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By Sewnet Tesfaye
As Ethiopia continues to face a brutal civil war that has displaced millions, the government simultaneously promotes the country as a peaceful haven for tourists. On September 27, United Nations World Tourism Organization (UNWTO),celebrated World Tourism Day under the theme “Tourism for Peace,” yet Ethiopia’s tourism promotions stand in stark contrast to this ideal. While campaigns showcase the country’s historical and natural beauty, they mask the realities of ongoing conflict and human suffering, creating what some call “tourism washing.”
The Reality Behind the Glossy Campaigns
Despite the devastation on the ground, Ethiopia’s government markets the country at major international travel fairs like the World Travel Market in London and ITB in Germany. These promotions highlight stunning landscapes and rich cultural heritage but fail to mention the instability and violence affecting key tourist regions. The UN Office for the Coordination of Humanitarian Affairs (OCHA) reports that over 4 million people have been displaced by the conflict, yet Ethiopian government statistics boast that 861,126 foreign visitors generated $3.2 billion in revenue over nine months according to the Ethiopian Press Agency, 2024
This claim, suggesting each visitor spent an average of $3,716, raises questions about its accuracy. The numbers seem inflated, painting an unrealistic picture of prosperity and stability. In reality, regions popular with tourists like Amhara and Oromia are grappling with violence, kidnappings, and unrest. Travel advisories from the U.S. Department of State, the UK Government,and other tourist generating countries highlight the dangers of visiting large parts of Ethiopia, revealing a stark disconnect between the government’s tourism narrative and the situation on the ground.
The Human Cost: More Than Just Displacement
Beyond the staggering number of displaced people, the war has also devastated daily life in Ethiopia, especially in the education sector. Over 8 million students are out of school, according to the Ethio Negari, April 2024 with reports that more than 230 schools in Oromia’s North Shewa zone have been destroyed, leaving 67,000 children without access to education.(BBC Afan Oromo, 26 August 2024).
These figures aren’t just statistics—they represent a generation left behind, their futures uncertain amid the chaos.
Ethiopia’s “Tourism Washing” Strategy
The Ethiopian government has increasingly relied on “tourism washing,” a tactic used to divert attention from internal crises. By inflating visitor numbers and revenue while launching new tourism projects, the government seeks to distract international audiences from the ongoing humanitarian disaster. Since Prime Minister Abiy Ahmed took office in 2018, more than five major tourism projects have been initiated, including Unity Park in Addis Ababa.
However, many of these attractions remain underutilized due to persistent instability. While tourism has the potential to foster peace, in Ethiopia, it is being used to obscure the human suffering caused by conflict. Even as Prime Minister Abiy received the Nobel Peace Prize and established a Ministry of Peace, the country remains plagued by violence.
Lessons from Other Nations: A Global Issue
Ethiopia’s strategy of using tourism to enhance its image during times of crisis is not unique. Authoritarian regimes often turn to tourism and large-scale events to shift international focus. China’s 2008 Beijing Olympics and Russia’s 2014 Sochi Olympics are notable examples, where both countries sought to improve their global standing despite ongoing human rights abuses. Ethiopia’s use of tourism follows a similar pattern, raising concerns about transparency and accountability.
Tourism and Peace
Tourism can play a powerful role in fostering peace by promoting cross-cultural understanding, economic development, and cooperation between nations. When tourists visit new destinations, they build connections that break down barriers and challenge stereotypes. In turn, peace is crucial for the success of tourism, as stability and safety attract visitors and encourage investment. Without peace, tourism declines, harming local economies and communities. Ultimately, tourism and peace are interdependent, each enhancing the other’s potential for positive impact.
A Call for Responsible Tourism
Ethiopia’s deceptive tourism campaign highlights the broader issue of how authoritarian governments use tourism to mask internal problems. International tourism bodies, like the UNWTO, must enforce stricter standards for transparency in tourism marketing, ensuring that promotional materials reflect the real conditions on the ground. Tourists and travel agencies also have a role to play. Ethical tourism requires choosing destinations that respect human rights and promote genuine peace. Supporting regions that are committed to positive change can help ensure that tourism is a force for good and peace, not a tool for deception.
Until the government takes meaningful action to resolve the civil war, no amount of revenue will bring the peace and security the country so desperately needs and the UNWTO’s “Tourism for Peace” initiative envisions. The international community must prioritize humanitarian aid and diplomatic pressure to resolve the conflict, protect civilians, and ensure that Ethiopia’s future is built on genuine peace—not on misleading tourism narratives.
References:
- Ethiopian Press Agency. (2024, June 14). New tourist destinations augmenting Ethiopia’s tourism sector performance. The Ethiopian Herald. https://press.et/herald/?p=97287
- UK Government. (2024). Ethiopia: Foreign travel advice. UK Government. https://www.gov.uk/foreign-travel-advice/ethiopia
- U.S. Department of State. (2024). Ethiopia travel advisory. U.S. Department of State. https://travel.state.gov/content/travel/en/traveladvisories/traveladvisories/ethiopia-travel-advisory.html
- United Nations World Tourism Organization. (2024). World Tourism Day 2024: Tourism and Peace. UNWTO. https://www.unwto.org/world-tourism-day-2024-tourism-and-peace
- BBC Afan Oromo. (2024, August 20). North Shewa education crisis: Over 230 schools burned, thousands of students affected. BBC News. https://www.bbc.com/afaanoromoo/articles/cpdl2wwdwjxo
- BBC Afan Oromo. (2024, August 26). North Shewa people resort to sacred prayer rituals amid conflict. BBC News. https://www.bbc.com/afaanoromoo/articles/cn8763nqn1no
- United Nations Office for the Coordination of Humanitarian Affairs. (2024). Ethiopia Situation Report, March 2024. OCHA. https://reports.unocha.org/en/country/ethiopia/
- Ethio Negari. (2024, April 19). Crisis in Ethiopia: Over 8 million students out of school as conflict rages on. https://ethionegari.com/2024/04/19/crisis-in-ethiopia-over-8-million-students-out-of-school-as-conflict-rages-on/
Editor’s note : Views in the article do not necessarily reflect the views of borkena.com
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