• Introduction

Facts abound that tourism is one of the largest and fastest growing sectors in
the world and a major driver of growth for developing countries- their
tourism market share increased noticeably over the past decades. In some
developing countries, tourism already contributes to as much as 40% of their
GDP. Further, the influx of international tourist witnessed unprecedented
growth over the last six decades since 1950. International tourist arrival
increased from 25 million in 1950 to 1.087 billion in 2013. Growth in the
influx of international tourists is foreseen to remain unabated over the
coming two decades and is estimated to grow on average by 3.3% annually
and so will the income from tourism. The total international tourist arrival is
projected to reach 1.8 billion by 2030.

The positive outlook in the global tourism presents opportunity worthy of

exploiting by developing countries seeking to accelerate and integrate their
overall socio-economic development. Yet, addressing critical bottlenecks for
tourism development well ahead of time is undoubtedly the key to
maximizing the benefits presented by the forward looking tourism industry.

Ethiopia, an ancient country, with remarkably diverse and rich cultural,

natural, historical and archeological heritages, is one of the countries that
could benefit seriously from the emerging global tourism growth trend.
However, despite Ethiopia’s bounty of heritage sites; it has only recently
begun to take its rightful place i.e voted as the World’s Top Tourism
Destination of 2015 for its “Excellent Preservation of Humanity
Landmarks” by the European Council on Tourism and Trade.

The fact that tourism sector in Ethiopia is progressing amid the current
political condition implies bright future for the development of the sector.
However, in terms of placing Ethiopian tourism sector to the status it
deserves; there remain lots of works to be on the table. Aggressive and
focused actions should be made in supplying adequate infrastructure at
promising and established centers, and intensifying marketing and branding
efforts among other measures.

• Project Justification and Description

Tigrai is endowed with beautiful landscapes and historical values of
unparalleled beauty, good nurtured and hospitable people, who are proud of
their culture and heritage deeply anchored in their great history. In fulfilling
the aspirations of the people of Tigrai for overall socio-economic
development multi-sector development strategies have been implemented
so as to effectively exploit region’s economic potential. Effective use of
Tigrai’s economic potential is essential for its people and for a strong
Ethiopia, which itself is a pillar to wider regional and African renaissance. This
can materialize only if the benefits of economic development and the
region’s resources can be sustainably exploited.

One such potential of the state for sustainable development is the enormous
wealth of the region’s tourism heritages. As briefly discussed above, tourism
is one of the largest and fastest growing sectors in the world and a major
driver of growth for developing countries. Tigrai is one of the ideal sites for
tourist influx by verge of its rich and unique heritages. Tigrai’s tourist
destination sites are worthy not only to the curious international but also to
the domestic one.

Given an overall rising trend in the influx of international tourist, and the
attitude and disposition to recreation and vacation by middle class
Ethiopians; Tigrai could have been one of the top tourist destinations in the
world and tourism sector- a major driver of growth to the region. However, a
real tourism development at this point in time, is practically in preliminary
stage in Tigrai, and the economic potentials of the sector have not been
realized in the region in both absolute and relative measures.

While, in general, it is true that Ethiopia is still lagging behind as tourist

country; the tourism sector of the Tigrai region is even in a more deplorable
condition. This can be explained by regional market share (in terms of
international tourist flow) of Tigrai which stood 6 th in 2013- performance
quite contrary to its potential. Average tourist stay, in the same year, in the
whole Tigrai was 4.2 nights per tourist.

Yet to come, thinking of the major corridor of tourist influx within the Tigrai
region; there is no doubt that Aksum is the most important and fascinating
attraction to the curious tourist. There are several decisive factors that could
provide standalone criteria for Aksum for international tourism:

• Aksum was one of the great commercial civilizations on the African

continent, trading with distant countries, among them Egypt, Arabia,
Persia and India;

• Aksum houses the original Ark of Covenant- thus making St. Mary of
Tsion the holiest sanctuary in Ethiopia and one of the holiest in the
world

• Aksum contributed to the religious traditions of Ethiopia and Africa;

• Aksum is the capital city of the renowned Queen of Sheba and

Aksumite kings;

• It is in close proximity to the Yeha temple where the Da’amat kingdom

flourished;

• Aksum is situated close to the Adwa mountain ranges with bizarre and
beautiful landscapes;

• It is closely situated to the monastery of Abba Gerima, tomb of Ras

Alula, Semayata Kidane Mihret area of the battle of Adwa field and etc.

