frame and possibly beyond, they are enunciated below, albeit very briefly9.
The interventions seem to have been designed to influence both the supply of and demand for the tourism product at the national level. Since this study understands and strongly believes that regional demand for tourism is largely derived demand, all the 12 action areas PASDEP provides are included in this report in the order they appear in the document, although the sequence may not indicate a priority order.
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1.
2.
3.
4. 5.
6.
7.
8.
Amhara National Regional State (ANRS) Upgrading the quality of services to tourist: Hotels are emphasized; standards and quality control based on the requirements of international tourists is considered key; the document suggests that the desired outcomes could be best achieved through the application of Demonstration Approach by encouraging foreign investors in the action area. Planning and implementing measures to increase the interaction between domestic and foreign tour operations: The document appreciates the usefulness of encouraging foreign participation in tour operation based on equal terms 10. In 2003, Ethiopia officially allowed the participation of foreign investment in tour operation. To the knowledge of this study the impact of that decision has not been studied, although empirical observations tend to indicate that there is not much foreign involvement in this direction. Broadening of the tourism product: Emphasizes the need to have new attractions and destinations, and activities with focus on eco-tourism 11. Not only is the number of ecotourists on the rise, it is sought, especially by countries like Ethiopia with a huge naturebased tourism potential, because it is labor intensive and lends itself well to popular participation. It seems to be the main reason for the focus. This should not however be construed to mean that culture-based tourism would not be given attention12. Diversification of the tourism product: This refers to opening up of new tourism frontiers: concerted efforts to make our mountains, gorges, valleys, plateaus, deserts, and the like more attractive to international and domestic tourists. Transforming natural parks into modern destinations with active participation of the private sector: This refers to building propitiously located forests, range-lands and other natural sites with trees, trails/tracks, camping grounds, and provisions for wildlife and bird observations, sport hunting, sport fishing, etc. Strengthening the support industries: This has reference to key actors in the tourism industry including handicraft producers, tour guides, cultural shows, restaurants especially those serving traditional foods and beverages, etc. The strengthening needs to focus on improving quality of products and services, capacity building of service providers, setting up of quality control measures, putting in place capacity to monitor adherence to the codes of conduct. Providing support and incentives to private investors operating in less developed areas and are willing and capable of increasing the local components of services provided to tourists: The idea embodied here is import-substitution or relying more while meeting the service needs of the tourists, whether food, accommodation, transport and/or entertainment. This is bound to increase the cost-effectiveness of the tourism product. Promoting progressive liberalization and pro-competition policies towards international transport: The objective is to increase the competitiveness of tourism in
10
There are inferences in PASDEP that Ethiopian Embassies in traditionally tourist generating countries for Ethiopia as well as in the emerging generators like China and India becoming tourism hubs, meaning that they should make tourism promotion their prime responsibility.
11
Eco-tourism assets include national parks, wildlife reserves, wildlife sanctuaries, controlled hunting areas, wetland reserves, forest parks, waterfalls, lakes and rivers, spas, botanical and zoological gardens.
12
Cultural tourism resources include museums, galleries, souvenir shops, traditional goods and service-providing shops, churches/mosques, monasteries, amusement parks, theme parks, convention centers, folklore dances, music and musical instruments, language, traditional clothes, hair styles, sports, foods, and the like.
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Amhara National Regional State (ANRS) Ethiopia through the pursuit of low-cost and convenient access to international transport. The focus is also placed on widening of the connectivity of the Ethiopian Airline including to the emerging big tourist generators like China, Thailand, India and others. 9. Providing a supportive policy environment, putting in place a strong institutional base, and promotion services: The torch bearer for this to effectively occur is the Ministry of Culture and Tourism, and each region is also expected to institute organizational structure that is best suited to realities that surround its tourism industry. 10. Inter- and intra-tourist destination development: Physical planning, tourist facilities including setting up of and operating information centers, and having a well-planned plan to promote and market destinations. 11. Expanding and upgrading the existing Catering and Tourism Training Institute: The current capacity is 120 persons, this is to be raised to 600 over the PASDEP duration13. 12. Carrying out site-specific projects: Mention is made of several projects including the preparation of an Integrated Management Plan and Upgrading of the Water Supply System in Lalibella. 3.1.4 Comment on the National Policy Situation There are evidences showing that private investment in tourism development is positively correlated to the prevalence of a favorable policy environment. As soon as the government established its first tourist organization in 1961, it issued out a decree with the prime objective of promoting private investment in tourism development. As a result there was an investment surge on tourism-related facilities and infrastructures, notably hotels and tour operations. About 15% average annual growth was registered in tourist arrivals in the period between1968 and 1973. This was mostly attributed to increased private sector role in tourism development, which according to ETC was largely due to prevalence of an enabling policy environment. The 1974 government change dealt a blow to private sector; as a result economic growth in tourism, like in most other sectors, froze. In 1988 international tourist arrivals failed to reach its pre-revolution level. There was a policy change in 1989. The total ban on private sector participation was partially lifted. Access to urban land hugely improved and the private sector took advantage of it. Hotel construction picked up immensely, especially in major urban centers. So did the number of tour agencies14. The government change in 1991 further liberalized the economy. Market led economic management became the order of the day. The government provided new tax and tariff incentives to private investment. The response of the tourism industry to these policy changes was very positive. International arrivals increased from 70,000 in 1988 to over 156,000 in 2002 (ETC, 2003). In spite of such a positive relationship between tourism development and the presence of good policy environment, currently it is the understanding that Ethiopia does not have a comprehensive policy to provide a long-term direction to development in the tourism industry as the Ethiopian Tourism Paradigm (2005) indicates that all-embracing policy and strategy designed to direct tourism development in Ethiopia is still in the making. This does not however mean that there are no policies and strategies. The provisions relating to tourism in PASDEP are policy statements indicating a direction. The main concern here is that
13 14
Extending from 2005 to 2011
According to the Ethiopian Tourism Commission there were 64 licensed tour operators in 2002. There are empirical observations to the fact that a huge number of informal (unlicensed) operators serve the tourism sector spread across the country.
14
Amhara National Regional State (ANRS) these policy/strategy declarations are of limited scope and of only short- to medium-term nature. Although, the objectives and strategies expressed in ETP and PASDEP and the priority interventions indicated there-in look theoretically sound and consistent with realities prevailing in the country, this potential assessment work is of strong impression that they would fail to deliver the result (laying a foundation capable of ensuring sustained and fast growth) unless there is increased and sustained budgetary allocation to the sector. Budget allocation is an instrument of policy priority implementation. ETP notes with concern that in the period between 1998/99 and 2000/01 tourism had less than 0.1 % of the national budget allocation. If empirical experience with budget release in Ethiopia is anything to go by, the actual disbursement might have been considerably less. Available information indicates that resource allocation from government sources (manpower, finance) has not been significantly different from what it used to be. This is a clear indication that tourism was a non-priority sector, supportive of the perception that there has been a lack of appreciation for the key role tourism development could play towards reducing poverty both at the policy and public levels. Moreover, it is time, if not long overdue, to develop public confidence in tourism. There is need and purpose to show a definitive commitment through well conceived and formulated policies and strategies that may yield demonstrable grass roots support for developing the sector. This in practical terms means creating the basis for tourist destinations to have a bearing on the lives of those people around them.
3.2. At the Regional Level

3.2.1 Prelude The first draft document on the ANRS Tourism Policy duly notes the absence of a national policy and strategy to direct events and development relating to the tourist industry in Ethiopia. Because of this the document goes on to state that the sector lacked attention resulting in the currently visible, relatively huge gap between the development potential of the tourism sector and what has been realized to date15. While noting this, the document strongly articulates the merits of having a clearly formulated policy in tourism or any other sector for that matter. It argues that a well thought out tourism policy is needed as a matter of urgency because it: Would indicate the place of the sector in the development priority list thereby defining the relative level of resource allocation (organizational structure, manpower, finance, etc) Serves as a basis for the evolution of operational instruments like codes, regulations, procedures, guidelines, etc. Would lay the foundation and the rationale for mainstreaming tourism development Would provide the framework for outlining and defining the relationship between the tourism and other sectors in the government structure Is a principal reference to addressing issues constraining development in the sector Is a source for strength and competitiveness Is the single most important instrument to ensuring rapid growth in the industry Is a precursor to develop a strategic plan and to design short- to medium-term development strategies and programs
15
ANRS Tourism Commission, June 2004, Tourism Policy of ANRS, first draft document, Amharic text, p. 7
15
Amhara National Regional State (ANRS) In spite of the presence of a strong appreciation for policy, the prevailing situation with tourism in the Amhara National Regional State is a microcosm of the national situation. It could not be otherwise since policies, strategies including the linkage between tourism and other development sectors, programs, and budget allocation to tourism development at the national level strongly influences events that take place at the regional level. This however should not be understood to mean that the region does not have a mandate to develop its own policy and strategy, design its own prioritization in resource allocation, formulate its own development program, and define its own relation between the tourism and sister sectors. While it is true that the region has indeed authority to do all of this, information this assessment gathered reveals that policy/strategy situation and major sector-based development issues at regional level are remarkably similar with those at the federal level. Whatever the relationship between the center and the region, in the ANRS there have been taking place remarkable events that have particularly been designed to direct tourism development in the region. Among these events the principal ones include: 1. ANRS has established the regional Tourism Commission Office and has defined its duties and the attendant authority. Through the work of the Commission, institutional foundation is already in place. Tourism councils have been established in several of the woredas and at major destinations. The institutional build up task is continuing. There is already a plan to build the capacity of these local and grassroots organizations. 2. The region has gone, in the view of this assessment, considerably further than the center, towards developing systems that would enable it to effectively steer development in the tourism industry. A long-term policy and strategy document is produced in which all relevant organizations participated, and also it was subjected to critical review and debate among notables in the sector both in the region and nationally. It is now awaiting a final approval16. 3. Based on a critical review of development issues surrounding the tourism sector in the region, the regional tourism commission has prepared its strategic plan that outlines regional vision, mission, principles, priority interventions intended to enable the tourism industry realize its immense potential. The strategy identifies the main actors in the process of tourism development and their respective roles. Once again, the preparation was participatory and the strategic plan has undergone various debates and discussions with the primary objective of broadening the ownership of tourism development in the region. Currently, the strategic plan is in its final stage and the expectation is that appropriate authorities in the region would soon sanction it. 4. The tools (directives, regulations, codes, guidelines, etc.) needed to effectively implement the strategic plan are under preparation with a considerable alacrity. It is observed that a highly participatory approach characterizes the process. The tools under preparation are multi-purpose. That is, they include all actors and aspects of operations in the sector: management of destinations (existing and new), infrastructures, facilities, and procedures to provide varied services to tourists, and support industries. 3.2.2 Regional Tourism Policy and Strategy
16
The preparation of the regional strategy document made use of such references as the Rio Earth Summit of 1996 in which 182 countries took part, WTO Tourism Bill of Rights and Tourist Code of 1985 (Bulgaria), the 2002 World Eco-tourism Summit in Quebec, Canada, the draft of the Ethiopian Tourism Policy, and tourism policies of selected African countries (Kenya, Namibia and South Africa).
16
Amhara National Regional State (ANRS) It is already noted that the region has a draft policy document expected to become official anytime in the immediate future. A review of the draft document leads one to think that the policy is premised on the existence of an immense tourism potential and the availability of opportunities to tap the potential. The salient points in the document, according to our assessment, are the following: Tourism development strategies and programs must be based on realities existing in the region today: While appreciating the need to have a dynamic and forward-looking policy environment at all times, the document is emphatic that tourism development in the region must take heed of the socio-economic realities characterizing the people, the resources especially the natural resources the people have, the institutions managing the resources, cultures and traditions, and operating systems that are in place. The draft policy sees merits on placing the emphasis on micro and small-scale tourism enterprises that are designed to making creative use of locally available physical, material, human, cultural, and organizational inputs. The need to forging a strong linkage with all relevant sectors, particularly so with rural development agencies: The draft policy document makes it imperative that there is need to inculcate in the mind and operation of individuals as well as institutions/organizations that tourism development is truly everyones business. It underscores the broadening of the ownership of tourism development in the region. Imperativeness of using participatory approach in tourism development: It is a call for people-centered development. That is, individuals and communities need to feature prominently in the process. It is a call for sharing responsibilities and benefits, improving hospitality, increasing local knowledge on tourism, sharing problem-solving. The draft policy is vocal about the sensitivity of tourism development to the environment, protection, conservation, and judicious utilization of natural resources. It underscores that ownership of natural resources is not tied to a generation. It is rather a multi-generation ownership. The policy points out that practical application of these ideals would be difficult unless participatory development is pursued religiously in the sector. It further elaborates that there is need to target the weaker segments of the population (women, youth, disabled, elderly). Participatory development immensely helps to achieve that. The need to consider tourism as a supplement rather than a supplant to any rural or urban undertaking: The draft policy document strongly reminds that there is a tourism product of some type and amount in whatever endeavor one is engaged in. The need to pursue a market-led tourism development: The draft document duly notes that tourism is a big business. It makes up to 12% or more of the GDP for some countries (1.3% for Ethiopia in 2002). It is a significant source of employment. It is an important export product (18.6% of Ethiopias export earning in 2002)17. Therefore, like any other product produced for the market, tourism product needs to be profitable. To be profitable its production should be efficient and cost-effective. The urgency to integrate and mainstream tourism development: The draft policy articulates that integration and mainstreaming will be difficult to happen unless there is commitment to (a) develop tourism not only at the policy but also at the technical and operational levels; (b) bring about attitudinal change at the leadership, public and community levels towards the role of tourism in economic growth and poverty reduction;
17
Atomsa, T., 2006, Tourism in Ethiopia, a paper presented to a Conference Ethiopia Economic Association organized and was held in Addis Ababa on June 10-12, 2006.
17
Amhara National Regional State (ANRS) (c) raise the institutional structure of tourism in order to make optimal use of the comparative advantages the tourism sector is claimed to enjoy; and (d) consider all options to increase the participation of the private sector in tourism development. The need to institute mechanisms that provide legal protection and ensure the security of tourist: Image building in Ethiopia and the region is imperative to have a rapid and sustained growth in the tourism sector. Persisting poverty and famine has fouled Ethiopia image among tourists, especially recreational visitors. Poverty and famine in turn breed beggary, hustling, bad mannerism, impoliteness, etc., which tourists wish to avoid. Focus on the promotion of domestic tourism: The draft policy recognizes that domestic tourism can be an important source of employment, cash (resource) transfer, knowledge sharing, incremental government and public revenue, building civic and cultural relationship and network among the peoples of Ethiopia, and market for tourism facilities and services, especially in the slack season of international arrivals18. Facilitation with primary objective of promoting private investment in the tourism industry: The draft regional policy document gives an important consideration to the private sector role in tourism development. It recognizes the need to undertake a study or a series of studies aimed at generating measures and recommendations to increase the participation of private capital in the sector. 3.2.3 Regional Interventions The regional draft policy document gives a meticulously worked out activity plan that the regional government tourism structure will implement over several years19. The following interventions have been extracted from the document: 1. 2. 3. 4. 5. Carrying out destination development (existing) based on site-specific need assessment studies with focus on sustainable use of the natural resources. Involving communities is purposely underscored. Studying the issues and prospects surrounding the development of community-based tourism including the preparation of an action plan. Undertaking an investigation into the cultures of the peoples in the region with the view to distinguishing those that render themselves for tourism development including the mechanisms how to develop them. Designing monitoring mechanisms including specification and articulation of indicators to regulating that tourism development is mindful of environment preservation, conservation and protection. Demarcating the existing and potential tourist attractions both in urban and rural locations suggesting measures to resolve the existing conflicts between the renowned destinations and communities surrounding them. This may include relocation of people in order to ensure the long-term interest of a particular destination. Addressing the existing threats eroding the inherent qualities and tourism uniqueness of some of the better known destinations in the region. This task is to include:
18 19
6.
Setting standards to assist in designing site-specific natural parks development Designing schemes to free major destinations from incursions (relocation of trespassers)
ibid., p. 27 ibid., pp. 22-30
18
Amhara National Regional State (ANRS) Designing schemes to increase the attraction of the existing destinations using indigenous flora through an active participation of communities surrounding the attractions
7. 8.
9. 10. 11. 12. 13. 14.
15.
16.
17.
Rehabilitation of the existing attractions through the mobilization of locally available resources (labor, skills, materials, etc.) Causing the establishment of new art galleries, museums, exhibition halls and expansion of the existing ones through designing appropriate mechanisms including incentives (human capital development support, holding of workshops and seminars) through the private sector participation. Planning and conducting workshops to increase tourism knowledge of government employees. Facilitating degree programs in key tourism areas in order to implement successfully the regional tourism strategic plan. Making maximum effort on persuading vocational and technical training institutes in the region to include tourism subjects in their respective syllabi. Making maximum effort to obtaining the services of volunteers from countries with demonstrable experiences and achievements. Attempting to narrow the shortage of manpower through the services of suitably qualified Diaspora. Increasing tourism knowledge and understanding among rural and urban communities through the use of mass media, soliciting the support of private businesses to provide short and interest-specific training, focused activities on production and distribution of fliers, posters, post cards, journals, CDs films, etc., and through experience-sharing tours and meetings Undertaking quality-based grading of various services in the tourism industry including classifying the existing service providers as per the grade, monitoring the competitiveness of the service providers- prices they charge for their services in particular. The effort will include taking measures to increase tourist duration per travel, specification of indicators ensuring tourists satisfaction with services, and to increasing capacity building of the service providers. Taking requisite measures to ascertain that tourists obtain the required legal protection, security and quality services to assure that tourists meet their personal objectives of visiting the region. Focus will be placed on renewal of hospitality that Ethiopians in the region and elsewhere are reputed for; monitoring including knowledge-testing of tour guides and tour operators to make sure that they qualify to do their respective jobs; preparing directives and guidelines to enable the delegated authorities in the tourism sector mete out punitive measures to offenders of tourists; and educating guides and service providers through tourism training institutions to be owned and operated by private investors Taking measures that would increase the tourist propensity to consume through: Diversification of products Improving product quality Increasing the marketing skills f suppliers Provision of incentives to private investors to be more quality conscious Pursuing a more aggressive marketing techniques
19
18.
Amhara National Regional State (ANRS) Designing and implementing measures to boost domestic tourism through credible and demonstrable actions such as:
Networking briskly with tourism based organizations in other regions Organizing tourism promoting clubs, associations and other cohorts at schools government offices public agencies, and at other appropriate places Preparing and implementing directives including provision of incentives to individuals and groups of Ethiopians with plans to do tourism in the region Encouraging tour operators to accord special attention to promoting domestic tourism through taking mutually beneficial measures intended to reduce cost of the tourism product or making tourism affordable to students, public servants, and other low to medium income persons. Programming annual leave with visit to tourism interests, creating linkage between bonus payment (if in practice) and visit, consideration of subsidizing transport cost, and other similar thoughts can enhance domestic tourism. 19. Taking credible measures to encourage investment in the regional tourism development through: Provision of guided and sanctioned investment support based on purposively designed, need based assessment studies To encourage investment through the provision of incentives based on objective realities surrounding a particular investment area and/or the nature of the investment Encouraging foreign investors both in developing new attractions and provision of services 20. Undertaking result-oriented tourism promotion through: Printing and distribution of postcards that meet international standards at competitive prices Working closely with and via the Diaspora to increase VFR visits to the region The regional tourism commission playing the lead role to bring about effective coordination among the major actors in the sector and forging a dynamic partnership with travel agencies, tour operators, hotel owners and managers, and owners and operators of destinations Producing brochures that are current, informative, of high class for distribution both from within and without Producing tourism-specific and even destination-specific informative scripts for paging on the Commissions website and other relevant networks Producing CDs and films for targeted distribution 3.2.4 Actors and Roles The draft policy document recognizes the major actors in the regional tourism development, and it also attempts to define the expected roles of each20. The draft document discerns six major actors: government, private sector, community, NGO, owners of attractions, and tourist. The perceived main responsibilities of these bodies are presented in Table 1 below.
20
ibid ., pp 19-21
20
Amhara National Regional State (ANRS) Table 1: Anticipated Roles of Actors of Tourism Development in ANRS Government
a) b) c) d) Designs the sectors policy, strategy and short-to longterm programs Ensures safety, security and respect to the rule of law Provides sufficient resources to successfully carry out government action plans Establishes and facilitates the establishment of training centers and institutions intended to expand tourism knowledge in the region Collects, processes, analyzes and disseminates data/information impacting tourism development Typologizes tourism service providing organizations and monitors adherence to procedures and rules defining the typology Promotes attractions and destinations in the country and abroad; carries out periodic market studies supportive of its promotion work Provides support and incentives to the actors in the tourism sector to increase their role a)
Private Sector
Invests in tourism development alone or in association with other investors (local or foreign) Provide quality services with commitment to meet tourists requirements and satisfaction Creates employment Promotes through relevant media his tourism products and in the process the area/region Earns revenue, runs profitably, pays taxes, contributes to the growth process Establishes technical and vocational training centers in an attempt to contribute to human capital development in the sector Operates in accordance to the established service standards Shares in the problem-solving task a)
Community
Must participate in tourism development b) Consents to resolve tourismrelated conflicts and defends actions harmful to the culture and the environment c) Promotes self-awareness to socio-economic benefits of tourism and ensures sharing of the benefits d) Self-protects from tourist inflicted harmful practices tries to learn from positive contributions of tourists e) Should play the lead role in protecting the heritages, conservation and maintenance of destinations/attractions f) Should demonstrate the true character of Ethiopian hospitality while countering harmful and unlawful practices g) Should be a strong proponent of efforts exerted to achieve sustained and rapid growth in the tourism sector
NGO
a) Involves in participatory tourism development b) Appreciates the employment creating and poverty reducing merits of tourism and supports tourism development c) Serves as a source for new and useful skills and expertise that help tourism development d) Focuses on and assists human resource development in tourism
Attraction Owner
Tourist
b) c) d)
e) f)
e)
f)
a) Respects tourists a) Respects the and treat them as culture and per international abides by the standards rule of law b) Shares b)Desists from information/data/r community eports with damaging authorized bodies practices c) Gives priority to c) Refrain from the safety and purchasing security of unlawful gift attractions articles and d) Ensures the peace products and security of visitations e) Collaborates to ensure the beauty and uniqueness of tourist attractions
g) h)
g)
h)
21
Amhara National Regional State (ANRS) 3.2.5 Comments on the Regional Policy Up until the present time, the policy environment in the region has not been significantly different from the national picture discussed in section 3.1.4 above. However, PASDEP and ETG prompt one to foretell a bright future for tourism development at the national level. Be that as it may, there are qualitative indictors that seem to suggest that tourism may in fact enjoy a brighter future in the Amhara region, especially the private sector participation. The following findings of this potential assessment are examples of the indicators suggesting that the future of tourism development seems positive: 1. There is resolve, willingness and preparedness with the leadership at the sector level, to set in tourism development in its proper light. The establishment of the Tourism Commission, the setting up of tourism councils across the region, the preparation of sufficiently detailed policy document defining well the direction and evincing growth centers of the sector are signs of desire for a change There is knowledge and expertise at the top of the tourism structure of the region, that is, in our view, capable of leading the sector along its growth path There is recognition at the leadership level of the prevalence of a huge tourism potential in the region. There is ambition balanced with pragmatism to realize the potential. A call for basing tourism development on socio-economic realities characterizes the ambitious-but-realistic approach to tourism development. For us this implies to mean that focus should be placed on micro and small-scale tourism enterprises. It also means that there should be a genuine effort to increase the local components of investment as well as services in the sector to make tourism product affordable and cost-effective. It also implies that there is determination to increase local knowledge on tourism through involving people and communities in all aspects of tourism development. These are some of the key signals of the existence of ambition to uplift tourism blended in pragmatism and realism. The motto is to achieve a sustainable and rapid growth in the sector through ensuring the competitiveness of the sector, at least during its formative stage. There seems to prevail commitment to seeking a strong partnership with the private sector through the provision of capacity building support, incentives, efficiency in the supply of licensing and regulatory services, joint monitoring, information sharing, etc. There is also commitment and willingness to welcoming domestic and foreign investment in the development of new attractions, participation in service provision, skills development, etc., without any barrier anywhere.
2. 3.
4. 5.
All of this and much more is intelligently articulated in the draft version of the policy document that the region is about to complete. This study contends that the draft document is visionary, comprehensive, positively in-ward looking, and immensely business-like. Accordingly, this tourism potential assessment report is strongly supportive of the main components of the Draft Policy Document. That is, it believes that the questions dealing with tourism development such as where to go, why to go there, how to go there, and who does what to reach the destination are clearly evinced in the document. Moreover, it sufficiently appreciates the need to monitor and put in place mechanisms to ascertain that the direction would indeed lead to achieving a rapid and sustained growth in the tourism industry. Notwithstanding the support, it believes that the evolving policy environment should seriously consider the following points: 22
Amhara National Regional State (ANRS) A time frame for approval of the draft policy and strategy including an indicative program intended to put in place an organizational capacity at all levels capable of implementing the policies and strategies. This essentially means the development of rules, regulations, procedures, and operating codes of conduct intended to increase the efficiency and effectiveness of various service providers to the tourism industry- public and private, and a time table to strengthen, establish and make operational tourism councils A commitment to carry out a critically thorough review on the existing major destinations with the intent of identifying gaps constraining demand for tourism; a similar commitment to address the gaps especially those which government and the public sector are responsible for Development of an indicative program designed to meet short- to long-term human capital requirements of the tourism sector Inclusion of the following points in the role section of the draft policy: Government i) ii) iii) Development of intra-destination infrastructures-physical, social and communication Provision of new roads and upgrading of the existing ones leading to old and potential destinations Creating regional presence, aside from the national ones, in carefully selected tourist generating countries to Ethiopia, perhaps through designating Diaspora ambassadors for the region
Community i) ii) iii) NGO i) Undertaking a mandatory environmental impact analysis (EIA) exercise before the start of implementation of a program that an NGO operates, sponsors, or funds 23 Establishing a community-based organization tasked to liaising with partners operating tourism programs of one type or another in the area Asserting ownership and demanding for procedures that ensure benefit sharing on verifiable and equitable manner Developing its own monitoring indicators and mechanisms
ii)
Amhara National Regional State (ANRS) Providing to the nearest tourism council periodic report (once a year) on the impacts of the program on tourism
3.3. Concluding Point on the Policy Environment

There seems to prevail an understanding that not only tourism can be central to overcoming poverty in the region, but also that the region has an immense potential of tourism resources. There is also strong awareness notably in the top leadership that the successful realization of the potential depends on the presence of an enabling policy environment that underpins the roles of the private sector and the community in the tourism development process. There is encouraging appreciation in the regional leadership of the tourism sector that the existing policy environment leaves a lot to be desired. Action programs are already drawn to addressing the existing policy gaps and currently these programs are under implementation. There are already results including a draft policy document mapping out the direction of tourism development in the region, a draft strategic plan for the tourism sector, a government organizational structure to guide tourism in the region including at the destination level, and positioning of staff in key posts at the top. This potential assessment exercise notes that in the past tourism development in Ethiopia and the region suffered from a lack of enabling policy environment, and as a result private participation in the sector has not been significant and up to the required standards. It also notes that there is a serious desire in the region to correct the state of the situation, and the correction duly underscores the role and importance of private investment in tourism development. It underlies the relevance of government providing human development, capacity building, fiscal and other incentives and support to the private sector in order to enable it play its rightful role in the development of the regional tourism industry.
24
4. Tourism Supply: Destinations

