Traditional medicines-based health tourism development in Bahir Dar city
Abstract
Traditional medicine can serve as a valuable and distinctive asset in promoting health tourism centered on indigenous healing practices. This study aimed to examine the potential of traditional medicine, as well as the opportunities and challenges associated with developing traditional medicine–based health tourism in Bahir Dar city, Amhara, Ethiopia. A descriptive research design with a mixed-methods approach was employed. Out of 75 distributed questionnaires, 73 valid responses were analyzed, and 18 key informants were selected through purposive sampling for interviews, while respondents were included using a census method. Data were gathered from both primary sources—such as interviews, questionnaires, and observations—and secondary sources, including books, journal articles, reports, and other relevant documents. The findings indicate that traditional medicine possesses strong potential for health tourism due to its authenticity, healing effectiveness, natural origins, and diversity. The study also identified favorable conditions supporting development, such as a suitable environment and location, supportive institutions, and the presence of tourist attractions and related services. However, significant challenges were identified, including inadequate infrastructure, weak collaboration among stakeholders, limited product development, insufficient marketing and promotion, underdeveloped human resources, and a negative public image. Based on these findings, the study recommends that stakeholders should capitalize on the strong potential and available opportunities while addressing the existing challenges to successfully develop traditional medicine–based health tourism in Bahir Dar city.
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