By Andinet Eneyew
Addis Ababa (AMECO)— The Amhara Region Culture and Tourism Bureau has announced significant recovery across the regional tourism sector for the 2018 Ethiopian calendar budget year. According to annual performance data released by the bureau, the sector generated over 15 billion Birr from domestic tourism and more than 374 million Birr from international arrivals, signaling a robust post-pandemic and post-instability economic resurgence.
In an interview with Amhara Media Corporation (AMECO), Mr. Melkamu Adam, Director of the Regional Tourism Development, detailed the regional visitor metrics. Over the 12-month period, Amhara Region welcomed more than 58,000 international tourists and over 19 million domestic visitors who participated in religious, cultural, and eco-tourism activities.
Despite these positive figures, regional officials emphasize that visitor traffic remains heavily concentrated in well-established destinations—such as the UNESCO World Heritage rock-hewn churches of Lalibela, the Fasilides Castle complex in Gondar, Lake Tana in Bahir Dar, and the Simien Mountains National Park. The bureau is now implementing a strategy to diversify tourist traffic by actively promoting lesser-known cultural, historical, and natural heritage sites across both Eastern and Western Amhara.
Unlocking the Eastern Tourism Circuit
A core focus of the regional promotion plan involves the eastern tourist route, which stretches along the Addis Ababa–Debre Berhan–Dessie–Lalibela corridor. Historically under-promoted compared to the primary northern circuit, Eastern Amhara contains significant historical and ecological assets suitable for cultural, religious, and eco-trekking visitors. Among the prominent eastern destinations highlighted by Mr. Melkamu Adam is Shunke Village, an ancient Islamic heritage site dating back over 900 years, renowned for its distinct local architecture and dramatic natural backdrop. The eastern circuit also features major water bodies, including Lake Hayq in South Wollo, alongside historic Christian monasteries and ancient settlements that remain largely untapped by international travel operators.
Expanding Beyond Central Heritage: Secondary Rock-Hewn Architecture
While Lalibela remains the global symbol of Ethiopian rock-hewn architecture, regional authorities are seeking to broaden public awareness around other significant monolithic and semi-monolithic structures:
Dagmawi Lalibela (Second Lalibela): Located along the transit corridor between Gashena and Lalibela, this rock-hewn church reflects the continuation of architectural traditions into contemporary history.
Wukro Medhane Alem: Situated near Kimir Dingay town and Debre Tabor , this site represents key early rock-hewn construction associated with regional religious heritage in Lalibela.
Yimrehana Krestos & North Wollo Clusters: Cave and rock-hewn churches distributed across the high mountain passes of North Wollo that offer alternative religious heritage experiences.
High-Altitude Eco-Trekking and Mountain Landscapes
Beyond the famous peaks of Simien Mountains National Park, the Amhara region encompasses 25 of the highest mountain peaks in Ethiopia. The Culture and Tourism Bureau is preparing targeted marketing initiatives for the region’s vast highland ecosystems:
Mount Choke & Mount Guna: Prominent highland massifs in Western Amhara providing opportunities for community-based eco-tourism and watershed trekking.
Abune Yosef Mountain Range: Connected to the North Wollo highlands near Lalibela, offering high-altitude trekking routes with scenic landscapes.
Wag Hemra Topography: A northern zone characterized by rugged topography, unique culture, and striking mountain chains.
Digital Ambition: Leveraging Media & Tech for Global Outreach
To bridge the gap in destination awareness and overcome physical promotional barriers, the Amhara Culture and Tourism Bureau is integrating a modern digital strategy into its sector roadmap. Addressing historic under-promotion, the bureau is prioritizing high-definition audio-visual campaigns, digital archival mapping, and targeted social media publishing across local and international platforms.
By collaborating with regional media networks like Amhara Media Corporation (AMECO), the sector aims to utilize multi-platform digital broadcasting, high-impact photojournalism, and virtual tourism showcases. This digital pivot is designed to deliver engaging, direct-to-consumer travel content to potential international visitors, domestic travelers, and global tourism operators.
Mr. Melkamu Adam acknowledged that infrastructure limitations and historic gaps in promotional outreach have limited visitor numbers to these secondary destinations. Moving forward, the Culture and Tourism Bureau plans to coordinate with regional media outlets, tour operators, digital media creators, and infrastructure agencies to upgrade accessibility and elevate these hidden destinations for both domestic and international travelers.
