In 2013, the Government of Ethiopia proclaimed Federal Regulation 294/2013, which established the Tourism Transformation Council, the Ethiopian Tourism Organization (ETO) and the Tourism Board. Our main mandate includes: FOSTERING DESTINATION AND PRODUCT DEVELOPMENT Improving the competitiveness and sustainability of tourism destinations, products and services in Ethiopia through smart and efficient destination planning and management, human resources development, quality services, investment promotion and business development; properly aligned with market opportunities and requirements. The ETO will also identify policies essential to the development of tourism. MARKETING ETHIOPIA AS A TOURISM DESTINATION Improving the image of Ethiopia in the world, contributing to a strong and attractive destination brand, and leading a consistent and coordinated effort to communicate and promote the different destinations and tourism products Ethiopia has to offer, in collaboration with the private sector and the regional governments. The domestic market will also be targeted. The ETO is based in Addis Ababa and works in close collaboration with public and private stakeholders.