Destinations, also known as Tourist Attractions, both man-made and natural, are the core components of tourism supply markets. Without the destinations, tourism as it is known and understood in the annals of development history would not exist. Despite the clear recognition of the role of tourist attractions as growth generators, the focus is usually placed on accommodations, transport, and travel details, another side of tourism supply side (see Chapter 6 below). It is also generally accepted that attractions are not well understood because attraction research and study tend to focus on characteristics of the visitors (the demand side of tourism). There are a number of strategic directions that tourism development in a country can take. Some could place the focus on the market oriented approach where the principal goal would be the optimization of income and employment generated from the tourism industry. Some could underpin the sustainable solution where the major concern in tourism development is the protection and conservation of natural resources/environment and historical/religious/cultural/traditional assets. Many 'sustainable tourism' initiatives include a 'social component' but this is often an addition to a core focus on environmental sustainability. Still some could put the emphasis on the integrated approach that seeks the integration and mainstreaming of tourism into the development planning of the other sectors of the economy. Still some could ground tourism development in community-based approach where initiatives aim to increase local people's involvement in tourism. Closely related to the community-based model is the eco-tourism approach in which nature-based tourism development is emphasized. There is another model that is closely related both to community-based and eco-tourism. It is known as pro-poor model. Pro-poor tourism is not a specific product or sector of tourism, but an approach to the industry. Strategies for making tourism pro-poor focus specifically on unlocking opportunities for the poor within tourism, rather than expanding the overall size of the sector. Benefits to the poor may be economic, social or environmental. While pro-poor tourism overlaps with other approaches, its key distinctive feature is that it puts poor people and poverty at the top of the agenda. Pro-poor tourism, ecotourism and community-based tourism initiatives may provide benefits to people, but they are mainly concerned with the environment. These conservation sensitive approaches emphasize the need for broadly distributed local benefits (often cash) as incentives for conservation, or they may support activities that provide an alternative to unsustainable actions. PASDEP and ETP appreciate the multi-sectoral character of tourism development; show sensitivity to the need to mainstreaming tourism development; and articulate the importance of pursuing people-centered and environmentally sound tourism development. While noting this, the countrys poverty reduction strategy and tourism development framework seem to place the highest priority to the market-oriented approach. This potential assessment exercise is supportive of the idea for two main reasons. The first is that this study strongly believes that the greatest contribution of the tourism industry to poverty reduction in ANRS and the country lies in the pursuit of the market-driven approach to developing the tourism resources. Second, the principal demerits of the market oriented approach such as possible negative impacts on the environment and cultural values can be countered through taking administrative measures, especially when the policy environment appreciates the equity considerations of the tourism development as PASDEP and the Ethiopian Tourism Paradigm do. 25
Amhara National Regional State (ANRS) Therefore, the supply and demand analysis of this study is based on the market-oriented strategic direction of tourism development in the ANRS, at least in the short- and medium-term time frame. This however should not be construed to mean that this study is oblivious of the other approaches. On the contrary, maximum attempt is made to maintain the high inter-relation that normally prevails among the approaches. In fact, there is a separate supply-side chapter specifically on the community-based tourism development.
4.1. Major ANRS Tourist Attractions

4.1.1 Existing Tourist Attractions The Amhara National Regional State is blessed with the ownership of quite a large number of attractions /destinations. Most are of very old age ranging from 11-17th century that defines their unique characteristic. They draw a good number of domestic and international visitors because of their historical, educational, scientific and cultural values. Gondar Castles, Lake Tana Monasteries, and Lalibela rock hewn churches and monasteries, SMNP are all world famous, appealing to tourists worldwide. For simplicity the attractions could be grouped into four categories, namely, (1) churches, monasteries and mosques, (2) historical attractions, (3) nature-based destinations; and, (4) cultural attractions. There are 84 operating destinations in the four groups: 49 of these in the first group, 9 in the second, 15 in the third and 11 in the fourth (Annex 1) ANRS has splendid topographic features and beautiful landscapes that captivate the eyes of travelers. The northern mountains of the region are often referred to as the Roof of Africa. The natural and climatic conditions are conducive for a great many diverse flora and fauna to exist, making ANRS one of the richest regions in bio-diversity in the country, perhaps also in Africa. The famous Semen Mountains National Park (SMNP) harbors a good number of endemic species of wild flora and fauna. There are also potential areas of significant importance to tourism such as Mt. Abune Yoseph with its mountains of breathtaking beauty, Denkoro and Wof Washa forest areas, hot springs and waterfalls in Awi, and the wetland bird sanctuary in West Gojam. 4.1.2 Most Unique Tourist Destinations SMNP: It was classified as a World Natural Heritage Site by UNESCO in1978. It has the most attractive and beautiful landscape and topographic features. Because of these unique characteristics in tourism parlance it is referred to as the Roof of Africa. Ras Dashen, the highest mountain in the country and the third tallest in Africa, is also found here. The Park is often referred to as the center of bio-diversity and is endowed with very rich flora and fauna of which 4 mammals and 14 bird species and a good number of plants are endemic to the region and the country. The park is said to exceed the attraction of the Grand Canyon national park of Arizona, USA. Hence, SMNP unlike many world parks, is very unique and a significant ecotourism destination of the ANRS. Tis-Isat Fall: It is the second largest and longest fall in Africa after Victoria Fall. Many a tourist considers it breathtaking. Lake Abay: It is the source of the Nile River, is the second largest lake in Africa, next to Lake Tanganyika. It is a habitat for a number of mammals, waterfowls and other aquatic species. 26
Amhara National Regional State (ANRS) Papyrus boat ride, fishing, water sports and speed motor boat traveling are available for tourist to enjoy. Blue Nile River: It is the cradle of civilization where ancient travelers like James Bruce and other expedition groups have navigated. It is the longest river in Africa. It is a home to numerous aquatic species. Adventure loving tourists could seasonally make white-water rafting, which now-days is a popular sporting activity. Lake Tana Islands: These are famous for their unique churches and monasteries that are ageold, and range from 12th-13th century. They are beautiful islands graced with thick indigenous forests, where early Judaism was practiced for a long time. The islands are candidates for designation as a world heritage. Kidus Lalibela: UNESCO classified it as a World Cultural Heritage Site. It is the home of very ancient and unique rock-hewn churches and monasteries of the12th -13th century. The landscape of Lalibela is spectacularly panoramic adding to the glamour of this magnificent historic site. Gondar Castle: It is another UNESCO sanctioned World Historical Heritage Site in the region. It is an engineering feat of its time, the 17th century. It has a few equals in Africa and is a historical reelect of ancient Ethiopian civilization. The ancient churches and monasteries of the surrounding areas are also superb and unique artifacts. The Debre Berhan Selasse wall paintings and icons are unique to the region, that is, the like of them is found no where in the entire world. Wof-Washa: It is one of the oldest natural forests in the region and the country. It survived a major fire incidence that had occurred some 40 years ago. Its scenic beauty, indigenous tree cover together with majestic topography and landscape make it a darling of tourists, especially adventure loving tourists. It could possibly be an ideal site for outdoors camping, trekking, horse-riding, mountaineering and wildlife viewing. Culture and Cultural Displays: Cultural heritages of the ANRS (see Annex II) have always inspired tourists and are focal targets to their cameras. They are unique, exquisite, and most are not available outside the region. The heritages include crowns, royal clothes, crosses, books, and paintings. There are also cultural assets of significant interest to tourism such as the life style of people, religious and worship rituals, hairstyles, music and dances of varied ethnic groups, etc. 4.1.3 Top Tourist Attractions The regions Tourism Commission distinguishes a number of attractions listed in Table 2 below as the top attractions in ANRS. The table includes a list of objects that are solid structures, materials and antiquities placed within churches, monasteries and mosques. It also includes other items such as major historical, natural and cultural sites of high quality that are frequently visited by a large number of tourist arrivals to the region. This report assumes that the classification of top attractions was based on the number of tourists who visited the sites or artifacts within the region. To date these attractions constitute the main tourism products the region has been marketing to its national and international customers. An assessment of the state of the situation at these attractions is highlighted below from the point of view of the quality and quantity of major factors impacting demand for tourism in the region. These factors include: Infrastructures leading to the sites, Infrastructures and facilities within the sites, Accessibility to the attractions, Accommodation within or near the attractions, 27
Amhara National Regional State (ANRS) Essential information on the attractions, Access to air and surface transport means, and Communication facilities (telephones, fax, access to Internet services, brochures, leaflets, and the like) within the destinations, in the hotels, and other similar facilities.
A study on tourism development in Ethiopia (Ethiopia: Trade and Transformation Challenges, 2003) states that the factors mentioned above are not adequately provided for within many of the tourist destinations outside of the main towns in Ethiopia, ANRS included. The finding of this assessment is in conformity with the statement. There are, for example, no hotels/lodges, banks, souvenir shops at most of the top attractions. This is to mean that the attractions have been greatly under-commercialized. This has not been only undermining the impact of tourism on the economy of the surrounding communities around the destinations, but also the objective to optimize spending from the visitors has been compromised. For instance, in the Semen Mountains, perhaps the biggest attraction not only in the region but also in the country, tourists can only camp with their tour operator's equipment and there are no items that the tourist can directly buy from the surrounding people. Table 2: Attractions in Relatively High Demand No.
1
Products (Attractions)
Buildings Rock Hewn Churches Medieval Gonderian Castles Cave Churches Thatched Roofs Island Monasteries of Lake Tana Paintings Mural Icons Manuscript Parchments Scrolls Books Crosses, Crowns and Other Artifacts Early Judaism Tana Cherkos Mertule Mariyam Tedbabe Mariyam Festivals Epiphany Christmas Gishen Mariyam Chrestos Samera Meqdela and Sebastopol Bridges Alata Sebara (broken) Angerab Unique Settlements of Shonkey Villages Mosques Goze Tiru Sina
Place of Location
Lalibela and the surrounding Gondar Around Lalibela Around Lake Tana Lake Tana At different churches and monasteries
2 3
4 5 6
At different churches and monasteries At different churches and monasteries Lake Tana Lake Tana Lake Tana East Gojjam Gondar Lalibela South Wollo South Gonder South Wollo Tis Abay Mota Angerab
8 9
10 11
Kemisie
28
Amhara National Regional State (ANRS) No.

12
Products (Attractions)
Shonkey Other Cultural Practices Hair Style Dressing Jewelry Body Accessory Greeting Marriage Ceremony Etc. Open Air Market Bati Senbetie Bahir Dar
Place of Location
Every where in the region
13
Bati Senbetie Bahir Dar
Source: Tourism Commission, ANRS
4.2. Wildlife Resource Base

The ANRS wildlife assessment study reveals that the population of wildlife is not large and its distribution rather fragmented. The Abay Basin Study of 1998 provides the following statistics: Terrestrial and aquatic birds not exceeding 300 spp. Mammals are represented by 101 spp., and these encompass: 23 spp. of bats 32 spp. of rodents 7 spp. of primates 17 spp. of carnivores 17 spp. of even-toed ungulates, and 5 spp. of odd-toed ungulates.
Species diversity also includes a variety of fish like Barbus and reptiles like the Nile crocodiles within the regions large water bodies. The climatic, topographic and physiographic conditions of the region are very conducive for a variety of flora and fauna. There are six major categories of forests. These include: Afro and sub- Afro Alpine vegetation types High mountain forest types Lowland woodland types Riparian woodlands Wetland habitats, and Bush land vegetation types
The SMNP is the only developed, wildlife-based park serving as a tourism destination. It was declared a national park in 1969 and as reiterated above UNESCO named it a World Heritage Natural Site in 1978. The park was established based on the criteria set by the International Union for the Conservation of Nature and Natural Resources of Wild Flora and Fauna (IUCN), World Conservation Strategy (WCS), and the national Conservation Strategy of 1997. These 29
Amhara National Regional State (ANRS) criteria are basic and fundamental, and thus expected to be applicable to all conservation-based development activities in the region. Other than its climatic and topographic wonders, SMNP is blessed with unique and endemic fauna and flora. The ecological make-up of this park very much favors species that were once threatened to extinction. For example, there were only 200 Walia Ibex (Capra walii) and a few Semien Fox (Jackal) some eight years ago. In 2004, according to the park warden, the number of Walia Ibex has increased to 500 and there were 53 Semien Fox. The warden was not able to provide population figure but thought that the number of Gelada Baboon has shown a dramatic increase, all attributable to programs and projects designed to improve the management of the park. The warden further stated that the population of other wildlife species has also been showing an increasing trend. Tables 3 and 4 show endemic wildlife species that exist within the SMNP (Mammals and birds). Population figures by type of species have not been available. Table 3: Endemic Mammals of the SMNP Spp.Common Name Walia Ibex Semien Fox (Jackal) Gelada Baboon Abyssinian Hare Giant Mole-rat Meneliks Bush-buck Scientific Name Capra walie Canis seminesis Thercopithicus gelada Lepus abyssinicus Tachyoryctes macrocephalus Tragelaphus scriptus meniliki
1 2 3 4 5 6
Source: SMNP Table 4: Endemic Bird Species of the SMNP Spp. Common Name 1 Rougets Rail 2 White-Collared Pigeon 3 Black-winged Love Bird 4 Thick-billed Raven 5 Blue-winged Goose 6 Abyssinian Long-Claw Source: SMNP Scientific Name Rougettus rougetii Columba albitorques Corvus crassirostris Cyanochen Cyanoptera Heruundo megaelensis
The above mammals and birds are all found in SMNP at high altitude, over 3000 masl, which is said to be an excellent center of endemism. Based on empirical experiences and observations tourist arrival to SMNP has not been commensurate with the uniqueness, richness and diversity of this wildlife-based destination. For example, tourist arrivals to SMNP between 19931998 show that the number of visitors had been small and although the number increased over time, the change was not steady as Table 5 below indicates. 30
Amhara National Regional State (ANRS) Table 5: Tourist Arrivals to SMNP in 1993-1998 Year 1993 1994 1995 1996 1997 1998 No. of arrivals 238 305 758 1012 2024 1613 Annual change % 28 148 33 100 -20 Remark
Ethio-Eritrea war could be the cause
Source: SMNP Office at Debark The low tourist flow could be due to the following realities surrounding the park: The protection and conservation needs of the wildlife have not been adequate and up to the required standards The Park in general and its wildlife resources in particular have not been free from human incursions and encroachments The quantity and quality of infrastructures, facilities and services do come short of meeting tourist needs Not only have promotional activities been inadequate but also connectivity and networking with relevant organizations in the country and abroad have been seriously wanting.
Wildlife like any other renewable natural resource is exhaustible and hence should be given due conservation and management considerations. The values of wildlife other than tourism include ecological, scientific, educational and other non-consumptive and consumptive forms. The nonconsumptive aspect of wildlife utilization is one of the best forms of land use that many countries in African like Kenya, Tanzania, Uganda, South Africa and others practice. Notwithstanding the problems, there have been some positive and encouraging developments worthy of noting at the SMNP since recently. An integrated management plan has been under implementation in the park. The immediate and most notable result of this is the increasing number of some of the endemic species like Walia and Semien Fox that give SMNP its tourism character largely due to successful protection from poaching. The bilateral agreement between Ethiopia and Austria on nature-oriented tourism development could further assist in the improving trend of the wildlife resources in SMNP. Expanding the source of such support especially through the participation of domestic and foreign capital is not only welcome but it should also be sought as a tourism development goal in its own right. While savouring these encouraging developments and the results there from, there is need to redouble the effort to counter the still prevailing conflict between the park and the communities around it. Encroachment is painfully evident. Degradation is still happening. There are participatory attempts to resolve the conflict, but constructive results are yet to emerge. Otherwise the habitat may not be conducive for human and the wildlife survival and the increasing trend of the number of the threatened species of wildlife in SMNP would halt. Unlike other tourism resources, ANRS and Ethiopia share the ownership of SMNP with the people of the world who, through UNESCO, expect us to do more on conservation in and around the park. 31
Amhara National Regional State (ANRS) The inhabitants in the parks communities are dependent on agricultural practices. They may continue to eke out existence but certainly they will not be able to be productive due to land degradation and the attendant poor soil fertility. Thus, the feasible option may be to move them to a more productive land, or planning to undertake a community-based tourism development that addresses both the parks and the peoples livelihood issues. This way, the lifestyle of the people and the wildlife too and ultimately the tourism product will show a positive change. Parks and wildlife have always been a source of inspiration and centers of attraction both for domestic and international tourists. Wildlife is central to the development of eco-tourism, natureoriented tourism, which nowadays has become the favorite pastime for tourists, irrespective of wherefrom (source). Because of this, it is very likely that it may not be long before SMNP ceases being the sole wildlife-based park. Other wildlife rich parks will soon emerge in the region. The likely candidates for such development include Alatish of Quara, Abuna Yoseph of North Wollo, Mollale of North Shewa, Denkoro and other high forests like Wof-washa, Lake Tana and Foggera wet-lands including Hayek of North Wollo, Awi zone hot springs and wetlands. The establishment/upgrading of Parks and Wildlife Authority are also suggestive of the seriousness of the region to develop new parks where the wildlife would be the single most important tourist attraction.
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5. Tourism Supply: Infrastructures, Facilities and Services 5.1 An Overview

As mentioned earlier in this report, global tourism business has been doing all right over the last decade. According to the World Tourism Organization, during this period the number of international tourist arrivals world-wise grew on average by 4.5% annually. The growth was relatively robust in Africa where the number of international tourists grew on average by some 7.8% yearly. Percentage growth in East Africa was equally encouraging where the annual growth of the number of international arrivals was over 12%. Tourism is a huge source of employment. WTO sources indicate that it provided employment to some 73.3 million people in the world in 2003. Employment grew by 4.5% in 2004. Tourism is also a big source of income earned entirely in foreign exchange, which is chronically in short supply in Africa. WTO estimates that an international tourist in Africa on average spends about USD 400 per arrival. With an estimated 35 million international tourists Africa hosted in 2004, it means that the continent earned over USD 12 billion from tourism in the same year. This seemingly bright side of tourism becomes shady when the distribution of the benefits among countries is analyzed. It is immensely skewed. WTO figures reveal that North African countries and South Africa alone had a 60% share of international arrivals in 2002 (Table 11). Revenue earned was equally disproportionate. Ethiopias share of international arrivals has been and continues to be particularly disappointing. According to WTO sources, Ethiopias share of international tourists was a mere 0.02% of the world and equally unimpressive 0.54% of Africas. A further narrowing of the geographical area reveals that Ethiopias share is too humble, accounting for mere 2.5% of the East Africas global share (2002). Table 6: Global and Continental Picture of Ethiopias Share of International Tourist Arrivals in Selected Years (Percent) Description 1990 2000 2002 1. Africas share of the world 3.3 4.0 4.1 2. East Africas share of the world 0.6 0.9 0.9 3. East Africas share of the continent 18.7 21.5 21.6 4. Ethiopias share of the world 0.01 0.02 0.02 5. Ethiopias share of Africa 0.3 0.5 0.54 6. Ethiopias share of East Africa 1.8 2.3 2.5 Derived from WTO & ETO Sources It is an economic truth that demand for the tourism product is largely a function of attractions, infrastructures, facilities, transportation means, services, competitiveness of the services, peace and security, and hospitality. Ethiopia can take pride in terms of possession of cultural, historical and natural attractions. Ethiopian Airline, the national carrier, has enviable international reputation. Ethiopians are noted for their hospitality. Why it is then that Ethiopia is so insignificant in tourism business and the attendant income from it? This question is equally applicable to ANRS because what happens in Ethiopia affects the tourism economy in any of the regions of the country, notably the ANRS since it is the home of several of the famous attractions Ethiopia owns. If Ethiopia has attractions, transport means (air in particular) and hospitality, does 33
Amhara National Regional State (ANRS) it then mean that the countrys weak position in the tourism market is due to the other factors, that is, facilities, infrastructures, services including competitiveness, and peace and security? International tourists20 have specific needs and requirements when they plan a visit to a country like Ethiopia (destination). Their priority interests are usually the qualitative (history, age, environment, richness of fauna and flora, etc.,) and diversity of available attractions. Equally important consideration they give to is the image of the country (absence of famine of significant proportion, for example) and peace & security. Then the planning moves to how to travel where to stay and what to eat-meeting the basic needs. Concern for the latter becomes more serious when tourists know that the locations of the attractions are away from major cities and towns. They normally expect to encounter some problems, though nothing serious. For example, they surely would not expect a big, fabulous or luxurious hotel and conspicuous accommodations. As a matter of fact, some tourists are adventurous types, hence, care less for comforts and luxury structures. They instead may like to enjoy cultural mix with people, and traditional hospitality and reasonably clean and pleasant environment. It should not also be forgotten that there are tourists who go for the best of everything and have no affordability problem. At any rate, tourists whether international or domestic would require an accommodation to meet the following elements, and it is likely the presence of the elements would have a positive impact on duration of stay and propensity to spend from the tourist: The location of the accommodation must be in a safe, quiet and tranquil environment Natural or man-made gardens and/or trees increases the attractiveness of the accommodation There should be roads or decent paths leading to the accommodation The rooms in the accommodation should be tidy equipped with running water preferably warm at all times; that the bathrooms drain well into the drainage system A small terrace outside each room with a small table and chairs attracts tourists a lot
This chapter examines the current state of the situation in the Amhara Regional State whether the quality and adequacy of stock of services, facilities and infrastructures that currently serve the tourism industry are capable of meeting the needs, requirements and idiosyncrasies of tourists.
5.2 Air Transport

Air transport is the main means of transport for international tourists to arrive at some location in ANRS. International travelers normally prefer flying to vehicle riding because of the long distance between Addis Ababa and the prized attractions in the region. Poor quality of roads and the generally inefficient road transport that characterize surface transportation in Ethiopia is also a factor. Domestic flights are exclusively operated by the Ethiopian Airlines, although independent charter flights are permitted (the single competitor closed down in 2003). Ethiopian
20
The process of making a decision to visit a tourism destination including assessment of needs and requirements in the case of domestic tourists cannot be significantly different.
34
Amhara National Regional State (ANRS) Airlines offers a special $120 fare for a circuit of the historic sites 21 for non-residents and they grant resident rates to non-residents that fly into Addis on Ethiopian Airlines. Flight availability to most destinations in the historic north has improved over the last two years. Table 10 below shows flight schedule to destinations in the region and attendant flight cost both to domestic and foreign passengers. Domestic flights are usually full and the travel agent this reporter talked to said that booking 3-5 days in advance might be necessary to guarantee a seat. The situation aggravates during the peak season when demand for air travel also peaks. This could cause inconvenience to some types of tourists, especially business tourists who might require more flexibility to book a trip. In the survey the ETC sponsored in 2003, business travelers were asked whether they had any difficulties getting transport to tourist sites. The response was that 20% of business visitors did, far higher than the mere 2.5% who said they had difficulties getting hotel bookings at tourist sites. The prevalence of excess demand does not have any bearing on flight schedules of the Ethiopian Airlines. That is, the airline is non-responsive to increasing demand (there are exceptions during the peak season) because of government price control on domestic flights. Domestic flight fares are subsidized for Ethiopians. The practice of reserving a certain number of seats on each plane for subsidized resident tickets is said to be another factor for non-responsiveness of EAL to demand surges. Table 7: EAL Flights to Airports in the Amhara Region Airport No. of days flight is available, and flight frequency Bahir Dar Twice every day Dessie 5 days a week Gonder 3 days a week , direct flight Lalibela 6 days a week Source: Air Link, a Travel Agency, July 2005. Resident charge in Birr 653.00 529.00 827.00 827.00 Non-resident charge in Birr 1737.00 1037.00 1737.00 1737.00
5.3 Surface-based Travel

It is true that tourism is a source of market for domestic products, wealth distribution, employment opportunities, and foreign exchange. It is also true that the single most important commercial objective of tourism business is to earn as much revenue as possible. The choice of travel mode by tourist is thus an important factor in tourism management. This is so because experience tells that the more tourists opt for surface travel the better is the opportunity to raise revenue. This is due to firstly it is inherent in the mode that it takes more days to reach the desired destination. Secondly, it gives the tourist the opportunity and motivation to visit other possible attractions on the way to the intended destination. Experience also tells that in a situation where tourists have air and surface travel options they tend to prefer the latter because it may reduce the cost of visit. Although the option of air or surface travel including the
21
The historical route epitomizes the diversity and richness of the existing destinations in the region. The anticipation is that the historical route and other attraction will continue to draw international arrivals. Demand for tourism can certainly show an increasing trend provided that the main issues besetting tourism business, especially those relating to infrastructures within each attraction, are effectively addressed in a sustained manner.
35
Amhara National Regional State (ANRS) attractions/heritages they choose to visit is exclusively the tourists, intelligent and skillful intervention by tour guides, travel agents, tourism offices, and creative information packaging on attractions make a huge difference on the decision tourists make. Empirical experiences show that air travel is relatively common compared to other forms of travel among tourists visiting the ANRS. EAL is the principal customer for tourists traveling to Bahir Dar, Gondar and Lalibela. At each of these major stops, tourists may stay on average two to three nights at the most. Most tourists who arrive at Gondar by air may include visits to the SMNP. Based on personal observations the number of days a tourist stays in the ANRS may not exceed 5 6 days. It could be possible to increase duration of tourist stay in the region through new and improved attractions and increasing the share of surface travel. Tourists traveling by air certainly miss the opportunity of visiting interesting attractions on the way to the desired destination. There is need to develop the existing capacity in government, public and private sectors to influence the planning of visit programs of tourists with the intent of reversing the current trend of tourists opting for air travel to come to region and also from within in favor of surface-based travel. Experience of some countries show that tour and travel agents skillfully and tactfully persuade and sell more package tours for more days on surface travel, an important aspect that the tourism establishment in ANRS need to be conscious of.
5.4 Road Transport

