Abstract

The Amhara National Regional State undoubtedly has significant tourism potential. However, the industry remains in its infancy; unable to realize its potential due to a range of constraints including understanding difference on the concept of marketing. Therefore, the purpose of this study is designed to explore the successful and unsuccessful marketing efforts that have been utilized by the Amhara National Regional State Culture and Tourism Offices, and its potential for new tourism product development. To achieve these objectives, this study applied qualitative study design that helps to collect both descriptive and historical data. The data was collected from tourism experts who are working at Bahirdar, Lalibela, Gondar and Debark cities, and analyzed through interpretative and descriptive account of the data. The findings of the study indicated word of mouth advertising as the most successful marketing operations, in addition the region didn’t utilize internal marketing strategies to reach or influence their own customers. Similarly, even if the region has profuse tourism resources, there is no strategy to develop a new tourism product. The study also indicated potential new tourism products that can be developed, and offered to the tourism market. Finally, based on the results of the study, the Regional Culture and Tourism Bureau should understand tourism marketing as an effort that facilitate it’s all round tourism operation.

Key words: Marketing, strategies, practices, new tourism product development, potentials, Amhara National Regional State Culture and Tourism Offices, Ethiopia.