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According to the European Tourism and Trade Council, Ethiopia would be the "best tourist destination in the world". The second most populous country in Africa, it was chosen from among 31 candidates for the richness of its historical and cultural heritage.
Tourism in Ethiopia is a thriving industry. According to World Bank figures, the number of visitors increased from 468,000 in 2010 to 681,000 in 2013.
The tourism industry has been identified by the Ethiopian government as a key sector to accelerate the country's development and the eradication of poverty. The security of the country and the hospitality of the Ethiopians are all assets, according to the European Tourism Council.