While air transport is the primary means of getting to the historic sites, easy and fast access by road would not only be cheaper both for domestic and international tourists, but it could also have a pull-effect on tourists to preferring surface to air travel. It is likely that cheaper and quicker means of reaching sites would tend to increase the number of domestic and international tourists visiting the region. Data (2000) obtained from the Wildlife Conservation Authority is in evidence of reduced competitiveness of SMNP compared to other parks in the country (Table 13). This is not only due to the remote location of this world famous attraction, but also poor quality of roads taking to the Semen Mountains National Park is an important factor. SMNP, which may require a tourist a flight to Gondar, then a drive along poor road into Debark followed by the need to have a 4x4 vehicle or mule ride on the final leg is simply time consuming and expensive. Accordingly, the park sees few Ethiopian tourists in a given period of time. This is not to mean that all is well with the number of international tourists visiting the park. Yes, it is true that 85% of its visitors are foreigners. The proportion need not mask that only about 13001500 international tourists visit the park annually. The contention is that the number could be many-fold higher. The poor roads between Gondar and the park have their contribution to the state of the situation. Table 8: Visitors to National Parks in 2000 (Percent)
Description Total Ethiopian tourists Foreign resident tourists Foreign tourists Awash 30.5 48.5 23.5 28.0 SMNP 10.9 10.1 4.4 85.5 Shala Abijata 24.0 53.9 22.8 23.2 Bale Mtns 6.9 18.9 32.9 48.2 Omo 0.2 40.6 37.5 21.9 Nechisar 16.9 53.9 14.5 31.6 Mago 10.6 29.4 6.9 63.7 Total 100.0 42.4 18.7 38.9
Source: Ethiopian Wildlife Conservation Organization 36
Amhara National Regional State (ANRS) It is not only paucity of roads but whatever is available is normally in poor state of condition. This reporter believes that the road situation in the region seems inferior compared to other regions with acknowledged tourism resources, and as a result tourism development has been disadvantaged. The survey ETC had carried out in 2003 articulated the economics of roads with the perspective of tourism development in Ethiopia. It is quoted below rather extensively; it is also updated to make it as current as possible because it does have a lot of relevance to ANRS. Moreover, a table produced by the survey is reproduced because of relevance and usefulness (Table 14) with an update to increase its currency. It is evident that while the cost of getting to attraction sites across the country by road is considerably cheaper for the foreigners if they use public transport, the quality of roads is poor in most cases. For instance, a trip to Bahir Dar by road from Addis costs only about Birr 150 while plane ride costs Birr 1737 for a non-resident more than ten times the road price! The poor roads also mean that travel time is long, prompting a tourist to abandon the cheaper option, especially for tourists with time constraint. Travel by road means that any tourist wishing to avoid using public transport is required to hire a 4x4 to make the journey. But car hire from a reliable source with a driver is approximately Birr 1500 per day making the option not feasible for cost reasons. It might be because of this that one hears repeatedly from tourists that Ethiopia tends to target only the rich tourist. In other words, for the middle-income tourist not wanting to use public transport Ethiopia is not a viable option to travel to for leisure. If the roads improve and more tourists decide to take the road option, it would provide more market for tour operators because they could use cheaper vehicles (e.g., minibuses), thus increasing competitiveness of and demand for the tourism product. Given the long distances to get to the majority of sites in the north, a good option for tourists would be to fly to a single location (say Bahir Dar) and then use cheaper road transport from there (Axum, Gondar, Lalibela and the Semen Mountains, which all lie within a day's car trip from Bahir Dar on a good road). This would, of course, require upgrading the roads linking the major tourist sites in the area. This option might also relieve the congestion on the air flights to the north, and provide the option for Ethiopian Airlines to run more planes on single high-density routes. It would also offer a positive spin-off for domestic travel - public, business and tourists. Table 9: Major Sites and Their Accessibility by Road Name of Sites Distance from A.A (km) Time it Takes
COST OF ROUND TRIP TICKET BY BUS (2005)
Road Quality
Plan to Upgrade the Road
Bahir Dar Blue Nile Falls Monasteries Gonder
565 32 from 748
1 days 1 hr 10 hrs 2 days
Cost of 1/3 good 2/3 poor round trip ticket by bus 114 Birr Poor road 14 Birr Same as road to Bahir Dar
Under Gonder action to upgrade No Upgrading from Bahir Dar to Gonder will start next year 37
Amhara National Regional State (ANRS) Name of Sites Distance from A.A (km) 849 about 50 from Debark 1005 and 360 from Gonder 642 and 241 from Dessie 535 335 from A.A 190 from A.A 450 510 from A.A Time it Takes
COST OF ROUND TRIP TICKET BY BUS (2005)
Road Quality
Plan to Upgrade the Road
Debark Semen Mountain Axum Lalibela Harar Jimma Hadar Awash National Park Bale Mountain National Park Nechisar Nacional Park
3 hrs by 4X4 vehicle 2 days 2 days 1 day 1 day 1 days 1 day 1 day 1 day
150 Birr
201 Birr About 200 Birr 110 Birr 70 Birr 40 Birr 100.0 110.0 Birr
Gonder to Debark is poor and Debark to the park is a rough road Bad road 520 kms road is good 122 kms is bad or rough road Major part is good asphalt road Not good Very good road Very good road Partly good Partly bad Very good
No
Not yet planned 400 km road is under construction for upgrading Upgrading is started No -
While noting that there still remains the need to improve quality of roads in order to increase demand for tourism, this study observed that there has been a very encouraging development with roads in ANRS of particular significance to tourism development. The road from Addis Ababa to Bahir Dar is converted into a high quality road, with the exception of patches here and there. The Abay Bridge is being upgraded. The road from Bahir Dar to Gondar, about 83 km, is also being upgraded.
5.5 Intra-Attraction Facilities and Environment

In this report it is said that demand for the tourism product is a function of: (1) The attractions: The extent to which they meet the satisfaction the traveler aspires to get out of them; (2) Infrastructures: This has reference to hotels, lodges, tour guides, utilities, environmental sanitation, the roads, communication media, and information packages; (3) Transport means: The extent to which the travelers movement from the origin to the destination is facilitated; and (4) Hospitality: The human treatment the traveler receives throughout visitation. When one talks about facilities at an attraction one in reality is talking about all of these factors. 38
Amhara National Regional State (ANRS) Among the attractions in the region churches and monasteries feature prominently. In these institutions and other historical sites there are different types of products of high interest to tourists. Empirical observations and results of literature review indicate that the cultural and historical attractions are not in their erstwhile state of condition. Depreciation has had its toll. The existing public sensitivity and knowledge that they are the basis for tourism business in the region could be better. Neither has there been sufficient sensitivity at the policy level of the need to maintain and upkeep the tourism values of these precious heritages. Rapid and sustainable tourism growth in the region requires that these tourism resources need to be preserved, including ensuring that visitor number does not unduly exceed the carrying capacity of the sites. The biggest challenge in this regard is to preserve the historic sites from natural decay and the SMNP from further degradation from the communities around the park. It is learnt that the entrance fees in church sites like Lalibela go more towards maintaining the livelihoods of priests and deacons and not the preservation, upkeep and maintenance of the institutions themselves. But local sources contend that even if the entrance fees were put to church restoration, the prevailing rates would be too small to meet the need. There are also observations that prompts one to wonder whether there is any organizational capacity in place to attend to some elementary upkeep and maintenance needs of the attractions. For example, at Lalibela, it is not uncommon that paths and tracks leading to sites are littered with garbage and different types of waste. Walking along the paths and isles of the monasteries looks unsafe due to lack of attention. The steps are worn-out and very slippery. So are the floors making it more difficult for elderly tourists/visitors to walk around. The message here is that the environment at the sites is not friendly, and this does not serve the cause of increased and sustained demand for tourism. The protection, care and security of the existing attractions from neglect, vandalism and other irregularities is paramount. Restoration work on major attractions like Fassil Castle, Fassil swimming pool, Lalibela churches and monasteries are underway. While this is encouraging there are others requiring a similar action as a matter of urgency. Work on the conservation, management and development of the Semen Mountain National Park is ongoing. This is also very much welcome. As a result regional tourism industry and diversity and richness of tourism products are already showing some improvement. For example, the numbers of once critically endangered endemic species (spp.) have dramatically increased, including the Walia Ibex, Gelada Baboon, Simen Jackal and a good number of endemic bird spp. There is presently an increase of inbound tourists to visit the park. Thus, ecological tourism, which is a popular tourist activity worldwide, is showing an increasing trend , albeit relatively at the Semen Mountain National Park.
5.6 Provision of Infrastructures and Facilities

Successful marketing of tourism product requires the provision of varied services to the tourist. It is important to see to it that these services are delivered to customers efficiently and in a costeffective way. While appreciating the role of human capital, organization and systems in this respect, efficient and cost-effective services emerge primarily from infrastructures and facilities. That is, the main determinant of market share of the tourism product is the quantity and quality of infrastructures and facilities a country and/or a region has in its possession. There is currently a concentration of demand for tourism in favor of North America and Europe. This is to say it is 39
Amhara National Regional State (ANRS) not only that they have the lions share of the tourism market, but also market penetration for the rest of the world is a tough business. The key to a successful penetration is to ensure that there is in place human capital, infrastructures and facilities that can render quality service to the tourist. From the past experience of the region and the country, this assessment is of strong impression that key services that call for attention are: Information and communication: Information and communication facilities refer to information technologies such as access to Internet and other electronic media, telex, fax, telephone facilities, etc. Transport: Transport infrastructures in this case include the capacity of the Ethiopian Airlines, intra- and inter-regional road network, the quality and supply of intra- and inter-destination (attraction) roads, supply and quality of 4-wheel drive vehicles with travel agencies and tour operators. Accommodation: This refers to hotels, lodges, campsites, and restaurants that meet international standards looked at from tourism perspective Intra-destination infrastructures: Intra-destination infrastructures and facilities have reference to roads, gardens/green areas, communication means, power & utilities, sewers, and drainage serving a specific attraction Tour operation: Tour operation is about the expertise, skills and experience of the operators, knowledge they have on the region and the attractions, information booklets, etc. Souvenirs: Souvenirs here refer to quality, quantity, diversity, and delivery mechanisms including packaging of destination-specific handicrafts.
The interview this reporter had with seven international tourists in December 2004 at Lalibela was directed to provide opinions on the quality and supply of services rendered to tourists via the existing infrastructures and facilities in the region and in Ethiopia. They were asked where possible to compare the services with Kenya or any other country of relevance to Ethiopia. Two of the tourists were repeat visitors and four visited Kenya, three of them for three rounds. Since the results are believed to have an important bearing on the state of the situation in respect to this key area, the interview outcomes are summarized below: Change they observed in their repeat visits: The quality and supply of these infrastructures and facilities vary from region to region. However, the interviewed tourists thought that there has been improvement on all fronts, especially in respect to information and communication both in the country and the region. Information and communication: Improved situation prevails in major townships like Bahir Dar, Gonder, and Dessie. The service in the region is generally same as in other regions such as Addis Ababa, Tigray, Oromiya, and SNNPR. International phone connection is decidedly better in Addis Ababa and in the main towns in the regions. Access to facilities seems easier in Kenya. Internet facilities are better organized and more readily available in Kenya. So are fax and telex systems. Timely and accurate information is often key for a successful marketing of the tourism product. Tourism services are intangible in that they cannot, in most cases, be physically displayed or inspected by potential customers at the point of sale or inspected before the time of use and away from the place of consumption. It is primarily for this reason that provision of accurate information at the time and place 40
Amhara National Regional State (ANRS) needed is vital to successfully market tourism. Before or upon arrival tourists are bound to look for information on different attractions that they intend to visit. The decision on the travel and duration of stay in a destination depends upon very much on the quality, timeliness and place information obtained on hotels, guides, prices/costs of transport, maps, distances, food and drinks, souvenirs, history of attractions, and other service products. It is preferred that the information is organized and available in the form of brochures, leaflets, booklets, flyers, maps, etc. This can be availed for free or sold ideally on cost recovery principle. The regional Tourism Commission has some printed materials providing some information that tourists can access mostly through purchase. A few private tour operators have also handouts, which they access to their clients free of charge. While the quality and design of printing of the materials and comprehensiveness of the content leave a lot to be desired it is the problem with the distribution that is standing in the way between tourists and the information materials. They are not available at the airports and hotels where tourists could easily pick them up or purchase. Information providing facilities, however limited they might be, are not yet in place at any of the major tourist receiving airports in the region. Tourists should be regarded as the regions guests and must be treated with traditional hospitality and there is no better place than the airports for the welcoming to commence. It could also serve as a marketing mechanism. In line with this, it is worth mentioning that in a township the tourist information center should be conveniently located where it can easily be seen and/or located by tourists like in Lalibela and SMNP. For example, the Bahir Dar Tourism Commission is located at the outskirts of the town and away from the center. At Gondar, although it is close to the center, it is hard to find. Location obscurity defeats the very purpose of the setting up of the center. In a tourism sensitive country, the center would be located to the extent possible close to a hotel that tourists frequent. Transport: Inter-regional differences in Ethiopia are minimal or nil. Quality and supply leave a lot to be desired. The quality or roads, reliability of domestic flight schedules, dependability of car hire services, access to tour operations, etc., in Kenya are of higher standards, richer, and more diversified. Moreover, the absence of roadside signs and direction locators is another thing that the tourists complained about, especially those who do not make use of the tour operation option. These are mostly the adventurous travelers and they frequently travel on foot within towns, or drive across a boarder from a neighboring country into major towns. Under such circumstances those tourists without a town or country map may be lost while finding directions. During the course of field study, a good number of tourists have indicated facing such specific problems. This obviously is strange to many coming from the principal tourism generators for Ethiopia and of course the region too. Accommodation: Excepting Addis Ababa, inter-regional variability in quality and quantity of hotel-based services is insignificant. Communication facilities hotels provide, although improving, are still wanting. Power interruption is not uncommon. Food, room services, laundry services, toilet drainage, green areas, site development, etc., are of inadequate standard both in government-owned and managed and privately operated hotels. Hotels and lodges in Kenya are fabulous and immensely more satisfying than they are in Ethiopia pertaining to all service products
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Amhara National Regional State (ANRS) Intra-destination infrastructures and facilities: Untidy surroundings, obvious need for restoration, poor upkeep and maintenance, inadequate information on the specific tourism resources, insufficient knowledge of guides on the history of the attractions, difficulty to reach the attractions (poorly developed roads) characterize most destinations in the region. The tourists however saw little or no difference either in quality or quantity between regions. Infrastructures and facilities in Kenya are significantly more advanced. Tour operations: Paucity, inexperience, capacity limitations, less orientation with tourism in terms of context and practice characterize tour operations in Ethiopia and the region. In the region the capacity limitation of tour operation is more evident than at the national level. Tour operations in Kenya again are sophisticated, experienced, and have much larger resource base. They provide to tourists with high quality of service at competitive cost, and they account to a large extent for the relative tourism success in that country. Souvenirs: Low quality, lack of diversity and poor delivery characterizes souvenir market in Ethiopia. It is much better organized, choices are wider, products of significantly higher quality in Kenya.
5.7 Tour and Travel Operations

It may not be an exaggeration to state that tour operation does to tourism what lubricating oil does to motor engine. Tour operation embraces the entire gamut of tourism activity. A tourist may make use of tour operation service of one type or another from the beginning to the end of his /her travel. Tour operation in its organized and efficient fashion is in the emergence in Ethiopia. It has not fully recuperated from the legacy of the Derg Regime. At the time it was entirely in the hands of government and licensing required substantial initial investment and working capital. Its growth in the region has further been checked because the entry point for over 80% of the international arrivals is Bole International Airport. It is likely that because of this tour operators in Addis, expected to be more organized and richer, might have been taking some of the market share of the region-based operators. At the time this study, there were 12 licensed tour operators in the region, five based in Bahir Dar, four in Gondar and three in Lalibela (see Table 15 for details on these tour operators). During the field research five of these operators were interviewed, three in Bahir Dar and two in Gondar. The results of these interviews indicate that the operators partake similar characteristics and limitations. The common characteristics/strengths include motivation and interest in the job, ambition to expand scope of services, willingness to make additional investment especially if access to credit improves, and commitment to improve service efficiency. The main limitations include: Shortage of well trained guides and interpreters The existing staff of the operators require upgrading in their language proficiency, knowledge of tourism and handling of tourists Limited knowledge on the renowned historical, cultural, and natural attractions Lack keenness on information, communication and use of electronic media Limited access to investment credit 42
Amhara National Regional State (ANRS) Organizational capacity is limited, notably scheduling, appreciation for cost effectiveness and the value tourists attach to time resource including lack of understanding of the need to identify market niches and promote tourist demand through diversification and specialization in the tour operator sector
This study would like to note that there is insufficient awareness at the policy level of the role of tour operation in tourism development. It may be because of this that visible incentives are lacking and there is not any organized effort to upgrade tour operation in the region. Tourists say Ethiopia is expensive relative to its neighbor Kenya and it is losing market to its neighbors because of that. One area for high cost in Ethiopia is high price of tour services, especially transportation. A car for hire (4x4) could be three times more expensive compared to Kenya. There is reason to believe that government through tax measures can play a role to reduce cost thus making Ethiopia and the region itself more competitive in marketing tourism. It is likely that such a measure would help to create a greater market for the middle-income tourists who might not be able to afford flying or hire a 4x4 vehicle and not prefer to use the public transport to tourist sites. As with the hotel industry, the provision of tourism intelligence to the tour operators community could also have a favorable impact on improving cost-efficiency of tour operation. Table 10: Tour Operator in ANRS as at January 2005 No. 1 2 3 4 5 6 7 8 9 10 11 12 Name Bahir Dar NTO/National Tour and Travel Org. Bahir Dar Tour and Travel Agency Dib Anbesa Hotel Tour Galaxy Express Service Ghion Tour Service Gonder NTO Explore Abyssinia Galaxy Express Service Explore Ethiopia Lalibela NTO Lal Tour Operator Location Bahir Dar Bahir Dar Bahir Dar Gonder Lalibela Phone number 20 05 37 20 01 75 20 14 36 20 14 74 20 01 11 11 03 74 Circle building 11 15 46 Quara Hotel 36 04 10 30 00 08 Type of vehicles and number One Mitsubishi Minibus One Toyota Coaster Mitsubishi Coach bus Mini bus Coach bus Mini bus Mini bus Mitsubishi Coaster Bus Mini bus Toyota Land Cruiser Coaster Land Cruiser Tourbo Carrying capacity (Seats) 10 24 8 19 12 20 12 12 9 12 12 9 30 8 18
Ethiopian Travels Source: ANRS Tourism Commission 43
5.8 Accommodation: Hotels and Lodges

Hotels, the single most important facility in accommodation service could come under five categories in quality perspective. These would include:
Economy: one star A one-star establishment is expected to offer clean, no-frills accommodations with minimal on-site facilities for the budget traveler for whom cost is the primary concern. Guestrooms generally are small, functionally decorated, and may not have a private bathroom, in-room telephone, or amenities. On-site dining is usually not available. Public access and guest reception may not be available at all hours. Value: two stars These are limited-service establishments expected to offer clean, basic accommodations. They may offer some business services but generally lack meeting rooms, baggage assistance, and full fitness and recreation facilities. On-site dining is usually limited to coffee or Continental breakfast service. Guestrooms generally offer private bathroom, telephone, TV, and limited amenities. Quality: three stars Three-star establishments place a greater emphasis on style, comfort, and personalized service. They generally feature on-site dining room service, a pool and/or fitness center, a gift shop, and may provide baggage assistance. Conference rooms for meetings and extended services for business travelers are usually offered. Guestrooms offer more extensive amenities and more careful attention to decor and comfort. Superior: four stars These upscale establishments usually offer a fine-dining restaurant, lounge, and room service with extended hours. Service features usually include baggage assistance, concierge service, and valet parking. A conference center with up-to-date technology and full business services are usually offered. Public spaces and guestrooms are thoughtfully designed and constructed with high-quality materials. Guestrooms generally offer stylish furnishings, high-quality bedding and bath products, and a wide array of amenities Exceptional: five stars The finest hotels in the world. Five-star lodging is characterized by luxury appointments, superlative service, and the highest standards of comfort. Five-star hotels offer originality in architecture and interior design, high-grade materials in construction and dcor, and such special touches as fresh flowers and plants in abundance. These properties also maintain a high staff-to-guest ratio, gourmet dining, and 24-hour room service. Guestrooms offer ample space, the finest furnishings and decor, premium bedding, and luxury bath products. Room amenities generally include high-speed Internet access and CD and/or DVD players. Five-star resorts may offer additional recreation facilities such as tennis courts and golf-course access. On-site spa services, a top-notch fitness center, and a pool are generally available, as well.
While there will be need fro all hotel types, tourism development in the region may have to purposively encourage the first three types. During the fieldwork for this assessment several tourist-accommodating hotels were visited in Bahir Dar, Gondar, Woldiya, Dessie, Combulcha, and Debre Berhan for observation. Discussions were held with relevant government staffs and hotel owners and managers. The results of the interviews and the visits reveal that most of the hotels need improvement to meet international standards for tourism. The overall judgment of this assessment is that there is an acute shortage of accommodations meeting the essential standards of international tourists of the type ANRS mostly host. The issue here is not quantity but quality, although 44
Amhara National Regional State (ANRS) quantity becomes an issue at peak tourism season, which falls in the period November to December of each year Table 16. During this period the physical availability of accommodation becomes particularly acute in Bahir Dar, Gondar and Lalibela where Gena and Timket festivals are relatively more colorful and international tourists heartily enjoy these festivities. An elderly British tourist, while chatting with this author at the Bahir Dar Airport, told him she was at Gondar for Timket and with an obvious pride she concluded the chat with, It was a childhood dream fulfilled. It is to this extent that some of the attractions the region possesses mean to international tourists. No one can tell the number of such unfulfilled childhood dreams because of the poor state of conditions of the stock of accommodations the region has to date. The main finding of this assessment in respect to accommodations in the region is that most of the existing facilities are of poor standards, old and not to the taste of an average international tourist. A paragraph in the report on the survey ETO sponsored in 2003 is quoted here-below in full because it is too telling about the current situation in the region as this assessment observed it. The quotation reads as follows: It is believed that the state-owned hotels (where tourist mostly stay) are the primary culprits. It seems that the starred and tourist recommended hotels were overpriced for what they offered. While tourists are willing to pay the prices they are charged, they expect a minimum level of quality for that price leading to accusations of poor value-for-money. But not only are the hotels not providing value-for-money, but also they are failing to provide the quality of room that tourists desire. It is frequently argued that tourists are willing to put up with a degree of hard travel and sightseeing but desire some comforts when they return to the hotel in the evening. Many starred hotels on the historic route have no telephones, are often without hot water or even cold water, have bed bugs and no entertainment. State-run hotels and many private hotels are considered run-down and not worth their current star rating. Finally, tour operators and tourists alike view many of the hotels that have been built as both inappropriate in design to the area in which they were built and lacking a distinct Ethiopian feel. For instance, one tourist remarked in the survey, "do not destroy the beautiful Lake Tana region by ugly hotel complexes", while another called for hotels with a better view of nature in the same region. Those hotels that meet tourist needs can charge considerably higher prices and still enjoy higher occupancy rates.
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Amhara National Regional State (ANRS) Table 11: Monthly Arrivals from 1990-2003 G.C (Ethiopia)
Month January Februar y March April May June July August Septem ber October Novem ber Decemb er Total 1990 6734 5641 6044 1991 6933 5864 6173 6205 5464 7244 8634 7468 6764 6416 6230 8186 81581 1992 7070 5991 6294 6324 5565 7391 8815 7618 6895 6547 6357 8346 83213 1993 6770 6917 7157 6758 6600 6359 9028 9234 7604 7228 9603 9814 93072 1994 7134 6235 7541 7121 6954 6701 9513 9730 8012 7616 11172 10341 98070 1995 7517 6570 7946 7503 7327 7061 10024 10253 8442 8025 11772 10896 103336 1996 7921 1997 10111 1998 11817 9989 10812 11580 8634 7180 8239 8126 7812 8291 8198 11322 112000 1999 9924 2000 11220 2001 13270 11087 11613 12659 10404 13495 15075 12476 11370 10355 11364 15270 148438 2002 13902 11873 12223 11595 12540 13238 14196 11630 13540 13160 14450 13980 156327 2003 17759 12877 10641 12262 12113 15068 17333 16571 17665 14882 13564 19175 179910
6923
8373 7906 7720 7440 10562 10804 8895 8456 12404 11481 108885
8838
10690 10093 9856 9497 12482 13791 11355 10795 15834 14658 139000
5098
7273 8465 8572 10117 11155 9723 9818 11246 11190 12419 115000
9853
11273 12494 10095 10756 12574 11260 10448 10191 11472 14318 135954
6454 5515
7346 7528 7604 6779 5970 6121 7610 79346
Source: Ethiopian Tourism Commission
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Amhara National Regional State (ANRS) People in the industry have put forward a number of reasons for the deficiencies. The main ones include: (1) Lack of fund for maintenance: Government hotels have a bureaucratic system of maintenance whereby the supervising authority in government decides on how much to invest in maintenance each year and then central management allocates this based on immediate priorities. There is no motivation to expend on maintenance and upkeep, probably because of government standing policy to privatize state-owned hotel enterprises. (2) Limited competition: Because of the limited supply of hotels that can meet even the basic needs of tourists in most locations outside of Addis, these hotels are able to charge prices above their value. (3) Hotel rating system: Apart from a minimal fear of losing customers to competition, hotels also need not worry about losing their star rating. The current system does not allow the ETC licensing department to take away star ratings once they are given, but only to repeatedly warn the hotel to live up to the star rating it was given originally, which does not happen often anyway due to the infrequency of inspections. (4) Inadequate knowledge of local investors: Many local investors got into the hotel business not from a position of strength and knowledge and experience in hotel management. Most joined to take advantage of incentives the declaration of the mixed economy in the late 1980s offered such as lifting the limits on investment size for hotels, duty-free privileges, easy access of urban land in prime locations, and low-collateral requirements for bank loans. In fact many started the investment to make money on reselling duty-free imports. The head of licensing at ETC estimates that not more than 10% of hotel investors did have any prior hotel experience. Accordingly, local investors built inappropriate hotels (often not supported by services of architects and/or market research). (5) A lack of foreign investment: Foreign investment in hotels was only recently permitted and in lodges only in the past year. While foreign investors are not necessarily better investors than locals, they are more likely to enter the sector with hotel experience and offer appropriate quality. The ETC 2003 survey asked a sample of visitors to rate the quality of facilities and services hotels and restaurants provided on a score of 1-5 in which a rating of below 3 points denoted poor, 3 points implied average, 3-3.5 points meant satisfactory, and above 3.5 points highly satisfactory. The results are presented in Table 17 below. Although, the results refer to the national situation, they do represent very well the situation in ANRS. Table 12: Tourist Rating of Hotels and Restaurants Type of visitors Overall Low budget traveler (<$40 per day) High budget traveler Quality of rooms and facilities 3.0 3.1 2.9 Quality and variety of meals 3.0 3.1 2.6 Quality of services 3.4 3.4 3.2 Value-formoney 3.7 3.8 3.4
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Amhara National Regional State (ANRS) (>$40 per day) Notwithstanding of the above survey results, this report believes that ANRS can take pride in one exception. That exception is the Foggera Hotel at Gonder that can be sited as a model hotel satisfying the basic needs of the average international tourist. Two young independent travelers who could be classified as adventurous tourists told the author during an interview at the hotel that they liked the hotel very much. They liked it because the structure and design of the rooms is such that it does have the traditional touch of Tukules (round in shape & grass-thatched roof). It has a small garden at the center where tourist could sit and relax. There are not many rooms in the hotel but each room has a small veranda with chairs and a small table. Every room has two single beds. The bathrooms are clean with the necessary fittings, although the facilities look aged. But the age did not have any particular effect on the visitors. The hotel serves good food, and room and dining service is pleasant and efficient. The atmosphere is quite friendly. Foggera has a reasonably good location, meaning it is within a walking distance to the center of the town. Most importantly, the price is reasonable and competitive. Foggera is briefly outline here because it could be used as a role model in the development of accommodations at least in major townships of the region. According to ETO sources, Ethiopia has a limited supply of star and tourist quality hotel rooms, especially outside of Addis Ababa and to a lesser extent the Oromiya Region. According to ETO sources, there were some 157 hotels in the country with some 6291 rooms in 2003. Most of these hotels were not designed and/or built to meet international tourist standards. Data is not available on the current situation with the number of hotels in the country and what percentage of these are of acceptable standards to accommodate tourists. In early 2003, there were 15 hotels of acceptable standards under construction in the country having 893 rooms (an expansion of 14%, Table 18). How many of these are currently in operation is not known. In 2003, the government owned about a third of all hotel rooms in the country. The current situation in this regard might have changed, percentage of government ownership might have declined. But the change could not be significant because government initiative to privatize the hotels it owned was moving slowly. On the other hand, private hotels meeting tourist standards are few in the country. The situation with hotels in the Amhara Region is similar. Supply is adequate, perhaps oversupplied in non-peak season. Of the existing hotels in the country in 2003 the share of the region was under 10% with about the same share in number of rooms (Table 18). The region had however a significant share of the hotels that were under construction in 2003 with some 40% share in hotel number and about 30% of rooms. It stands to reason that this must have changed the supply situation favorably, although physical supply has not been of the issue. The irony with the hotel industry is that although quality supply is limited, occupancy rate is still low at around 50% or so for the public hotels (ETC data from public hotels). The rate with private hotels could be higher but not significantly.
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Amhara National Regional State (ANRS) The seasonal characteristic of tourist flow and low occupancy rates have been in the way of private investment into the tourism sector, especially in hotel business, nationally and in the region. There is thus a kind of vicious circle in respect to the supply of hotels of tourist standards both in the country and in the region. Poor standard of hotels stand in the way of tourism development while not only the seasonality but also the slow growth of tourism prevents private investment in hotels and other forms having acceptable standards22 Table 13: Distribution of Existing and Under-construction Hotels in 2003 by Region
Region Addis Ababa Afar Amhara Benshangul Gumuz Dire Dawa Gambella Harari Oromiya Southern Somali Tigray Total No of hotels 38 4 15 1 5 1 4 44 13 4 28 157 No. of rooms 2420 109 552 26 294 22 140 1629 434 104 561 6291 Percent govt owned 47% 17% 47% 0% 31% 100% 30% 31% 24% 0% 15% 36% New hotels under construction 0 0 6 0 0 0 0 4 3 0 2 15 New rooms to be added 0 0 271 0 0 0 0 401 93 0 128 893
Source: Ethiopian Tourism Commission, Model Hotel Project: Part 1 : Manpower training needs assessment (Taken from Ethiopia: Trade
and Transformation Challenges, Annex II, March 2003).
This report notes that the hospitality that hotel employees show to tourists is good. But it would have been excellent with modest investment to improve their skills in tourist handling, language proficiency, and knowledge on tourism and its role in development. This study observes that tourism knowledge of persons engaged in the sector at various levels is wanting. According to the regional Tourism Commission, of the 18 hotels that claim to have capacity to host tourists, 14 (78%) currently provide communication and Internet services to tourists. It is observed that there has been progress, albeit slow, on the quality and quantity of information and communication facilities like fax and Internet services the hotels provide to their guests. Interviewed tourists admit that the services surpassed their expectations, although they openly admitted that gaps still exist.
5.9 Communication
Communication services such as telephone, fax, mail, and Internet are key to marketing tourism. One of the seven international visitors this author interviewed at Lalibela came to
22
There is a lodge under construction designed to meet tourist standards with significant local inputs at SMNP. The expectation is that it would soon be operational to the delight of tourists favoring eco-tourism, nature and adventure.
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Amhara National Regional State (ANRS) Ethiopia three times, in 1996, 2000, and 2004. He was from the United Kingdom, and the visits were made for leisure. He visited ANRS on each of the visits. He said he observed a marked improvement in terms of communication facilities both quality-wise and also availability, particularly at hotels in major towns. He admitted he was not able to observe a similar progress at or near the attractions themselves. The observation of this assessment is in complete agreement with the comments the visitor made. Time is of the essence at all times to a traveler. Efficient communication media is a big tool for tourists to saving time and making the tourists stay not only pleasant but also competitive. It suffices to state at this stage that there is considerable need for further development of these media in the region for a more successful and sustainable growth of tourism.
5.10 Handicrafts
Items that tourists are willing to spend on and that can have important links to the surrounding communities are handicrafts. It has been argued in the case of Ethiopia that the types of items that are available to the tourists are very limited in variety and often merely copy the antiquities that exist already. Copying antiquities limits variety. There is currently a joint project between the Ministry of Culture and Heritage and the World Bank. The project tries to put together an inventory of antiquities and attempt to shift production of handicrafts away from mere replication of antiquities with some design changes that attract buyers without however losing sight of the intrinsic values of the destination. The project is expected to improve the designing of handicrafts and train producers with the object of widening domestic and international markets for the products. Gondar is one of the four project sites in the country. The anticipation is that improved designs and techniques of production would be replicated in other destinations.
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6. Tourism Supply: Community-based Tourism 6.1 Some Background

