YEAR IN REVIEW

As for many, AI was a key theme across our work in 2024. We implemented a series of capacity-building activities (some in-person, some hybrid, and two fully remote) alongside digital support initiatives in the development programs we worked on. Some personal highlights include a Bedouin tea ceremony at sunset in Wadi Rum Desert, hiking to Al-Deir in Petra, experimenting with real-time remote video recording between South Africa and The Netherlands, walking the streets and sharing injera with old friends in Addis, uncovering Ethiopia’s lesser-told narratives through a storytelling workshop, and diving head-first into an async collaboration mindset (reducing time spent in meetings by roughly 35 hours).

Here’s to 2025.


Peter

ETHIOPIA

Digital Skills Training for the Ministry of Tourism and Strengthening the Foundations for Community-Based Tourism in Hambaricho.

Results

Results

  • We worked with numerous departments within MoT to develop and facilitate a Digital Skills Training program and conducted an audit of current digital marketing content and channels. Training topics included AI Fundamentals for DMOs, and Storytelling for Destination Marketing.

  • Local management and digital marketers were trained to tell Hambaricho’s community-led tourism story through their digital channels to create awareness in the European market. Topics included AI Fundamentals, audience development and effective online messaging, SEO strategies, and social media tactics for CBT.

  • During a hybrid workshop in Addis Ababa, the Ethiopia Travel Specialists (ETS) collaboratively developed content pillars and narratives that strengthened B2B storytelling and improved their market positioning.

Client / Centre for the Promotion of Imports from Developing Countries / Team and Project Partners Peter Fabricius BNFR / Benjamin Zwack Compass Tourismus / Theo Nagel / Daniel Ademe / Satoko Hara JICA / Yoshiko Maruyama JICA

CB176743-2BC1-49CE-8C52-0D7E3C3E03EB.JPG
2139EDF7-CF2E-46F4-85A2-69F372CB8039.JPG
05BD0BC5-F3B1-422E-A09B-3CC0A9222B71.JPG
F4C04262-7864-4A08-8B0B-463C68DD15E1.JPG
86522DDE-FCAA-4DEA-BD0F-BE7936398892.JPG
029FFDA7-ACCD-4797-8658-B5C5C0F27E31.JPG
E949A1E8-B827-47C4-A47D-48BEC20B9C00.JPG
1C8F5271-C8D2-4B27-B798-F73B4F9FEF8F.JPG
09F5F174-7100-4415-94F3-C832122A55D4.JPG
4989E784-7B44-40BE-ADED-8A023772838F.JPG

  • "It was my first time attending this type of workshop, and it was eye-opening. I appreciated the hands-on approach and the actionable examples provided."

    — Abriham Melese, Tourism Marketing Division, MoT

  • “Excellent seminar. The content included essential and practical topics. As I work in PR, the scripts for generating content and graphics were helpful. The analysis section was also beneficial for understanding customers.”

    — Mr. Alkader Ahmod, Senior Communication expert, Public Relation, MoT

  • "The seminar was excellent; I gained a clear understanding of the potential of AI in market research and intelligence. It was very well-organized and insightful."

    — Ms. Alemnesh Flselassil, Head of Marketing Research and Intelligence Desk, MoT

JORDAN

A New Digital Marketing Training Series, Enhancing Fam Trips With Digital Marketing Assets and Sustainability Support.

Results

Results

  • We designed and delivered a Digital Accelerator hybrid training program in Amman, providing local DMCs with new skills in AI, “async video” marketing tactics for strengthening B2B relationships, and digital tactics to apply before, during and after trade fairs.

  • Dom Wyszogrodzki supported the sustainability team by bringing digital expertise to the development of JTB’s 2025 strategy and ASEZA’s sustainable tourism initiatives. This included guidance with crafting sustainability-focused creative briefs and leveraging AI tools to enhance content creation. These efforts equipped participants with practical skills for aligning marketing materials with sustainability goals while fostering cross-sector dialogue during the Sustainability Forum in Amman​

  • Collaborating with local content creators, we piloted a FAM trip content creation initiative in Aqaba, integrating professional photography to develop destination marketing assets. The program expanded to Ajloun, Salt, and Madaba, with all visual content stored in an online Media Hub for tour operator use.

  • The Reef-World Foundation / Green Fins initiative in Aqaba has gained renewed momentum through refresher training for the local assessors team and the dedicated efforts of Dom Wyszogrodzki, who has led the team in advancing its development and conducting assessments of dive centres. These initiatives focus on minimising negative environmental impacts while supporting the growth of the blue economy. Additionally, the introduction of the Good Travel Scan pilot program to stakeholders has further promoted sustainable diving practices across the region. These efforts align with Aqaba’s recent recognition in the Green Destinations Top 100 Stories, highlighting Aqaba’s commitment to sustainable tourism development. Together, these coordinated actions reinforce ASEZA’s efforts to position the destination as a leader in responsible tourism in the Red Sea region.

