Ethiopia's National Marketing Materials

Acorn Tourism led a team of international and Ethiopian creative and technical experts to produce the newly formed Ethiopian Tourism Organisation’s national tourism website, videos, image library and brochures.

The Brief

Ethiopia has the potential to be one of Africa’s top tourism destinations with its rich cultural heritage and spectacular natural beauty. 

The Ethiopia Ministry of Culture and Tourism, under the Ethiopia Sustainable Tourism Development Program, had commissioned a new brand and marketing strategy and the Ethiopian Tourism Organisation needed a suite of world-class marketing collaterals to promote the new brand and the country’s tourism destinations and activities. 

Our Solution

Acorn Tourism, working with partners Activis Ireland and Cybersoft in Addis Ababa, led a team that included Addis based graphic designers, a local tourism expert and guide, an international Ethiopian guide book copywriter and travel journalist, destination photographer and videographer. 

Over a six-month period, the team designed, developed, produced and launched a national tourism website, seven marketing videos, an image library of professional photographs, 16 different inspirational brochures including developing five tourism routes and producing maps and leaflets for Ethiopia’s top nine attractions and World Heritage Sites. In total 250,000 brochures were printed in four different languages for distribution at international travel trade fairs and through the Ethiopia’s marketing partners.


Acorn Tourism delivered: 

The official internet portal of Ethiopia that includes sections on Top Destinations, Things To Do, Plan Your Trip, Meetings and Events, Getting to Ethiopia, About Ethiopia, Travel Trade, Media Centre, Investing in Ethiopia.

7 Destination Marketing Videos: 

Ethiopia: Soul Enriching Wonders

Ethiopia: A Land of Rare Species

Ethiopia: Unforgettable Adventures

Ethiopia: Dramatic Landscapes

Ethiopia: A Cultural Mosaic

Ethiopia: Run with the Champions

Ethiopia: The Diplomatic Capital of Africa

16 Marketing Brochures in four languages including a series of five Great Ethiopian Routes:

The Historic North and the Simien Mountains

The Rift Valley and the Cultural Mosaic of the South

The East – Danakil, Harar and Bale Mountains

The West – Lush Nature and Coffee Routes

Addis Ababa and Surroundings

A series of nine World Heritage Sites and attractions covering: Aksum Bale Mountains, Danakil Depression, Gondar,Harar, Konso, Lalibela, Lake Tana, Simien Mountains

An image bank of 300 high definition photos, a Media Kit, an official Powerpoint Presentation and a portable display stand for trade fairs.

The assignment was completed within the tight timeframe, it was carried out in a professional manner and met all the objectives. The brochures are distributed by ETO at international trade fairs and local tour operators and the web portal and videos underpin ETO’s digital marketing activities, designed to raise awareness of Ethiopia as a world class destination.