Ethiopia Aligns with India in BRICS Tourism Cooperation as Addis Ababa Pushes Travel Mart and MICE Growth

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Ethiopia is seeking deeper tourism cooperation with India and other BRICS partners as it positions travel, aviation and meetings tourism as important components of its international economic engagement. During the BRICS Tourism Ministers’ Meeting in Jaipur, the Ethiopian delegation highlighted opportunities for cooperation spanning sustainable tourism, technology, skills development and investment. Ethiopia also presented ideas for strengthening practical tourism exchanges while promoting Addis Ababa as an increasingly important African destination for meetings, incentives, conferences and exhibitions. The engagement reflects Ethiopia’s growing use of BRICS membership to develop tourism partnerships and attract travellers and investment from some of the world’s largest emerging economies.

Ethiopia Uses BRICS Platform to Promote Tourism

Ethiopia’s participation gives the country an opportunity to present its tourism proposition to an increasingly influential group of international markets.

The country possesses a diverse visitor economy built around cultural heritage, archaeological attractions and natural landscapes. UNESCO-listed destinations form an important component of its tourism offering, including the rock-hewn churches of Lalibela and Simien National Park.

Through BRICS cooperation, Ethiopia is seeking opportunities extending beyond conventional destination promotion. Its approach emphasises knowledge exchange, investment and collaboration capable of strengthening tourism competitiveness.

Travel Mart Proposal Targets Practical Cooperation

Among the ideas promoted by Ethiopia is greater cooperation through mechanisms that could connect tourism businesses, investors and destination organisations across BRICS economies.

A proposed BRICS Travel Mart could provide a commercial platform for tour operators, airlines, hospitality businesses and tourism authorities to develop partnerships and showcase products.

Ethiopia has also promoted the concept of a tourism-focused Centre of Excellence that could support research, skills development and knowledge exchange.

Such initiatives would need agreement and implementation among participating countries before becoming operational, but they illustrate Ethiopia’s interest in converting diplomatic cooperation into practical tourism outcomes.

Addis Ababa Strengthens MICE Ambitions

Ethiopia is simultaneously positioning Addis Ababa as a destination for international meetings and conferences.

The capital already benefits from its role as the headquarters of the African Union and the United Nations Economic Commission for Africa, giving it established experience in hosting international delegations and diplomatic events.

This foundation provides Ethiopia with an opportunity to pursue a larger share of the MICE market.

Conference tourism can generate valuable demand for hotels, restaurants, transportation companies and other businesses because delegates frequently require multiple services throughout their stays.

Ethiopian Airlines Supports Global Connectivity

Aviation is central to Ethiopia’s international tourism strategy.

Ethiopian Airlines operates an extensive network through Addis Ababa Bole International Airport, connecting African destinations with markets across Asia, Europe, the Americas and the Middle East.

This connectivity provides Ethiopia with an important advantage when developing tourism relationships with BRICS countries.

The airline’s network can support both inbound tourism and international conference traffic while allowing Addis Ababa to function as a connecting point for passengers travelling elsewhere across Africa.

Technology and Sustainability Enter Tourism Agenda

Digitalisation and sustainable tourism are also becoming increasingly important within international tourism cooperation.

Artificial intelligence, destination management, skills development and responsible tourism have emerged as areas where countries can exchange knowledge while responding to changing traveller expectations.

For Ethiopia, such cooperation could complement existing tourism development by improving workforce capabilities, digital promotion and destination management.

Technology can also help tourism authorities understand visitor behaviour, improve planning and make information more accessible to international travellers.

BRICS Creates Wider Opportunity for African Tourism

Ethiopia’s involvement carries significance beyond its domestic tourism industry. BRICS includes major emerging tourism markets and now incorporates several African members, creating another platform for cooperation between Africa and important international economies.

The potential benefits, however, will depend on whether policy discussions produce measurable projects, investment and improved travel conditions.

For Ethiopia, deeper cooperation could support destination promotion, aviation demand, tourism investment and professional development.

Addis Ababa’s combination of diplomatic importance and air connectivity strengthens the country’s ability to pursue these opportunities.

As Ethiopia expands its tourism diplomacy, its BRICS engagement demonstrates an ambition to connect heritage, aviation, MICE tourism and technology within a broader development strategy. Effective implementation could strengthen Ethiopia’s visibility while creating new channels for tourism cooperation between Africa, India and other BRICS economies.