The Destination Al Nejashi/Lalibela Ethiopia Tourism Development Project is a flagship African tourism expansion initiative under the Motherland Beckons platform, founded by Nigerian tourism entrepreneur Otunba Wanle Akinboboye, creator of the renowned La Campagne Tropicana Beach Resort.
The project represents one of the most ambitious attempts to link East and West Africa through structured tourism development, cultural exchange, and eco-resort investment.
The Destination Al Nejashi/Lalibela project is a tourism development concept designed to position Ethiopia as a major African heritage tourism hub under the Motherland Beckons network.
It focuses on two globally significant Ethiopian destinations:
Al Nejashi (Tigray Region) – one of Africa’s earliest Islamic heritage settlements.
Lalibela (Amhara Region) – world-famous for its rock-hewn churches and Christian pilgrimage history
The idea is to create a coordinated tourism route connecting these heritage sites with structured travel experiences.
A major feature of the project is the proposed development of:
La Campagne Mountain Resort, Al Nejashi (Ethiopia)
This is envisioned as an extension of the La Campagne Tropicana eco-tourism model, but adapted to Ethiopia.
The resort concept includes:
* Eco-friendly, culture-based architecture
* Luxury and nature-integrated accommodation
* Cultural tourism experiences rooted in Ethiopian traditions
* Guided access to Al Nejashi and Lalibela heritage sites.
The project is not just a resort idea. It is designed as a full tourism ecosystem, including:
* International tour packages to Ethiopia
* Airline partnerships for seamless travel
* Cultural exchange programs between Nigeria and Ethiopia
* Collaboration with tourism agencies and local stakeholders
The project is part of Akinboboye’s broader philosophy that:
Africa must build its own tourism economy by traveling within itself.
Key goals include:
* Strengthening African unity through tourism
* Developing intra-African travel networks
* Promoting African heritage sites globally
* Turning culture into an economic asset.