Prime Minister Hailemariam Desalegn proclaimed the official launch of the new national tourism brand today (July 14) at the 3rd General Assembly of the Ethiopian Tourism Transformation Council. According to the Ethiopian Tourism Organization (ETO) the new brand; ‘Ethiopia: Land of Origins' is based on Ethiopia's ‘Spirit of Originality'. On the occasion the ETO noted its confidence that the new brand would position Ethiopia by positively differentiating it from competitors in a way that authentically resonates across stakeholders. It was also noted that Ethiopian Tourism Organization developed the new brand by conducting extensive research in consultation with Ethiopian stakeholders, tour operators and potential tourists in source markets.
The national tourism brand contains, according to the organization, the summary promise of "Ethiopia invites you on an adventure in which you will discover the origin of so much: history that is a mysterious mix of myth, legend and fact; culture that is vibrant, creative, alive and shared; and a landscape that is warm, dramatic, primal and teeming with life".