27/09/2025
𝐌𝐞𝐬𝐬𝐚𝐠𝐞 𝐟𝐫𝐨𝐦 𝐭𝐡𝐞 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧𝐞𝐫 𝐨𝐧 𝐖𝐨𝐫𝐥𝐝 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐃𝐚𝐲
World Tourism Day 2025
Theme: Tourism and Sustainable Transformation
Today, the world celebrates World Tourism Day under the theme Tourism and Sustainable Transformation. For me, this theme is deeply personal. Sustainable transformation is about the environment, the ecosystem, and above all, people—and how their interaction shapes meaningful and lasting change.
I feel honored to have been part of Ethiopia’s tourism development journey over the last five years, and especially to have led the path in Oromia. During this time, we have galvanized support, built a strong and committed team, and crafted a bold vision for the future. We have started to deliver on that vision, and yet, sustainable transformation remains an ongoing process—one that requires continuous effort, innovation, and collaboration.
Ethiopia is at a unique moment in its tourism journey. With strong political will, beginning with the leadership of H.E. Prime Minister Dr. Abiy Ahmed, supported by policy reforms and institutional readiness, the sector is gaining unprecedented momentum. Oromia, within this enabling environment, has taken significant strides, helping to create a nationwide movement that recognizes tourism as a vital driver of economic transformation.
But to truly achieve sustainable transformation, there are four key priorities we must pursue:
1️⃣ Awareness – Policymakers, communities, and businesses alike must recognize tourism’s potential and responsibilities, from valuing our natural and cultural assets to delivering quality services.
2️⃣ Capacity Building – Strong institutions and training programs are essential to equip our people, especially the youth, with the skills needed to lead and shape tourism.
3️⃣ Partnerships – Tourism is borderless, global, and interconnected. Success depends on collaboration—across regions, across sectors, and across nations.
4️⃣ Enablers – Above all, access to finance is critical. Financial institutions must begin to see tourism as they see agriculture: as a sector of opportunity, deserving of tailored products and support for youth, communities, and businesses.
From the very beginning, our guiding principle at the Oromia Tourism Commission has been clear: tourism development must be community-centered and youth-led. This principle continues to shape everything we do as we work toward a sector that is sustainable, inclusive, and transformative.
On this World Tourism Day, I reaffirm our commitment to building a tourism industry that not only showcases the beauty of Oromia and Ethiopia, but also uplifts communities, empowers youth, conserves our environment, and drives lasting transformation.
Happy World Tourism Day 2025!
Lelise Dhugaa
Commissioner, Oromia Tourism Commission
Ethiopia Land of Origins
World Tourism Organization (UNWTO)