Despite Aksum’s potential of being international tourism destination site;

tourism has not yet flourished as it should be the case. The average stay of
tourist per night in Aksum is just “one” day in contrast to the availability of
adequate heritages robust enough to extend it to five nights per tourist. By
and large, travel and tourism in Tigrai and Aksum suffered from past regional
conflicts and its by-products such as bad press with international media and
travel warnings.

Recently, the region’s bureau of culture and tourism identified, among

others, limited global awareness and unclear brand image, insufficient
product interpretation and packaging, and lack of aggressive promotion to be
the “Achilles hill” to the competitiveness of the tourism sector. To reverse the
situation, the state crafted a five year marketing strategy which clearly
specified roles of several stakeholders. One of the initiatives covered in the
strategy is improving visitor information services including informational
materials of different tourist attraction sites. informational materials in the
region are either unavailable or of low quality and at best, inaccessible. This
project, therefore, complements one of the measures that should be taken in
enhancing the competitiveness of the sector and its role to advancing the
socio-economic development agenda of the country i.e to avail informational
materials with particular focus on Aksum destination sites.

• Project Goal

A. This project aims at developing, printing and distributing a five days

tourist destination map of Aksum and thereby increasing tourist satisfaction
and average stay of tourists from one to five nights per tourist.

B. The project aiming in developing A documentary film entitled with

< Aksum is a living Musuem of old and New Testament Traditions >
and there by increasing tourist satisfaction by sharing the biblical expriances
of the city.

• Project Deliverable

According to the marketing strategy of Tigrai Bureau of Culture and Tourism;

the number of international tourists expected to visit the region has been
estimated to reach 560 000 by 2020 from 166,000 in 2013. Around 200,000
international tourists are expected to visit Aksum in the planning period. The
international tourists, among other things, require destination map of the
heritage as has been verified through research. Hence, this project intends to
distribute 200000 informational materials at the end of the planning period
alone while the number of maps to be distributed in 2017/2018 will be
70,000. The destination map will be reprinted and distributed during the
three years of the planning period.

• Features of the Destination Map

The destination map essentially breaks down the tourist time into a set of
activities necessary for organized exploration of Aksum’s historical, cultural
and archeological heritages. Heritages are clustered according to research
findings and serve as the basis for time allocation, and five clusters are
identified to which tourist is expected to spend his/her time. Each cluster
requires one day for exploration and each day is divided into two halves
which consider time for entertainment, lunch and contemplation. The tourist
map also describes briefly the stories of each site visited within the cluster,
and hence provides the tourist with the scope to navigate across site
independently- especially if he/she brings guidebook with him/her. The map
is the first of its kind in Ethiopia since exiting maps rarely break the tourist’s
time for planning his/her visit.

Further, the destination map shall control the tour guide who wants to collect
his/her fees as early as possible by skipping sites that are otherwise worthy
to the tourist. As such, the tourist’s value for money is substantially
improved with the destination map in his/her hands. This project will make
sure that the final destination map is designed such that it is convenient for
handling since existing tourist maps in Ethiopia lack handling convenience.
To maintain international standards of quality, the destination map will be
printed in Chinese publishers.

• Features of The Documentary film

The decumentary film essentially presenting the biblical values of the city. it
enables the visitors to understand the intangible heritages and inspire them
to partcipate physically on events suchlike mehlela ,and other unique
religeoues festivities into a set of activities necessary for organized
exploration of Aksum’s historical, cultural and archeological heritages. The
Biblical Values of Aksum are clustered according to Historical values of the
Ark of Covenant and The Advent of christanity and how the Aksumites are
integrated them in thire daily material,social and poletical way of life.

Among many the some of the contents of the documentary film outlined in
the under below :

• Aksum unique place of all the world because it is the resting place of
the true Ark of covenant which God gave to moses at the mount of
Sinai
 • How the monuments of Aksum alined to old testament traditions

• How the Aksumite coins presenting the first state to adopt christianity
as official religion from all the world

• How Aksum suffered Because of its Commitment to preserve this

universal chrstianity values

• How the current population of Aksum presenting this old tradition Via
Mehlela ,different religeoues festivities and on thire daily way of life

Further, the documentary film shall inform the vistories the tour guide
about the mystrical values of the city .so it is expected to inspire the
vistors and being proud of thire presentation since they are on the sacred
place of Biblical destination .

