Abstract:
The Amhara National Regional State undoubtedly has significant tourism potential. However, the
industry remains in its infancy; unable to realize its potential due to a range of constraints including
understanding difference on the concept of marketing. A solid strategic plan, based on the marketing
mix strategies, might contribute most to the overall industry growth and customer satisfaction within
the region. Therefore, the purpose of this study is to analyze the Tourism Marketing Mix Strategies and
marketing planpractices of the Amhara National Regional State Culture and Tourism Offices. To achieve
these objectives, the study applied qualitative study design that helps to collect both descriptive and
historical data. The data was collected from tourism experts who are working at Bahirdar, Lalibela,
Gondar and Debark cities, and analyzed through interpretative and descriptive account of the data. A
key finding of this study reviled that not all marketing mixes are equally utilized in the regional offices;
their operation mainly focuses on the classical marketing mix strategies (product, promotion, place and
price). On the other hand, promotion and public relation staff are primarily responsible for developing
the region‟s marketing plan; the region‟s tourism industry do not operated with written
marketing.Finally, based on the results of the study, the Tourism Bureau should understand the
all marketing mix elements as important and make sure the development of written marketing plans for
the region‟s marketing activity.
