The predominant purpose of this study was to critically analyze the strategies of the local mediarnin promoting the domestic tourism of Ethiopia. Thus, it has tried to observe how the themes ofrntourism programs are framed in order to grab the attention of the local audience. It has alsorntried to find out the challenges encountered in promoting the various tourist sites in the countryrnto the local audience. For this purpose, the weekly Guzo Ethiopia program of Fana TV wasrnchosen. rnTo find available data, both qualitative and quantitative data instruments were employed. Thernqualitative instruments were content analysis and in-depth interview. Nine Guzo Ethiopiarnprograms broadcasted from April 2019 to April 2020 were chosen in a stratified random methodrnfor content analysis; and four purposively chosen key informants (three program producers andrna content editor) were interviewed. Quantitative questionnaires were also filled by 55 audiencernmembers. Mainly, the audience respondents and key informants were questioned in order to findrnout about the success of the strategies of our media in promoting domestic tourism. Then, thernchallenges of the Guzo Ethiopia program were discussed in order to find out what keep thernprogram from hitting its objective. rnResults obtained through both qualitative and quantitative methods have indicated thernresearcher that Fana TVâ€Ÿs Guzo Ethiopia is promoting our hidden tourist sites to the localrnaudience through catchy content and good production quality. Coverage of unique undiscoveredrnsites and topics, as well as use of rich language can be noticed in most of the episodes. Differentrnstyles of presentation like stand ups, first person point of view narration, one-man interview,rnhistorical narration, and others have been put to use. While some necessary information like howrnto get to the places covered are seen to be missing in some of the episodes, the program as arnwhole can be argued to be a coherent and well-organized program. Lack of human resource andrnlack of budget have been found to be major obstacles. Because of the less attention given torndomestic tourism, and the high production costs of tourism programs on TV, promisingrnprograms find it difficult to continuously stay on air. Based on these findings, differentrnrecommendations were made to our various flourishing media, the government and privaternsponsors to support programs like this to contribute to the growth of our domestic tourism,rnwhich has proven to be a base for a developed international tourism in many countries.