The Ethiopian Tourism Organisation has launched a new global destination brand which will include the launch of a new website in January.

Ethiopia: Land of Origins aims to showcase the myriad of experiences available for tourists, and will draw on the country’s many “original” offerings, which include being the cradle of humankind, the source of the Blue Nile and the origin of coffee.

The new campaign will highlight the many different holiday experiences available in Ethiopia, including: trekking, hiking and wildlife watching; hiking and rock climbing; endurance training for athletes; national parks; desert expeditions and volcano climbing; world-class caving; cultural and learning experiences; music; and cuisine.

ETO chief executive officer Solomon Tadesse said that the government has decided to prioritise tourism through public and private sector investment, but is keen to get the right speed of growth for the tourist industry.

“We are keen to move the tourism industry in the right direction at the right pace,” said Tadesse. “We have the highest number of UNESCO World Heritage sites in Africa, unique history and religion, untouched cultures and festivals to experience and we are one of the safest countries in the world to visit, according to the World Economic Forum.

“To promote this new brand, we will be holding roadshows throughout the UK, and will confirm details in 2016. We are also working with Ethiopian Airlines to roll out the new brand at destinations they serve.”

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