Ethiopia has welcomed more than 700,000 international tourists in just six months, generating 2.6 billion birr in revenue as the country reaps the rewards of a major sector overhaul.

The Ministry of Tourism attributes this growth to a dual strategy of developing world-class new destinations while renovating existing heritage sites. According to official figures for the first half of the 2018 fiscal year, the influx of visitors was significantly bolstered by Ethiopia's growing reputation as a hub for major international conferences.

To capitalize on this momentum, the Ministry is deploying advanced digital marketing tools to reshape the nation's global image and boost foreign exchange earnings. State Minister of Tourism, Dr. Endegena Abebe, noted that the "Visit Ethiopia" digital platform is now a cornerstone of this effort. The website allows travelers to explore destinations virtually before arrival, using Artificial Intelligence to access tailored information on hotels and travel logistics.

This technological and infrastructural leap has caught international attention. According to the United Nations Tourism Barometer, Ethiopia recorded a 15% growth rate in 2025, cementing its position as one of the leading tourism performers on the African continent.