Ethiopia, an East African country renowned for its rich cultural heritage and distinctive cuisine, is gaining increasing international recognition.
A May 20 Business Day report described Ethiopia as home to Africa’s best food and the world’s finest coffee.
According to a recent report from the United Nations World Tourism Organisation (UNWTO), international tourist arrivals in Ethiopia increased by 40 per cent over the five years leading up to 2024. This growth highlights the Ethiopian government’s strategic efforts to position tourism as a key driver of economic development.
Drew Binsky, a travel content creator with more than 5 million subscribers on YouTube, shared similar views: “Ethiopia has the best food in Africa. They have this thing called injera, which is like a substitute for bread. It’s so good, there’s nothing else like it in the world. It’s the best cuisine in Africa. The best coffee in the world is here.”
Ethiopian women sorting freshly harvested coffee cherries outdoors on a plantation.
Injera, a spongy flatbread made from teff flour, is a central part of Ethiopian meals. It is used both as a base and a utensil. Various thick, spicy stews, made from meat or vegetables, are served on top of the injera. These dishes are often flavoured with berbere, a spice blend that includes chilli peppers, garlic, ginger, basil, and fenugreek.
The growing interest in Ethiopia is not limited to its food and coffee. Tourists are also drawn to the country’s natural and historical sites. The rock-hewn churches of Lalibela, carved directly into the stone, are among the most visited landmarks. The Simien Mountains offer trekking routes with views across deep valleys and high plateaus. Addis Ababa, the capital, is a centre for cultural and culinary experiences.
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Ethiopia’s approach to tourism development has included promoting its heritage, landscapes, and local traditions. While it remains less crowded than other destinations, its appeal spreads through word-of-mouth and social media. Ethiopia presents a growing opportunity for those looking to explore a country with a distinct identity and deep history.
With tourism rising, the country may soon see more visitors drawn by its food, coffee, and landmarks. As one of the few places where culture and cuisine remain closely linked to daily life, Ethiopia continues to offer something different. The report concluded that it remains relatively untouched, but that may not last long.
Other African countries should emulate Ethiopia to gain global tourism recognition because Ethiopia’s approach demonstrates how strategic reforms, government commitment, and inclusive development can transform a country’s tourism sector into a major economic driver with global appeal.
Ethiopia’s tourism revival is mainly due to sweeping government reforms prioritising tourism as a key economic pillar. The government introduced policies to improve infrastructure, promote private sector engagement, and build skilled human capital, enhancing the country’s global competitiveness as a tourist destination. Other African countries can similarly unlock tourism potential by aligning government policy and investment with sector development.
The country has successfully capitalised on its rich history, diverse culture, and natural heritage, including nine UNESCO World Heritage Sites, to create a distinctive tourism brand. This unique combination of attractions, from ancient archaeological sites to vibrant cultural festivals, draws international tourists seeking authentic experiences. African countries with rich heritage and natural resources can similarly develop and market their unique assets to attract global visitors.
Frequently Asked Questions (FAQs)
Why is Ethiopia becoming a popular tourist destination in 2025?
Ethiopia is gaining popularity due to its rich cultural heritage, unique cuisine, world-famous coffee, and breathtaking natural and historical sites such as the Lalibela rock-hewn churches and the Simien Mountains.
What makes Ethiopian cuisine special?
Ethiopian cuisine centres around injera, a spongy flatbread made from teff flour. It is served with flavorful, spicy stews seasoned with berbere spice. The combination of unique flavours and traditional dining customs makes it stand out.
Where can I experience Ethiopia’s famous coffee?
Ethiopia is considered the birthplace of coffee. Visitors can enjoy authentic coffee ceremonies in cities like Addis Ababa or rural regions where coffee is grown.
What are the top natural attractions in Ethiopia?
The Simien Mountains offer incredible trekking opportunities with scenic views, while the Danakil Depression and the Blue Nile Falls are popular natural sites.
How has tourism in Ethiopia changed recently?
Tourism in Ethiopia has grown by 40% over five years, leading to 2024, driven by government initiatives to promote cultural heritage, natural landscapes, and local traditions.
Is Ethiopia safe for tourists?
Ethiopia is generally safe for tourists, especially in popular destinations. It’s advisable to check travel advisories and local guidelines before visiting.