Prime Minister Abiy Ahmed has urged a fundamental overhaul of the country’s tourism strategy, calling on leaders to shift the sector’s focus from passive conservation of sites to active revenue generation.

During a recent training session for senior Prosperity Party officials, Dr. Abiy called for a change in perception, stating bluntly that "Ethiopia’s heritages must be changed into breakfast"—a phrase drawn from the Amharic analogy of converting history into an immediate, tangible source of income.

The Prime Minister pointed out that despite possessing numerous historical and great heritage sites, the sector has not generated the level of income required. In the government's sectoral framework, tourism is positioned as a "Crossing Point"—a key bridge between initial stability and long-term prosperity.

Dr. Abiy cautioned that modern global tourists are not motivated solely by the presence of historical sites.

"A global tourist does not visit just because there is a heritage site but because they seek services commensurate with the money they spend," he explained. "A visited place alone is not valuable; it requires modern accommodation."

He again used the development of the Wenchi Destination as a prime example. While the site existed previously, its recent, high-quality development has attracted a significant number of international visitors, illustrating that infrastructure and services—not just the site itself—are the critical draw.

The prime minister concluded by emphasizing that promoting the country’s rich biodiversity, unique cultures, and numerous destinations is not solely the task of a ministry, but the shared responsibility of "all Ethiopians."