Rural tourism, which offers authentic cultural and nature-based experiences, is increasingly recognized as a vital tool for sustainable development. Ethiopia, with its rich rural landscapes and cultural heritage, holds immense potential for rural tourism, but the sector remains underdeveloped. This study assesses the facilitating conditions and challenges of rural tourism in Ethiopia using a mixed-methods approach. Results indicate that Ethiopia’s economic growth, improved rural infrastructure, large rural population, higher ethnic and religious diversity index, and 11 UNESCO World Heritage Sites provide strong foundations for rural tourism. However, significant challenges such as inadequate infrastructure, limited marketing, restricted access to financing, ethnic conflicts, environmental degradation, and insufficient stakeholder cooperation hinder its growth. To address these barriers, the study proposes a model encompassing strategic investments in infrastructure, enhancing marketing and promotion, access to finance initiatives, conflict resolution strategies, sustainable tourism practices, enhancing stakeholder coordination, and supportive policy frameworks. By employing these strategies, Ethiopia can harness the full potential of its rural tourism sector, contributing to economic development and community well-being while promoting cultural preservation and environmental sustainability. Also, the proposed model is highly applicable to other developing economies that share similar contexts. Besides, given the importance of the seven fundamental pillars of the model, it remains relevant across tourism types like coastal destinations.

1. Ali, Y. (2016). Challenge and prospect of the Ethiopian tourism policy. Global Journal of Management and Business Research: F Real Estate, Event Tourism Management, 16(1), 19–28. http://dx.doi.org/10.4172/2169-0286.1000134
2. Andriotis, K. (2011). A Comparative Study of Visitors to Urban,Coastal and Rural Areas-Evidence from the Island of Crete.European Journal of Tourism Research, 4(2), 93–108.
3. Ayikoru, M. (2015). Destination competitiveness challenges: A Ugandan perspective. Tourism Management, 50, 142–158. https://doi.org/10.1016/j.tourman.2015.01.009
4. Bacsi, Z. (2017). Tourism and diversity. Deturope, 9(2), 25–57. https://doi.org/10.32725/det.2017.011
5. Bacsi, Z., Yasin, A. S., and Bánhegyi, G. (2023). Tourism competitiveness in Eastern Africa: RCA and TTCI. Heritage, 6(9), 5997–6015. https://doi.org/10.3390/heritage6090316
6. Bayih, B. E. (2019). Religious tourism: A tourism prototype for rural community development; the case of Lalibela area, Ethiopia. American Journal of Tourism Research, 8(1), 11–27.
7. Bayih, B. E., and Singh, A. (2020). Exploring domestic tourism in Ethiopia: Trends, prospects, promotional marketing, and challenges. International Journal of Recent Technology and Engineering, 8(6), 2675–2688. https://doi.org/10.35940/ijrte.F8215.038620
8. Beazley, E. (2024). Designed for recreation: a practical handbook for all concerned with providing leisure facilities in the countryside, 1st Edition. Routledge, Pp. 280. https://doi.org/10.4324/9781003468158
9. Bekana, K. H. (2023). Stakeholders’ involvement in tourism development for poverty alleviation: The case of Suba Forest, Ethiopia. International Journal of Science and Quality Analysis, 9(1), 12–22. https://doi.org/10.11648/j.ijsqa.20230901.12
10. Britannica. (2024). Ethnic groups and languages of Ethiopia. Available on: https://www.britannica.com/place/Ethiopia/Ethnic-groups-and-languages (accessed on 12 10 2024)
11. Busey, B. (2014). Conflict and tourism in Uganda [Undergraduate honors thesis]. Portland State University. https://pdxscholar.library.pdx.edu/cgi/viewcontent.cgi?article=1066&context=honorstheses
12. Chege, K. A. (2015). The determinants of collaboration and partnerships arrangements in tourism development among industry organisations in Nairobi County, Kenya [Doctoral dissertation]. Kenyatta University. https://ir-library.ku.ac.ke/
13. Clarke, V., and Braun, V. (2016). Thematic analysis. Journal of Positive Psychology, 12(3), 297–298. https://doi.org/10.1080/17439760.2016.1262613
14. CSA. (2024). Population projections for Ethiopia, 2007–2037. Available online: http://www.csa.gov.et/censusreport/population-projections (accessed on 02 05 2024).
