Ethiopia Is Serious About the Russian Market

The Ethiopian representation in Moscow intends to increase tourism from Russia from 2000 to 5000 people in the next few years. To do this, it is even setting up an Ethiopian Club, which will include over 30 domestic tour operators. In addition, the Ethiopian government has set aside funds for free fam and press tours. ‘Currently, more than 30 Russian tour operators have expressed an interest in promoting Ethiopia in the Russian travel market. And ten players have already become members of the club,’ Amha Hailegeorgis, Third Secretary of the Embassy of Ethiopia, told a correspondent of the news group TURPROM.

The promotion of the country is planned as follows: a website will be launched dedicated to tourism in Ethiopia; tours will be organised for operators, photographers and journalists; travel agents will be provided with promotional materials about Ethiopia; a guide to the country will be compiled; and Ethiopia will take part in travel exhibitions. Mr. Hailegeorgis said that about 2000 Russian tourists visit Ethiopia each year. ‘We expect that this number will increase to 5000 in the coming years,’ added Mr. Hailegeorgis. However, in the opinion of those working in the area, such an increase in the near future is impossible. ‘Increasing the number of tourists from 2000 to 5000 is still unrealistic and nothing more than a very distant prospect, but not a possibility in the near future.’


‘For comparison: for other African countries widely promoted in the Russian tourism market, annual tourism is only 3000 to Kenya and about 5000 to South Africa, which includes business travel,’ said Marina Katkova, general director of the travel company “Kilimanjaro”. However, Ms. Katkova noted the activity of the Ethiopian side, which can really stimulate demand for Ethiopia. This year they have already organised several promotional tours, which, for Africa, is quite unusual. True, the participants of such tours paid the airfare, but the accommodation and programme in the country were free, which is a big step, say experts. It has also organised several press tours for journalists. “The tourism potential of the country is huge, because there are a huge number of attractions. Moreover, most of the population is Orthodox Christian, which is certainly close to us,” added Ms. Katkova.

The Embassy of Ethiopia in Moscow, together with the Tourism Board, have already confirmed their participation in the MITT 2010 exhibition in Moscow, with an enlarged stand and 12 exhibiting companies.