Client story / Destination strategy
Planning Addis Ababa’s next chapter in tourism.
A 10-year tourism development strategy for Ethiopia’s capital, bringing research, destination planning and stakeholder perspectives into one roadmap.
- Client
- Addis Ababa Culture, Arts and Tourism Bureau
- Strategy period
- 2026–2035
- Commission date
- 25 April 2025
- Stakeholder engagement
- Two consultations held by September 2025
The challenge
Create a coherent direction for a city with cultural, urban, business and stopover tourism opportunities. The assignment calls for alignment with wider economic, cultural and urban development priorities.
Project Green’s role
Project Green was commissioned to develop the strategy. The assignment includes situational analysis, product diversification, marketing, facilities and services, digital transformation, stopover and MICE tourism, implementation planning and community engagement.
The approach
Two consultation meetings brought together government, business, academia, civil society and professional associations. The first gathered priorities and concerns. The second reviewed methods, situational findings and strategic options.
A roadmap for implementation
The assignment includes strategic recommendations and action plans supported by institutional arrangements, financing approaches and monitoring frameworks.
Bringing perspectives together
Consultation connects the city’s tourism ambitions with the people and organizations involved in delivery. The process brings local priorities into discussions about products, services, marketing and implementation.
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