0b724132-9838-4dbb-9a89-bcdc5df3d586_VSCO.JPG
F449304F-3DF2-408B-ABE0-78FFA942BE32.JPG
BF1222E3-DD86-46D2-9BAD-38D71A51FACA.JPG
IMG_0548_VSCO.JPG
96E84E8A-BCC7-4A63-B580-45571C669045.JPG
12f38b62-395f-4d1c-a9e8-a3367d382f00_VSCO.JPG
707F2C7E-E53B-435F-81F6-C7D5CF8D9988.JPG
d3427087-4d5b-4760-ab64-fbf0fb35e7e8_VSCO.JPG
303093ee-e249-4ada-8536-babb10bbf73e_VSCO.JPG
IMG_0409_VSCO 2.JPG
IMG_0717_VSCO.JPG
219CD2F3-1347-4D95-B5C8-EED50A703091.JPG
fea1fc4b-f109-446f-8d9c-936618e89ac5_VSCO.JPG

Client / Centre for the Promotion of Imports from Developing Countries / Team and Project Partners / Dom Wyszogrodzki BNFR / Peter Fabricius BNFR / Alison Burgh Acorn Tourism Consulting / Adel Amin / Marlon van Hee / Lina Al-Khaled / Rawan Atallah

ARTIFICIAL

INTELIGENCE

MASTERCLASS

Experimenting With a New Format for Online Learning and Digital Skill Development for Tourism SMEs.

Results

Results

  • The AI Masterclass began with a live webinar hosted by Guido, Peter and Tove, designed to introduce participants to the potential of AI in tourism marketing, offering insights setting the stage for the Masterclass Format, and encouraging e-learning enrolment. The participants of the pilot program were previous and current CBI tourism program alumni.

    The cohort was concluded with a virtual feedback session to discuss e-learning outcomes.

  • A structured e-learning module developed by Tove Antonissen provided a foundational introduction to AI, and included lessons assignments on leveraging AI tools for content creation, with practical exercises tailored to the tourism sector.

  • Finally, the program featured a six-part video tutorial series developed by Peter Fabricius and Guido van de Graaf, offering step-by-step guidance and demonstrations on how to use generative AI for strategic content creation.

Client / Centre for the Promotion of Imports from Developing Countries / Team and Project Partners / Guido van de Graaf Value through Passion / Tove Antonissen Straight Circles / Peter Fabricius BNFR

  • “The AI course was really, really good. Very grateful that I got the opportunity because I have been terrified of it, and actually, it is quite fun.”

    — Kerry, Ntanda Adventures

  • “This course explains and teaches best practices in a quick and efficient manner, so that it helps us to get good results within a very short time. The 6 videos series on YouTube was also really helpful!”

    — Marco Degasper, General Manager, Simien Eco Tours, Ethiopia

  • “I really enjoyed the course, I learned a lot actually and lost my apprehension for Chat GPT. One of my biggest problems with using it was the generic tone it used and over-excessive language. This course showed me how to use/train the AI to represent my company's voice, so now I think I can utilize it a lot more. It will be very useful as we are currently re-making our website.”

    — Jenny Caunt, Himalayan Single Track, Nepal

UGANDA

A New AI Module for a TOTT Digital Marketing Curriculum, Introducing a Digital Self-Assessment Tool for Tour Operators, and Developing a Scalable Database of Responsible Tourism Suppliers.

Results

Results

  • We developed a new module for an existing digital marketing training curriculum we created between 2021 and 2023, equipping local trainers with the skills to help tourism operators create impactful digital content. This initiative marked a significant step in integrating AI into the local tourism sector, fostering innovation and efficiency in digital marketing strategies.

  • Peter offered technical and strategic consultation on the structure and functionality of a tourism supplier database aimed to connect tour operators with responsible suppliers during product development.

  • Following the launch of the Digital Quick self-assessment framework in Jordan in 2022, we saw an opportunity to test the same concept in Uganda as a supplement resource to the digital marketing training curriculum developed earlier in the program. After running three virtual workshops with a group of local facilitators, we identified the following areas to optimise the Quickscan for the Uganda Program’s context:

    A Simplified Structure: Consolidated from two environments into a single, user-friendly Google Sheets format.

    Revised Scoring Methodology: A shift to a Yes/No scoring system, ensuring clarity and ease of use for participants.

    Automated Insights: Integrated dashboard functionality that offered participants an overview of their results at a glance.

    The Quickscan allowed companies to identify specific digital marketing activities that required outsourcing or improvement. Additionally, facilitators received guidance on how to support companies in leveraging Quickscan results for prioritising marketing tasks and addressing identified challenges​

Client / Centre for the Promotion of Imports from Developing Countries / Team and Project Partners / Peter Fabricius BNFR / Charlotte Beauvoisin - Blogger and Digital Marketing Trainer / Eyeopenerworks / Richard Okuti

THANK YOU