ETL Women - Developing new product in Ethiopia

Ethiopia is a fabulous destination. Civil and political upheaval has, however, decimated the industry in recent year, and this project, working with this established tour company, was designed to look at their product lines and focus on one or two areas for concentration.

They have long been interested in social tourism, and together we looked at a number of local NGO operations who are willing and interested in developing their connections with visitors. Addis has several such organisations, and we looked in particular at the Ensra Pottery Workshop, a project specifically designed to assist women and now helping over 400 people to balance their lives, and a weaving co-operative that has grown to embrace over 1000 people.

WIth these connections and strong programming in place, we worked to develop the marketing strategy, and focussed on bringing ETL Women programming to a specialised regional and international market.