The Ethiopian Tourism Paradigm states that tourism is a key component of the government Poverty Reduction Strategy Paper and the Millennium Development Goal. It says it is key because it is a powerful tool for poverty reduction when linkages are built with the local economy. ETP further states that tourism can become a major source of growth if small farms are able to participate, especially by ensuring broad participation in benefits with focus on women, marginalized rural areas, and poor communities. Where are these marginalized rural areas and poor communities for whom there is need to create an enabling framework to participate in tourism development normally located in the Amhara region? Land Cover/Land Use Study of the Identification of Opportunities Survey of which this Tourism Potential Assessment is a part estimates that there is about 1.6 million hectares of land, roughly 10.8% of the regional land area that is of low to very low agricultural potential. There are human and livestock populations in this land area; but it is argued that it is much beyond its carrying capacity. It is in this area that the most marginalized population of the region lives. Outbound migration of people from this area, although the number not known, is expected to be marginal. Most stay there for life further marginalizing the land with their outmoded farming practices and uneconomic land use. Fast population growth that normally characterizes such areas further adds to the absolute poverty. It is argued a priori that tourism-sensitive land use could be most appropriate for this area. To attract tourism to these areas (located all over the region) there is first of all the need to identify the specific locations where community-based tourism can seriously be considered as the best option to reduce poverty. There is also the need to determine the infrastructures and capacity-building measures required to carrying on tourism development. It looks prudent that this should be taken up in the next phase that looks at investment opportunities. Would micro and smallscale tourism be feasible propositions in such areas?
6.2 Regional Context of Community-Based Tourism

The regional draft policy document emphasizes the need to approaching tourism development in ANRS with a calculated ambition that is grounded in realism. What is the content of this realism? This report believes that the core elements constitute the following: 1. High rural and urban unemployment: There are no reliable regional unemployment figures even for the urban population let alone for the rural. It is the same story with under-employment and disguised unemployment. A priori it is judged to be too high. Despite good prospect, farmers involvement to produce tourism product for the market has been nil up to now, if not negative. 2. Low productivity of labor: Inappropriate land use is an important factor undermining productivity of labor and land in the rural setting. Non-consideration of tourism in the economics of land use and the absence of mainstreaming tourism in rural and urban development programs further account for low labor productivity.
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Amhara National Regional State (ANRS) 3. Land degradation menace characterizing the natural resources in the region: The consideration of tourism development to reduce the loss of natural resources (soils, forests, wildlife, and other allied resources) has never been promoted. Small farmers do not see tourism as an alternative economic activity to producing crops or feed on land already threatened by degradation. Degradation is also a threat to tourism development. A priori, community-based tourism seems an attractive proposition in the Amhara region. The region is blessed with numerous breathtaking, natural scenes where tourism development could be the best land use option. But people are using these highly degraded areas for eking out an existence, and tourism-oriented land use may not only be completely unknown to them, but also it may not be a feasible proposal, at least in the short term time frame. It may have to be presented as a package deal, which may require government-people partnership. The issue being raised here is that this kind of thinking has not been on the agenda of the regional tourism development. 4. Presence of conflicts between communities and major tourism destinations: The ANRS have excellent natural and man-made attractions widely distributed among different communities. Local, particularly rural, communities have guarded, are still guarding, the diverse resources from being destroyed or abused. These heritages need to be protected, conserved, cared and secured for the purpose of ecstatic and economic values to the present generation and for generations yet to come. But, it is the impression of this report that there has been mutually exclusive relationship between communities and the attractions. Development of these resources and distribution of the benefits from them has been to a significant extent oblivious of the people. In other words, the peoples ownership of these attractions has been undermined arising from the minimum participation of communities in decisionmaking. Inviting genuine popular participation within the ongoing destinations could resolve the conflicts. 5. Acute shortage of managerial, planning, technical skills in tourism sector in particular: It is a constraint hard to ignore while thinking of medium-to large-scale tourism enterprises, especially in service provisions in the short-to medium-term time frame. There is need to create a basis first. Involvement of small farmers, kebeles and rural communities could be a logical progression or the basis to move to medium and large-scale tourism operations. 6. Organization of catering for tourism development in the government, public and private sectors requires much to be desired: Here again there is need to tap available resources at the community level because it could require short time to develop, it could be a cost effective approach thus enhancing competitiveness of the sector. 7. Acute shortage of financial capital: Community-based micro and small-scale operations are relatively labor-intensive. They do require access to financial capital. But it could be affordable in compliment with the micro finance capacity already in place in the region 8. Seasonal character of tourist flow: Tourist flow to the regions is seasonal. This serves as a disincentive for large investments in the service sector of tourism development. Community-based micro and small-scale operations could be a solution.
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Amhara National Regional State (ANRS) 9. Inadequate experience in risk management: Normally risk is directly related to size of investment. Experience in risk management in the private sector is considered modest, and thus a rationale for pursuing community-based micro and small-scale operations. 10. Tourists tending to favor eco-tourism nature-based tourism grounded in protection, conservation and judicious utilization of natural resources: Purposively sought involvement of rural and urban communities could enhance the undertaking of environment friendly tourism. 11. Unfavorable international image: One cause of poor image is poverty-induced famine. Greater community involvement in tourism should provide employment and income to the marginalized. 12. Serious budgetary constraints vis--vis high needs for rehabilitation of destinations, new roads, upgrading of roads: Community-based tourism could avail human and material resources at low cost. 13. Serious shortage of foreign exchange: The approach tends to be relatively laborintensive. It is likely that foreign exchange need would be relatively lower than other options 14. The need to preserve cultures and useful traditions: The need cannot be disputed, and community-based approach provides a leverage to carry on culture friendly tourism development. 15. Infancy of right-based development (good governance, bottom up planning the underpinning of development): Good governance and participatory planning including decision-making is fundamental to bring about right-based thinking to development. This should help to promote democracy and the rule of law. Assuming that there would be agreement on the list of the elements that make up the realities that planning of tourism development need to heed to, this study is in complete concurrence to the draft policy call to adopt community-based tourism development as a principal strategy to develop tourism in the region. Why? Because: 1. Scaling up of development interventions will be enhanced: This study believes that this way a cost effective foundation would be in place to enable a rapid expansion of the sectors development 2. Equity in growth will be better served: Equitable growth that is, sharing of the benefits of growth in an equitable manner to the extent possible is the hallmark of the government policy. The participatory approach leads to that. 3. Employment creation will be better facilitated: It is a labor-intensive approach. 4. The chance to preserve culture and other heritages will be strengthened: Sense ownership of communities and people would be enhanced. 5. Provides a feasible alternative for environmental protection and development of environment-friendly eco-tourism: Offers a cost-effective awareness raising and transfer of knowledge and skills. 6. Provides a better opportunity to resolve conflicts between communities and renowned tourist destinations in the region: Provides a good opportunity to mitigate exploitative elements since it is based on mutually agreed benefit sharing principles.
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Amhara National Regional State (ANRS) 7. Is a better approach to develop human capital: Low investment and costeffectiveness 8. It could be low-cost and thus competitive 9. It allows to maximize the local components of services to tourists including accommodation and transport 10. It is more compatible with the resource constraint environment that characterizes the budgetary situation in the region in the short to mediumterm time frame 11. It looks an imperative precursor for sustainable tourism to occur and take root 12. It is people-centered, lends itself well to practicing bottom-up planning, and underscore right-based approach to development: Tourism development has to be geared towards a people-centered undertaking. There has been a beginning in that direction in the region. An NGO-sponsored initiative to develop communitybased tourism at Hana Mequat and in one other location in Meket Woreda, North Wollo Zone, is an example. Reportedly there are similar efforts near SMNP and Lalibela. Moreover community-based tourism development is a critically important strategy to enhance community involvement in all aspects of tourism developmentcreating the attraction, building the infrastructures within the attraction, protecting and maintaining the attraction, and deciding on the distribution of the benefits accruing from the attraction 13. It facilitates mainstreaming tourism development: The starting point of any sector is the household in the community. Tourism development is multi-sectoral. That is, in the regional context it is essential that there is linkage between tourism and offices of Agriculture, Infrastructure, Water, Health & Education, Capacity Building, Trade and Industry particularly micro and small-scale enterprises. This suggests that there is need to mainstream tourism development, without which it is unlikely that the potential of community-based tourism resources will be realized. Neither would it be likely for tourism to meaningfully contribute to poverty reduction strategy of the region. 14. It provides real opportunity to broaden and diversify the tourism product
6.3 Concluding Note on Community-based Tourism

Community-based experience with tourism development has been insignificant to date in the region. So is public knowledge about tourism. Thus it is only the future that one can talk about when it comes to community involvement in tourism development. The future could be promising because the situation in the region lends itself rather well to promote micro and small-scale tourism enterprises in which case communities could play a prominent role.
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7. Tourism Demand: Analysis of Tourist Arrivals

7.1 Arrival and Receipts
7.1.1 A Prelude The world is getting smaller and smaller through time because of the use of the fast jet services. The modern system of information technology (IT) applications, ever growing quality and quantity of infrastructures, facilities and services are helping the tourism industry to boom. There is also an ever-growing demand of peoples need to travel worldwide and to any corner of the globe to see, learn, relax, enjoy, photograph and spend leisure time in peace and tranquility. These days, developed countries of the world, especially those in Europe, have reduced their weekly work hours for more leisure. This is a precursor of a high growth of the worlds tourism industry in the years ahead. In 1950 global international arrivals totaled 25 million. It increased to 750 million in 2000. It is expected to reach 1.6 billion in 2020. The projection is that it will continue to grow at an annual rate of about 4.5%, Tourism has been fetching to countries of the world billions of revenue in international currencies. As reiterated in the introduction of this report, tourism is the main source of foreign exchange earning for many developing countries. For some African countries like Kenya, South Africa and Tanzania, tourism contributes up to 10% of the GDP or more. In Ethiopia tourism had a share of 4.3% of the GDP in 2001 23. The anticipation is that tourism revenue of developing countries, especially those with tourism resources, will continue to enjoy a rising trend. Empirical observations abound that these countries would strive to leave no stone unturned to increase their share of arrivals. Have Ethiopia and ANRS been on course? 7.1.2 Arrival in Ethiopia ETC port of entry data show that in 2003 Ethiopia received 179, 910 visitors from abroad, of whom about 78.4% came through Bole International Airport in Addis Ababa. The majority of the rest came by road or rail from Djibouti. While there has been a slow but steady increase number-wise since 1991, there was a 19.4% decline in 1998 compared to 1997 most likely due to the Eritrean aggression that took place at the time. However, the decline reversed with the end of the aggression, since then it has been progressively increasing (Table 6). But it is hard to draw satisfaction from the growth because arrivals could have been significantly higher when the latent potential of the country is brought into the picture. In terms of possession of historical, cultural and natural tourism resources Ethiopia might not compare unfavorably with Kenya. Yet according to WTO and ETO sources, in 2001 arrivals to Ethiopia had been only 15% of that of Kenya.
23
The figures in the paragraph are obtained from the ANRS draft policy document of June 2004, p.1
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Amhara National Regional State (ANRS) Table 14: Arrivals and Receipts for the Period 1997-2003 Year Bole Other ports** Total 139000 112000 115000 135954 148438 156327 179910 Percent change -19.4 2.7 18.2 9.2 5.3 15.1 Receipts in million Birr*** 279 225 252 577.8 642.1 676 778 Percent change -19.4 12.0 129.3 10.9 5.3 15.0
1997 114732 24268 1998 90847 21153 1999 91859 23141 2000 108954 27000 2001 116438 32000 2002 130947 25380 2003 160162 19748 Source: Ethiopian Tourism Commission
** Arrivals by other ports for all years is an estimated figure; other entry ports include Dire Dawa, Galafi, Moyale, Dewale, Metema, Togo Wouchale, Dolo Odo, Omorate, Teferi Ber. ***Receipts for all the years are estimate figures. Those for the year 2000 2003 G.C include all revenue obtained from the national bank foreign currency earning report. For all years receipts do not include international airfare for tourists using the national carrier. 7.1.3 Arrival in ANRS Regional data on arrivals (domestic and international) are suspicious as the numbers are desegregated by site implying that there could be double counting when aggregated for the region. Not only that but also data are available for only three years, 2001-2003 (1994-96 EC) to observe any meaningful trend. Moreover, the regional data are reported in Ethiopian Calendar while ETO figures are in Gregorian calendar casting doubt whether they actually correspond. Assuming that they do correspond, the region had 11%, 13% and 20% share of the countrys international arrivals for 2001, 2002 and 2003, respectively (derived from Tables 6 & 7). While the increase is encouraging and a credit to the regional performance, the relative share however seems disappointing in view of the high quality and quantity of tourism resources the region is endowed with, including the presence of several internationally known attractions. The figures are indicative of an important challenge the regional tourism establishment faces to increase its share of arrivals that the country receives. Table 15: Regional Inbound Tourist Flow Summary
Destination Lalibela Bahir Dar Gonder Debark/SMNP Total Domestic Tourists 1994 1995 1996 17,822 15,205 15,695 15,665 20,595 27,784 305 211 157 33,792 36,011 43,636 International Tourists 1994 1995 1996 14,184 7,900 8,182 7,961 6,325 8,642 10,443 2,652 3,495 3,612 16,877 20,319 36,200 Estimated Revenue Generated Birr 1994 1995 1996 14,199,664 8,125,150 8,415,187 8,187,889 4,629,900 6,325,944 7,644,276 848,640 1,118,400 2,124,278 13,603,690 29,463,221 32,156,107
Source: ANRS Tourism Commission NB: Years are in Ethiopian Calendar
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ETC have1995-2004 data on arrivals to the region desegregated by source of tourist (Table 8). The figures in the table show that strong fluctuation had been characterizing tourist arrival in the region. This was true both with domestic and international tourists. Between 1995 and 2004 the number of domestic arrivals quadrupled and the change in the number of international arrivals was equally impressive. It tripled in the period. Annual percentage change was high to very high in the period 1995-1998, especially domestic arrival. In 1999-2000 growth was reversed, it was in fact negative due to security problem that prevailed at the time 24. In 2001 international arrival did not reach its 1995 level largely because of the war between Eritrea and Ethiopia. It did not take long before the number of arrival surged and in the period 2002-2004 the number of international tourists visiting the region quadrupled. Arrival growth, except in 1998-1998, was increasing from year to year, although at a decreasing rate. This need not however mask the truism that the number of international as well as domestic arrivals in absolute term was significantly below its potential throughout the period. Table 16: Tourism Arrival to ANRS during 1995-2004
Year Total (No.) % change Domestic % change International % change
1995 21829 11750 1996 35772 63.7 19275 1997 47827 33.9 27484 1998 57017 19.2 31967 1999 40118 -29.6 26853 2000 37556 -6.4 22995 2001 41682 11.0 31865 2002 50669 21.6 33792 2003 56330 11.1 36011 2004 79836 41.7 43636 Source: Ethiopian Tourism Commission 7.1.4 Receipt
64.0 42.6 16.3 -16.0 -14.4 38.6 6.0 6.6 21.2
10076 16497 20343 25050 13265 14561 9817 16877 20319 36200
63.7 23.3 23.1 -47.0 9.8 -33.6 72.0 20.4 78.2
The smallness of tourists Ethiopia hosts annually is quite humbling when viewed against what could be achieved based on the strengths of her tourism resources. It seems thus evident that the missed revenue earning opportunity has been, still is, significant. Be that as it may, the sector is still an important part of the economy, contributing about 1.3 % to the GDP (excluding air transport services). Table 6 here-above shows that Ethiopia bagged about Birr 768 million from the tourism sector. Estimates based on 2001 ETC receipt figures and assuming an annual growth of 8% (over 10% for four years between 1998 and 2003), tourist receipts in 2004 should be about Birr 797 million. But this is only about 10% of what Kenya achieved in the same year, dwarfing Ethiopias performance. The regional performance in receipt terms is a microcosm of the national situation, signaling the prevalence of a huge potential for increased revenue from the existing tourism products (attractions) in the country and the region.
24
The reference is to the Ethio-Eritrean Crisis and the subsequent Eritrean aggression that lasted for almost two years.
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7.2 Arrival Typology and Source

Figure 1 of this report indicates that there are two major types of tourists: Recreation characterizes the first group and it includes arrivals for the purpose of holiday, health, sport, religion, study, visiting friends and relatives (VFR). Business underpins the purpose of the second group; it includes conventions, performing an organizational duty, religion, study, and VFR. Ethiopian Tourism Paradigm places the focus on the first type because it normally contributes relatively highly to receipts or to tourism revenue. Data on the reasons for visiting Ethiopia are only available for those visitors arriving through Bole International Airport. These ETC data show that almost a third of all visitors to Ethiopia (30.4%) in 2001 came on business (including conferences). About 39% (41,083) had come on vacation, with the rest either visiting friends and family (14.2%) or in transit (16.4%). A decade earlier, that is, in 1991 business share was 44.4% and vacation 25.2%. The trend has thus been an increasing one for business travelers and a declining tendency in the case of vacationing tourists. Similar data are not available for the Amhara region because visitors were not required to provide data while entering the region. But it is argued that it would follow the national pattern. Table 9 below indicates that the primary source of visitors to Ethiopia has been Africa, probably because of the location of the African Union and Economic Commission for Africa in Addis Ababa. This source accounts for 43% of total arrivals by all ports of entry. The other important market is Europe (24.4%), with America, the Middle East and Asia coming in that order with 13.8%, 12.3% and 6.4% share, respectively. However, over the last decade the highest growth came from the Americas and the Middle East with over 8% average annual growth, with Europe also showing a reasonable annual growth rate of 4.6%. There has been no rise in the number of African visitors since 1991, and a very small, 1.6%, average annual increase with the Asian visitors. Visitors from the latter two are predominately business visitors (40% for Africa and 47% in the case of Asia). Their share of transiting tourists was also significant (34% Africans and 20% Asians). A large proportion about 28% of visitors from America, Europe and elsewhere came to Ethiopia and to ANRS for the purpose of recreation and VFR. The arrival data for the period 1991-2001 indicate that Europe had 38.6%, the Americas 20.8% - mostly the USA and Canada- and the Middle East 20% share of the recreational group. Therefore, if ones promotion and marketing activities were to target vacationing visitors as the ETP suggests, then Europe, America and the Middle East would come in that priority order25. Table 17: Arrivals by Continent and by Purpose of Visit
Source Purpose of Visit*
25
Region-desegregated data on the purpose of arrival is not available. However, it stands to reason that different sources would have different contributions to ANRS. It could be unlikely that Africans who come to Ethiopia to attend some regularly held meetings at the ECA and AU would make it to the region for the simple reason that the economic realities governing most African countries might not allow. Therefore, it could be argued that the major source of visitors to the regions, especially ANRS where three of the eight world famous attractions in Ethiopia are located, could be Americas and Europe.
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Percent share of the total frica Europe Americas Middle East Asia + Oceania 43.1 24.4 13.8 12.3 6.4 Average Annual Growth (%) 0.0 4.6 9.2 8.6 1.6 Share of Share of vacation business visitors* (%) visitors* (%) 15.4 38.6 20.8 20.0 4.1 38.5 30.8 11.7 7.1 11.9 Business( %) Vacation (%) Visiting Relatives (%) 6 14 28 18 8 Transit (%)
40 31 20 15 47
21 49 45 55 26
34 6 7 12 20
Source:
ETC
* Computation is based on ETC arrival data for the period 1991-2001. The arrival figures included Bole arrivals only as data for other ports were not available for years prior to 1997. According to ETC, the general impression is that about 80% of visitors go on the historic route, an advantage for ANRS. NTO estimate that of those participating in their tours, 90% want the historic route, another advantage for ANRS. This impression has some support from the limited data available. National Park entry figures show that in the year 2000, 5261 foreign tourists visited a park in Ethiopia. This represented about 17.1% of the total vacation visitors that came through Bole International Airport that year, assuming that no tourist visited more than one park per travel. Table 10 below shows that SMNP had been the choice of visitation for nearly onequarter of those who visited the national parks. Table 18: Foreign Tourist Visitors to National Parks in 2000
Awash No. of visitors Share of park (percent) 1157 22.0 Semen Mountains 1258 23.9 Shala Abijata 753 14.3 Bale Mountains 450 8.6 Omo 7 0.1 Nechisar 721 13.7 MAG 915 17.4 Total 5261 100
Source: Ethiopian Wildlife Conservation Organization.
7.3 Market and Marketing

Market for tourism, according to WTO, is increasing from year to year. The global market has been and continues to be particularly favorable for destinations endowed with eco-tourism where the region as well as the country has an immense potential and demonstrable comparative advantage. It is a truism that no one can challenge that Ethiopias share of tourism market and by proxy that of the regions has been, still remains, low, as evidenced by modest number of domestic and international arrivals iterated above in this report. The interesting and encouraging aspect is that the factors (see chapter 9 below) that have been holding the share disappointingly low are by and large known and there are concerted efforts to remove them both at the national and regional levels26.
26
One of the seven tourists this study interviewed at Lalibela said that international tourists look for Ethiopia and not the other way round. This is abundantly telling of the size of the marketing gap that prevails in the region and the country as a whole. There can be little doubt that this has been undermining the utilization of tourism resources. It certainly accounts for a large unrealized 59
Amhara National Regional State (ANRS) ETO sources indicate that the primary tourism markets for Ethiopia and therefore for ANRS are Ethiopian residents in the medium to upper income group, the Diaspora, Germany, France, Italy, G/Britain and USA. The Arabian Peninsula (during hot seasons), Israel, Africa, Asia (particularly Japan, Hong Kong, and Singapore) and Djibouti are secondary markets with the Asian market showing an increasing trend. The share of ANRS (about 12-15%) of the international arrivals to Ethiopia is not commensurate with natural, cultural and historic tourism destinations the region is already in possession of. The ANRS has one of the richest and diversified tourist resources (dramatic landscapes, endemic flora & fauna), a strong reminder to the regional tourism establishment that the marketing and promotional challenge it is facing is indeed formidable. The Ethiopian Tourism Paradigm states that in tourism development, especially the marketing component, the focus is to be placed on high-value, low impact tourism (business/conference travel), the Diaspora, and eco-tourism and culture seeking leisure travel (recreational type). It further states the eco and adventure tourism is to be given priority. The strategic plan of the region is in conformity with this strategy, and potential assessment report believes that focus on marketing and promotion dovetails well with its own thoughts of increasing the regional market share of arrivals.
7.4 Projection of Tourist Arrivals

An attempt is made to forecast the numbers of domestic and international arrivals to the region during 2005 to 2014 based on arrival data in the 1995-2004 period using a descriptive statistical model known as Cubic Function. The projection has not taken into account changes that are taking into account that are expected to have significant implications for tourism development. These include: 1. The presence of reliable security in the country and across the entire Amhara Region 2. Serious policy/strategy changes are in emergence. These changes are expected to increase the national and regional commitment to tourism that may reflect an increased resource allocation to the sector 3. Growing experience with democratic system of government 4. Improving economic performance expected to raise the image of Ethiopia, especially in respect to reducing food insecurity at the national, regional and household levels 5. Increasing program planning and implementing capacity at the regional and local levels
7.5 Arrival Projection

potential. Actions in this respect could include investment on information/database, strengthening manpower in the sector at the national, regional and international level including creating tourism desks in major tourism generators for Ethiopia. The objective should be to go for over-commercialization so that we may land on obtaining rightful market share.
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Amhara National Regional State (ANRS) Tourist markets, according to WTO are increasing from year to year. It is hoped that Ethiopia and the region will be a beneficiary of this growing trend. To do so it will certainly require a tremendous build on marketing strategies, organization, management, and skills to attract tourists to Ethiopia and the region. This can only be achieved, if tourism is considered a major source of economic development. The demand for the tourism product could be huge, but it takes resources and hard and imaginative work to realize it, especially in the marketing and promotional areas. The anticipation is that the market potential for international arrivals would remain to be Europe, North America, Japan, and the Middle East. The emerging giant economies like China and India will soon become an important source. Domestic potential will very much depend on the performance of the national and regional economy and the extent to which the region manages to involve the private sector and the public at large in Tourism Development. The marketing strategy should take note of this. In the ETC 2003 study tourists were asked whether the lack of facilities at tourist sites limited their spending, and if so, how much more they would have spent per day if more facilities were available. A remarkable 41.9% of tourists said they would have spent more; with an average increased spending per day of USD 36.60 (see Table 20 below). The results varied with age the younger, less wealthy, independent travelers less likely to spend more. This translates into an average of USD15 per visitor per day if facilities were better. The views expressed by interviewed tourists are consistent with those of the visitors the author of this report interviewed in Lalibela in December 2004. The clear message that evolves for the marketing strategy from these empirical results is that the country as well as the region forgoes significant revenue from poor facilities that characterize the attractions. It should not be forgotten that this impacts demand for tourism indirectly, since the visitors could be wrong ambassadors upon return, which might have a deterrent effect on others planning to visit Ethiopia and the region. Table 19: Extent to Which Tourists Would Spend More if Facilities Improved Would you have spent more money if there were more facilities at tourist sites and airports 41.9% 35.0% 66.0% If yes, how much more per day? $36.6 $32.4 $53.25
Total Independent traveler Organized tour
Assuming that all goes well, the projection shows that the number of domestic and international tourists in the region will increase by nearly 13-fold in 2014 compared to 2005 (Table 22)
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Amhara National Regional State (ANRS) Table 20: Projection of Numbers of Domestic and International Tourists Visiting ANRS in the Period of 2005 to 2014 Year 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Total 117900 172212 246550 343891 467212 619491 803704 1022829 1279844 1577726 Domestic 57720 76872 103021 137254 180657 234319 299326 376765 467725 573291 International27 60180 95340 143529 206637 286555 385172 504378 646064 812119 1004434
27
The rate of increase for the international tourists for the last three years showed a dramatic growth in the time series data set. On average the absolute number of the domestic tourists was significantly higher than the number of international tourists in the historical data used for the projection. However the number of international tourists is considerably higher in the forecast because of the very high rate of increase the international tourist number showed in the last two to three years of the historical data. This rate of increase has brought a large value for the coefficients in the model for the international tourist projection.
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Amhara National Regional State (ANRS) Figure 2: Projection of Number of Total Tourists in the Period of 2005 to 2014
tot
80000
Observed Cubic
70000
60000
50000
40000
30000
20000 0 2 4 6 8 10
Sequence
Figure 3: Projection of International Tourists Visiting ANRS in the Period of 2005 to 2014
Turists
40000.00
Observed Cubic
30000.00
20000.00
10000.00
10
Sequence
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Amhara National Regional State (ANRS) Figure 4: Projection of Domestic Tourists Visiting ANRS in the Period of 2005 to 2014
dom
Observed Cubic 40000.00
30000.00
20000.00
10000.00 0 2 4 6 8 10
Sequence
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8. Institutional and Human Resource