15. Dadi, T., Mada, M., Kasho, K., et al. (2022). Tourism and its contribution to households’ income in Konso Zone, SNNP Region, Ethiopia. Ethiopian Journal of Business and Social Science, 5(1), 37–56. https://doi.org/10.59122/134F53A
16. Desalegn, T. (2023). The potential, challenge, and economic contribution of tourism resources in Menagesha Amba Mariam, state forest in Central Ethiopia. Israel Journal of Ecology and Evolution, 70(1), 75–83. https://doi.org/10.1163/22244662-bja10070
17. Dias, Á., Viana, J., and Pereira, L. (2024). Barriers and policies affecting the implementation of sustainable tourism: the Portuguese experience. Journal of Policy Research in Tourism, Leisure and Events, 1–19. https://doi.org/10.1080/19407963.2024.2314514
18. Dumitrașcu, A. V., Teodorescu, C., and Cioclu, A. (2023). Accessibility and tourist satisfaction—Influencing factors for tourism in Dobrogea, Romania. Sustainability, 15(9), 7525. https://doi.org/10.3390/su15097525
19. Fakana, S. T., and Mengist, A. B. (2019). Factors hindering tourism industry development: Gambella People’s National Regional State, South West Ethiopia. Global Journal of Management and Business Research: F Real Estate, Event Tourism Management, 19(1), 1–9.
20. Gabayo, M. (2020). Challenges and future potential of tourism development: The case of Nekemte town, western Ethiopia. IOSR Journal of Humanities and Social Science, 25(9), 61–68. https://doi.org/10.9790/0837-2509026168
21. Garau, C. (2015). Perspectives on cultural and sustainable rural tourism in a smart region: The case study of Marmilla in Sardinia (Italy). Sustainability, 7(6), 6412–6434. https://doi.org/10.3390/su7066412
22. Gica, O. A., Coros, M. M., Moisescu, O. I., et al. (2021). Transformative rural tourism strategies as tools for sustainable development in Transylvania, Romania: A case study of Sâncraiu. Worldwide Hospitality and Tourism Themes, 13(2), 124–138. https://doi.org/10.1108/WHATT-08-2020-0088
23. Gohori, O., and Van der Merwe, P. (2022). Limitations to community participation in tourism from local people’s perspectives: Manicaland Province, Zimbabwe. Development Southern Africa, 39(6), 841–855. https://doi.org/10.1080/0376835X.2021.1913099
24. Graci, S. (2020). Collaboration and partnership development for sustainable tourism. In: Saarinen, J. (eds). Tourism and Sustainable Development Goals, 1st Edition. Routledge, pp. 232–249. http://dx.doi.org/10.1201/9780429324253-14.
25. Johnson, E., and Sylvia, M. L. (2018). Secondary data collection. In Critical Analytics and Data Management for the DNP (2nd ed., pp. 1–379). Springer Publishing Company.
