Revitalizing Tourism in Crisis: The Significance of Domestic Tourism in COVID-19 Recovery and Policy Initiatives in Top Tourist Destinations of the Amhara Region, Ethiopia

In time of COVID-19 and other crisis, the focus of the tourism industry is to devise and implement strategies for its recovery. This study examined the role of domestic tourism in recuperating from the pandemic, policy initiatives, recovery strategies, and challenges in top tourist destinations in the Amhara Region. The research employed a mixed method approach with a descriptive design, and 384 questionnaires were distributed to respondents selected through convenience sampling, while 15 key informants were purposefully interviewed. The findings revealed that domestic tourism played a significant role in mitigating the impact of the pandemic and building resilient tourism businesses. It was found to be an "incredible crisis absorber" and crucial for rebuilding customer confidence. The study also showed that most features of domestic tourism, such as pilgrimage travel, proximity and ease of access, visiting families and relatives, and the use of road transportation and less standardized hotels, played a significant role in revitalizing the tourism sector. As various policies and recovery strategies have been implemented by governments worldwide, the Amhara Region's Culture and Tourism Bureau developed a two-phase COVID recovery strategy (response and recovery phases) aimed at protecting and supporting tourism activities. Conversely, high costs at destinations, the lack of comprehensive domestic tourism development and marketing strategy, poor infrastructural development, and a mismatch between the services offered and the demands of tourists were found to be major hindrances to the growth of domestic tourism in the region.