8.1 Government Sector
The Regional Draft Policy Document seems to give the impression that it wants Tourism Development to be understood as an item on everyones agenda. It is sending the message that tourism development is multi-sectoral. This means that a host of government ministries, the public, non-government organizations, and private industries impact the health of the sector. However, it is what happens at the Ministry of Culture and Heritage and the Regional Tourism Commission that bear the greater impact on tourism development. Ministry of Culture and Heritage Very recently, the responsibilities and the authority of the former Ethiopian Tourism Commission are subsumed in the newly regrouped ministry. This is to understand that the ministry is the principal federal agency tasked with the development of policy, strategy, demandrelated tasks in major tourism originators (major international markets for Ethiopian tourism). As it has been inferred earlier in this report, the institutional development of the industry has had its ups and downs. During the Derg Regime it was a shadow of its past. It did not quite recover either since the fall of the Derg Regime. In other words, it is still a largely neglected sector at the macro level. This immensely affects results at the micro and operational level, mainly the selling of tourism product efficiently and effectively, which is the main responsibility at the regional level. The ETC study referred to here-above in this report finds that the total staff of ETC was about 120 people (2004), only about 15 were professionals. Moreover, the resources allocated to tourism declined significantly in the past five years. This severely limited the capacity of the Commission to develop policies and strategies, create a proper image of the country in tourism originating countries, monitor tourism developments in the regions, provide effective backstopping services to the regions, etc. This is a clear evidence of the neglect the sector has been experiencing, and this must have had an important implication for tourism development in ANRS. Regional Tourism Commission The government structure at the national and regional levels underwent several changes in the course of the past ten years or so. It goes without saying that this had relevance for the regional tourism business. Organizational stability is key to development and thus growth. Frequent structural change implies lack of stability, and it can be argued that the multiple organizational changes tourism was subjected to did not help the sector to gain the status it needed for a proper take off. Tourism is a complex and multi-faceted industry that involves many sectors. Annex II gives a list of government, public, and private establishments with one role or another of interest to tourism in the region. Presently, the Regional Tourism Commission is the main responsibility center for the sectors development in the region. Interviews with the staff of the commission for the purpose of this assessment reveal that the office is understaffed, under-budgeted, and with inadequate number of sector-specific presence at the zonal and woreda levels. This is in spite of 65
Amhara National Regional State (ANRS) the ongoing effort to establish and strengthen tourism councils. The organizational framework is in place, that is, the structure, the authority and responsibility lines, functions and power, staff plan, etc., of tourism councils have already been developed. Several councils have been established at different levels, including at major destinations. It should however be noted that organizationally these functionaries are only a fledgling. They lack experience, knowledge, expertise, staff, logistics support, finance, etc. The important aspect is that a foundation is laid down. The build on could be easy, provided that the commitment is there to develop the tourism sector. The regional policy and strategy papers including the strategic plan for the sector give the impression that there is a serious commitment to make tourism play its rightful role in the process of poverty reduction.
8.2 Public and Non-government Sector

Public The emerging regional policy is to pursue a strategy of people-centered and participatory tourism development. This is well articulated in the draft policy document. This essentially defines community-based tourism development. The public sector here refers to the involvement of people in the development of tourism and the organizations the communities have to carry on their role in the process. In this respect, there is not much to talk about by way of organization, experience, knowledge, concern, etc. If there is any it wont go beyond mentioning the prevailing conflicts people and communities have with the existing and well-known destinations like SMNP. These conflicts have been, still are, restraining development. In terms of productive and meaningful public involvement in tourism development, a beginning is yet to be made, with priority in awareness creating, knowledge parting, commitment cultivating, and CBO formation. Non-government Organizations The situation is not significantly different from the public sector. NGOs and faith-based organizations are major stakeholders in tourism development, especially the Ethiopian Orthodox Church. It is however the observation of this assessment that tourism-related organizational and development concern for religious-based attractions, NGO programs, and others leave much to be desired. This obviously excludes the concern NGOs show for the protection and conservation of the environment. There is a lack of awareness and knowledge on the development needs of tourism resources in general and tourist attractions in particular.
8.3 The Private Sector

In the course of their stay in the region, tourists transact tourism business mainly through interaction they make with the following service providers in the private sector: Mangers & information center officer Receptionists, Bell-boys, Telephone operators, Cashiers, Guides and Tour operators, Guides of historic and cultural attractions, Tourism officers, Association heads, and members, 66
Amhara National Regional State (ANRS) Dinning hall waiters/waitresses, Cooks and their assistants, Souvenir dealers (crafts men) Food and beverage heads, House keepers, and Park wardens
Results of the fieldwork reveal that these close associates of tourists are very much wellintentioned people but they lack the knowledge and skills a reasonably-good-quality-of-touristhandling job would demand. There is a visible language barrier. There is little or no appreciation for the likelihood that there might be huge cultural differences between the associates and the tourist. This report seriously contends that the lack of knowledge and skills among these contact groups is seriously constraining tourism development in the region. It needs to be addressed as a matter of priority. Moreover, it is our observation that privately operated tourism enterprises, especially owners, lack tourism-specific-experience, management skills, and tends to be risk-avert. The preference is for small-size operation, low investment, minimum staff, and limited concern for staff development. Dynamic, business-like and market-led thinking is to develop yet. Scaling up business operation is not high on the agenda.
8.4 Quality of Human Resources

The general view from those in the industry is that human resources, at least in the hotel industry, are poor with very little investment from the industry in further training. Data from ETC surveys provide strong support for this view. Figures in Table 19 below show that the hotel industry in particular is characterized by low education levels and poor training. In this sector only 22.5% of employees have grade 12 or better (i.e., college), and a shocking 69.7% have never received any sector-specific training (not even on-the-job training!). Only 15.8% have received any formal hotel-related training. The situation with tour operation looks relatively better. Staffs have had some relevant training. On average, 51.3% of staffs of tour operators have grade 12 education or higher. It is only about 41.3% who did not have any sector-specific training. Most of those that have received training did so from CTTI (Catering and Tourism Training Institute) or similar institutions. According to the ETC 2003 survey, the quality of manpower at the hotels discussed above represents the overall situation in the tourism industry in the region. The situation this reporter observed and the results of interviews with three hotel managers in the Amhara Region in December 2004 corroborates very well with the ETC survey results depicted in Table 18. Table 21: Level of Education and Training among Staffs of Hotels and Tour Operators No. 1 2 3 4 5 Training and education Read & Write only Grade 1-6 Grade 7-8 Grade 9-12 Over 12 Grade Hotel employees % Tour employees % 9.8 0.0 15.0 10.9 16.3 7.6 36.4 30.2 19.0 28.2
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Amhara National Regional State (ANRS) No. 6 7 8 9 10 Training and education Hotel employees % Tour employees % College 3.5 23.1 Did not receive training 69.7 41.3 On-the-job training 14.5 9.3 Short-term training 3.8 3.8 CTTI 12.0 45.0 Figures are based on survey returns of 35% of star and tourist recommended hotels and 44 of tour operators representing 80% of the sector.
Source: Ethiopian Tourism Commission, Model Hotel Project: Part 1 : Manpower training needs assessment. The regional plan is to significantly reorient and realign the tourism industry with expressed commitment to make it a future development hub. The belief is that there is a huge gap between what the sector currently contributes to the regional GDP and what it could realistically do. There prevails an urgency to considerably narrow down and ultimately completely close the gap. Evidently, there is at present an organizational capacity and human capital capable of making only a very modest beginning in the desired direction. This is to echo that there is a huge need to develop the human capital the sector requires. The provisions to achieve that are very thinly provided at the regional level. There is not much to talk about in this respect save the tourism department in the University of Gondar that has been established only recently. Since the department offers training only at the degree level, there is no training facility to meet human development needs at various levels of the regional tourism structure. This study is of the impression that there is a strong rationale to establish not one but several training institutions in the region. Towards this, there is room both for the government and the private sector initiatives. It is suggested that a further feasibility work should be attempted to establish whether there is regional and outside market to justify the establishment of a multi-purpose training center to be established at Bahir Dar, and other training centers at some strategic locations in the region.
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9. Development Issues 9.1. Challenges of Tourism Development

This report is on the potential of tourism in the Amhara region. We chose to look at the POTENTIAL of tourism resources from three perspectives. The first is tourism resources already in the market but earn revenue for the region and the nation much below their potential. The second refers to those tourism resources that are marginally in the market and are mostly supply-driven. The third and last perspective is a reference to those resources that are not in the market yet but they have the potential to enter the market anytime in the future. The presentation in this section relates to the first two of the perspectives. Based on the results of this investigative work, this regional Potential Assessment Exercise identifies eight critical areas that it believes are accountable for the presumably huge unrealized potential of tourism resources that are already in the market in the region. These are: 1. Image of Ethiopia in the international community 2. Protracted lack of focus on tourism development at the policy/strategy level 3. Quality of infrastructures and facilities that defines quality and availability or supply of the tourism product 4. The existence of knowledge/skill gap, especially at the level where essential services are provided to tourists 5. Underdevelopment of financial services 6. The efficiency of the tourism sector 7. Marketing of the tourism product, and 8. Tourist hospitality These critical issues are discussed below as they relate to ANRS in the order they appear above. The order of presentation has no bearing on the relative importance of the issues. At the end of the chapter, we cast the issues (problems) against those included in the draft regional policy document of June 2004 and PASDEP (Table 20). The table adequately demonstrates that there is consensus on major issues constraining tourism development in the region, and also nationally.
9.2 Poor Image of the Country

Demand for the tourism product is a function of attractions, infrastructures/facilities including the quality of services, transport and hospitality. If one were to add another it would without contest be peace and security prevailing in the destination country. Ethiopias tourism suffered substantially from long-drawn civil wars of the past. Although peace and security is ascertained in the country at the present time, the legacy of the past is still haunting the tourism industry in the country as well as in the Amhara region. Moreover, persisting famine, drought and continuing dependence on food aid are a liability to tourism marketing. There are a number of developments taking place in Ethiopia that could be consequential to growth in the tourism sector. These include, among others, the following: Improving good governance, Emerging democratic systems of rule, 69
Amhara National Regional State (ANRS) Priority given to food security as a result of which poverty reduction is being systematically addressed, The prevalence of strong national resolve to fight against domestic and international terrorism, Improving capacity to better plan and implement development programs at all levels, and Stability of the national currency against the currencies of major tourist generating countries for Ethiopia.
Although these are expected to greatly improve the image of Ethiopia in the short to medium time frame with positive implications for tourism development, it is a fact that the poor image Ethiopia had over the last several decades has had, will continue to have a defining role in the development of tourism in the country and by proxy in the Amhara Region.
9.3 Lack of Focus

Tourism remains hugely unknown in Ethiopia as a field of study and as an economic sector that requires policies, strategies, programs, systems, organization, manpower and finance for its development. The country, its government, its academies, and its people have been, still remain to a large extent, knowingly or unknowingly, oblivious of tourism. Tourism is to a large degree understood as an act of foreigners who come to Ethiopia as guests to satisfy their diverse individual curiosities. It is the finding of this study that tourism development, at least up to very recently, lacked vision, mission, and direction both at the national and regional levels. Ex Ethiopian Tourism Organization, Ministry of Culture and Heritage, is the lead agency that promotes Ethiopia as a destination country. There are however a list of ministries, faith-based organizations, NGOs, and autonomous federal agencies. This report has not been able to find anything written, save the regional draft policy, that defines the roles, authorities, the dos and dont dos of these government, public and non-government organizations. Because of such a backdrop, the sector is under-organized, understaffed, and under-financed, including the Amhara Region. Under such circumstance it should be unrealistic to expect outcomes that are compatible with the existing tourism resources. In this sort of the environment it would be nothing less than a wishful thinking to realize the full potential of the existing tourism attractions. There can be little doubt among friends of Ethiopian Tourism that the lack of attention accorded to the sector at the policy and program level is another defining factor for the under-development and underutilization of the tourism resources of the country.
9.4 Inadequacy of Infrastructures, Facilities and Services

A significant issue raised by tourists is airplane (EAL) delay, especially domestic flights. Flight cancellations are experienced more than anticipated, again mostly with domestic flights. It is not uncommon that travelers are not informed about the changes be it delays or cancellations. This frustrates tourists with the likelihood that it may harm future demand for tourism. Although tourists admit that there has been a significant reduction of time spent to secure a visa since the start of issuing visa upon arrival, those who come to Ethiopia on business still require to go through formalities that take a lot of time. Development Studies Associates (DSA) & Shawel Consult International (SCI) 70
Amhara National Regional State (ANRS) Other main inadequacies tourists mention include lack of concern or insufficient sensitivity to the environment in hotels and lodges, at nature-based destinations; poor roads; expensive and unreliable car hire services; undependable power supply especially in hotels; poor communications facilities, notably in hotels; harassment; and insufficient sensitivity of service providers to timeliness
9.5 Knowledge and Skill Gap

Close associates of tourists, that is, service providers, are very much well-intentioned people but they lack essential knowledge and skills a reasonably-good-quality-of-tourist-handling job would demand. There is a visible language barrier. There is little or no appreciation for the likelihood that there might be huge cultural differences between the associates and the tourist. This report seriously contends that the lack of knowledge and skills among these contact groups is seriously constraining tourism development in the region. It needs to be addressed as a matter of priority. It would be unfair to the sector if this reporter skips mentioning his personal observation that there is a serious lack of awareness on the concept and application of tourism among government officers, enterprise managers, representatives of faith-based organizations and NGO s, and the public at large.
9.6 Inadequate Financial Service

The complete inability to pay with a credit card in most of Ethiopia is considered a primary problem by many tourists and those in the industry. Currently there are only a few establishments in the entire country that are willing and authorized to accept credit cards as payment. These include nine hotels (2003) and six tour operators. Almost all are located in Addis Ababa. In addition, it is still incredibly difficult to draw cash against a credit card and even where allowed, there is a ceiling on the amount to be cashed. A lack of credit card facilities or the ability to draw cash from a credit card hurts the tourism sector by limiting unnecessarily the amount that tourists spend in the country28. This is especially the case where tourists are used to carrying cards instead of cash, where they are not well informed of the inability to use credit cards, or where they find the country more expensive than they expected. In the 2003 survey that ETC carried out Europeans and North Americans rated the ability to use credit cards well above African and Asian visitors. The same survey estimates that each tourist spends $100 less than s/he would if credit card were used on a wider scale. If this is true, Ethiopia annually foregoes roughly $10 million in hard currency based on current tourism figures. The limits on the acceptance of credit cards can also limit the extent to which the benefits of tourism are spread throughout the community. Tourists with insufficient cash will gravitate towards the small number of top-end hotels and operators that can accept payment by credit card only. The region on its own may not be able to change the situation. But the problem is bound to constrain development in the sector (reduce demand, reduced receipt) unless addressed, and the regional government can at least play a lobbying role towards a solution.
28
There are even stories of tour operators lending their clients cash to complete their trips.
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9.7 Inefficiency
Efficiency here refers to cost-effectiveness and competitiveness of the tourism sector in Ethiopia and the region in relation to other comparable destinations. Essentially it is about the prices of tourism service products. While the region/Ethiopia may offer a relatively unique tourism product, it must still compete with other destinations to attract tourists. Once a tourist has selected a number of possible destinations based on what s/he desires to do, price enters into the equation. Ethiopia competes with its neighboring countries for tourists. Clearly differences exist in terms of attractions. For example, Kenya/Tanzania have better developed game viewing and beach tourism while Ethiopia has the additional historical aspects that the others do not. The degree to which tourists are sensitive to price differences between the countries does depend on the extent to which they see the different tourism products as close substitutes. Tourists with a specific interest in ancient Egypt will not see Ethiopian historical sites as a substitute and relative price would not matter. However, those tourists looking for an 'African experience' or gameviewing would see the region as a relatively close substitute and their choice might easily be influenced by relative prices. Clearly one strategy is to try to creating a distinct tourism product that reduces the amount of price competition with other countries. The findings of this Potential Assessment Task and other referred to literature indicate that tourism is more costly in the region and Ethiopia than their neighbors and other comparable countries. The main contributors to this state of affairs are the price of visa and airport departure levy, communication cost especially distance telephone, government-owned hotels, and tour operation, notably 4-wheel drive car hire. Cost of the process to enter into Ethiopia The tourists, tourism officials and tour operators alike agree that entry visas are a barrier to tourism in the country for two main reasons, namely, (1) high cost of obtaining a visa and (2) more time needed to get the visa. According to World Travel Guide, a single entry visa to Ethiopia costs $70 to European and $40 to African in addition a departure cost of $20 per person, against $57 in the case of Kenya. The total cost for getting in and out should also include the airport departure tax of $20. Moreover, Kenya also does not require a visa from 52 countries compared to only two for Ethiopia Communication cost Communications can be an important cost item for some visitors, but it may not be sufficient to swing a decision on where to go. Tourists are also demanding greater access to communications, including Internet access at their hotels and cellular phone hire for the duration of their visit. Again, in comparison to Kenya, Ethiopia's communications costs are considerably higher between 40-124% for the selection of destinations one chooses. Cellular telephone hire is not available to foreign visitors.
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Amhara National Regional State (ANRS) Hotel Based on quality of services provided, tourists this reporter interviewed believe that hotels in Ethiopia, especially those under government ownership, are more expensive than in Kenya. Transport Interviews this reporter had with tourists and ETC surveys indicate that car hire, particularly 4wheel drive is three times more expensive in Ethiopia compared to Kenya, while the cost of taxies and public buses is lower in Ethiopia. To recap, there are evidences suggesting that tourism in Ethiopia is costly at least in comparison to close competitors such as Kenya. The outcome of this is reduced market share that has serious implications for the growth of the tourism sector. The point being raised here is whether the high costs are justified or there are good causes for them. It is difficult to know whether prices of visa acquisition and departure are in anyway linked with the costs government incurs in order to provide the services. Many argue that the basis for the service product prices is not cost recovery but incremental revenue. It is argued that there is rationale for undertaking a study to find whether the income in excess of cost on visas and departure fees justify the income foregone from reduced tourism because of high visa price. Independent observers, mainly tourists, believe that visa cost in Ethiopia could be unduly high because of cumbersome and bureaucratic procedures followed in the issuing of visas. There are tourists who genuinely believe that 4-wheel drive car hire tour operators in Ethiopia charge excessively high rates. So do hotels. Moreover, non-resident or international tourists are made to pay higher price for a hotel room both in private and government-owned hotels in the region. Yet economic rationale for the discriminatory room charge is not clear, and it certainly requires a thorough investigation. Although the policy in the country is that market determines prices of goods and services, there seems to prevail a cause for some form of regulatory measures to arrest the prices tourists are made to pay for inefficiencies of government and private enterprises in the tourism sector.
9.8 Amateurish Tourism Promotion

Conceptually promotion means doing things that make more people visit Ethiopia and the Amhara Region from all over the world, to make their stay in the country longer through actions that make our attractions and the quality and quantity of service we render to them attractive, and to coax them to increase spending. In brief, it is to increase demand for our tourism products. The main strategy to translate this into concrete outcomes is to put in place a capacity to do effective market intelligence. This essentially attends to finding out who the tourists are, where they come from, what their spending habits are, what they want, what their impressions are, and which tourist groups have big potential but are not being tapped properly. According to the findings of this assessment, there is not much to talk about market intelligence today either in the country or in the region. Currently, the level of information collected at the national and regional levels is limited to participation in selected international fairs and information made available from the entry and exit cards filled in by arrivals at Bole International Airport. Even then since the communication or networking between the national and regional offices leaves much to be Development Studies Associates (DSA) & Shawel Consult International (SCI) 73
Amhara National Regional State (ANRS) desired, whatever data collected at the entry points is not available to users in the region. The important point however is the fact that the data so generated is far inadequate by any stretch of imagination. It provides information only on type of visitor (conference, business, vacation, transit and visiting relatives), country of origin, and age. Tourist may also get access to the more general World Tourism Organization type of information, even then without any organized system of delivery. Currently, there are no regularly conducted surveys on tourism behavior at the national or regional level. Such surveys also need to be complemented with studies specifically focusing on individual attractions and townships in order to be able to plan tourism development and the facilities that support it more efficiently and effectively 29. A failure to conduct surveys and gather market intelligence at regular intervals is bound to perpetuate the prevailing underdevelopment of tourism both at the national and regional levels. Information is the basis for making the right decisions at the right time and in the right place. The weak institutional base and the underdeveloped partnership among the actors in the tourism industry in country and the region accounts for inability to gather the essentially required market intelligence service to better steer the sector. The gathering of market intelligence would seem to be one of the most important immediate areas to correct in tourism development. This is not to mean that there is no or has not been tourism promotion work in the country or the region. On the contrary there are a number of bodies engaged in promotional tasks of one type or another. The list includes the Ethiopian Embassies, ETC, the region, Ethiopian Airline, tour operators & travel agencies, hotel owners, and others. Their contribution to the increasing trend one observes in the number of tourist arrivals into the country since recent years has been significant. They could achieve more if external factors affecting their work like famine and acute and chronic food insecurity that Ethiopia and the region have not been able to do away with yet. The message here is that enough has not been done on the marketing aspect of tourism due to lack of data, acute shortage of resources, and inward looking character of some of the above mentioned promotional agents. Need-based tourism promotion founded on empirical data remains elusive in the country. For example, there is contention that national and regional efforts to promote tourism places too much focus on trade fairs and travel agents mainly because of the understanding that 40% of visitors globally are driven by promotion through trade fairs. Would this be applicable to Ethiopia? The survey that the ETC sponsored asked tourists how they came to hear of Ethiopia in order to understand how different promotional strategies might impact visitor number. The results were interesting, only 11% of the respondents had heard about Ethiopia as a travel destination from actual travel agents and 3% through promotional advertising. The majority had heard about Ethiopia from friends (27%), their own research (28%), travel books (20%) or a previous business visit (12%). In line with expectations, the independent travelers and the low budget travelers (vacationing tourists) made less use of travel agents as a source of information and made greater use of their own research and travel books. These results bring into question the prevailing promotional strategy, that is, placing the focus on trade fairs, travel agencies and the like. It may be that travel agent promotion is far more successful if one is offering a standard
29
In 1995 Tour Consult of Italy prepared a Master Plan the objective of which was identification of attractions, facilities, infrastructures, and services in the Ethiopian tourism sector. The Master Plan is still not ratified. Its critiques say it focused too much on the supply side of the tourism and gave little as regard the buyer or market segmentation of tourism (typology of the tourists, characteristics of each type, likes and dislikes of each segment of tourists).
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Amhara National Regional State (ANRS) beach or ski holiday, but less successful for the type of visitor Ethiopia is getting and the type of product that Ethiopia is selling. The use of promotional instruments like trade fairs may be less successful when targeting more adventurous tourists and when cultural and historical attractions and eco-tourism constitute the niche market like it is the case in the region. The regional bureau currently plays little or no role in the promotion of international visitors. The operators licensed and based in the region make use of websites and other contacts to promote themselves. They say they pick up many clients who find them through Internet research.
9.9 Tarnished People Relation with Tourists (Hospitality)

