Friday, July 19, 2024
HomeOpinionA Wake-Up Call for the Sleeping Giant: An Open Letter to Ambassador...

A Wake-Up Call for the Sleeping Giant: An Open Letter to Ambassador Nasise Chali

Ethiopia Tourism - Sleeping Giant
Sleeping Giant

Dear Nasise Chali,

I write to you with a sense of urgency and concern about the current state of Ethiopia’s tourism sector. As a proud Ethiopian and an avid observer of our nation’s potential, I am disheartened by the apparent dormancy of the Ministry of Tourism’s efforts to promote our rich cultural and historical heritage. 

I must admit, given the current instability in Ethiopia, one might argue that making an effort to attract tourists could be seen as a misuse of valuable resources. However, I believe that promoting our rich cultural and historical heritage is an investment in our future.

This version maintains the sincerity and gut feeling you wanted to convey. It acknowledges the current situation while also emphasizing the importance of investing in tourism for the future. Please feel free to modify it to suit your style and message.

The Ministry’s stated mission and vision are commendable, aiming to make Ethiopia one of the top five tourist destinations in Africa by 2025. However, the digital inactivity of your office, including a website that appears to be from antiquity and a lack of social media presence, raises questions about the Ministry’s commitment to its stated goals. The Ministry’s Twitter account, for instance, has not been updated since February 12, 2022, and has since remained dormant. This lack of online engagement not only gives an impression of inactivity but also misses out on the opportunity to showcase Ethiopia’s rich cultural and historical attractions to the world.

In today’s digital age, a vibrant online presence is crucial for promoting tourism. Yet, the Ministry’s engagement in functions unrelated to its mission and vision is puzzling. While your tweets on political and diplomatic issues are noteworthy, they seem to overshadow the primary role of the Ministry of Tourism.

The absence of updates about Ethiopia’s tourist attractions on the Ministry’s website and social media platforms is a missed opportunity. Prime Minister Abiy has been diligently working on the development of new tourist attractions in Addis Ababa and across the country. However, none of these new attractions are featured on the Ministry’s platforms.

One might wonder if the Ministry’s leadership was a result of political appointment rather than a merit-based selection. But let’s not dwell on that. Instead, let’s focus on the task at hand – promoting Ethiopia’s tourism potential.

Ethiopia is a treasure trove of boundless tourist attractions. It’s time to wake up the sleeping giant and let the world know about the beauty of Ethiopia. We look forward to seeing more proactive efforts from your office to promote our country’s rich cultural and historical attractions.



The writer, LJDemissie, who received assistance from AI technology developed by OpenAI, can be reached at

Editor’s note : Views in the article do not necessarily reflect the views of


To Publish an Article On borkena , please send submission to for consideration.

Join our Telegram Channel :

Like borkena on

Join the conversation. Follow us on X (formerly Twitter ) @zborkena to get the latest Ethiopian news updates regularly. To share information or send a submission



Please enter your comment!
Please enter your name here