Tourism Lecture notes

1. Izmir Katip Celebi University
Department of Tourism Management (PhD Program)
Course Title: Scientific Research Methods and Ethics
Diversifying Tourism Products: Assessing
the Potential of Coffee Tourism in Ethiopia
Course Instructor: Yrd. Doç. Dr. Melike Yılmazer
By Mohammed Jemal Ahmed, PhD Student
Date: 7/11/2017

2. Outline of the Presentation
Introduction
Legend vs History of Coffee
Types of Coffee
Coffee and Ethiopia
Coffee Processing: From Tree to Cup
Coffee and Gender
Coffee Tourism
The ways of Linking Coffee with Tourism
Concluding Remarks

3. Introduction
Ethiopia is the birthplace of both coffee
tree and coffee culture.
Ethiopian wild forest coffee is the genetic
root of all coffee
It is also the country’s most important
export item
Over 4 million householders in Ethiopia
are involved in the cultivation of coffee
plant.
At the same time tourism is also booming
in Ethiopia.
Hence, the marriage of the two sectors has
irreplaceable role for the development of
the country

4. Introduction contd…
the motto of Ethiopian tourism- “the
Land of Origin” has been selected as
Ethiopia is the origin coffee and human
beings.
Therefore, Ethiopia has great opportunity
to be branded as a coffee tourism
destination.
However, the Ethiopia tourism industry
has over the years relied only on cultural
heritages and some selected parks.
Linking coffee and coffee culture with
tourism is lucrative business but the area
has been marginalized

5. Introduction contd…
Other countries which later took
coffee from Ethiopia like Brazil,
Vietnam, Colombia and African
countries such as Uganda and
Ivory Coast are promoting their
tourism industry with coffee.
Ethiopia, the “mother of coffee”, a
land where wild coffees still exist
on earth, is not utilizing with the
marriage of the two sectors.
This paper therefore, explores the
potential and feasibility of linking
coffee to tourism in Ethiopia

6. The Ethiopian Coffee Legend
There are various legends about the
domestication of coffee.
The most popular legend of coffee in
Ethiopia is associated with herder named
Kaldi
Kaldi, an Abyssinian goat herder in South
Ethiopia, was herding his goats through a
highland area of Kaffa.
He noticed that his goats were behaving
very strangely that day, and had begun to
jump around in an excited manner, bleating
loudly and practically dancing on their hind
legs.
He found that the source of the excitement
was a small shrub with bright red berries and
he also tried the berries for himself.

7. The Ethiopian Coffee Legend…
Like his goats, Kaldi was stimulated by the coffee berries.
Took the issue to Monks.
One monk called Kaldi's bounty "the Devil's work" and tossed it into
a fire.
However, according to legend, the odor of the roasting beans was
interesting to make the monks to appraise coffee positively.
All the monks in the monastery smelled the aroma of the coffee and
came to try it out.
Later, like the tea-drinking Buddhist monks of China and Japan,
these monks found that coffee's stimulating effects were beneficial in
keeping them awake during their spiritual practice
There is also an alternate coffee origin myth, which attributes the
discovery of coffee to a very devout Muslim man named Sheikh
Omar who was living as a recluse in Mocha, Yemen.

8. The History of Coffee
Researchers unanimously approved that Ethiopia
is the birth place of coffee
Coffee domestication in Ethiopia was begun in
the 9th Century
The first people to use coffee were the Oromo
people of Ethiopia
It is also believed that coffee took its name from
small city of Southwest Ethiopia called Kaffa
Some researchers assert that the word coffee was
derived from the Arabic word kahwa which
literary mean power or strength

9. History contd…
In the 15th Century coffee first entered to Arabian
Peninsula, to Yemen.
From Yemen, coffee spread throughout the Arab world.
In 1500 Coffeehouses were open in Mecca and Cairo
In the 15th Century Coffee began cultivated in Yemen
Coffee later introduce from Yemen to Turkey in the 16th
century
In 1555 the first coffeehouse was opened in Istanbul
In the 17th Century Coffee and Coffee culture
introduced Europe from Turkey
In 1652 London’s first coffeehouse was opened and it
had about 2,000 coffeehouses at end of the century in
1700

10. History Contd…
• In the second half of the 18th century, coffee cultivation started
in Latin America and other European colonies.
• Today Coffee is produced in about seventy countries in three
continents, Africa, Asia and Latin America

11. Historical Route of Coffee Culture Distribution

12. Types of Coffee
Species – Coffee arabica and Coffee Robusta
 Arabica, C. arabica
 Ethiopia highlands
 It is grown at higher
altitudes and thrives
in shade
 Best quality
 Susceptible to rust
 Cover 75 % of the
world’s coffee
production
 superior-quality bean
and thus carries a
premium price
 Robusta, C.
canephora
 Rain forest of
Congo basin
 Less flavor,
acidity
 Resistant to
rust
 can grow in
direct sunlight

13. Coffee and Ethiopia
Ethiopia is sources of Coffee
Coffee is the backbone of Ethiopian Economy and
culture
the major export item
regarded as a medicine, a food and a beverage.
Coffee culture is an integral part of Ethiopian
culture
. In Ethiopia Coffee is known as ‘Bun” or
“Bunna”.
cultivated by over 4 million households
the livelihoods of approximately 20% of the
population directly or indirectly depend on coffee

14. Coffee Processing: From Tree to Cup
• In Ethiopia coffee has been cultivated
without the use of fertilizers.
• 4 ways of coffee cultivations
• forest, semi-forest, garden, and
plantation
• Forest coffee is a wild coffee grown
under the shade of natural forest
trees, and it doesn’t have a defined
owner.
• Semi-forest coffee farming is a
system where farmers select forest
trees to let sufficient sunlight to the
coffee trees and to provide adequate
shade. A farmer who prunes and
weeds the forest area once a year
claims to be the owner of the semi-
forest coffee.