In a country as poor as Ethiopia, begging is bound to be an issue around tourist sites. But the more important point is that the manner the children execute begging reaches the level of harassment. Tourists, domestic and international, resent it strongly, and this impacts tourism immensely negatively. There are also many unofficial guides at every major destination who neither have the expertise or the discipline to serve as a guide. They are often a source of confusion and frustration. The action of these self-proclaimed guides is a highly likely factor for reduction of the duration of stay at any given attraction. Tourist officials and operators agree that personal safety and security is least risk in the region and Ethiopia. The tourists too agree. This is an important selling point given the higher levels of crime and aggression against tourists in some of the more matured tourist markets in Africa. However, it was also learnt from tourist comments in interviews and the survey, that there is a gradually growing level of theft and violence against tourists. Stories of theft and attempted theft were not uncommon (especially at bus stations). The general opinion is that officials should act swiftly against this rising crime before it becomes a much bigger problem that would take far greater resources to bring under control. The concern here is the problem is not receiving the attention it deserves. The one sure thing that any tourist would like to avoid while traveling and visiting places of interest is harassment. They often get irritated to an extent of quitting the trip or interrupting their attraction site visits. It is particularly so with tourist generators in Europe and North America. This reporter personally observed at Gondar and Lalibella young school boys and jobless people following tourists wherever they went trying to engage them in conversation many with the intent of getting something out of the tourists, and a few it seems out of sheer curiosity. It was indeed a WOKEBA beyond tolerance. The other issue raised is cheating caused by few illegal guides and shop owners upon tourists. One finds that TURIST BLA mentality exists at attractions, in hotels, in market places, and other public places wherever a foreigner wishes to make a transaction. It is another form of harassment. Tourists dislike dishonesty about prices, quality, defects, etc., primarily when purchasing souvenirs.
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Amhara National Regional State (ANRS) Table 22: Critical Issues Affecting Tourism Development in Amhara Region and Ethiopia Identified in Regional Draft Policy Document 1. Inadequate attention from the point of view of policy and strategy 2. Poor country image 3. Little investment in human resource development 4. Underdeveloped infrastructures 5. Inadequate investment in existing and new attractions, notably community-based tourism enterprises 6. Harassment 7. Below standard facilities and services (fluctuating service prices, poorly organized and managed tour operations, poor hotel services) 8. Poor coordination among chief actors 9. Insufficient access to financial capital 10. Insufficient database and access to available data difficult 11. Insufficient promotion work 12. Conflicts hovering around some of the existing destinations (ownership, organization, management (finical and logistics support) 13. Lack of diversity, poor quality, crude delivery, lack of marketing skills in respect to souvenirs and other tourist-related hardware 14. Inadequate attention to protection, conservation and prudent utilization of natural resources and the environment 15. Ignoring tourism values for other economic uses (power vs. tourism interest in Tis Isat) 16. More attention to preventing and controlling HIV/AIDS Identified in PASDEP and Ethiopian Tourism Paradigm 1. Negative image in international media (focus on drought, famine and wars) 2. Limited number and capacity of tourist facilities (hotels and transport in particular) 3. High price (cost) of tourism product (high airfares, car hire cost, entrance fees) 4. Inadequate community share arrival receipts 5. Insufficient impact on the poor 1. Inadequate infrastructures 2. Inefficient bureaucracy 3. Insufficient attention to promoting private investment 4. Poor coordination and weak partnership among actors in the sector 5. Poor destination management Identified by this study 1. Poor image of the country 2. Inadequate focus on the sector (policy, strategy and programs) 3. Inadequate infrastructures, facility and services (poor organization, poor management, monitoring capacity weak, systems of regulation not in place) 4. Knowledge gap among the major actors (government, public, private service providers) 5. Inadequate financial services 6. Lack of competitiveness (inefficient provision of services) 7. Amateurish tourism promotion 8. Tarnished peoples relation with tourists (declining quality of hospitality)
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10. The Way Ahead for Tourism Development 10.1 Where the Potential Lies
There are formidable reasons for the Amhara region to place the focus of attention on the development of Eco-tourism. Eco-tourism refers to nature-oriented tourist attractions. Among the reasons for emphasizing Eco-tourism, the following can be considered key: 1. Increasing trend of demand for environmental friendly and nature-based tourist attractions: Experience and empirical observations indicate that those tourists originating from America and Europe are particularly fond of such destinations. Young and adventure seeking type of tourists favor to visit such areas. Tourists of these types enjoy trekking, horse-riding, fishing, water-sporting, rural life style, scenic areas, local traditions and cultures, etc. 2. The region is richly endowed with resources that are quite favorable for the development of Eco-tourism: These include existing and potential attractions. 3. Eco-tourism proffers a realistic opportunity to promote community-based tourism interventions: In the short- to medium-term time frame it seems strategic for the region to focus on creating an enabling environment for micro and small-scale tourism enterprises to flourish and come out strongly in all respects. There is prospect for active involvement of such tourism enterprises in the development of infrastructures and facilities including production and marketing of souvenirs, and in the provision of services (accommodation, tour operation, transport, information, etc.). This study is map based. The tourism map (1: 250,000) developed for the purpose of this potential assessment divides the region into eight mapping areas30. It is estimated that these mapping areas jointly have an area of nearly 2.5 million hectares of land considered to have good to very good potential for Eco-tourism development. The criteria used to label an area of high priority for eco-tourism development in the region include the following: Afro Alpine and sub-Afro Alpine Woodlands, wooded shrub-lands and grasslands Wetlands Lakes
Each of the eight mapping areas has lands suited to develop one or more of the following Ecotourism based attractions (a sample of map of one of the mapping areas in A3 size is shown in figure 1 below):
30
National/regional parks Wildlife reserves Wildlife sanctuaries Controlled hunting areas Wetland reserves/sanctuaries
A map to the scale of 1:1,000,000 showing the existing tourist attractions in the region is also produced and available in soft copy as part of the Tourism Potential Assessment.
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Amhara National Regional State (ANRS) Forest parks Rangeland parks Water sporting and fishing sites Hot spring resorts Botanical and/or zoological gardens
The distribution of the Eco-tourism potential is presented by mapping area (see Annex IV for distribution by woreda). Area (ha) 1. Southern Part of North Gondar Zone 735,311 2. Northern Part of North Gondar Zone 544,770 3. Eastern North Gondar and Wag Hemra Zone 522, 372 4 East Gojam Zone 340,621 5. South and North Wello Zone 191,369 6.West Gojam and Awi Zones 186,630 7. North Shewa Zone 104 8. South Wello and Oromiya Zone 33
Total 10.2 Priority Question
2, 491, 570 ha.
The findings of this Potential Assessment indicate that there are three relatively more promising growth centers for the region to pursue in its effort to develop the sector. These are discussed below in descending order of priority over the next ten years. In each growth center the strategy should be to encourage micro and small-scale enterprises especially as service providers through the provision of incentives and motivation. Investment on the existing tourist destinations: The object is to unlock the existing tourism destinations from the multi-faceted shackles that perpetuate their underutilization. While admitting the need for attraction-specific and rigorous study to be more definitive, the findings of this generic study including empirical observations lead to believe that there is considerable potential in this respect that can be harnessed relatively easily, cheaply and in the shorter time frame. There is also a strong impression that much of the focus should be placed on the optimization of the existing attractions, notably those famous worldwide, because it is here that the greatest potential to develop tourism lies. There is need to give an urgent attention to resolving conflicts between destinations and communities, especially at SMNP. Expansion of existing destinations31: It is the finding of this Tourism Potential Assessment that the existing historical, cultural and nature-based tourist destinations have not been put to optimal use. The priority to build on tourism in the region should, according to this report, be investment on expansion including restoration of
31
This should be based on site-specific studies. The inference here is that potential exists especially for the development of secondary attractions as subsidiaries of renowned destinations. The rationale is that it could provide an opportunistic entry point for private sector participation and small-scale tourism enterprises because of the anticipation of arrivals to nearby known destinations and likely low investment requirement to develop the attractions
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Amhara National Regional State (ANRS) some of the major attractions. The expansion to be considered should not be limited to the exiting boundaries of an attraction. It is anticipated that it will include other potential tourist destinations in the proximate locations to the attraction under expansion. There are two expansion possibilities and two restoration imperatives presented below, albeit briefly. There is no denial that each expansion possibility and renovation will require more detailed reconnaissance studies first and then fullfledged feasibility studies before making the investment decision. The expansions include: 1. Expansion around Blue Nile Falls and the surrounding: The water level of Lake Tana has decreased since recently, and the situation is getting critical for large boats of the Lake Tana Transport Enterprise to operate. The reason for this is not yet fully understood. However, world famous TISISAT FALLS, which is one of the major tourist attractions, have become lately unreachable to tourists. It is said that the hydroelectric dam/barrage established on the Blue Nile River had negatively impacted the flow of water feeding into the falls. This calls for the immediate attention of the ANRS to look for the possibility that the Blue Nile Falls continue serving as a tourist attraction. Tourist flow is already showing a declining trend. This needs to be reversed for the good of the tourists and the development of the regions tourism. The development of nearby Duruba Falls as an attraction can be an alternative. Duruba Falls are located not far from Wanzaye village near Werrota Town. Developing the falls as a tourist destination will require construction of some 50 km of new road. 2. Restoration/renovation of the rock-hewn churches in Lalibela: Historical data on numbers of tourist arrivals from domestic and international sources to Lalibela are scanty and even then only for three year or less. So, reliable demand analysis is not possible to carry out. But results of interviews with tourist serving agencies like tour operators, guides, and knowledgeable persons in the locality reveal that the number of tourists has been and remains stagnant, not certainly visibly increasing. Several of the interviewed persons attributed the state of the situation to long-drawn lack of proper management. The tear and wear on most infrastructures is too serious to avoid a major rehabilitation work. It is the same story with the Castles in Gondar. The need to do restoration job is even more pressing Development of new and Eco-tourism based attractions 32: Developing new tourism destinations with priority to areas having comparative advantage such as accessibility, power, communication infrastructures, water, and of course, diversity, quality and uniqueness of the resources (richness in wildlife, birds, etc). Discussions with local guides of the SMNP revealed that a good number of adventurer tourists have in the past traveled on foot from the SMNP via Janamora to Lalibela. Others trekked within the park boundary; still others preferred the adventure by long journey traveling on foot from the SMNP all the way to Axum. Such adventure tourist number is expected to increase through time, and should be encouraged. Eco-tourism is a sector of tourism that very often attract adventurous, nature lovers and large number of tourists worldwide who participate, enjoy nature and in general ecology-based tourism activities. The new attractions briefly outlined in the next few paragraphs have considerable eco-tourism
32
Looked at from a different perspective Eco-tourism means conservation, management and development of areas to promote non-consumptive form of utilization of natural resources and ensuring sustainable economic and social benefits.
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Amhara National Regional State (ANRS) inputs, and this report suggests that they should receive serious consideration for development as potential tourist destinations in the short- to medium-term time frame. The suggested attractions in this regard are: 1. New attractions on the Addis-Bahir Dar Route: Now that the road from Addis Ababa to Bahir Dar and Gondar is almost completed, the chance of surface travel is expected to improve. The famous Blue Nile Gorge, Awi falls and hot springs and other scenic beauties and cultures along the road would serve as motivation for international tourists to opt for road transport to tourism destinations of known demand. This may mean longer stay and increase in spending per arrival. Experiences of other countries show that tour and travel agents skillfully and tactfully persuade and sell more package tours for more days on surface travel. It is however worth noting that building managerial and marketing skills of tour operators is still an outstanding issue in the region, which will be the main agenda of future capacity building measures. This study also notes that the concentration of hot springs and waterfalls strengthen Awis consideration as a potential tourist attraction. Seasonally the area is waterlogged for most of the year. This coupled with the flat Foggera plains they form ideal wetlands propitious for waterfowl refuge that can be developed as wetland reserve. These potential areas need to be further studied and a management plan for each devised considering their future conservation and development efforts 2. New forest-based attractions suitable for eco-tourism development: There are additional eco-tourism potential attractions in the region, like Abune Yoseph, with outstanding panoramic view of no less colorful than the SMNP with endemic wildlife and plant species of significant value to tourism. Denkoro Forest is rich with biodiversity having significant plant and wildlife species that makes it suitable for tourism development. Wof- Washa Forest is the oldest forest in the country and again extremely rich with biodiversity, including endemic flora and fauna. The topographic features coupled with its biodiversity of Wofwasha is inviting to both domestic and international tourists because to its proximity to Addis Ababa, and also because it is an excellent area for hiking, trekking and an ideal camping destination. It could also attract researchers from within and without. The development of these areas, needless to state, will require pre-feasibility and full-fledged feasibility studies to make the final investment decisions. This report strongly believes that they are potential tourism destinations worth considering for a closer examination. 3. Development of new attractions in North Shewa: This includes Menze Molale and Menze Guassa where quite a good number of species of both flora and fauna are endemic, i.e., Gelada Baboon, Semen Fox, Mole rats, and a number of plants, making the areas of considerable potential in tourism. It is a foregone conclusion that like those mentioned in No.2 immediately above the development of attractions in North Shewa need further studies before making an investment decision. 4. New park development with potential tourism interest: This specifically refers to Alatish near Quara with open woodland habitat with an immense potential for big game. So far no proper wildlife census was conducted in this area, but empirical observations indicate that the diversity and quantity of wildlife may warrant a further consideration for the development of the area for Eco-tourism. Development Studies Associates (DSA) & Shawel Consult International (SCI) 80
10.3 Making Things Right

The preconditions to Making Things Right for putting tourism development on the right footing in the region, in the view of this assessment are: (1) Ratification of the regional Draft Policy Document, with the consideration to include suggestions this study has made. (2) An action program designed to strengthen the management and operation of tourism sector at all levels including the head office and importantly the tourism councils recently established in woredas and at destinations; establishment of tourism councils where they are not in place yet. (3) There is already a start towards creating a system that the Tourism Commission needs to play its regulatory functions effectively, including licensing procedures, codes of conduct, guidelines, monitoring mechanisms, etc. There is urgency to complete the task. There is need to introduce the system to the major stakeholders in the sector. There is need to design mechanisms to do the introduction in an effective manner. All of this would require its own action program including resource commitment to implement it. (4) It is the impression of this assessment that the division of authority and responsibility between the federal and regional tourism setups is not transparent. For example, what will be the role of the region to do market promotion in tourist generating countries? What would be the arrangement to share data and information on key areas like arrivals through the Bole International Airport, purpose of visitation, etc? Such data are vital for planning and monitoring tourism activities in the region. (5) Making regional governments position clear to all concerned in respect to the range of incentives government intends to provide to stimulate private sector participation in the build up of tourism infrastructures and facilities as well as improving the quality of services to tourists. (6) The region has a serious shortage of management and technical skills in the tourism sector, at all levels, especially at destinations. There is need to draw a plan to address effectively this issue, including government and private sector roles on investment in training facilities.
10.4 Accent on Domestic Tourism

There is reason for being more inward looking and promote domestic tourism. Domestic tourism is equally important as international tourism. It has the potential to exceed international tourism in major tourism outcomes-employment and revenue. It is already an important part of tourism, but its potential to contribute to tourism growth is even greater since it is not seasonal its growth is bound to have a profound effect on private sector participation in tourism development. There is need to encourage group tour and travels during vacation, holidays, and pilgrimage visits. Such groups should include students, clubs, civil servants, individuals, associations, resident foreigners, the Diaspora, etc. ANRS, therefore, must encourage domestic tourism in all its forms and give it full attention and concern. For meaningful results to occur in this respect there must be a clear policy perspective. There should be incentives, improvement of access to financial capital, capacity building support, and procedures to increase the efficiency of the bureaucracy all aimed at attracting private investment on facilities that could make a difference in the promotion of domestic tourism. Domestic tourist by definition includes resident foreigners in 81 Development Studies Associates (DSA) & Shawel Consult International (SCI)
Amhara National Regional State (ANRS) Ethiopia and the Diaspora. Both could be an important source of foreign exchange earning. The establishment of zoological and botanical gardens, amusement centers, theme parks is key to stimulating domestic tourism. Convention centers having conference halls, cultural centers for arts and displays, sports arenas, movie and theater halls, etc., are poorly provided for or absent all together in major townships like Bahir Dar, Gondar, and Dessie. The following ideas could be useful to promote sustainable domestic tourism development: 1. Tourism offices and officers at the regional and local levels should frequently visit schools, government and private institutions and present illustrated talks assisted by films and slide programs on attractions and heritages sites/centers. 2. Students, teachers, civil servants, associations, etc., in their respective institutions and based on their interest, should form clubs, associations and forums with an intent of knowing, learning, seeing and enjoying attractions of unique characters. 3. Money saving programs should be encouraged in the CBO s so that depending on their interest, off-season camp for educational tour /travels to various attractions could be organized and conducted. 4. Tour agencies, accommodation and hotel owners and government and private institutions at or close to attraction sites could initiate winter campers to visit attractions by providing reduced rates. 5. Inclusion of Introduction to Tourism in school curriculum could have an advantage. 6. Handouts distribution free or provided at minimum cost to help young people to understand more about their heritages need to be actively sought. 7. During such organized visits film show on tourism and other social activities could help young people to learn more about social life. 8. Debates and writing contest on subjects of tourism interests could be organized with awards to winners. 9. Volunteers with prior visit experience should be encouraged to serve as tour guides.
10.5 Accent on Theme/Amusement Parks, Conventions Centers and Zoological and Botanical Garden
The development of such attractions will certainly compliment the already existing natural and man made tourist attractions of the region. It is also an opportunity to diversify tourism. The starting point for the establishment of such attractions could be the regional capital, Bahir Dar. Because urbanization may grow faster there than anywhere in the region. It could be here where the availability of leadership, management and technical skills might be more pronounced. The capital has better capacity to record and monitor results and lessons better than other competitors in the region. It could also be the prime choice of private investors. Finally, it is the center, with better access to services, capital and facilities including the largest airport in the region. In addition, zoological and botanical gardens bring on esthetic, educational, cultural and scientific values. If entrance fees are made reasonable and realistic, they could be hubs for domestic tourists in particular. Experiences of other countries show that establishment of zoos and botanical gardens are very costly at the initial stage of development, but the long-term financial and economic gains usually justify the investment. In addition to revenue from the entrance collection, zoos & botanical gardens could earn money through sale of species usually at very high prices and exchange species with other zoos abroad. Moreover, zoos are media of Development Studies Associates (DSA) & Shawel Consult International (SCI) 82
Amhara National Regional State (ANRS) conservation of endangered species from extinction like the Walia, Semen fox (Jackal) and others. They are also a source of attraction for a good number of biological researchers both locally and abroad. Above all they are a paradise for every one especially to school children,. They are indeed worthy of attention and priority in the regional government and public tourism development programs. Theme parks and amusement centers have basically a similar purpose. Such establishments are proven instruments for promoting domestic tourism. Although usually more attractive to the young, experiences of other countries show that other age groups are also fond of these games. Children and their parents during holidays consider it as an ideal and worthwhile entertainment. At such centers, there should be facilities and services like souvenir stands, snack bars, etc., in order to generate more income. Private sector participation could be significant, especially if an enabling environment prevails, notably access to financial capital because initial capital requirement is normally high. Tax and tariff considerations could be critically important. So would be operational freedom and capacity building support. Moreover, employment creation aspect could be even more significant.
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11. Investment Opportunities

In line with the objective of this potential assessment survey, the investment opportunities must firstly link up with private sector investment. Secondly, they must be consistent with the identified potentials of the region. Thirdly, they must relate to areas in which this study suggests that the future tourism development in the region should place the focus on. These priority areas include Eco-based tourism, micro and small-scale tourism enterprises, human capital development, and government support to encourage private sector participation in tourism. Lastly, the investment opportunity must reflect the regional strategy of pursuing ambitions-butrealistic approach to tourism development. Accordingly, the following investment areas are suggested for a more detailed investigation, that is, preparation of project ideas: 1. Development of Tourism Management Information System: Future tourism development desires that government plays more of regulatory functions leaving the operational aspects to the public and private sectors, especially the latter. The availability of management information system is imperative for this kind of division of responsibility to be effective. Supply Chain Strengthening: Change in demand for the tourism product in Ethiopia and the region has had its own ups and downs. Rarely has it been in tune with the quality and diversity of the tourism resources that are currently marketable. The quality of services to tourists is thought to be one of the important factors for low market share in the international arrivals and receipts and for relatively low domestic demand. The project idea on the supply chain strengthening is to be exclusively on accommodations, tour operations, tour guides, and related activities, including the production and marketing of support industries. Informal Sector Survey: Micro and small-scale enterprises could be the answer to improving the quality and efficiency of services in rural and urban settings. Are they? To what extent could they be involved in tourism development? Would this provide an opportunity of integrating the operators in the informal sector into licensed actors in the sector? Establishment of Multi-purpose Business Centers at Major Destinations : The operators of the centers are to be service providers in the fields of entertainment, information, food and beverages, retailing products from supply industries, etc. These could operate on subcontracting arrangement. Other forms of arrangement could also be considered. Is it a feasible proposition? There should be an attempt to find out. Undertaking site-specific studies including expansion possibilities of: a) Tis Isat b) Monasteries in Lake Tana c) Gondar Castles d) Rock-hewn monolithic churches at Lalibela
2.
3.
4.
5.
The objectives are (1) to increase demand for the tourism product, (2) to examine the private sector role and involvement of micro and small-scale enterprises in the new structure of the destinations, and (3) to recommend measures, management and technical, to ensure sustainable tourist flow. Development Studies Associates (DSA) & Shawel Consult International (SCI) 84
Amhara National Regional State (ANRS) 6. Establishment of Tourism Training Facility: One major deficiency that kept tourism development at a low ebb in the region is the lack of skilled manpower in varied disciplines. The expectation is that demand for such skills will increase in years to come. The first impression is that there will be demand driven need for tourism specific technical and vocational training to justify private sector involvement. The objective here is to examine whether there would be sufficient market for technical and vocational training on varied services tourists need from service providers and their employees? Establishment and Operation of Specialized Attractions: Specialized attractions here refer to museums, zoos, botanical gardens, theme parks, resorts, convention centers, and the like. Can commercial operation of such attractions be feasible at some strategic locations in the region? A Study on Diversification of the Tourism Product: There are a number of resources that are not currently in the tourism market but have the potential to be. These include traditional markets, spas, pre-historic sites, cultural and religious festivities, folklores, scenic sites, and the like. Why were not they in the tourism market to date, and could they be developed to become commercially feasible attractions? Designing and Preparation of Regulatory and Monitoring Systems: Systems in this case refer to tourism resources registration methods and procedures, benefit sharing arrangements, tour operators guides, control mechanisms, manuals to guide the protection, conservation and prudent utilization of natural resources. The lack of such systems accounted for the sluggish growth and led to inadequate and poor quality of services to tourists. It also undermined the participation of the public and private sectors in tourism development in the region. Designing of a Strategy for the Promotion and Marketing of the Tourism Product for the Amhara Region: Aside from participation in trade fares and exhibitions, there has not been a systematically developed strategy to increase the market share of the region in the international arrivals and to widen the market prospect for domestic visitors of attractions and destinations in the region. Commercial and Financial Risk of Owning and Operating a Hotel That Meets Defined Standards of Tourists: The objective in this case is to test whether a hotel of this nature would be commercially and financially competitive for private investment in a typical tourist township in the region. Commercial and Financial Risk of Owning and Operating a Chain of Lodges and Camping Facilities That Meet Defined Standards at Major Destinations: The idea is to test whether a small-scale and medium size private investment can do a competitive business in this respect in the region. A Crocodile Sanctuary around Lake Tana and Abay River: This would be an investigation on setting up of such a sanctuary and testing its competitiveness for private investment. A Bird Sanctuary in the Foggera Environ: Would this be possible? Would it be commercially and financially attractive for private investment? Suitability of Setting up an Eco-tourism Attraction for Private Investment: There are quite a few places that can be developed as nature-based attractions across the region. Examples:(1) Denkoro, Wofwasha,Woyneye, Guanga Illala, and Kattas forests as game parks; (2) Blue Nile Gorge and Awi Hot Springs; (3) Altish Open Woodland as a wildlife Park; (4) Menze/Mollale (Guassa) in North Shewa. Could such an attraction be commercially and financially worthy of risk-taking for private investment in the region? Development Studies Associates (DSA) & Shawel Consult International (SCI) 85
7.
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9.
10.
11.
12.
13. 14. 15.
16. 17. 18. 19.
20.
Amhara National Regional State (ANRS) Competitiveness of the Tour Operation Business as per Standards the Region May Define: This essentially looks at the competitiveness of tour operation for private investment under conditions prevailing in the region. Preparation of an Annotated Bibliography of Literary Works on Tourism Resources in the Region: This is a task on creating a database to facilitate tourism development in the region. Water Transport Facilities at Lake Tana: This is a look at the commercial and financial feasibility of speedboats and associated infrastructures. Would this be competitive with other investment opportunities in the tourism industry? The economic possibility of setting up a network of community owned and managed tourist attractions: Is the Hana Meqaat experience at Meket Woreda iterative elsewhere in the region. That is, are there economic rationales for purposely encouraging such initiatives through the provision of appropriate incentives including public investment in physical infrastructures? Assessment of the Opportunity to Localize Tourist Demand for Facilities and Services: The extent to which the region can be self-contained in terms of inputs the provision of facilities and services tourists requires.
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12. Conclusion and Recommendation 12.1 Summary of Major Findings

