Addis Ababa, Ethiopia – November 25, 2025 – The Ethiopian Tour Operators Association (ETOA) demonstrated its strong commitment to shaping the future of the industry through the active participation of its leadership team at the high-level forum, “Ethiopian Tourism for Tomorrow: Advancing Sustainability and Excellence.” The event, organized by The World Bank in collaboration with the Ethiopia Ministry of Tourism, was held in the presence of Her Excellency, Minister of Tourism, Selamawit Kassa.

ETOA was represented by a distinguished delegation comprising:

• Ato Yared Mulugeta

• Ato Mehari Messele

• Ato Ashenafi Meshesha

• Ato Tewodros Solomon

Their involvement across various panel discussions and sessions underscored ETOA's pivotal role as the essential link between national policy and on-the-ground tour operations.

The forum provided a comprehensive platform to address the core pillars of a modern, resilient tourism sector. The ETOA representatives contributed valuable insights on critical topics outlined in the agenda, including:

• Building a Tourism Pathway: Engaging in strategic dialogues on developing a long-term, sustainable national tourism strategy.

• Championing Responsible Tourism: Gaining actionable knowledge on supporting hospitality companies throughout their sustainability journey, a key priority for ETOA members.

• Workforce Development: Discussing innovative solutions for building a skilled, inclusive, and satisfied hospitality workforce to elevate service excellence across Ethiopia.

• Food Safety and Quality: Emphasizing the critical role of food safety in strengthening the overall tourist experience and safeguarding Ethiopia's reputation.

In her opening address, Her Excellency Minister Selamawit Kassa highlighted the government's dedication to the sector, stating, "Tourism is a cornerstone of Ethiopia's economic future. Our collaboration with esteemed partners like The World Bank and the active engagement of private sector associations like ETOA are vital. Together, we are building a tourism model that safeguards our unparalleled heritage, benefits our local communities, and delivers excellence at every level."

The ETOA delegation emphasized the importance of translating these high-level discussions into practical outcomes for tour operators. "Events like this are crucial for aligning our collective efforts," said Ato Yared Mulugeta on behalf of the delegation. "The sessions on sustainability, workforce skills, and food safety directly impact the quality of the experiences we deliver. ETOA is committed to working with the Ministry of Tourism and The World Bank to ensure these strategies are implemented effectively, making Ethiopian tourism more competitive, responsible, and profitable for all."

The "Ethiopian Tourism for Tomorrow" forum marks a significant step in solidifying a unified national strategy. The participation of ETOA's leadership ensures that the perspectives of Ethiopia's tour operators are integral to this exciting new chapter for the industry.