
Ethiopia, the Land of Origins, is writing a new chapter in its tourism narrative; one of innovation, sustainability, and global appeal. With its breathtaking landscapes, ancient civilizations, unique culture, and spiritual heritage, Ethiopia has long held the ingredients for a world-class tourism sector. Now, the country is stepping forward with renewed vigor and strategic vision to attract more tourists and position itself as a leading destination in Africa and beyond.
From the Rock-Hewn Churches of Lalibela and the castles of Gondar, to the Simien Mountains, Danakil Depression, and the Omo Valley’s cultural mosaic, Ethiopia offers a rare blend of history, adventure, and authenticity. It is home to more than 10 UNESCO World Heritage Sites, the highest number in Africa and hosts archaeological treasures such as Lucy, one of the oldest hominid skeletons ever discovered.
Accordingly, Ethiopia’s tourism narrative is rooted in diversity. Whether it is Ethiopian Orthodox Tewahido Church festivals like Timket and Meskel, the ancient Islamic city of Harar, or vibrant tribal traditions in the south, the country’s cultural fabric captivates travelers seeking meaningful and immersive experiences.
Thus, recognizing tourism as a pillar of economic growth and cultural diplomacy, the Ethiopian government has launched a series of reforms to unlock the sector’s potential. Under the Homegrown Economic Reform agenda, tourism has been prioritized as a key contributor to foreign exchange, job creation, and national development.
Major infrastructure projects, from airport expansions to road networks, new destinations development, and corridor development, among others are underway to improve access to tourist destinations. The newly renovated Ethiopian National Palace Museum in Addis Ababa, the Entoto and Unity parks, and the Sheger Riverside Development Project are examples of transformative urban tourism investments that blend natural beauty with modern design and national pride.
Currently, the Ministry of Tourism, in collaboration with various Ethiopian embassies across the globe is intensifying efforts to promote Ethiopia on global platforms. Campaigns such as “Land of Origins” and participation in international travel exhibitions and expos have raised Ethiopia’s visibility. The country’s unique story is also reaching new audiences through digital platforms, influencers partnerships, and the diaspora engagement.
More importantly, Ethiopian Airlines, Africa’s largest and most connected carrier, plays a strategic role in facilitating inbound tourism by linking Ethiopia with over 130 destinations globally. With Addis Ababa as a regional hub, tourists can now more easily reach Ethiopia’s diverse attractions.
Responding to Members of the parliament (MPs) questions, Prime Minister Abiy Ahmed (PhD) yesterday said that Ethiopia’s service sector is projected to grow by 8.1 percent in the 2025/26 fiscal year, led by tourism, transport, and telecommunications.
Addressing the House of People’s Representatives, the Premier reported that over 1.3 million foreign tourists visited Ethiopia, supported by immigration reform, airline expansion, and corridor development.
An additional 1.5 million domestic visitors toured Unity, Friendship, and Science Museum as well as National Palace, generating over half a billion Birr. Tourism now anchors the service economy and supports agriculture and industry.
The Prime Minister also noted that Ethiopian Airlines expanded its fleet to 180 aircraft, added six new destinations, and transported 19 million passengers. Reforms to the Ethiopia–Djibouti Railway have turned it into a key export corridor for livestock and coffee.
According to him, Ethiopia also hosted over 150 international conferences, surpassing last year’s performance.
On the other hand, Prime Minister Abiy announced that Ethiopia secured a record 32 billion USD from foreign revenue sources in the 2024/25 fiscal year—up from 24 billion USD the previous year.
The Premier said export earnings surpassed expectations, increasing from a projected 5.1 billion USD to 8.2 billion USD. Remittance inflows exceeded 7 billion USD, reinforcing the economic role of the Diaspora, while Foreign Direct Investment reached 4 billion USD.
The service sector generated 8.3 billion USD, driven by growth in tourism, transport, and related industries. The Prime Minister added that Ethiopia’s sustained macroeconomic reforms have stabilized the economy, enhanced export competitiveness, and attracted substantial investment.
Abiy pointed out that the achievement underscores Ethiopia’s resilience and continued progress amid global headwinds.
What is more, to ensure long-term growth, Ethiopia is investing in human capital development and community-based tourism. Hospitality training institutes are being strengthened, and incentives are being provided to encourage private investment in lodges, resorts, and tour operations.
Moreover, sustainability is at the core of Ethiopia’s tourism vision. Initiatives are being rolled out to protect heritage sites, conserve biodiversity, and involve local communities as stakeholders in the tourism value chain. Eco-tourism ventures in Bale Mountains and Lake Tana, for instance, demonstrate how conservation and development can go hand-in-hand.
Despite the vast potential, Ethiopia’s tourism journey has not been without challenges. Lack of well-trained tourism sector professionals, Security concerns in certain regions, and global disruptions like the COVID-19 pandemic have impacted tourist flows in recent years. However, there are signs of recovery and resilience, with tourist arrivals steadily increasing and interest in Ethiopian destinations growing.
Moving forward, the focus will remain on improving service quality, strengthening destination management, and crafting unique travel experiences that resonate with the global market. With peace, strategic investment, and effective storytelling, Ethiopia is poised to become one of Africa’s tourism powerhouses.
In sum, Ethiopia’s journey to attract more tourists is more than a campaign, it is a national mission to share its soul with the world. As the country continues to open its doors wider, it offers travelers an unforgettable journey through time, culture, and nature. In return, tourism promises to empower communities, preserve heritage, and foster a more inclusive and prosperous future.
BY TEWODROS KASSA
THE ETHIOPIAN HERALD FRIDAY 4 JULY 2025