Ethiopia has been named to be the World's Best Tourism Destination for 2015. It was given the award by the the European Council on Tourism and Trade, who praised Ethiopia's outstanding natural beauty, dramatic landscapes and ancient culture. Thirty-one countries were considered for the illustrious award this year, with Ethiopia coming top of the pile. Ethiopia has nine UNESCO World Heritage sites, which were heralded by the commission and the aim is to boost tourist revenues to USD three billion this year - in 2013 revenues from tourism were at USD two billion. But instead of beach holidays and safaris, Ethiopia is promoting its imperial past, its natural beauty and its cultural heritage, one of which is Sidama's New year, Fitche-Cambalala, writes Henok Reta. Ethiopia has long been known for its cultural diversity. Words such as multi-lingual, multi-cultural and a typical heterogeneous society have been used by many to express these massive contrasts. Howeve