Since the end of the civil war in 1991, Ethiopia's new government has been keen to promote tourism as a means of increasing economic diversity, foreign exchange earnings and employment, and diversify the market towards new investments and developments. Ethiopian tourism is primarily culture and heritage driven with Lalibela as one of the most popular destinations on the Historic Route combining the six significant political and religious towns (Axum, Lalibela, Gondar, Bahar Dar, Addis Ababa and Harar), which over the centuries have had a direct influence in the development, culture, traditions and politics of Ethiopia (Figure 9.1).