The civil war is over, but Western government travel warnings are still there. If there's going to be a recovery, tourism authorities need to focus their energy on getting those lifted. That's going to require repeated messaging that the war is over.
In a region that has historically struggled in the aviation field, state-run Ethiopian Airlines is truly a success story, playing a key role in the country's economic development and helping solidify its status as a tourist destination. A new airport takes it to the next level.
The question is not whether hoteliers and operators should invest in Ethiopia, but what is best for Ethiopia in balancing these new demands while protecting its people and its profound history and cultures.