Ethiopia's tourism industry has grown by 12% annually over the last 10 years, attracting over 600,000 visitors in 2014. The country aims to welcome 1 million tourists and generate $3 billion in revenue by 2015, which would make it competitive with popular destinations like Tanzania and Kenya. Ethiopia's relative stability compared to its neighbors, along with its focus on promoting its ancient rock churches, hill castles, and rich history and culture, may help it achieve its ambitious tourism goals.

2.  Ethiopia’s tourism industry has been growing
rapidly. Over the last 10 years, visits to the
country have grown by 12 percent annually,
and in 2014, more than 600,000 tourists
travelled to the African nation, which sports
ancient rock-hewn churches and dazzling
landscapes.
The country has set ambitious tourism goals. It
hopes to bring in 1 million visitors to generate
revenue of $3 billion in 2015, thus bringing it into
competition with better-known tourist
destinations like Tanzania and Kenya.

3.  Given the unrest within the borders of its
neighbors compared to its relative stability, it
may have a chance to do so.
Ethiopia’s tourism boosters, which range from
the executives of companies with a stake in
the tourism industry to the Ethiopian Tourism
Organisation, have concocted a strategy of
focusing on Ethiopian culture and history to
bring in visitors. In addition to belowground
churches cut directly from rock in the 13th
century, the country sports hill castles in the city
of Gondar and a history of empire.