In comparison, how frequently do you hear or see marketing initiatives from Ethiopian Airlines? Whether you are checking your personal email, social media channels, or print news, you are bound to notice update from Ethiopian. Which raises the question: why not simply integrate Ethiopia’s tourism promotional programs with Ethiopian Airlines? With the success of the e-Visa program, plans to improve their stopover program, and the introduction of the “Feel Addis” application, we should expect to see more passengers visiting Ethiopia. Ethiopian Airlines, similar to Tourism Ethiopia, is owned by and reports to the Government of Ethiopia. However, Ethiopian Airlines has traditionally been unhampered by interference from the government, unlike Tourism Ethiopia, which seems to be prevented from carrying out its mandate. The airline has tremendous brand capital on the continent and a marketing budget that could support the activities of Tourism Ethiopia. By coming under the wing of Ethiopian Airlines, synergies can be recognized and better implementation of its objectives can be achieved. Or alternatively, operate in a similar capacity to the Ethiopian Agricultural Transformation Agency, whose success has been down to a dedicated unit with strong management and support from key government leaders. If not, consider completely disbanding Tourism Ethiopia. Not much has been gained from it thus far.