15. • Garden coffee is
normally found in
the vicinity of a
farmer’s residence.
– Small in Land Size
and Production
– irrigation
– Mainly used for local
consumption
• Plantation coffee is
– planted by the
government or
private investors for
export purposes.

16. From Tree to Cup…
• preparing coffee for
consumption starts with
roasting the coffee,
grinding it, and then
brewing it with water
• Coffee drinking in
Ethiopia has always
been ceremonious and
brings everyone in the
house together to talk

17. essential ceremonial objects used in the Ethiopian coffee
preparation and ceremony are the followings:
• Sinis (cups) and
Jebenna (kettle),

18. Mortar Incense (Itan)
Pan Griddle

19. Rakebot, Green Grass…

20. Gender and Coffee
• Coffee Ceremony is prepared by Women
• Females have more interest for coffee than males

21. The ways of Linking Coffee with Tourism
• I proposed four feasible linkage areas:
1. History of Coffee and experiences of
wild coffee,
2. the Coffee Culture,
3. Traditional Coffee Drinking and
4. Various Coffee Festivals.
• These are some potential niche products of
coffee tourism.

22. 1. History of Coffee and experiences of wild coffee
as tourism product
• As the birth place of coffee, Ethiopia has special
privileges on coffee history and legend
• hearing the story of coffee
• the actual experiences of wild coffee, the way of coffee
cultivation from tree to cup
• The fresh air at the wild coffee and other wild creatures
will also add value for the visitors.
• their visit also generates additional income for the
farmer’s family.
• As such, the coffee tour will provides an excellent
example of how tourism may positively contribute to
local sustainable development

23. 2. Coffee Culture as Niche Tourism Product
• Ethiopia has most ancient and wildly practiced
coffee processing, preparation and drinking
cultures.
• Ethiopian coffee culture is accompanied by a lot
experiences and traditional gastronomic activities.
• Among other there is Ethiopian traditional food of
roasted grain known as Kolo
• Special aroma of ittan (incense).
• Roasting and drinking the original coffee in its
birth place is a great experience for visitors.

24. 3. Traditional Coffee Tasting and
Drinking
• Tasting and drinking of original and organic
coffee will be other motives of the visitors.
• Tourists can enjoy in consuming the original
coffee whether in modern five star hotel or
small restaurant or from street vendors.

25. 4. Various Coffee Festivals
• The experiences of coffee growing destination
approved that coffee festivals are important tourist
attractions.
• Vietnam able to attract many tourists.
• This coffee festivals a model coffee farm, a coffee
road with cafe´s, coffee games, meetings about the
coffee industry, exhibitions and films on coffee
production and cultural performances from the coffee-
producing region.
• Offering coffee-related equipment as souvenirs for
tourists.
• Being sources of coffee and having wild coffee,
Ethiopia has a competitive advantage in this regard

26. Concluding Remarks
• Ethiopia has contributed coffee to the rest of the world.
• Today, coffee has developed as an important commodity in
the world economy.
• It is a backbone of Ethiopian economy and Culture.
• all scholars unanimously agreed that coffee is originated in
Ethiopia and introduced to the rest of the world through
Yemen and Turkey from Ethiopia.
• Ethiopia, the birth place of coffee, has therefore a
competitive advantage to position itself in coffee tourism.
• In Ethiopia, Coffee tourism has the potential to provide a
link between poor coffee farmers in the rural Ethiopia and
the tourism sector.

27. Concluding Remarks …
• The marriage of the two sectors can contribute to realize
the local people participation to the tourism industry by
allowing them to provide their product directly to the
tourist
• Coffee tourism also can offer a supplementary attraction
for Ethiopia’s cultural and national park products which
could increase length of stay and visitor spend.
• Coffee tourism is an important tool to establish and foster
community based ecotourism in which the local
communities become the main stakeholder of tourism
business.
• Many countries have been exploiting the potential of coffee
tourism.

28. Concluding Remarks …
• Ethiopia has also huge potential in the area; however,
the area remained untapped.
• Even though she is the birth place of coffee the country
is not yet benefiting from coffee through tourism.
• Other countries like Brazil have been registered by
UNESCO because of coffee and coffee related activities.
• But Ethiopia still didn’t get appropriate recognition and
position in this regard.
• Hence, Ethiopia should be registered by UNESCO as a
“birth place” of coffee tree and culture.
• In terms of tourism, the country should be branded as “a
birth place of coffee”.
• The country should position itself in coffee tourism

29. The End
Thank You very Much For Your
Listening