Lensa Mekonnen, the CEO of state-owned Tourism Ethiopia, is determined that tourism – which can boost the economy, champion local culture, and reinvent the country’s public image. Ethiopia’s tourism sector supports 2.2 million jobs, and is vital to the East African nation’s development transformation. Lensa sees untapped potential in historic sites that are little known or have fallen into disrepair. Tourism in Ethiopia grew by 48 percent in 2018, far surpassing the global average of 3.9 percent. But as Lensa strives for change, she still faces some pushback.
SOURCE: AL JAZEERA