Ethiopia is currently a transit favorite for travelers and the country is looking to boost tourism by positioning itself as more than just a transit point. With a four-pillar integrated marketing communication strategy, Ethiopia is seeking to offer travelers reasons to make the country their preferred destination and not just a stopover location.
In an interview with VoyagesAfriq, the Director of Integrated Marketing Communications for Ethiopian Airlines Group, Miretab Teklaye explains.
“stopovers have in recent times been the prime focus for government and also for stakeholders working on travel and tourism. So Ethiopian will work together on four pillars to change this stopover and progress to the next level with a huge aggressive six month campaign”.
The campaign focus on integrated marketing communication, a marketplace where tourists can have good customer experience in buying hotel packages and flights, create a different experiences for different market segments like religious tourists, cultural tourists, historians etc. in and around Addis Ababa.
Miretab further mentions “we are setting on these four pillars to work with Tourism Ethiopia, hotels and other stakeholders around the airport so we can change each stopover footprint to the next level to leverage the wide net of competing airlines, easing of South Ethiopia and the mix of attractions between the nature, culture, history, wildlife altogether. So it’s a time for us ur to synergize together to change the fate of this stopover in Ethiopia”.
Ethiopia is home to 9 UNESCO World Heritage Sites, breath-taking landscapes that are hard to find elsewhere and rare animals in the wild — from the Gelada baboon to the Ethiopian wolf and over 850 bird species.