The major observations and findings of this report include: Policy and Strategy 1. There have not been clearly formulated and sanctioned policies, strategies and programs to guide the development of the tourism sector. This was true both for the country and the Amhara National Regional State. It might be because of this that tourism development lacked prioritization in terms of resource allocation. But this is changing since recently. Government Plan for Accelerated and Sustainable Development to End Poverty emphatically states that tourism development is central to reducing poverty in Ethiopia. It goes as far as saying that Ethiopia would be one of the top ten tourist destinations in Africa by the year 2020. 2. The national strategy to achieve this includes (1) integrating tourism into the national development plans and priorities; (2) mainstreaming tourism industry; (3) government playing the facilitation role intended to create an enabling environment for allowing the private sector to become the growth engine; and, (4) pursuing participatory tourism development. 3. The main interventions intended to put tourism development on the right footing at the national level would focus on measures to improve the quality of services to tourists, diversify the tourism product, provide incentives to boost private sector participation in tourism development, and to strengthen the institutional and manpower base of the sector. 4. In the ANRS, there are already actions reflecting the seriousness of commitment to developing the tourism sector. A Tourism Commission is established at the regional level and tourism councils in several woredas and tourist destinations. That is, the institutional foundation is in place awaiting adequate resource allocation, especially finance. A draft policy document is completed and the expectation is that it would soon be an official document. A draft strategic plan outlining the vision, mission, principles, critical issues, and action programs is already prepared. The preparation of tools such as guidelines, directives, etc., needed for the implementation of the action programs is underway. 5. Consistent with PASDEP and ETP, the regional tourism policy and strategy underpins realism in approach, strong people participation, strong inter-sectoral linkage, mainstreaming tourism based on the understanding that tourism supplements rather than supplants activities in any sector, market-led development, active participation of the private sector, and due emphasis on domestic tourism. 6. The regional policy and strategy suggests that the interventions in the short-to mediumterm time frame should focus on activities relating to result-oriented market promotion, provision of incentives to encourage private investment, diversification of the tourism product, improving product quality, standardizing services to tourists, enacting codes to enforce adherence to the standards, increasing tourism knowledge at all levels, particularly leadership and the public. 7. The regional draft strategic plan defines roles of the main actors in tourism development in the region. It clearly stipulates that government would play the facilitation role, while the public and the private sector will have the implementing role. Development Studies Associates (DSA) & Shawel Consult International (SCI) 87
Amhara National Regional State (ANRS) 8. There is understanding that the region has a huge tourism potential. The regional leadership is keen to realize the potential through ambitious but pragmatic and realistic programs. This implies that the focus would be placed on micro and small-scale tourism enterprises, because that is where the regional strength at this time lies in terms of resources. It also means that there would a genuine effort to increase the local components of investment as well as services in the sector to make tourism product affordable and cost-effective. It also implies that there is determination to increase local knowledge on tourism through involving people and communities in all aspects of tourism development. The objective is to achieve a sustainable and rapid growth in the sector through ensuring the competitiveness of the sector, at least during its formative stage. 9. There seems to prevail commitment to seeking a strong partnership with the private sector through the provision of capacity building support, incentives, efficiency in the supply of licensing and regulatory services, joint monitoring, information sharing, etc. 10. There is also commitment and willingness to welcoming domestic and foreign investment in the development of new attractions, participation in service provision, skills development, etc., without any barrier anywhere. Existing Tourist Attractions 1. There are 84 developed and operating destinations in the Amhara National Regional State. Of these 49 are religious-based, that is, churches, monasteries and mosques. There are nine historical attractions, 15 Eco-tourism or nature-based sites, and 11 cultural attractions. 2. There is consensus that these attractions have been, and are, greatly undercommercialized. For example, there are either inadequate or no hotels/lodges, banks, souvenir shops in most of these attractions. This has not been only undermining the impact of tourism on the economy of the surrounding communities, but also the objective to optimize spending from the visitors has been compromised. For instance, in the Semen Mountains, perhaps the biggest attraction not only in the region but also in the country, tourists can only camp with their tour operator's equipment and there are no items that the tourist can directly buy from the surrounding people. 3. There are some eight truly unique attractions in the region that are either already world famous or have the potential to be so. These include SMNP, Tis Isat, Lake Abay, Blue Nile River, Islands in the Lake Tana, the Rock-hewn Churches at Lalibela, Castles in Gondar, and Woff Washa Forest. Each still has much in store to expand tourism business in the region. 4. The population of wildlife in the region is not large and its distribution rather fragmented. The numbers of terrestrial and aquatic birds spp and mammals spp.may not exceed 300 and 101, respectively. 5. SMNP is the only developed wildlife-based park in the region. It has 6 endemic mammal species and 6 endemic bird species. Based on empirical experiences and observations tourist arrival to SMNP has not been commensurate with the uniqueness, richness and diversity of this wildlife-based destination. For example, tourist arrivals to SMNP between 19931998 show that the number of visitors had been small and although the number increased over time, the change was not steady. This could be due to: The protection and conservation needs of the wildlife have not been adequate and up to the required standards Development Studies Associates (DSA) & Shawel Consult International (SCI) 88
Amhara National Regional State (ANRS) The Park in general and its wildlife resources in particular have not been free from human incursions and encroachments The quantity and quality of infrastructures, facilities and services do come short of meeting tourist needs No only have promotional activities been inadequate but also connectivity and networking with relevant organizations in the country and abroad have been seriously wanting.
Arrivals, Receipts, and Market Share 1. The regions in Ethiopia have a derived demand for the tourism product. What happens nationally with respect to arrivals and receipts defines the event in the regions. In Ethiopia, the number of international arrivals has been increasing at decreasing rate over the last 10-15 years. There have been ups and downs; during the Ethio-Eritirea conflict the number decreased significantly indicating the sensitivity of arrivals to security. The situation with arrivals in ANRS was a microcosm of the national trend. 2. Receipt or income from tourism is a derivative of arrival. Thus, revenue nationally and in the region has generally been showing an increasing trend 3. The purpose of about 40% of the international arrivals to Ethiopia was vacation or recreation and VFR followed by business with a share of about 30% during the last ten years. The regional variation was insignificant. 4. On average, over the last ten years Africa had a share of 43% of the arrivals to Ethiopia followed by Europe with a share of 25%. ANRS had a slightly bigger share of tourist originating from Europe and America, about 28%. 5. The primary tourism markets for Ethiopia and ANRS are Ethiopian residents in the medium to upper income group, the Diaspora, Germany, France, Italy, G/Britain and USA. The Arabian Peninsula (during hot seasons), Israel, Africa, Asia (particularly Japan, Hong Kong, and Singapore) and Djibouti are secondary markets with the Asian market showing an increasing trend. 6. The share of ANRS (about 12-15%) of the international arrivals to Ethiopia is not commensurate with natural, cultural and historic tourism destinations the region is already in possession of. The ANRS has one of the richest and diversified tourist resources (dramatic landscapes, endemic flora & fauna), which is a strong reminder to the regional tourism establishment that the marketing and promotional challenge it is facing is indeed formidable. 7. The national policy and strategy says the focus is to be placed on high-value, low impact tourism (business/conference travel), the Diaspora, and eco-tourism and culture seeking leisure travel (recreational type). It further states the eco and adventure tourism is to be given priority. The strategic plan of the region is in conformity with this strategy, and potential assessment report believes that focus on marketing and promotion dovetails well with its own thoughts of increasing the regional market share of arrivals. Infrastructures, Facilities and Services 1. The cultural and historical attractions are not in their erstwhile state of condition. Depreciation has had its toll. The existing public sensitivity and knowledge that they are the basis for tourism business in the region could be better. Neither has there been sufficient sensitivity at the policy level of the need to maintain and upkeep the tourism Development Studies Associates (DSA) & Shawel Consult International (SCI) 89
Amhara National Regional State (ANRS) values of these precious heritages. Rapid and sustainable tourism growth in the region requires that these tourism resources need to be preserved, including ensuring that visitor number does not unduly exceed the carrying capacity of the sites. 2. The biggest challenge in this regard is to preserve the historic sites from natural decay and the SMNP from further degradation from the communities around the park. It is learnt that the entrance fees in church sites like Lalibela go more towards maintaining the livelihoods of priests and deacons and not the preservation, upkeep and maintenance of the institutions themselves. But local sources contend that even if the entrance fees were put to church restoration, the prevailing rates would be too small to meet the need. 3. There are also observations that prompt one to wonder whether there is any organizational capacity in place to attend to some elementary upkeep and maintenance needs of the attractions. For example, at Lalibela, it is not uncommon that paths and tracks leading to sites are littered with garbage and different types of waste. Walking along the paths and isles of the monasteries looks unsafe due to lack of attention. The steps are worn-out and very slippery. So are the floors making it more difficult for elderly tourists/visitors to walk around. The message here is that the environment at the sites is not friendly, and this does not serve the cause of increased and sustained demand for tourism. 4. From the past experience of the region and the country, this assessment is of strong impression that key services that call for attention are: Information and communication: Information and communication facilities refer to information technologies such as access to Internet and other electronic media, telex, fax, telephone facilities, etc. Transport: Transport infrastructures in this case include the capacity of the Ethiopian Airlines, intra- and inter-regional road network, the quality and supply of intra- and inter-destination (attraction) roads, supply and quality of 4-wheel drive vehicles with travel agencies and tour operators. Accommodation: This refers to hotels, lodges, campsites, and restaurants that meet international standards looked at from tourism perspective Intra-destination infrastructures: Intra-destination infrastructures and facilities have reference to roads, gardens/green areas, communication means, power & utilities, sewers, and drainage serving a specific attraction Tour operation: Tour operation is about the expertise, skills and experience of the operators, knowledge they have on the region and the attractions, information booklets, etc. Souvenirs: Souvenirs here refer to quality, quantity, diversity, and delivery mechanisms including packaging of destination-specific handicrafts.
Community-based Tourism Development 1. Community based tourism development is yet to emerge in the region. The prospect however looks promising because of the socio-economic realities prevailing in the region, and the desire to pursue a realistic and pragmatic approach towards tourism development that the region seems to opt for. 2. The socio-economic realities that characterize the tourism sector in the region at present include: High rural and urban unemployment 90 Development Studies Associates (DSA) & Shawel Consult International (SCI)
Amhara National Regional State (ANRS) Low productivity of labor Serious land degradation Tourist destinations encumbered with conflicts between the destination management and the communities or the public Serious shortage of management, technical and operational skills Limited organizational capacity Acute shortage of financial capital Seasonality of the tourism business Inadequate experience of the private sector in risk management Rising demand for Eco-tourism Poor international image of the country Budgetary constraints the regional government normally encounters Shortage of foreign exchange Existence of need to preserve culture and tradition
It is these realities that make the strategy of placing the priority to promoting micro and smallscale enterprises right to attain sustainable and increasing growth in the tourism industry in ANRS. This in turn looks inviting for the promotion of a more direct and active involvement of rural and urban communities in tourism development. Human Capital Development 1. The ETC study referred to here-above in this report finds that the total staff of ETC was about 120 people (2004), only about 15 were professionals. Moreover, the resources allocated to tourism declined significantly in the past five years. This severely limited the capacity of the Commission to develop policies and strategies, create a proper image of the country in tourism originating countries, monitor tourism developments in the regions, provide effective backstopping services to the regions, etc. This is a clear evidence of the neglect the sector has been experiencing, and this must have had an important implication for tourism development in ANRS. 2. The tourism establishment in the region is understaffed, under-budgeted, and with inadequate number of sector-specific presence at the zonal and woreda levels. This is in spite of the ongoing effort to establish and strengthen tourism councils. The organizational framework is in place, that is, the structure, the authority and responsibility lines, functions and power, staff plan, etc., of tourism councils have already been developed. Several councils have been established at different levels, including at major destinations. It should however be noted that organizationally these functionaries are only a fledgling. They lack experience, knowledge, expertise, staff, logistics support, finance, etc. The important aspect is that a foundation is laid down Challenges This Potential Assessment Study identifies the following issues that need to be addressed to achieve sustainable growth in the tourism industry in the region: 1. The need to improve Ethiopias image in the international community 2. According high priority to tourism development at the policy/strategy level Development Studies Associates (DSA) & Shawel Consult International (SCI)
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3. 4. 5. 6. 7.
Amhara National Regional State (ANRS) The imperativeness of improving the quality of infrastructures and facilities that defines quality and availability or supply of the tourism product The need to increase knowledge/skill, especially at the level where essential services are provided to tourists The need to enhance financial services with focus on improving access to micro and small-scale tourism enterprises The need to improve the efficiency of the tourism sector with the intent to increase the competitiveness of the tourism sector, and Appreciation for putting in place a structure capable of promoting marketing of the tourism product.
Potential for Tourism Development 1. The region has an immense tourism potential. While duly appreciating the prevalence of potentials yet to be tapped in cultural, traditional and historical areas, this study notes that the greatest supply-side potential lies in the development of Eco-tourism. Based on a map of 1:250,000, the region has some 2.5 million hectares of land suitable for Eco-tourism development. This land is distributed in all of the zones of the region, although the size in North Shewa, South Wello and Oromiya zones is relatively very small. 2. There is also considerable yet unrealized potential in the existing major destinations in the region. There is expansion possibility as well as the opportunity to increase demand for the tourism product through improvement of services and provision of infrastructures and facilities. 3. In 2005 the region hosted about 58,000 domestic tourists. This study believes that this can be increased ten-fold over the next decade if due attention is paid to the promotion of domestic tourism development. The same is true of international arrival. Some 60,000 international tourists visited the region in 2005. With increased priority to the sector, notably in resource allocation from the government and public sectors, the arrival number can increase to over one million in the next ten years. 4. There are empirical experiences that attractions that have potential to promote domestic tourism such as investment in theme parks, zoological and botanical gardens, convention centers, etc., have been undermined to date. This resulted in subdued flow of domestic tourists to the region. Investment Opportunity This report purports that there are a number of investment opportunities that could be of interest to government, private and the public sectors. Twenty of them are suggested (see the recommendation part for the list).
12.2 Recommendation
Based on the assessment this team has made, it suggests the following recommendations: 1. There seems to evolve in the country a genuine commitment towards the development of the tourism sector. While this is very much welcome, it cannot in itself yield results unless it is matched with equal fervor in allocation of manpower, financial and logistics resources. Development Studies Associates (DSA) & Shawel Consult International (SCI) 92
2.
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5. 6.
Amhara National Regional State (ANRS) There is need and purpose to show a definitive commitment through a well conceived and formulated policies and strategies. This in practical terms means creating the basis for tourist destinations to have a bearing on the lives of those people around them. Stated in another way, this means planning of programs at the destinations must take into account the interests of the communities and the communities must have a decision making role in the planning and implementation of development programs. There is a serious intention in the region to have a favorable policy environment for every major actor in tourism development. While appreciating this, there is need to agree on a time frame for approval of the draft policy and strategy including an indicative program intended to put in place an organizational capacity at all levels capable of implementing the policies and strategies. Needless to state that the sooner this happened the better it would be. This essentially means that the development of rules, regulations, procedures, and operating codes of conduct intended to increase the efficiency and effectiveness of various service providers to the tourism industry, and a time table to strengthen, establish and make operational tourism councils. There should be not only a commitment but also resource allocation with a defined time frame to carry out a critically thorough review of the existing major destinations with the intent of identifying gaps constraining demand for tourism; a similar commitment to address the gaps especially those which government and the public sector are responsible for. There is an urgent need to have a realistic and credible program capable of meeting shortto medium-term human capital requirements of the tourism sector. It is suggested that the feasibility phase of this potential assessment task should develop the program. The draft policy document of the region assigns roles to the major actors in tourism development. The inclusion of the following points is suggested: Government i) ii) iii) A definitive schedule for intra-destination infrastructures-physical, social and communication- development (new and rehabilitation) Provision of new roads and upgrading of the existing ones leading to old and potential destinations, timing indicated Creating a regional presence, aside from the national one, in carefully selected tourist generating countries to Ethiopia, perhaps through designating Diaspora ambassadors for the region
93
Amhara National Regional State (ANRS) Community i) ii) iii) NGO i) ii) Undertaking a mandatory environmental impact analysis (EIA) exercise before the start of implementation of a program that an NGO operates, sponsors, or funds Providing to the nearest tourism council periodic report (once a year) on the impacts of the program on tourism Establishing a community-based organization tasked to liaising with partners operating tourism programs of one type or another in the area Asserting ownership and demanding for procedures that ensure benefit sharing on verifiable and equitable manner Developing its own monitoring indicators and mechanisms
7. The protection, care and security of the existing attractions from neglect, vandalism and other irregularities is paramount. Restoration work on major attractions like Fassil Castle, Fassil swimming pool, Lalibela churches and monasteries are underway. While this is encouraging there are others requiring a similar action as a matter of urgency. 8. Work on the conservation, management and development of the Semen Mountain National Park is ongoing. This is also very much welcome. As a result regional tourism industry and diversity and richness of tourism products are already showing some improvement. For example, the numbers of once critically endangered endemic species (spp.) have dramatically increased, including the Walia Ibex, Gelada Baboon, Simen Jackal and a good number of endemic bird spp. There is presently an increase of inbound tourists to visit the park. Thus, ecological tourism, which is a popular tourist activity worldwide, is showing an increasing trend, albeit relatively at the Semen Mountain National Park. 9. There is a serious shortage of manpower at the managerial and technical level in the sector. Towards this, there is room both for the government and the private sector initiatives. It is suggested that a further feasibility work should be attempted to establish whether there is regional and outside market to justify the establishment of a multipurpose training center to be established at Bahir Dar, and other training centers at some strategic locations in the region. 10. Demand for the tourism product has become particularly sensitive to the state of the situation with the environment in general and the conservation and protection of the natural resources in particular. There is thus the greatest need to ensure that every endeavor in tourism development, especially Eco-tourism, is sensitive to the environment. That is, not only should tourism programs become aware of the need for good environment but also other sectors should assess an environmental impact analysis on each intervention they operate or sponsor. 11. A genuine and meaningful effort towards realization of the potential will be difficult to come by without putting in place a clearly perceived and thought out policy and strategy first and foremost. Accordingly, there is an urgent need to ratify the Draft Policy Document the regional Tourism Commission has prepared. Needless to state that the ratification should bring with it commitment to allocate resources that the implementation of the policy would require. Development Studies Associates (DSA) & Shawel Consult International (SCI) 94
Amhara National Regional State (ANRS) 12. The preparation of policy implementation tools such as directives, codes of conduct, guidelines, procedures, etc., is ongoing. There is need to strengthen the preparatory team. The second phase of this Potential Assessment Study can be used to enhance the preparation capacity. The process can also include the designing of a two- to three-year action program based on the strategic plan, which is an integral part of the policy document. 13. There is need to draw a clear separation of responsibility between the regional and federal authorities as regards market promotion, information sharing, private sector roles, incentives, and other aspects especially in respect with international tourism. The lack of it could undermine the regional effort towards the realization of the potential. 14. Shortage of manpower trained in various chapters of the tourism industry is critical in the region. To narrow the gap between the demand and supply of trained personnel that the sector needs it is necessary to draw an action plan that indicates the strategies and measures needed to resolve the issue. The regional capacity may require the resource assigned to the implementation of the second phase of this Potential Assessment Study to design the plan. 15. The emerging regional and national policy underscores the participation of the private capital in tourism development. This would require a range of incentives from government and the public sector. This would require a study on the typology and delivery mechanisms. It should be worked out as a matter of urgency. 16. The following development undertakings and investment opportunities are suggested for further study or investigation: a. b. c. d. e. f. g. h. i. j. k. l. m. n. o. p. q. r. s. Development of Tourism Management Information System Supply Chain Strengthening Informal Sector Survey Establishment of Multi-purpose Business Centers at Major Destinations Undertaking site-specific studies including expansion possibilities Establishment of Tourism Training Facility Establishment and Operation of Specialized Attractions A Study on Diversification of the Tourism Product Designing and Preparation of Regulatory and Monitoring Systems Designing of a Strategy for the Promotion and Marketing of the Tourism Product for the Amhara Region Commercial and Financial Risk of Owning and Operating a Hotel That Meets Defined Standards of Tourists: Commercial and Financial Risk of Owning and Operating a Chain of Lodges and Camping Facilities That Meet Defined Standards at Major Destinations A Crocodile Sanctuary around Lake Tana and Abay River A Bird Sanctuary in the Foggera Environ Suitability of Setting up an Eco-tourism Attraction for Private Investment Competitiveness of the Tour Operation Business as per Standards the Region May Define Preparation of an Annotated Bibliography of Literary Works on Tourism Resources in the Region Water Transport Facilities at Lake Tana The economic possibility of setting up a network of community owned and managed tourist attractions 95
Amhara National Regional State (ANRS) t. Assessment of the Opportunity to Localize Tourist Demand for Facilities and Services
References
1. Abay Basin Study, 1978 2. Adrian Bull, 1995, the Economic of Travel and Tourism, Longman, Second Edition. 3. Adventure Business Consultants, 2005, Tourism Marketing , Education, Ecotourism Marketing and Adventure Travel Business Articles; Internet 4. ANRS, Tourism Commission, June 1996; Cheek list on Tourism Job description, Amharic Version 5. ANRS, Tourism Commission, June, 1997, BPR Study Vol.2 Amharic Version 6. ANRS, Tourism Commission, Nov. 1996 Baher Dar; Tourism Council Establishment Guideline, Amharic Version. 7. ANRS, Proclamation No 96/2003 Parks Conservation and Development Authority 8. ANRS, SMNP, 2000, Management Plan 9. ANRS, 1991 E.C. Culture & Tourism Information Bureau, Amharic Version 10. Cooper, et al ,1998, Tourism Principles and Practices, Second Edition 11. ETC, March2003, Ethiopia: Travel &Transformation Challenges, Annex II 12. Ethiopian Tourism Paradigm, Draft, April, 1995 E.C. 13. EWCO, 1992, Compendium of Wildlife Conservation 14. ETO, August 1983, Vol. 3, Tourism Statistics 15. FDRE, March 2002, Addis Ababa, Development And Poverty Profile of Ethiopia 16. IUCN, UNEP, 2002, and Cardiff University, Lake Tana Transport Enterprise, July, 2003, Evaluation Study Document 17. J.H. Blower, 1968, Sustainable Tourism in Protected Areas 18. LTTE, (Lake Tana Transport Enterprise), July, 2003, Evaluation Study Document 19. MOFED, October, 2005,PASDEP, Addis Ababa 20. National Tourism Development, 1990, 5 Years Plan of Ethiopia Development Studies Associates (DSA) & Shawel Consult International (SCI) 96
Amhara National Regional State (ANRS) 21. Tour Consult International, May, 1995; Regional Tourism Development Plan for North, East &West Ethiopia 22. UNESCO, January, 1998, Convention Concerning the Protection of the World Cultural and Natural Heritages, WHC. 98/15 23. WTO, 2003 edition; Africa Tourism Market Trends 24. WTO, 2003 edition; Compendium of Tourism Statistics
97
Annex I: ANRS TOURIST INDUSTRY

Industries and trade sectors who are involved and/or in close contact with traveler tourists: I. AIR TRAVEL SERVICES EAL II. III. IV. Bahir Dar Air Port Gonder Lalibela
TOURIST INFORMATION DESK AT AIR PORT AND IN TOWNS AIR PORT BAR AND RESTURANTS TOUR AND TRAVEL AGENTS Air Port to Hotels and other accommodations From Hotels & Other Accommodation Sites Back to Air Port
V.
HOTELS, MOTELS, LODGES, BANGALOS, GUEST HOUSES, CAMPS etc. Bar & Restaurants Bed Rooms Lounges Dining Places In & Outside Standard Hotels (Private Bars & Restaurants) Tour Operators with Cars Tour Guides Legal & Illegal (Local Youngsters) Attraction/Heritages Interpretations Local Community Who Provide Mules, Horses, Guides to Tourists
VI.
SITE SPECIFIC DIFFERENT ATTRACTION/HERITAGE SITES
VII.
SOUVINER STANDS/SHOPS PRIVATE At Hotels In Towns 98
Amhara National Regional State (ANRS) VIII. At Open Local Markets
SUPER MARKETS, UTILITY SHOPS etc. Film Shops Food Stands (Row) Music & Dance Sites Traditional Movie & Theater Centers Night Clubs As the Case May Be
IX.
CULTURAL CENTERS
X. XI. XII.
CHURCH & MONASTERY CLERGIES, MONKS etc. at attraction/ heritage sites LOCAL COMMUNITY AT ATTRACTION SITES SEMEN Mts. NATIONAL PARK (SMNP) Its protection and conservation Developments and management Sustainable utilization of the AP
99
Annex II: Existing Tourist Attractions of the ANRS

No. Name of Churches Monasteries & Mosques Location Distance Accessibility Air Surface Attribute or Uniqueness Monolithic (Rock hewn) Duration Era
I. Churches, Monasteries & Mosques 1 Bete Medhanialem (the Lalibela house of the Redeemer) 2 Bete Mariam (the house of Saint Marry) 3 Bete Meskal (House of Cross) 4 Bete Denagel (the house of Virgins) 5 Bete Michael/Gologota (house of Michael Chapel) 6 Bete Hawara (House of apostles) 7 Bete Gebriel/Rufael 8 9 10 Bete Merkorios Bete Emanuel (House of Emanuel) Bete Aba Libanos
598km from A.A
EAL/ about 3flt/week
On foot
King Lalibela
Semimonolithic Semimonolithic Semimonolithic Semimonolithic Monolithic & semimonolithic Semimonolithic Monolithic SemiMonolithic
100
From 1162 1185 World Heritage Site By UNESCO

No. Name of Churches Monasteries & Mosques Location Distance Accessibility Air Surface Attribute or Uniqueness Duration Era
11
Bete Giorgis (House of St. Georges)
Monolithic
12 13 14 15 16 17
Neakuto Leab Asheten Mariam Yemrhane Kirstos Genete Mariam Kenkenit Michael Emekina Lideta Mariam
SE of Lalibela East of Lalibela NW of Lalibela East of Lalibela North of Lalibela East of Lalibela
6 km 8 km
_ _ _
By car On foot On foot By car By Mule By car By Mule On foot By Mule or On foot
Cave Formation Semi-M Cave Monolithic SemiMonolithic Cave
King Neakuto leab King Yemrhan e Kirstos Girma Asfere King G/Meskel
1207 1247 1072
22 km 14 km 28 km
672 537
101
Has no comparison with any other in the country or outsideAfter 800yrs still actively in use today

No. Name of Churches Monasteries & Mosques Location Distance
18 19
Emekina Medhanialem Bilbala Giorgis
NW of Lalibela SW of Lalibela North of Lalibela S. Wello WelloHayieke L. Tana Islands L. Tana Islands L. Tana Islands L. Tana Islands L. Tana Islands L. Tana Islands L. Tana Islands L. Tana Islands Gondar Town Close to Gondar Town
30 km
Accessibility Air Surface _ By Car
Attribute or Uniqueness
Duration
Era
20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
Bilbala Kirkos Arbaatu Ensisa Tikurza Kidanemhret Sarzena Michael Abune Yosef
35 km 35 km 20 km 78km from Lalibela 25km from Dese 1-2 hrs by boat from B/D 185kmfrom B/D 98km from Gon. 176km from A.A 131km from A.A 131+kmfro m A.A
_ _ _
or By Mule By Car By Car
Cave SemiMonolithic Cave
King Kaleb Azmach Afre
518
1460
Geshen Mariam Hayike Estifanos Debre Mariam Kebran Gebrel Azewa Mariam The Zege Peninsula Deke Monastery Tana Kirkos Ura Kidane Mehert Gelila kidane Mehert The Monastery of Debre-Birhan Silassie The Qusquam Complex The Debre Sina Mariam Mendaba Monastery Ankober Michael Debrebrhan Selasse Angolela Kidanemehret
_ _ _ _ -
36 37
Gorgora and its Environs

Gargora Debre Birhan Ankober Debre Birhan Town Debre Birhan
38 39 40 41
_ -
102

No. Name of Churches Monasteries & Mosques Location Distance Accessibility Air Surface _ _ _ _ Attribute or Uniqueness Duration Era
42 43 44 45 46 47 48 49
Shenke Mesgid & Village Tiru Sina Meskele Kiristos Barkidane Meheret Monastery Abune Samuel Guye Abo Debre Lize Woker Mariam Mosques
Angolela Oromia Zone Oromia Zone Oromia Zone Oromia Zone S. Wollo Kemise
Bycar By car
50 51 II Historical 1 The Royal
Gondar Town
3 4 5 6 7 8 9
Compound (World Heritage Site) The Bath of emperor Fasiladas (The Epiphany Festival) Ras Gimb Palace of Susenyos Monument of Mussolini Guzera Palace Denkez Palace Ankober Town Ayeteyf Hall
Gondar Town
Gor Gora
Gondar Zone Debre Birhan Ankober Wollo Dessie Debark Bahir Dar Wanzaye/Wo rota N. Gonder Wollo Debre Brhan
III. Nature Based Sites 1 Semin Mts. National 2 3
4 5 6 7
Park Blue Nile Falls Wanzaye Hot Springs (S. Gondar Zone) Kossoye Queens Village (N. Gondar) Denkoro Forest Wof. Washa Forest Ayweytu Hot Springs
103

No. Name of Churches Monasteries & Mosques Location Bahir Dar Distance Accessibility Air Surface Attribute or Uniqueness Duration Era
8 9 10 11 12 13 14 15
Mechatu Hot Springs Lake Tana Tengena Lake Fange Falls Dangul Cave Alatish Wildlife Area Abune Yoseph Mts. Menze-Mollale Plateau
N. GonderMetema N. Wollo Debre Brhan
IV. Culture Based Sites 1 Thatched Roofs 2 3
Thatched Roofs Open Markets Church Paintings (Mural, Icons & Manuscript) Crosses, Crowns & Other Artifacts Parchments, i.e., books, serous Festivals (Epiphany & Christmas) Desse Museum Unique Settlements of Shonkey Villages Hair Styles, dressing, jewelry, marriage ceremony, greetings, etc. Wolka Felasha Village
Around Lake Tana Around Lalibela At Bati, Senbetie & Bahir Dar
Most Churches & Monastries of ANRS Most Churches & Monasteries of ANRS Most Churches & Monasteries of ANRS Gondar & Lalibela Wollo Desse Wollo Desse ANRS
7 8 9 10
11
N. Gondar
10 Km from Gondar
Source: Lalibela Tourism & Information Office
104
Annex III: Names of Undeveloped Tourist Attractions With Potential for Development
No. 1 2 3 4 5 6 7 Name of Attraction Blue Nile Bridge Awi Area Hot Springs Wanzaye Hot Springs Duruba Falls Forest Areas of the ANRS mainly: Denkoro, Wofwasha, Woyneye, Guanga Illala & Kattas forests Alatish lowland & Wooland SMNP & Annex attraction sites 1. Limalimo Area 2. Janmeda 3. Kidus Yared Monastery 4. Metselal Church 5. Deressge Mariam (Aba Thasidku) 6. Aba Thasidku Amba 7. Waldeba Kidane Meheret 8. Sereba Balegzihaber 9. Mekre Abune Yoseph Aboye Gara Acheten Area Belbela Georgis Guassa Area Debre Sina Mts Foggera Wet lands Awe Zone Cheffa Defecha Kidane Meheret Washa Indrias & Michael Tsersedengel Denkez Baheri Gembi Tseda Egzabeher Abe Mariam Gembe Kossoye Asheten Mariam Nakuto Lab Yemrehane Kiristos Bete Medehani Alem - Meskel Kiristos - Genete Mariam - Bete Denagel Location N/Shoa & Gojam Border Awi Wanzaye/Worota Dera Hamusit ANRS N.Gonder - Metema Gonder SM SM SM SM SM SM SM SM SM N/Wollo N/Shoa (Menze) (Tana area) Awe S/Wollo Gonder Area Addis Zemen Guzara/Infranze Gonder Zone Gorgora Gorgora Dabat Lalibela Lalibela Attribute/Uniqueness River & Bridge Natural Falls 30 km. Bahir Dar 2 hrs, walk- Wanzaye Good for hiking, mountaineering, camp, Trekking, Wildife Add Woyneye forest Wildlife potential Ideal for int. park Close to Debark Ras Amba 3 hrs rough road Ras Degen Area (3 songs) Jan Amora 100 km Debark Work Amba Zarima 60 km from Debark J/Amora Rock Hewia Church Gayent Korma Fassil Highland Moorland, W/life Panorama/Wildlife Rock Hewin Church Church W/life high land moorland Panorama, w/life Water fowls plentiful Church/monastery (Italian occupation) (Derbush destruction) Close to road Project mud/construction Birthplace Ahm/_____ Mossolini Castle Royal Panoramic seen In & around Lalibela Lalibela 105
8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
Amhara National Regional State (ANRS) No. Name of Attraction - Bete Selasse & Egzabeher Abe, Bete Michael - Dima Georgis - Debre Work Mariam - Gemedo Mariam - Abune Aron - Merto Lemariam - Bahere Georgis Zengena Hyek Terba Hyek Islands of Lake Tana Location Lalibela (North Wollo) N/Wollo Bahir Dar Attribute/Uniqueness
Meket Area
29 30 31
Between 20 30 islands
Concentration Those in a zone/woreda & some locality Secondary attraction Those other than the known attractions Projects Those to be given
106
Annex IV Breakdown of Eco-Tourism Potential Area by Woreda

