Enhancing private sector and community engagement in tourism services in Ethiopia 06 October 2009 JonathanDraft Mitchell and Christopher Coles With Fenta Manfro Abate, Mekonnen Egziabihar, Hans Posthumus, Afework Johannes, Peniel Uliwa, Seifu Ali, Daniel Ademe, and Mekonnen Aragaw * Disclaimer: The views presented in this paper are those of the authors and do not necessarily represent the views of the World Bank Overseas Development Institute 111 Westminster Bridge Road London SE1 7JD UK Tel: +44 (0)20 7922 0300 Fax: +44 (0)20 7922 0399 www.odi.org.uk Enhancing private sector and community engagement in tourism services in Ethiopia Contents Recommendations 1. Introduction ........................................................................................................................ 5 1.1 Aims of this study ................................................................................................................... 5 1.2 Background to the study ........................................................................................................ 5 1.3 Research methods ................................................................................................................. 6 1.4 Conceptual framework ........................................................................................................... 8 1.5 Limitations ............................................................................................................................ 12 1.6 Previous work ...................................................................................................................... 12 2. Overview of tourism in Ethiopia .................................................................................. 14 2.1 Supply .................................................................................................................................. 14 2.2 Demand ............................................................................................................................... 15 3. The tourism value chain and pro-poor benefits ...................................................... 25 3.1 Accommodation ................................................................................................................... 25 3.2 Hotel construction ................................................................................................................ 26 3.3 Tour Operators .................................................................................................................... 36 3.4 Transport ............................................................................................................................. 38 3.5 Attractions ............................................................................................................................ 40 3.6 Food and beverage supply chains ....................................................................................... 45 3.7 Handicraft products .............................................................................................................. 54 4. Support and regulatory environment ......................................................................... 61 4.1 Business development services .......................................................................................... 61 4.2 Tourism development programmes ..................................................................................... 62 4.3 Tourism promotion and governance .................................................................................... 64 4.4 Human resources development ........................................................................................... 67 5. Summary of the diagnosis ............................................................................................ 72 5.1 Tourism competitiveness ..................................................................................................... 72 5.2 Tourism market analysis ...................................................................................................... 72 5.3 Pro-poor expenditure ........................................................................................................... 73 5.4 Tourism outside Addis Ababa .............................................................................................. 76 6. Implications of the diagnosis exercise ...................................................................... 79 6.1 Tourism in Ethiopia is uncompetitive ................................................................................... 80 6.2 Tourism in Addis Ababa has very low discretionary spend ................................................. 81 6.3 Pro-poor opportunities outside Addis Ababa are being missed ........................................... 82 6.4 The quality of tourism information is extremely poor ........................................................... 84 Annex 1: Terms of Reference ................................................................................................ 85 Annex 2: Pro-poor growth andDraft other conceptual issues ................................................ 89 Annex 3: Tourism in Lalibela, Axum and Arba Minch ..................................................... 90 List of tables, figures and boxes Table 1: Tourist suppliers and others surveyed .............................................................................. 7 Table 2: Reconciling the 7 mechanisms with the conceptual model ............................................. 11 Table 3: Two recent analyses of Ethiopian international tourism by segment .............................. 18 Table 4: Analysis of Ethiopian international tourism by segment (excluding VFR) ....................... 18 Table 5: Number of hotels in Ethiopia, by region and quality standard ......................................... 25 Table 6: Classified hotel construction activity in four tourist destinations, 2008 ........................... 26 Table 7: Hotel construction in four destinations in Ethiopia .......................................................... 27 Table 8: Hotel staff in four destinations ......................................................................................... 33 Table 9: Distribution of leisure visitors on tour packages in Ethiopia ............................................ 36 Table 10: Estimated cost structure of in-bound tour operations (US$ per person per day) .......... 37 Enhancing private sector and community engagement in tourism services in Ethiopia Table 11: Revenue by type of transport service ........................................................................... 38 Table 12: Excursions for all visited destinations ........................................................................... 44 Table 13: Distribution of value in the supply chain for a medium size ox from a smallholder farmer ...................................................................................................................................................... 47 Table 14: Distribution of value in the supply chain for Teff ........................................................... 48 Table 15: Indicative prices of horticultural commodities at different stages in the supply chain to Addis Ababa ................................................................................................................................. 49 Table 16: Example of two vegetable supply chains with indicative prices, distribution of value and gross margins ............................................................................................................................... 49 Table 17: PME fish sourcing and normal pricing in ETB .............................................................. 51 Table 18: Ethiofishery fish sourcing and normal pricing in ETB ................................................... 51 Table 19: Hotel demand for food in various destinations in 2008 (US$’000s) .............................. 53 Table 20: Tourist spend in four destinations (US$’000s) .............................................................. 55 Table 21: Estimating total tourist handicraft spend in Ethiopia (2008) .......................................... 56 Table 22: Overview of retail craft sales in Addis Ababa ............................................................... 57 Table 23: Production and incomes in the four destinations .......................................................... 58 Table 24: Comparing distribution channels in the four destinations ............................................. 59 Table 25: Applications, admissions and graduations for the Catering and Tourism Training Institute’s (CTTI) Regular Programme, 2001/02-2006/07 ............................................................. 69 Table 26: Applications, admissions and graduations, the CTTI Hotel and Tourism Management Training Institute Extension Programme, 2001/02-2006/07 ......................................................... 70 Table 27: Intervention logic........................................................................................................... 79 Table 28: A categorisation of pro-poor tourism intervention opportunities ................................... 83 Figure 1: Total income earned by the poor as a percentage of total tourism expenditure in the destination ...................................................................................................................................... 9 Figure 2: How the
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