The objective of the project is to improve the quality and variety of tourism products and services in Addis Ababa, Axum, and Lalibela to increase the number of international tourist arrivals, foreign exchange earnings and tourism-related jobs. It follows an integrated approach including four components: the development of specific destinations; focusing on the tourism product that involves two aspects (quality of cultural experience, tangible and intangible, quality, and variety of the tourism supply products); market development; institutional development and capacity building, and the implementation support and monitoring.