Ethiopia Opens Up: Ancient Land, New Era for Travel and Investment

Published on December 9, 2025

By: Tuhin Sarkar

By Jennifer Z. Deaton

Washington, D.C. — Ethiopia is a land of rock-hewn churches and soaring mountain ranges, where ancient obelisks rise over former capitals and high plateaus have earned it the name the “Roof of Africa.” It is home to some of Christianity’s most important historic churches, layered faith traditions, and landscapes that look almost otherworldly.

Now, that ancient land is stepping into a new era. A fast-growing economy, sweeping reforms, and major infrastructure projects are reshaping how Ethiopia presents itself to the world—not only as an old “Land of Origins,” but as a modern hub for travel, trade, and investment.

In written responses to Travel and Tour World, H.E. Binalf Andualem Ashenef, Ethiopia’s ambassador in Washington, explains why this is the moment for travelers, meeting planners, and investors to put Ethiopia on their list.

Why Now: Reform, Connectivity, and Undersupplied Tourism

For the travel trade and investors, Ethiopia is compelling because three shifts are happening at once:

• Reform – the government is opening the economy and encouraging private investment, including in tourism and hospitality.
  
  
• Connectivity – Ethiopian Airlines, a new airport project in Bishoftu, and expanding routes are making the country easier to reach and navigate.
  
  
• Tourism product – world-class cultural and natural sites are still relatively underdeveloped and far from overexposed.
  
  
• “Ethiopia is one of the fastest-growing economies in the world. One of its national priorities is to strengthen trade relations while creating an open, investment-friendly, and private sector–driven economic environment. The Homegrown Economic Reform Agenda, launched in 2019, serves as a key framework for achieving these goals and advancing sustainable growth,” Ambassador Ashenef says.

Addis Ababa: A Capital on the Rise

Addis Ababa has long been the diplomatic and political heart of Africa, home to the African Union and major international institutions. Increasingly, it is also a city in visible transition.

“Urban development programs, including construction of public parks, road development, and riverside revitalization initiatives are the most notable projects that are ongoing,” the Ambassador explains.

These upgrades are reshaping key parts of the city while preserving historic features and landmarks.

On the aviation side, the next big step is a new airport in Bishoftu, about 25 miles from the capital.

“To enhance its aviation infrastructure, Ethiopia is also set to build a new airport in Bishoftu, 25 miles away from Addis Ababa,” he says. “The project will significantly improve the services of Ethiopian Airlines, which is the largest and leading airline in Africa.”

For travelers and businesses, that translates into stronger gateways and a more navigable, livable capital—a practical base for both business and leisure.

Ethiopian Airlines: Making Ethiopia Easy to Reach

Accessibility is one of Ethiopia’s strongest cards right now. Ethiopian Airlines is Africa’s largest and one of its most-connected carriers, putting Addis within easy reach of the U.S., Europe, the Middle East and cities across Africa.

“Ethiopian Airlines continues to make travel from the U.S. and Europe to Africa easier through its expanding network and convenient hub in Addis Ababa,” the Ambassador says.

Visa access is also smoother: an e-visa system allows passengers from most countries to apply online before travel, streamlining arrival and transit through Addis.

For tour operators and advisors, that all makes it easier to sell:

Heritage and Landscapes: Ethiopia’s Edge

Ask what sets Ethiopia apart, and the Ambassador quickly comes back to its history and landscapes.

“Lalibela’s rock-hewn churches and the ancient city of Aksum are two of Ethiopia’s most remarkable UNESCO World Heritage Sites, which showcase Ethiopia’s cultural and historical significance.”

Lalibela’s medieval churches, carved directly into rock and still in active use, and Aksum’s towering stone monuments and royal tombs speak to a civilization that once linked Africa and Asia through trade and early Christianity. For itinerary designers, they anchor:

• Faith and pilgrimage routes,
  
  
• Heritage and educational travel,
  
  
• Pre- and post-conference cultural extensions out of Addis.
  
  

For nature-focused travelers, Ethiopia offers a breadth of experiences that feel both epic and surprisingly uncrowded. In Simien Mountains National Park:

“The Simien Mountains National Park, inscribed as a UNESCO World Heritage Site in 1978 as one of Africa’s first natural World Heritage Sites, offers dramatic cliffs, deep valleys, and endemic wildlife—including the gelada baboon, Walia ibex, and Ethiopian wolf.”

He notes that Bale Mountains National Park holds the largest alpine ecosystem in Africa and sustains both biodiversity and local communities. The Rift Valley lakes are recognized for rich birdlife and ecological productivity, making them ideal for soft-adventure and nature-based itineraries.

At the far edge of adventure lies the Danakil Depression, which the Ambassador calls:

“one of the hottest and lowest places on Earth,” offering “an environment of salt flats, active volcanoes, and colorful hydrothermal fields.”

Coffee, Everyday Culture, and the Intangible Appeal

Beyond development plans and big infrastructure projects, much of Ethiopia’s appeal lies in its everyday culture—especially coffee.

“Ethiopia is widely recognized as the birthplace of coffee,” the Ambassador notes. “Ethiopia is a major player in the global coffee industry.”

Just as important is how that coffee is shared. He describes an “enduring coffee culture,” where the traditional ceremony embodies hospitality and community. Beans are roasted, ground and brewed in a jebena pot, then served in small cups as a shared ritual that symbolizes friendship.

For itinerary designers, weaving in a bunna ceremony—in a family home, cultural venue or boutique hotel—is one of the simplest ways to give visitors a moment that feels personal and unforgettable.

His own suggestions in Addis capture that blend of history and leisure:

“Visitors can explore the National Palace Museum, which offers insights into Ethiopia’s history, and enjoy Entoto Park, a scenic retreat that combines nature, recreation, and dining.”

“Be Part of Its Exciting Economic Future”

In closing, Ambassador Binalf frames Ethiopia’s story as both a development trajectory and an invitation.

“It is my hope that this interview will give readers a look into Ethiopia, from its rich history to its dynamic and fast-growing economy. Ethiopia invites travelers and investors alike to discover its past, experience its culture, and be part of its exciting economic future.”

For the global travel industry and investors, Ethiopia is positioning itself as both partner and product: a country rolling out serious reforms and infrastructure, while much of its tourism potential—from ancient rock churches to highland national parks and Rift Valley lakes—is still ahead of the crowd.