On tapping a rich trove

The World Tourism Organization is based in Madrid, Spain - a nation that welcomes more tourists each year than its total population of just over 40 million. Spain earned USD 47 billion from tourism in 2007- this is roughly 47 times the value of all Ethiopian exports (USD 1.1bln) that year. As for the pitiful USD 173mln our nation secured in the stated period from about 100,000 foreign tourists, the contrast with Spain's achievement in tourism reaches galactic proportions.
Our good neighbors Kenya meanwhile, garnered USD 495 mln in 2007 from tourism. Modest, considering that the global tourism industry is valued at up to 3 trillion USD. Nevertheless, it is a quantum leap over the performance (or lack thereof) of Ethiopia's tourism industry, which accounts for a barely plausible 0.000058% of world travel and tourism.
Spain and Kenya are blessed with fine weather and have a multitude of tourist attractions - both of the leisure/outdoor kind as well as natural and architectural draws. But the respective tourist attractions of these nations pale in comparison to what Ethiopia has to offer. In fact Ethiopia, as regards tourism potential, is an embarrassment of riches and a sad case of gross under-utilization of a resource that could single handedly lift the nation out of poverty.
News of a dedicated program to ignite the beginning of an ecotourism revolution by an initiative of United States Agency for International Development (USAID) in collaboration with the highest authorities of Ethiopian tourism, has been viewed as a harbinger of hope for a historically weak sector.
The five year initiative aims at a double whammy since it strives to develop a key facet - ecotourism, and thereby contribute to the conservation of Ethiopia's still bountiful yet endangered environment, while also earning much needed income.
Tourism is a readily available, inexhaustible resource and with sustained buildup of support infrastructure - the roads, communication, accommodation and of course, assured long term stability and security, it can be of immense value. Since 2004 the United Nations has regarded the sector as one of the best cards Ethiopia holds to meet its development targets.
Much work needs to be accomplished if Ethiopia is to utilize this greenest of green sectors before the up to 3 million tourists visiting Kenya, Uganda and Tanzania start to consider Ethiopia as the better destination. There is some (but not enough) cause to be hopeful. Work is being conducted to improve Ethiopia's tourism capacity, both by the state and the private sector. Hotel capacity is rising, eco-lodges are mushrooming and the national road network is highly improved over even five years ago. Ethiopia also possesses one of the most vital ingredients for successful tourism - a world class airline with a reputation second to none.
This nation must put all of its prized assets to the national advantage. Countries with much less with which to draw tourists have prospered and added value to their economy. Tourism income is there for the taking. Let's tap into this rich treasure trove and derive practical pride from our natural blessings and the legacies of a glorious history.