Browsing by Author "Temesgen Mariye"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Tourism as a tool for Public Diplomacy: the Case of Addis Ababa Since 2018
    (Addis Ababa University, 2025-05-01) Temesgen Mariye; Firehiwot Sintayehu (PhD)
    Adopting a soft power and constructivist theoretical framework, this article examines how tourism has been employed as a tool of public diplomacy in Addis Ababa since 2018. To collect relevant data, the study employed a qualitative research methodology. Primary data was gathered through key informant interviews with officials from the Ministry of Tourism, Ministry of Foreign Affairs, Local communities and the Addis Ababa City Administration. In addition, relevant policy documents and academic literature were analyzed as secondary sources. The analysis supports the theoretical assumption that tourism, when strategically developed and framed, can serve as an effective mechanism for state image-building and foreign engagement. The study finds that flagship projects and initiatives such as Unity Park, Friendship Park, Entoto Park, the Adwa Victory Memorial and MICE Tourism by the Government are actively curated to communicate Ethiopia’s historical narrative, development agenda, and regional solidarity. Nonetheless, the findings also suggest that political instability, institutional fragmentation, and the absence of a unified tourist policy hinder the efficacy of tourism diplomacy. Furthermore, the analysis reveals a disparity between the symbolic representation of national advancement and the fundamental governance issues that hinder sustained influence. Consequently, although tourism possesses significant potential as a soft power tool, its efficacy is contingent upon political stability, strategy alignment, and inclusive execution Keywords: Tourism Diplomacy, Soft Power, Public Diplomacy, Nation Branding, Foreign Policy