Ecotourism is a primary global driver for integrating biodiversity conservation with community development. While Ethiopia possesses diverse ecosystems and cultural heritage, its potential remains largely untapped due to systemic barriers. This study evaluates the ecotourism potential of the Wolaita Zone in Southern Ethiopia, examining the interplay between community attitudes and institutional constraints. Utilizing a community-based cross-sectional design, data were collected from 378 households through systematic sampling, supplemented by interviews and focus group discussions. Analysis via descriptive and inferential statistics revealed a significant socio-cognitive paradox: while 70.1% of respondents lacked formal awareness of Community-Based Ecotourism (CBET), 92.9% expressed high readiness and support for its implementation. Statistical findings indicate that education levels significantly influence awareness, while occupation and income sources dictate community attitudes toward development. Despite attracting over 500,000 tourists between 2020 and 2022—driven by landmarks such as the Wolaita Sodo Museum and Ajora Twin Waterfalls—the sector faces critical bottlenecks, including inadequate infrastructure, fragmented stakeholder collaboration, and low institutional capacity. This research contributes to the global discourse on the “Readiness-Awareness Gap,” illustrating how underutilized landscapes in the Global South can transition toward sustainable development through integrated governance reforms that link biodiversity conservation with local empowerment.
Bahiru et al. (Thu,) studied this question.