Ecotourism Concept: Development and Promotion of Ecotourism 2016-12-14آ  for ecotourism development

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  • Report submitted to NABU as part of the project‚ For People and Nature: Establishment of a UNESCO Biosphere Reserve at Lake Tana, Ethiopia implemented by NABU in cooperation with Michael Succow Foundation Supported by the German Federal Ministry for Economic Cooperation and Development (BMZ).

    Ecotourism Concept: Development and Promotion of Ecotourism in the proposed Lake Tana Biosphere Reserve

    Jessie McComb & Mekonnen G/Egziabher March 2014

  • Table of Contents I. INTRODUCTION ............................................................................................................................ 1

    II. NABU PROJECT BACKGROUND ....................................................................................................... 1

    III. LAKE TANA ENVIRONMENT & TOURISM POTENTIAL ........................................................................... 2

    IV. ANALYSIS OF POTENTIAL DESTINATIONS ........................................................................................... 4

    V. STRATEGY FOR ECOTOURISM DESTINATION DEVELOPMENT ............................................................... 10

    TOURISM PRODUCT DEVELOPMENT ................................................................................................... 11

    TOOLS FOR INCOME GENERATION ..................................................................................................... 12

    TOOLS FOR TOURISM ENTERPRISE DEVELOPMENT ............................................................................ 13

    TOOLS FOR HANDCRAFT SECTOR DEVELOPMENT ............................................................................. 20

    TOOLS FOR DESTINATION MARKETING ............................................................................................... 26

    CLIENTS .................................................................................................................................... 26

    MARKET ANALYSIS ...................................................................................................................... 26

    BRANDING ................................................................................................................................ 28

    MARKETING MIX ........................................................................................................................ 29

    ACCESS TO DESTINATION INFORMATION ............................................................................................. 36

    MARKET RESEARCH .................................................................................................................... 36

    CUSTOMER SERVICE TRAINING ...................................................................................................... 36

    LOCATION, ACCESSIBILITY AND DESIGN OF THE TIC .......................................................................... 37

    BUSINESS FOCUS ........................................................................................................................ 37

    DIVERSE INFORMATION EXCHANGE PROCESSES ............................................................................... 38

    INVOLVED IN LOCAL COMMUNITIES AND INDUSTRIES ........................................................................ 38

    CRIME MANAGEMENT................................................................................................................. 39

    BEST PRACTICES FROM ETHIOPIAN ECOTOURISM PROJECTS ................................................................... 39

    TECHNICAL EXPERTISE ..................................................................................................................... 41

    INVESTMENTS & BUDGET ................................................................................................................. 42

    IMPLEMENTATION PLAN FOR THE ECOTOURISM STRATEGY .................................................................... 42

    EXPANDED DESTINATION DEVELOPMENT ............................................................................................ 45

    CONTINUED TECHNICAL ASSISTANCE.............................................................................................. 45

    SECONDARY SITE DEVELOPMENT ................................................................................................... 45

    ECOTOURISM CONCEPT REFINEMENT ............................................................................................ 49

    MARKETING & PROMOTION ......................................................................................................... 50

    VI. GENERAL RECOMMENDATIONS .................................................................................................... 50

    VII. APPENDICES.............................................................................................................................. 52

    APPENDIX A - SUGGESTED BENEFICIARY CHART AND RECOMMENDATIONS ON BENEFICIARY ENGAGEMENT ... 53

    APPENDIX B - SAMPLE PRODUCT ITINERARIES...................................................................................... 57

    APPENDIX C – MANAGER HIRING INFORMATION ................................................................................. 63

    APPENDIX D – OUTLINE OF TOURISM OPERATIONS MANAGEMENT TRAINING COURSE .............................. 66

    APPENDIX E - TOURISM VERSUS HANDCRAFT DEVELOPMENT ................................................................. 68

    APPENDIX F - RECOMMENDATIONS FOR THE BAHIR DAR TOURISM INFORMATION CENTER ......................... 70

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    I. Introduction Located within the Amhara National Regional State in the North West of the Ethiopian highlands, Lake

    Tana is a biodiversity, cultural, and historical hotspot. The fertile region with its thousands of years of

    cultural history is of national and international significance for biodiversity and cultural landscape

    heritage. The lake is Ethiopia’s biggest and most elevated fresh water lake and as the source of the Blue

    Nile represents the water tower of Africa. Its water resource is the fundament for agriculture and fishing

    and feeds the surrounding wetlands. The ancient monasteries, unique coffee culture, protected forests

    and impressive bird and wildlife also make the lake a popular tourism destination with international and

    domestic tourists alike. However, increasing pressure on ecosystems and their natural resources

    resulted in massive land degradation, erosion, and eutrophication of the lake with considerable effects

    on flora and fauna. Additionally, the lack of proper preservation techniques has results in the

    degradation of the monastery structures, frescos, and relics found around the lake.

    The biodiversity and cultural significance coupled with the environmental and preservation threats

    positions Lake Tana as an ideal location of the development of a United Nations Educational, Scientific

    and Cultural Organization Educational (UNESCO) Biosphere Reserve. UNESCO Biosphere Reserves (BR)

    aim to create balanced relationships between people and nature and to encourage sustainable

    development. BRs leverage networking, share learning, maintain ecological and cultural diversity and

    secure ecosystem services for human well-being to create suitability. Through the network of BR around

    the world, UNESCO aims to build capacity in the management of complex social-ecological systems.

    Together the natural and cultural assets and the crucial needs for conservation provide the foundation

    and need for the proposed UNESCO Lake Tana Biosphere Reserve (BR).

    The Nature and Biodiversity Conservation Union (NABU) is supporting the development of the Lake Tana

    UNESCO BR in order to conserve valuable habitats and cultural features and foster regional sustainable

    development. As a key element in the development of the BR, this document will serve as The Lake Tana

    Ecotourism Concept to guide the development of ecotourism in the BR. It is a tailor-made

    implementation plan and methodology for the development and marketing of ecotourism products in

    the Lake Tana BR. The concept includes enterprises structures, capacity building needs, feasibility of

    funding, suggested benefit sharing mechanisms to be endorsed by communities, a budget, and timeline

    for implementation.

    II. Ecotourism Concept Background NABU, The Nature and Biodiversity Conservation Union, is implementing the project ‘For people and

    nature – Establishment of a UNESCO BR at Lake Tana, Ethiopia’ jointly with Michael Succow Foundation

    from 2012 up to 2015. Lake Tana area which belongs to the higher catchment area of the Blue Nile River

    is located in the Amhara National Regional State (ANRS) in the North West of the Ethiopian highlands

    (10°58`-12°47` northern latitude/ 36°45`-38°14` eastern longitude). The target area covers the lake

    adjacent areas which are part of the catchment area and comprises the three zones of West Gojam,

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    South Gondar, and North Gondar (divided into 10 Woredas including Bahir Dar City administration and

    more than 135 Kebeles).

    Within the BR development, one goal is to expand and diversify tourism in the Lake Tana area

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