Africa-Press – Ethiopia. The President of the Pan-African Tourism Board (PATB), Mariam Lesian, has recognized Ethiopia as a leading model for tourism development in Africa, citing the country’s rapid growth, rich cultural heritage and expanding infrastructure as key drivers of its continental influence.
In an exclusive interview with ENA, Lesian highlighted the nation’s unique attractions—from its globally renowned coffee heritage to its landscapes, museums, parks, and lakes—as strong draws for visitors.
Lesian described Ethiopia as a rising tourism powerhouse driven by a strong cultural identity, stable aviation connectivity, and improving infrastructure.
“When you come to Ethiopia, you get that appetite to come again because there are so many things to see,” she said. “It’s peaceful, it’s clean and the people are very friendly.”
Ethiopia is widely recognized for its rich blend of natural beauty and historical depth, making its national parks, lakes, museums, and heritage sites central pillars of the country’s tourism appeal.
From the iconic rock-hewn churches of Lalibela to the ancient obelisks of Aksum, the country’s heritage sites showcase thousands of years of civilization and religious history, offering visitors profound insight into Ethiopia’s cultural legacy. Combined with its national parks, scenic lakes, and museums, these attractions create a diverse and compelling tourism portfolio that positions Ethiopia as one of Africa’s premier travel destinations.
Lesian credited Ethiopian Airlines as a strategic pillar in Ethiopia’s tourism expansion, describing the carrier as a major force in positioning the country as a gateway to Africa.
“You are very lucky to have a stable airline,” she emphasized. “It plays a major role in bringing people to Ethiopia and connecting the continent.”
According to her, aviation stability combined with strong cultural branding gives Ethiopia a competitive edge in Africa’s tourism market.
Ethiopian Airlines, the national flag carrier founded in 1945, has grown into one of Africa’s most successful and reliable airlines, operating an extensive network of domestic, regional, and international routes. With a modern fleet of Boeing and Airbus aircraft, the airline maintains high standards of safety, reliability, and passenger comfort.
By transporting millions of passengers annually, the airline plays a central role in supporting Ethiopia’s hospitality sector, national parks, heritage sites, and cultural tourism, reinforcing its strategic importance in the country’s tourism expansion.
Lesian further underscored that Ethiopia’s strong embrace of its heritage—from traditional attire and music to the globally recognized coffee ceremony—remains a defining feature of its tourism success.
Ethiopia’s tourism appeal is deeply rooted in its rich cultural heritage, which continues to shape the visitor experience. The country has maintained a strong and visible connection to its traditions, spanning centuries of history, art, and daily practices, she added.
“You walk everywhere, you smell the aroma of the coffee. You hear Ethiopian songs. People proudly wear their cultural attire,” she said. “They are really embracing their culture.”
She noted that this visible and authentic cultural expression creates a memorable visitor experience and strengthens Ethiopia’s international image.
Commending Ethiopia’s strides, Lesian argued that Africa’s tourism industry remains constrained by movement restrictions and underdeveloped transport networks.
“We must open our borders for intra-Africa tourism,” Lesian urged. “For inter-Africa tourism, we should release the visas. Free movement will boost trade, tourism and economic integration.”
She called for immediate and decisive action from African leaders.
Lesian emphasized that sustainable tourism is not only a cultural asset but also a powerful economic engine capable of strengthening GDP, creating jobs, and enhancing financial stability across the continent.
However, she cautioned that many African countries still rely too heavily on limited tourism models such as ecotourism and beach tourism.
“We must diversify,” she stressed. “Africa has immense cultural and heritage wealth. Cultural tourism, medical tourism and heritage tourism are underutilized but highly attractive.”
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