26. Jones, S., and Lechiguero, L. (2024). Towards a sustainable tourism economy in Uganda. European Union. https://capacity4dev.europa.eu/library/towards-sustainable-tourism-economy-uganda_en
27. Kabanda, R. (2014). Tourism as a tool for sustainable development in Rwanda: The case of poverty alleviation around Volcanoes National Park (VNP) [Master’s thesis]. University of Rwanda. https://dr.ur.ac.rw/handle/123456789/765
28. Karimi, M. S., Khezri, M., and Razzaghi, S. (2021). Impacts of regional conflicts on tourism in Africa and the Middle East: A spatial panel data approach. Current Issues in Tourism, 25(11), 1649–1665. https://doi.org/10.1080/13683500.2021.1931054
29. Kebede, A. A. (2020). Horse culture & tourism development: Towards initiating horse tourism in Awi Zone, Northwestern Ethiopia. Cogent Social Sciences, 6(1), 1–18. https://doi.org/10.1080/23311886.2020.1735116
30. Kelliher, K. D. (2018). ‘We are the Big Six:’ Maasai perceptions and organization of cultural tourism in Kenya [Master thesis]. The University of Western Ontario. https://ir.lib.uwo.ca/etd/5756/
31. Khater, M., and Faik, M. (2024). Tourism as a catalyst for resilience: Strategies for building sustainable and adaptive communities. Community Development, 1–17. https://doi.org/10.1080/15575330.2024.2382174
32. Kieti, D., Nthiga, R., Plimo, J., Sambajee, P., Ndiuini, A., Kiage, E., Mutinda, P., and Baum, T. (2020). An African dilemma: Pastoralists, conservationists and tourists–Reconciling conflicting issues in Kenya. Development Southern Africa, 37(5), 758–772. https://doi.org/10.1080/0376835X.2020.1747988
33. Kilungu, H., Leemans, R., Munishi, P. K. T., Nicholls, S., and Amelung, B. (2019). Forty years of climate and land-cover change and its effects on tourism resources in Kilimanjaro National Park. Tourism Planning & Development, 16(2), 235–253. https://doi.org/10.1080/21568316.2019.1569121
34. Lapeyre, R. (2010). Community-based tourism as a sustainable solution to maximise impacts locally? The Tsiseb Conservancy case, Namibia. Development Southern Africa, 27(5), 757–772. https://doi.org/10.1080/0376835X.2010.522837
35. Lebambo, M., and Shambare, R. (2020). Entrepreneurship development framework for smallscale rural tourism establishments in South Africa. African Journal of Hospitality, Tourism and Leisure 9(1), 1–19.
36. Liu, C., Dou, X., Li, J., et al. (2020). Analyzing government role in rural tourism development: An empirical investigation from China. Journal of Rural Studies, 79, 177–188. https://doi.org/10.1016/j.jrurstud.2020.08.046
37. Liu, Y. L., Chiang, J. T., and Ko, P. F. (2023). The benefits of tourism for rural community development. Humanities and Social Sciences Communications, 10, 1–12. https://doi.org/10.1057/s41599-023-01610-4
38. Lourens, M. (2007). Route tourism: a roadmap for successful destinations and local economic development, Development Southern Africa, 24:3, 475–490. https://doi.org/10.1080/03768350701445574
39. Mafuru, N., Wakibara, J., and Kimaro Ndesari, K. (2009). Tourism–related impacts on Mount Kilimanjaro, Tanzania: Implications for tourism management on mountain ecosystems. Journal of Tourism Challenges and Trends, 2(1), 111–123. http://www.rebe.rau.ro/RePEc/rau/jurtct/SU09/JURTCT-SU09-A7.pdf.
40. Magical Kenya. Available online: https://magicalkenya.com/deu/ (accessed on: 04 10 2024)
41. Maldonado-Erazo, C.P., del Río-Rama, M.d.l.C., Miranda-Salazar, S.P., Tierra-Tierra, N.P. (2022). Strengthening of Community Tourism Enterprises as a Means of Sustainable Development in Rural Areas: A Case Study of Community Tourism Development in Chimborazo. Sustainability 14(7), 1–22. https://doi.org/10.3390/su14074314
42. Mbowe, W. E., Ndunguru, E., and Gervas, J. (2021). Tourism development in Northern Circuit of Tanzania and its contribution in improving local people’s livelihood. Applied Economics and Finance, 8(4), 56–76. https://doi.org/10.11114/aef.v8i4.5311
43. Mekonnen, H., and Mekonen, S. (2023). Potentials, opportunities and challenges of ecotourism development in selected historical and sacred sites of North Shewa Zone, Amhara Region, Ethiopia. International Journal of Tourism Cities, 10(4), 737–756. https://doi.org/10.1108/IJTC-12-2021-0242
44. Meo, B., Graham, S., Ariza, E., Casellas, A., and Delfino. D. (2021). The resident and visitor gaze: A comparison of coastal social values at risk due to sea-level rise. Environmental Science & Policy, 123, 202–209.
