Promoting Tourism Investment in Emerging Destinations: Exploring Challenges and Opportunities: Evidences from Amhara Region, Ethiopia

The current study examined challenges and opportunities of tourism investment through the lenses of Porter’s five forces industry analysis. This study pursued an exploratory research design with qualitative approach. Academicians, travel agents, tour operators, hotel business owners and government tourism bureau experts were the main participants of the study. Findings of the current study unveil that inadequate infrastructure and mischief land use policy demise the growth of tourism investment in the study area. However, import duty-free policy for tourism investment and availability of copious tourism resources coupled with support from credit providing institutions embolden tourism investments in Amhara region.