Ethiopia showcases tourism potential to global audience at ITB China 2025
Addis Ababa, May 28, 2025 (FMC) – Ethiopia actively promoted its diverse tourism offerings to a wide international audience at ITB China 2025, held from May 27 to 29 in Shanghai, the Ethiopian Embassy in Beijing told Fana Media Corporation.
ITB China is a three-day travel trade fair focused on the Chinese travel industry but attracts global travel suppliers and buyers. The event provides a key platform for connecting with the world’s largest source market for international tourism and travel through exhibitions, conferences, and networking sessions that foster international tourism cooperation and business growth.
The Embassy, in collaboration with Ethiopian Airlines, Visit Oromia, the Ethiopian Cultural Dance Group, and local tour operators, highlighted the country’s unique historical sites, rich culture, and natural beauty at the Ethiopia booth.
During the event, Ambassador Tefera Derbew held one-on-one meetings with several Chinese tour companies interested in entering the Ethiopian tourism market. He also took part in a high-level session attended by leading global and Chinese tourism figures, reaffirming Ethiopia’s commitment to international tourism cooperation and investment.
On May 28, the Embassy and Ethiopian Airlines co-hosted a sideline event that brought together 91 tour companies and 9 media outlets. In his opening remarks, Ambassador Tefera emphasized Ethiopia’s tourism potential and the strong support the sector receives from the Ethiopian government.
He urged Chinese tour operators to include Ethiopia in their travel packages and actively promote its destinations to Chinese tourists.
Ethiopian Airlines’ Country Director for China, Mr. Aman Wolde, also addressed the participants, detailing the airline’s routes and services connecting China with Ethiopia and the rest of Africa.
The event included a comprehensive presentation on Ethiopia’s tourism opportunities, underscoring the country’s readiness to welcome visitors from China and beyond.