45. Mkiramweni, N. P. (2014). Sustainable wildlife tourism in the context of climate change: The case study of Ngorongoro conservation area, Tanzania [PhD thesis]. Victoria University. https://vuir.vu.edu.au/26280/
46. Mwango, K. J. (2022). Marketing strategies and sustainable tourism: An assessment of the Zambia tourism agency [PhD thesis]. University of Zambia. https://dspace.unza.zm/items/ea742443-2a71-46dc-8b91-1adb5bc10d0f
47. Nair, V., Hussain, K., Lo, M.C., et al. (2015). Benchmarking innovations and new practices in rural tourism development: How do we develop a more sustainable and responsible rural tourism in Asia? World Hospitality and Tourism Themes, 7(5), 530–534. https://doi.org/10.1108/WHATT-06-2015-0030
48. Nekmahmud, M., Fekete-Farkas, M. (2021). Green Marketing, Investment and Sustainable Development for Green Tourism. In: Hassan, A. (eds) Tourism in Bangladesh: Investment and Development Perspectives. Springer, 339–361. https://doi.org/10.1007/978-981-16-1858-1_21
49. Njenji, J. (2020). Community-based tourism in Rwanda [Master’s thesis]. Haaga-Helia University of Applied Sciences. https://www.theseus.fi/handle/10024/342918
50. Nzama, A. T. (2008). The promotion of sustainable tourism within the World Heritage Sites: Lessons from iSimangaliso World Heritage Park in South Africa. Journal of Tourism, 9(2), 161–177.
51. Nzomo, S. T., Muriuki, L. M., and Omollo, J. (2021). Perceived effects of integrated rural tourism planning on communities’ revenues and resources vitality in Makueni County, Kenya. In 7th International Research Conference Proceedings, Chuka University, Kenya, 3rd–4th Dec 2020.
52. Okello, M. M., and Novelli, M. (2014). Tourism in the East African Community (EAC): Challenges, opportunities, and ways forward. Tourism and Hospitality Research, 14(1), 53–66. https://doi.org/10.1177/1467358414529580
53. Pan, S. Y., Gao, M., Kim, H., Shah, K. J., Pei, S. L., and Chiang, P. C. (2018). Advances and challenges in sustainable tourism toward a green economy. Science of the Total Environment, 635, 452–469. https://doi.org/10.1016/j.scitotenv.2018.04.134
54. Phionah, A., and Apophia, K. (2024). The role of digital marketing in promoting local tourism destinations in Uganda: Case study. Metropolitan Journal of Business and Economics, 3(1), 17–30.
55. Rainero, C., and Modarelli, G. (2020). The attractive power of rural destinations and a synergistic community cooperative approach: A “tourismability” case. Sustainability, 12, 1–39. https://doi.org/10.3390/su12177233
56. Rosalina, P. D., Dupre, K., and Wang, Y. (2021). Rural tourism: A systematic literature review on definitions and challenges. Journal of Hospitality and Tourism Management, 47, 134–149. https://doi.org/10.1016/j.jhtm.2021.03.001
57. Roxas, F. M. Y., Rivera, J. P. R., and Gutierrez, E. L. M. (2020). Mapping stakeholders’ roles in governing sustainable tourism destinations. Journal of Hospitality and Tourism Management, 45, 387–398. https://doi.org/10.1016/j.jhtm.2020.09.005
58. Sidali, K. L., Kastenholz, E., and Bianchi, R. (2015). Food tourism, niche markets and products in rural tourism: Combining the intimacy model and the experience economy as a rural development strategy. Journal of Sustainable Tourism, 23(8–9), 1179–1197. https://doi.org/10.1080/09669582.2013.836210
59. Soressa, T. (2018). Assessment of nature tourism potential, in rural development in West Wollega Zone in the case of Sayo Nole and Nole Kaba Districts, Ethiopia. IRA International Journal of Education and Multidisciplinary Studies, 12(1), 1–22. https://dx.doi.org/10.21013/jems.v12.n1.p1
60. Streimikiene, D., Svagzdiene, B., Jasinskas, E., and Simanavicius, A. (2020). Sustainable tourism development and competitiveness: The systematic literature review. Sustainable Development, 29(2), 259–271. https://doi.org/10.1002/sd.2133
61. Strydom, A. J., Mangope, D., and Henama, U. S. (2020). Successful community-based tourism in Africa: Lessons from Uganda and Kenya. In S. K. Walia (Ed.), The Routledge handbook of community-based tourism management: Concepts, issues & implications (pp. 296–306). Routledge.
