Although Ethiopia’s economy is still growing at a steady rate, the country is still on the look out for new ways to keep it going as well as generate more investments and to continue to modernize the country. One sign of a modern, developed country is a strong tourism sector. It is one of the new areas that Ethiopia is looking to tap into to push its economy further and bring in more investment.

Like its burgeoning export sector, Ethiopia is looking for new markets to supplement its tourist industry. For one, it is trying to enlist consumers from countries where incomes are growing at fast rates, creating new travelers. Examples are Russia and China, where workers are now experiencing luxuries once thought out of reach.

While the country tries to bring money in from tourists, it is spending money to get them here in the first place. By using simple and effective marketing techniques, the country hopes to show the world it’s new image. The country is opening tourism offices, sending reps to trade shows, distributing direct mail marketing and creating public relations campaigns. It hopes to show potential travelers an Ethiopia that is safe yet exotic; unique in its cultural flair yet very modern; and is a country of historical and religious significance, as well as a place with a lush landscape.

By reaching major tourist markets like the U.S. and Europe, Ethiopia is also hoping to attract large investments for its tourist industry. Foreign investors tend to visit the country often, so why not invest in what they are already a part of. The government is attracting such investors through billions of dollars pumped into infrastructure projects including roads, airports and telecommunications to appeal to visitors with deep pockets. Along with its political stability, the country is ripe for tourism dollars. Tourist sectors open for investments range from hotels and lodging, restaurants and expedition or travel agencies.