Wereda ADI ARAKI DEBARIK BEYEDA JANAMORA DABAT ZIQUALA SEKOTA WEGERA LAY ARMACHIHO BELESA GONDER ZURIA DEHANA DEMBIYA Total ereda QUARA ALEFA Total Size in Hectare 128,626.3 67,226.4 59,044.1 56,046.4 23,860.0 67,532.4 35,548.1 26,297.8 1,508.9 20,388.3 36,293.0 0.0 0.0 522,371.7 Size in Hectare 409,097.5 326,214.0 735,311.5
South Gonder and North Wello Zone Mapping Area (Tourism Potential) Wereda IBNAT KEMKEM BUGNA KOBO GIDAN LAY GAYINT FOGERA MEKIT FARTA HABRU GOBA LAFTO DERA DAWNTNA DELANTA WADILA TACH GAYINT ESITE SIMADA Total Size in Hectare 10,764.5 43,057.9 74.8 60,326.0 11,287.8 0.0 1,345.6 0.0 2,616.4 28,107.3 1,569.8 598.0 0.0 0.0 0.0 31,620.7 0.0 191,368.6 107
West Gojam Zone Mapping Area

Wereda
BAHIR DAR ZURIA DANGILA ACHEFER MERAWI ADET FAGTA LAKOMA QUARIT SEKELA GWANGWA BANJA DEGA DAMOT ANKASHA JABI TEHINAN BURE WENBERIMA DEMBECHA Total
Size in Hectare
65,098.1 40,962.9 19,282.2 0.0 0.0 0.0 0.0 0.0 31,361.8 0.0 1,160.8 3,659.3 0.0 19,107.2 5,997.8 186,629.9
East Gojam Mapping Area (Eco-Tourism Potential) Wereda HULET IJ INESE GONCHA SISONA INESE BIBUN INESE SAR MIDIR INARJI INAWGA DEBAY TILATIGIN MACHKEL INEMAY GUZAMEN SHEBEL BERENTA AWABEL DEJEN BASO LIBEN Total Size in Hectare 15,389.9 18,241.0 7,767.4 5,306.2 9,979.7 14,964.1 70,391.7 0.0 59,756.2 35,428.3 15,939.7 7,194.6 50,262.4 310,621.3
East Gojam Mapping Area (Eco-Tourism Potential) Wereda HULET IJ INESE GONCHA SISONA INESE BIBUN INESE SAR MIDIR INARJI INAWGA DEBAY TILATIGIN MACHKEL Size in Hectare 15,389.9 18,241.0 7,767.4 5,306.2 9,979.7 14,964.1 70,391.7 108
Amhara National Regional State (ANRS) INEMAY GUZAMEN SHEBEL BERENTA AWABEL DEJEN BASO LIBEN Total 0.0 59,756.2 35,428.3 15,939.7 7,194.6 50,262.4 310,621.3
North Shewa Zone Mapping Area (Eco-Tourism Potential) Wereda GISHE RABEL ANTSOKIA GUMUZ GERA MIDIRNA KEYA GABRIEL EFRATANA GIDIM WEREMO WAJITUNA MIDA LALO MIDIRNA MAMA MIDIR KEWET LAY BETNA TACH BET MAFUD MEZEZONA MIGENA MORETNA JIRU DEBRE BIRHAN ZURIA SAYA DEBIR WAYUNA INSAR ANKOBER ANGOLELA TERANA ASAFIRT BEREHET HAGERE MARIAM KESEM SHENKORANA MINJAR Total Size in Hectare 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1,668.9 13,959.2 12,877.9 0.0 0.0 28,506.0
South Wello and Oromia Mapping Area (Tourism Potential) Wereda AMBASEL WERE BABU TEHULEDERE BATI TENTA KUTA BER MEKDELA KALU SAYINT DESE ZURIA LEGAMBO WERE ILU Size in Hectare 0.0 174.0 3,704.0 24,477.6 0.0 0.0 0.0 16,787.6 16.0 13.0 0.0 0.0 109
Amhara National Regional State (ANRS) CHEFE GODANA DEWEREHIMEDO DEBRE SINA KELELA WEGEDI ARETUMA FURSINA JILE JAMA Total 32,353.6 1.0 57.0 20.0 14,187.3 0.0 91,791.1
110
Annex V: ANRS 1984 1996 E.C. Investment on Hotels to Alleviate Accommodation Problems (Projects)
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Inves./Proj./Name Sirak & MEseret PLC SIMIEN PARK LODGES PROJECT PLC CO Tigist Shiferaw 13 months of Hospitality & Entertainment Mr. Melese Tegene Haddis G/Michael Shibabaw Yeneabat Nuru Ibrahim Werkineh Welderufael Mengesha Zewdu Tana Lodges PLC ECO LODGES PLC ANBA ECO-Tourism Mekuriyaw Alemayehu Yeshiwas Bekele Kassa Kidus Real state PLC Zebra Grill PLC Negatu Bedada Girmu Refferefu Mogess Mehamed Yirsaw Demessie Tesema Tewabe Fanta Tebkew Bale Mebrat Haile Shibabaw Yeneabat Tsehay Jenbere Girma Tadesse Giday Bahta M F M M M F M F M F M M Se x Investor Address Zone Town/W Tele Bahir dar Bahir 151591(01 Dar ) A.A 17 01-189398 Bahir Dar Korkos Bahir Dar A.A N. Gondar A.A A.A N.Gonda r A.A A.A A.A N. Gondar Awi N. Gondar A.A Bahir Dar Oromia A.A Gondar Kirkos Bole 17 Gondar Chagni Gondar Bole Bahir Dar Kemissie Bahir Dar A.A Bahir Dar 13 Gondar 611997 720418(01 ) 08-116677 01-504408 09-212448 623630 111344(08 ) 250059(08 ) 110869 512062 200559 200808 201436 200050 15 127721 08-200218 500962 200004/20 200479 201436 200095 180008 Project _Type Recreation & Lodge Lodge Tourist recreation & Water Tour operation Biological & Zeologic Tour operation Tour operation Tourist prom.ce Trav. Agency Trecking tour Lodge Lodge Lodge Hotel Sect or Tour ism SubSector Lodge Tour Hotel Project Address Zone Wereda Bahir Dar Bahir Dar N.Gonder Semen Bahir Dar N.Gondar Bahir Dar W. Gojam N. Shoa N.Gondar W.Gojam Oromia, Amha. Amha. A.A, SNSR N.Gondar Awi N.Gondar N.Wollo Bahir Dar Oromia Bahir Dar Bahir Dar Gondar Bahir Dar Tisabay Ankober Gondar Bure
M M M M M M
Gondar Chagni Gondar Woldia Bahir Dar Kemissie Bahir Dar
Source: Bahirdar Investment Bureau of ANRS
111
Amhara National Regional State (ANRS) Annex IV. Contd

No. Total INVESTMENT CAPITAL, 000 BR Local_ FORE EQUI LOA C IGN TY N 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 2300 2341.8 1011.9 1832 625 791.2 1014.2 5398.1 298.2 376.3 2881.1 1893.0 724.8 4500 546 2300 1330 1011.9 1832 625 115.2 114.2 5285.0 172.2 121.3 2391.0 1893.0 734.8 4500 546 1011.8 920 2341.8 404.8 1282.4 500 791.2 304.3 1797.6 298.2 112.9 864.3 1893.0 734.8 4000 163.8 1380 607.1 549.6 125 709.9 3600.5 0.0 263.4 2016.8 Employment Opportunity PER M 27 25 25 14 13 16 11 57 5 32 30 52 12 30 10 3 0 CON T CAS U 20 65 TOTA L 47 25 90 14 13 16 11 57 8 32 30 55 75 30 10 1800 500 5000 100000 1000 3000 7200 6000 50000 LAND_ SIZE In squr.me t PERMI_D 6/12/95 23/04/96 1/7/96 15/04/97 12/6/95 6/9/87 2/15/88 4/18/87 3/17/86 12/22/87 5/3/91 11/4/92 1/2/94 15/06/96 15/04/96 7/4/97 11/1/97 23/05/95 8/9/95 10/2/92 2/9/85 6/13/89 2/22/87 12/16/84 9.19/86 12/7/88 8/7/91 PRO_ STATUS Pre-imp. Pre-imp. Pre-imp. Pre-imp. Operatio n Operatio n Pre-imp. Pre-imp. Operatio n Imp. Pre-imp Imp. Pre-imp. Operatio n Imp. ST ATOF Ne w TYPE OF INVET . Local Joint Local Local Joint Local Joint Local
676.0 900.0 113.1 126.0 255.0 49.1
3 13
50
500 382.2
4906.5 3434.6 4006.4 2600.0 15000.0 5383.4 4100.0 474.7 618.9 8322.6
4906.5 3434.6 3519.1 2100.0 9750.0 5383.4 3426.0 474.7 618.9 7083.2
487.3 500.0 5250.0 674.0
4906.5 2060.7 2253.8 780.0 11805. 0 1804.0 1800.0 145.0 312.0 3895.0
1373.8 1752.6 1820.0 3195.0 3579.4 2300.0 329.7 306.9 4427.6
37 30 21 22 33 44 20 5 3 76 20 7 40 4 14
37 30 21 42 33 51 60 13 17 76
2000 2000 500 2500 2000 4000 340 1680
1239.4
Source: Bahir Dar Investment Bureau of ANRS
112
Annex VI: Hotels at Bahir Dar, Gondar and Lalibela of the ANRS
No. Name of Hotel Zone Woreda Town *1 Tana Hotel West Gojam Bahir Dar Bahir Dar *2 Deb-Anbessa Hotel *3 Pappyrus Hotel *4 Ethio-Star Hotel *5 Ghion 6 Enkutatash Hotel 7 Girum Gayent Hotel *8 Hadas Pension 9 Betel Pension 10 Zenbaba pension 11 Sefene Selam Pension *12 Tana Pension 13 Mango Park (Recreation Area) 14 Shum Abo Park Source: Data Collected from ANRS Tourism Commission at Bahir Dar * Tourist standard Hotels and Pension at Bahr Dar which are selected by the ANRS Tourism commission Hotels which currently provide services to domestic and foreign tourists at Gondar No. *1 *2 *3 *4 *5 6 7 8 9 10 *11 *12 13 14 *15 Name of Hotel Goha Hotel Foggera Hotel Quara Hotel Terrara Hotel Circle Hotel Nile Gondar Hotel Andenet Hotel Mekuriaw Hotel Semen Park Hotel Ambaras Hotel Belegeg Hotel Misrak Penssion Humera Penssion Fassil Hotel Ethiopia Hotel Remark Old New Recent Old
NOTE: A standard tourist lodge is under construction at SMNP with a capacity of 20 rooms
113
Amhara National Regional State (ANRS) Hotels which currently provide services to both domestic and foreign tourists at LALIBELA No. Name of Hotel Remark *1 Roha Hotel Old *2 Lale Hotel Recent *3 Sebat Woyra Hotel Old *4 Asheten Hotel Old 5 Lalibela Hotel New *6 Jerrusalem Guest House Old Source: Bahir Dar Tourism Commission Bureau of ANRS * Tourist standard Hotels and Pension at Gondar, Bahir Dar, and Lalibela as classified by ANRS Tourism Commission
114
Annex VII: Government Offices and Private Enterprises Visited at the ANRS
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Name Investment Bureau Tourism Commission Transport & Communication Park/Cons. & Dev. Authority Tana Hotel Road Authority & Forestry Dept. Lake Tana Transport Enterprise Nile Hotel Fassil Castle Debrebrehan Selasse Goha Hotel Foggera Hotel Fassil Swimming Pool Semen Mts. National Park Explore Semen tours Tourism Information Center Explore Abyssinia Tourism Information Center Lalibela Monastry Helen Hotel Roha Hotel Lalibela Hotel Guide Association Location Bahir Dar Gondar Debark Gondar Lalibela Remarks 2/2/05 3/2/05 3/2/05 4/2/05 4/2/05 4/2/05 4/2/05 5/2/05 6/2/05 7/2/05 7/2/05 8/2/05 9/2/05 10/2/05 10/2/05 10/2/05 10/2/05 11/2/05 12/2/05 11/2/05 12/2/05 12/2/05 13/2/05
* In all the three major stops, took the opportunity of taking to foreign tourists from different countries of the world. Annex VIII- Checklist of Major Larger Mammals of ANRS (Not Exhaustive)
No 1 2 3 4 5 6 7 8 Common Names Grass rat (Ethiopian) Hedge hog Elephant shrew Anubis baboon Grevit monkey Gelada baboon Colobus monkey Golden jackal (E) Status Scientific Names Arricanthis abyssinrcies Paraechinus aethiopicus Suncus sp. Papio anubis Cercopithecus aethiops Teropiticus gelada Colobus guereza Canis aureus Distribution bu zone/CA NG, Aw, SG, NW, NS SMNP AW, AO AW, AO SMNP, AW, NG, AW, SMNP, AO NG, SG, NW, NS, SMNP AW, SMNP AW SMNp
115

No 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36. 37. 38. 39. Common Names Ethiopian walf Ratel Spottede hyaena Abyssinian hare African wild cat Serval Caracal Leopard Rock hyrax Bushpig Worthog Klipspringer Walia ibex Grimms, duiker Bushbuck common A. Crested porcupine Bat eared fox Lion Zorilla Meneliks Bushbuck Clawless otter Side stripped jackal African civet Abyssinian genet P.Ground squirrel Aardvarlk Deffasas water buck ELand Silver-backed jackal Black-backed jackal Giant Molerat T/E R C (E) (R) (E) (E) (R) C Status (E) (T/E) Scientific Names Canis simiensis Melivora capensis Crocuta crocuta Lepus habessinicus Felis silvestris Felis Serval Felis carcal Panthera pardus Procavia cepensis Potamochoerus porcus Paacocherus africanns Oreotragus oreotragus Capra wali Cephalophus grimmia Tragelaphus scriptus Hystrix cristata Otocyon megalotis Panthera leo Ictonyx striatus Tragelaphus s.meneliki Aotvyx capensis Canis adustas Viverra civetta Genetta abyssinica Xerus erythropus Qryctevopus afer Kabus defassa Taurotragus ovyx Canis sp. Canis mesomelas Tachyoryctes macrocephalus SMNP, NS,NW Distribution bu zone/CA NG, SG, NW, NS, SMNP AW, WG, SMNP AW, SMNP, SMNP, AW, SMNP AW, SMNP AW, SMNP AW, SMNP SMNP SMNP, AW, AO AW, WG, NG,AO SMNP, AW NG SMNP NG, AW AW, SMNP AW, SMNP AW AW, WG, NG TD AW AW,WG, AW AW WG, AW AW, AO, AW, NG, WG AW AW NG
116

No 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. Common Names Zebra Common Buffalo Hippotamus Greater kudu Oribi Giraffe Tora hartebeest Roan antelop Reedbuck African elephant Pattas monkey Hamaadryas baboon White-tailed Mongoose Hunting dog T/E (T/E) (R) (R) (T/E) (R) (T/E) Status Scientific Names Equus burchellii Syncerus caffer caffer Hippopotamus amphibus Tragelaphus strepsiseros Qurebia aurebi Giraffa camelopardalis Aleelaphus buselphus Hippotragus lquinus Redunca redunca Loxodonta africana Erythrocebus patas Papic hamadryes Ichneumia albicauda Lyeaon Pitus AW, NG, WG, NW, SW, NS SW Alat AW,TA OM, AW, Alatish AW, Alatish OM, Alatish OM, Alatish OM (WG) Alatish WG (OM), AW OM, Alatish NG Distribution bu zone/CA
Note:- The following initials under distribution indicate names of zones and (SMNP) refer to Simen Mountains National Park the only legally established conservation area in ANRS. AO - All over Alat - Alatish (NG) NG - North Gondor SG - South Gondor OM - Omedla (WG) EG - East Gojam WG - West Gojam NW - North Wollo SW - South Wollo NS - North Shewa TD - Tana/Dangla TA - Tana/Abay AW - Awi E - Endemic = 5 T/E - Threatned/Endangered R - Rare
117
Annex IX Checklist of Birds of the ANRS

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 Common Name Rufous Crowned-Roller Blue-winged goose Pied-king fisher White-necked cormmorant Great white Egret Great-white Pelican Black-winged stilt Egypuan goose Spur-winged plover Hammer-Kop Gull spp. Grey Heron African spoonbill Sacred Ibis Wattled Ibis Hadada Ibis White-Faced Tree Duck Knob-billed goose Yellow-billed stork Grebe Black-necked Mavabou stock Goliath Heron Gey Heron Stone Curlew Black Stork Abdimls Stock Wattled Ibis Black Duck Black-shouldered Kite Black Kite Egyptian Vulture Bearded Vulture Hooded Vulture Rueppellls Griffon Vulture Lappet-faced Vulture European Snake Eagle Pallid Harrier Dark Chanting Goshawk Great Sparrow-Hawk Rufous-breasted Sparrow-Hawk African Little Sparrow-Hawk Grasshopper Buzzard Long-legged Buzzard Augur Buzzard Tawny Eagle Wahlbergls Eagle Verreauxls Eagle African Fish Eagle Kori Bustard Rougets Rail Plover Banded Barbet White-backed Black-Tit African Hawk-Eagle Martial Eagle Scientific Name Coracias naevia Cyanochen cyanoptera Ceryle rudis Phalacrocorax carbo Egretta alba Plecanus onocrotalus Himantopus himantopus Alopochen aegypthiacus Hopopterus spinosus Scopus umbretta Larus spp. Ardea, cinerea Platalea alba Threskiornis aethiopicus Plegadis falcinellus Bostry chia hagedash Devdrocygva viduata Barkaidiornis melanola Mycteria ibis Podiceps nigricollis Leptotilos crumeniferus Ardea goliath Ardea cinerea Burhinus oedicnemus Ciconia nigra Ciconia abdimii Bostrychia carunculata Anas sparsa Elanus caeruleus Milvus migrans Neophron percnopterus Gypaetus barbatus Necrosyrtes monachus Gyps rueppellii Torgos tracheliotus Circaetus gallicus Circus macrourus Melierax metabates Accipiter melanoleucus Accipiter ruffiventris Accipiter minullus Butastur rufipennis Buteo rufinus Buteo rufofuscus Aquila rapax Aquila wahlbergi Aquila verreauxii Haliaeetus vocifer Ardeotis kori Rougetius rougetii Hoplopterus melanocephalus Lybius undatus Parus leuconotus Hieraaetus fasciatus Polemaetus bellicosus
(E)
(E)
(E) (E) (E) (E)
118

56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Common Name Secretary Bird Fox Kestrel Common Kestrel Red-Necked Falcon Lanner Falcon Peregrine Falcon Chestnut-naped Francolin Erckells Francolin Green Sandpiper African snipe White-collared Pigeon Speckled Pigeon Pink-breasted Dove Ring-necked Dove Black-winged Lovebird White-cheeked Turaco Black-and-White Cuckoo Common Cuckoo Alpine Swift Mottled Swift Common Swift Nyanza Swift European Bee-eater African Hoopoe Black Wood-Hoopoe Red-billed Hornbill Von der Deckents Hornbill Crowned Hornbill Abyssinian Ground Hornbill Red-capped Lark Short-crested Lark European Sand Martin African Sand Martin Swallow Red-Rumped Swallow African Rock Martin House Martin Rough-winged Swallow Yellow Wagtail Grey Wagtail Mountain Wagtail Abyssinian Long-claw Tropical Boubou Fiscal Shrike Stonechat European Common Wheatear Somali Wheatear Fied Wheatear Isabelline Wheatear Red-breasted Wheataer Hill Chat White-Winged Cliff-Chat Rock ? Thrush Rueppell's Robin~Chat White-Browed Robin-Chat Nightingale Olive Thrush Ground-scraper Thrush Abyssinian Hill-Babbler Scientific Name Sagittarius serpentarius Falco alopex Falco tinnunculus Falco chicquera Falco biarmicus Falco peregrinus Francolinus castaneicollis Francolinus erckelii Tringa ochropus Gallinago nigripennis Columba albitorques Columba guinea Streptopelia lugens Streptopelia capicola Agapornis taranta Tauraco leucotis Clamator jacobinus Cuculus canorus Apus melba Apus aequatorialis Apus apus Apus niansae Merops apiaster Upapa epops Phoeniculus aterrimus Tockus erythrorhynchus Tokus deckeni Tokus alboterminatus Bucorvus abyssinicus Calandrella cinerea Galerida malabarica Riparia riparia Riparia paludicola Hirundo rustica Hirundo daurica Riparia fuligula Delichon urbica Psalidoprocne pristoptera Motacilla flava Motacilla cinerea Motacilla clara Macronyx flavicollis Laniarius aethiopicus Lanius collaris Saxicola torquata Oenanthe oenanthe Oenanthe phillipsi Oenanthe pleschanka Oenanthe isabellina Oenanthe bottae Cercomela sordida Myrmecocichla semirufa Monticiola sp. Cossypha heuglini Cossypha heuglini Luscinia megarhynchos Turdus olivaeus Turdus litsipsirupa Alcippe abyssinica
(E)
(E)
(E)
(E)
119

115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 Common Name Abyssinian Catbird White-rumped Babbler Cinnamon Bracken-Warbler Brown Woodland-Warbler Stout Cisticola Dusky Flycatcher Abyssinian Slaty Flycatcher White backed Black Tit Olive Sunbird Variable Sunbird Tacazze Sunbird Beautiful Sunbird Malachite Sunbird White-breasted White-eye Yellow White-eye Green White-eye Yellow-crowned Canary African Citril Mouse Bird speckled Bee-Eater Abyssinian Raler Carmine Bee-Easter Glant Kingfisher Golden-becked wood pecker Black-headed Siskin Streaky Seed-eater Brown-rumped Seed-eater Pin-tailed Whydah Yellow-bellied Waxbill Baglafecht Weaver Yellow Bishop Swainsonls Sparrow Red-wing Starling Slender-billed Chestnut-wing Starling White-Billed Starling Blue-eared Glossy Starling Red-billed Oxpecker Black-headed Forest Oriole Chough Pied Crow Cape Rook Fan-tailed Raven Thick-billed Raven Silvery-cheeked Horn bill White-Bellied Go-Away-Bird (E) Scientific Name Parophasma galinieri Turdoides leucopygius Bradypterus cinnamomeus Phylloseopus umbrovirens Cisticola robusta Muscicapa adusta Melaenornis chocolatina Parus leuconotus Nectarinia olivacea Nectarinia venusta Nectarinia tacazze Nectarinia pulchella Nectarinia famosa Zosterops abyssinica Zosterops senegalensis Bonaparte Zosterops poliogastra Heuglin Serinus canicollis Serinus citrinelloides Colins striatus Meropus sp. Coracias abyssinica Meropus nulicus Caryle maxima Dendro picas abyssinicus Serinus nigriceps Serinus striolatus Serinus tristriatus Vidua macroura Estrilda melanotis Ploceus baglafecht Euplectes capensis Passer swainsonii Onychognathus morio Onychognathus tenuirostris Onychognathus albirostris Lamprotornis chalybaeus Buphagus erythrorhynchus Oriolus monacha Pyrrhocorax pyrrhocorax Corvus albus Corvus capensis Corvus rhipidurus Corvus crassirostris Bycanistes brevjs Corythaixoides leucogaster
(E)
(E) (E)
(E)
(E)
(E)
Source: SMNP, Bureau of Agriculture, Baherdar and field observations - Check list is not exhaustive by all means. E- Species are endemic to Ethiopia and the Region 17
Annex X: Visits to & Questionnaires I. Bahir Dar

1. Tourism Bureau Development Studies Associates (DSA) & Shawel Consult International (SCI) 120
Amhara National Regional State (ANRS) (a) Number of tourists = 5 -10 yrs Domestic International (b) Total revenue collected from tourists = 5 10 yrs (c) Old & new investments (d) Trained staff (skilled & unskilled) Receptionists Stewardess Cooks Bar-tenders
(e) Expected and/or anticipated tourism developments (f) No. of standard tourist hotels/beds & occupancy rate 2. Bureau of Agriculture (a) (b) (c) (d) Park visitors 5-10 yrs Revenue collected 5 10 yrs Existing/potential new natural attraction sites Wildlife spp. & distributions within the region SMNP Wildlife census on different species (spp.) Is the population decreasing or increasing - On which spp. If decreasing why? Where do tourists stay & how much do they pay/night/day What are the major complaints tourists make Tour guides/training Horses = Local transport fees/day Prime site visited by tourists in NP & surrounding Site seeing & photography, trecking & horse back riding, wild life obse.
(e) Environment protection & natural resources cons. Policy 3. Bureau of Transport & Communication Roads, trails, dirt roads etc. to attraction sites Cost/km. Asfalt, gravel & dirt road Tel. communication, radios (boat) tour cars, hotels Internets at major hotels central locations
4. Investment Bureau Development Studies Associates (DSA) & Shawel Consult International (SCI) 121
Amhara National Regional State (ANRS) Investors & numbers on the tourist trade/industry Types of investments, hotels, bars & restaurants, boats, lodges, etc. Future investments/and No. of investors anticipated Capital expected for investments Projects thought for the trade in tourism Investment Policy & strategy of the region o Incentives thought o Grace period limiting factor o How many local & international investors at present 5. Hotels, Lodges, Bar & Restaurants, Motels, Camps (Bureau of Tourism) Where and how many (only standard ones) Camp grounds SMNP Room fares Trained/skilled staff Food & beverages Tourist requirements frequented Problems & complaints by tourists frequently No. of rooms/beds standard for tourists
6. Tour and Travel Agencies (Bureau of Tourism) Vehicles, types No. of seats Cost per km contract, daily rates Proper/trained guides/drivers Air port to hotels & city tour costs Communication means radio, tel, mobile, etc Station = hotels, on call from tour office etc. Total No. of tour & travel agencies Total No. of fleets/cars mini-buts Flight frequency daily, weekly Choice of hotels
122

Final An RST Ours M Report

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Final An RST Ours M Report

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Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Amhara National Regional State (ANRS)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Amhara National Regional State (ANRS)

The major observations and findings of this report include:

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Amhara National Regional State (ANRS)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Amhara National Regional State (ANRS)

2. Contextual Framework of Tourism and Tourist

2.2 Tourism Defined

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

C.R. Mill, Tourism:: the International Business, 1990, p. 20 Ibid., p. 42

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Figure 1: Types of Tourist by Purpose of Travel Tourists and Excursionists

Health and sport

Religion, VFR and study

Sales trips etc.

Development Studies Associates (DSA) & Shawel Consult International (SCI)

2.5 Sources of Tourists

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Amhara National Regional State (ANRS)

3. Policy Environment for Tourism Development

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Extending from 2005 to 2011

Development Studies Associates (DSA) & Shawel Consult International (SCI)

3.2. At the Regional Level

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

ibid., p. 27 ibid., pp. 22-30

Development Studies Associates (DSA) & Shawel Consult International (SCI)

9. 10. 11. 12. 13. 14.

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

Development Studies Associates (DSA) & Shawel Consult International (SCI)

3.3. Concluding Point on the Policy Environment

Amhara National Regional State (ANRS)

4. Tourism Supply: Destinations

4.1. Major ANRS Tourist Attractions

Amhara National Regional State (ANRS) No.

Every where in the region

Bati Senbetie Bahir Dar

Source: Tourism Commission, ANRS

4.2. Wildlife Resource Base

Ethio-Eritrea war could be the cause

Amhara National Regional State (ANRS)

5. Tourism Supply: Infrastructures, Facilities and Services 5.1 An Overview

5.2 Air Transport

5.3 Surface-based Travel

5.4 Road Transport

Source: Ethiopian Wildlife Conservation Organization 36

Plan to Upgrade the Road