62. Teshome, E., Ayalew, G., and Workie, A. (2020). Community-based ecotourism development in Meqdela Amba, Ethiopia: Current development barriers. Journal of Hospitality Management and Tourism, 11(1), 12–20. https://doi.org/10.5897/JHMT2018.0256
63. Teshome, E., Dereje, M., and Asfaw, Y. (2022). Potentials, challenges and economic contributions of tourism resources in the South Achefer district, Ethiopia. Cogent Social Sciences, 8(1), 1–21. https://doi.org/10.1080/23311886.2022.2041290
64. Tham, A., Mair, J., and Croy, G. (2019). Social media influence on tourists’ destination choice: importance of context. Tourism Recreation Research, 45(2), 161–175. https://doi.org/10.1080/02508281.2019.1700655
65. The World Factbook. (2024). Ethiopia. Available on: https://www.cia.gov/the-world-factbook/countries/ethiopia/#people-and-society (accessed on 12 10 2024)
66. Trusova, N. V., Tsviliy, S. M., Gurova, D. D., Demko, V. S., and Samsonova, V. V. (2023). Budget instruments for stimulating the development of the investment potential of the tourism industry in Ukraine. Economic Affairs, 68(1s), 253–269. http://dx.doi.org/10.46852/0424-2513.1s.2023.28.
67. UNESCO. (2024). Ethiopia’s properties inscribed on the World Heritage List. Available online: https://whc.unesco.org/en/statesparties/et (accessed on 02 05 2024)
68. UNWTO. (2024a). Rural tourism. Available online: https://www.unwto.org/rural-tourism (accessed on 02 05 2024)
69. UNWTO. (2024b). UNWTO identifies priorities for boosting rural tourism potential. Available online: https://www.unwto.org/news/unwto-identifies-priorities-for-boosting-rural-tourism-potential (accessed on 02 05 2024)
70. WDI. (2024). World Development Indicators Database. Available online: https://databank.worldbank.org/source/world-development-indicators (accessed on 02 05 2024)
71. Wondirad, A. (2020). Ecotourism development challenges and opportunities in Wondo Genet and its environs, southern Ethiopia. Journal of Place Management and Development, 13(4), 465–491. https://doi.org/10.1108/JPMD-12-2018-0109
72. Wondirad, A., Tolkach, D., and King, B. (2020). Stakeholder collaboration as a major factor for sustainable ecotourism development in developing countries. Tourism Management, 78, 1–21. https://doi.org/10.1016/j.tourman.2019.104024
73. Woyesa, T., and Kumar, S. (2021). Potential of coffee tourism for rural development in Ethiopia: A sustainable livelihood approach. Environment, Development and Sustainability, 23(5), 815–832. https://doi.org/10.1007/s10668-020-00610-7
74. Yilma, Z. A., Reta, M. M., and Tefera, B. T. (2016). The current status of ecotourism potentials and challenges in Sheko District, South-Western Ethiopia. Journal of Hotel Business Management, 5(1), 1–5. https://doi.org/10.4172/2169-0286.1000143