Opportunities and challenges for domestic tourism development in South Wollo, Ethiopia

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Domestic tourism is a cornerstone of economic development, yet it has not received adequate attention compared to international tourism. Therefore, the objective of this study is to assess the opportunities and challenges of domestic tourism in Ethiopia, with a particular emphasis on selected tourist destinations in the South Wollo Zone. The study employed a qualitative research design, with a total of 26 participants for interviews selected purposively. In addition, three focus group discussions were conducted. This research study revealed several opportunities for the development of domestic tourism, including the government’s commitment to domestic tourism development in Ethiopia, the presence of diversified tourism resources in the study areas, the local community’s hospitality and tourist-friendly nature, and the occurrence of numerous cultural and religious events significant for domestic tourism development. However, the development of domestic tourism is also influenced by various challenges. One major issue is the absence of clear statistical information to measure the changes and continuities in domestic tourism development. Moreover, there is a low level of attitude towards domestic tourism in the study area. The lack of interest among travel agencies and tour operators in marketing the study area as a domestic tourism spot further hinders progress. Marketing and promotion efforts are also limited, with a shortage of organised trips/tours targeted at domestic tourism. Furthermore, the existing domestic tourism market is largely controlled by external operators and brokers, rather than by local community members or entrepreneurs. There has also been a failure to create competitive new tourism products and a low recognition of domestic tourism from both the local community and the operators. The study forwarded possible strategies for developing domestic tourism in the area.