Subsistent beekeeping has been an established tradition in Tigray, northern Ethiopia. In the last two decades, extension efforts tried to transform it into improved apiculture, which led to development of colony marketing. Here, we assessed the progress in beekeeping, colony marketing, and population differentiation with a hypothesis that the extension might have supported both production and genetic conservation in accordance with the national apiculture proclamation. Progress in beekeeping was analyzed based on official annual reports from 2004 to 2020. In addition, colony market survey was conducted in one of the central markets to analyze spatial and agro-ecological zone (AEZ) distributions of the honey bees, driving factors, and implications by interviewing 120 sellers and buyers. Moreover, highland and lowland honey bee population differentiation was compared in two areas (not-) involved in marketing using a nuclear marker known for elevational adaptation. The regional beekeeping progressed substantially: frame hives grew from 1 to 23%, annual honey production tripled, managed colonies increased by 90%. Frame hives provided significantly (F = 88.8, P < 0.001) higher honey yield than local hives. Colonies were exchanged between actors with significant differences in spatial (X2 = 104.56, P < 0.01) and AEZ (X2 = 6.27, P = 0.044) distributions. Colonies originate mainly from highland areas of two districts and were re-distributed to broader areas. Most buyers showed preferences for colony color (73.3%) and AEZ of origin (88.3%), which led to a one-way flow. Consequently, no genetic differentiation was detected between two contrasting elevations in the involving district compared to a not involving area (FST = 0.22). Overall, the regional apiculture progressed significantly, but there is no evidence that the extension contributed to conservation.