Unified African Strategy & BRICS Partnerships: Means to Showcase Africa's Tourism Potential?
Unified African Strategy & BRICS Partnerships: Means to Showcase Africa's Tourism Potential?
In an interview with Sputnik Africa, Nahom Admasu, President of the Great Ethiopia Tour Operators Association, emphasized the need to overcome fragmentation through shared marketing and easier travel policies in Africa.
Ethiopia, home to UNESCO-listed sites like Lalibela and diverse ecosystems, remains underdeveloped as a tourism market despite its "all-in-one" offerings. Admasu acknowledged progress but highlighted gaps in digital promotion and infrastructure.
Ethiopia's BRICS membership offers new opportunities, with cultural ties to Russia and economic links to China poised to attract visitors. However, Admasu identified currency barriers as a persistent challenge, stressing the importance of local currency exchanges to ease travel.
While recognizing the role of technology, Admasu cautioned against overreliance on AI, advocating instead for human-centric storytelling to counter negative stereotypes.
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