Tourism as a tool for Public Diplomacy: the Case of Addis Ababa Since 2018
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Date
2025-05-01
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Addis Ababa University
Abstract
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
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Keywords
Tourism Diplomacy, Soft Power, Public Diplomacy, Nation Branding, Foreign Policy