• Distribution Strategy

The Documentary film and destination map will be distributed in souvenir

shops, tour operators, visitor centers and entry air ports to optimize its
availability. Further, the owners of visitation sites (churches, visitation sites
etc) will coordinate daily distribution in return for commission. This
approach bolsters loyalty- the fuel for sustainable business relations-
contrary to displaying opportunistic behavior which currently dominates the
Ethiopian tourism supply chain.

• Benefits of the Sponsor

The Documentary film and destination map devotes limited (six columns)
space for advertisement in return for sponsorship. The benefits of the
sponsors of the project shall be the following obvious benefits:

• Your company name, logo and address will be printed on the limited
advertisement space of the destination map to be distributed and
redistributed for three years until 2019/20. By 2019/20 the destination
map will be available to 200,000 international tourists who are
 expected to visit Aksum. 70,000 informational materials will be printed
and distributed in 2017/18, and this figure will increase to 135,000 in
2018/19. Hence, in three years period, your company will reach out
405, 000 international tourists which is more likely to enhance the
probability of your company’s product/service use. In effect, the sales
revenue of sponsor is likely to increase as the project is bound to
widen the customer base of your company. This is true because,
considering, the age group of international tourists visiting Ethiopian
destination sites- printed informational materials are much more
esteemed than other methods, and hence promoting your company
through the destination map will enhance promotion effectiveness; at
least during the planning period in which major change in the
demographic features of international tourists is unlikely.

• The destination map enhances the tourist’s freedom to navigate

across sites independently, and hence enhances tourist satisfaction
and nights of stay per tourist. This will increase the influx of
international tourists culminating in robust business environment for
the hospitality sector. This in turn increases tourist expenditure
contributing to enhanced generation of foreign currency to the country
as well as to improved incomes of the local community. Contributing to
improved incomes of the local community entails that your company’s
social responsibility of building strong community has been partly
discharged.

• Sponsor Rank

To enhance number of businesses considered for advertisement while

keeping the standards of the destination map; six columns are only
devoted for sponsors. Sponsors of this project will be from six sectors
namely: Airlines, Hotel, Tour Operators, Breweries, Soft Drink
Companies and relevant government organ. From each of this
category one company shall be selected as sponsor of the project. To
ensure inclusiveness and provide equal opportunity; this project
proposal shall be distributed among all known companies of each
category. Further, sponsorship space shall be allocated among the five
sectors as follows:
 Sponsorshi Advertisement Column Sector
p rank
Platinum First Page, First Column and First Fold Airlines
First First Page, Second Colum and Third fold Government Agency
Second First Page, Third Column and Third Fold Breweries
Third Second Page, First Column and First Fold Hotel
Fourth Second Page, Second Column and Second Tour and Travel
Fold
Fifth Second Page, Third Column and Third Fold Soft Drink

Since the cost of printing and distributing 405,000 informational

materials is significantly high; the minimum sponsorship fund shall be
according to the following summary. This is because the average
sponsorship charge per tourist map is approximately 0.80 cents
implying an advertisement cost per tourist is less than 1 birr for your
organization. Be this as it may, the highest bidder shall sponsor the
space corresponding to the sector allocated.
Sponsorshi Advertisement Column Minimum Remark
p Rank Payment
(Birr)
Platinum First Page, First Column and First Fold 350,000.00 Printed and Distributed
for Three Years
First First Page, Second Colum and Third fold 325,000.00 Printed and Distributed
for Three Years
Second First Page, Third Column and Third Fold 320,000.00 Printed and Distributed
for Three Years
Third Second Page, First Column and First Fold 315,000.00 Printed and Distributed
for Three Years
Fourth Second Page, Second Column and Second 310,000.00 Printed and Distributed
Fold for Three Years
Fifth Second Page, Third Column and Third Fold 305,000.00 Printed and Distributed
for Three Years

NB.

• Interested sponsors shall submit their proposal within ten days

from the time this project proposal reaches the sponsor
• Payment arrangement shall be 50% in the first year and 50% at
the end of the second year.

• Our company shall submit a copy of receipt collected from

publishers as a guarantee for the sponsor in the three years of
the project period.