Addis Ababa Seeks Global Tourism Spotlight With Pulse of Africa Deal

July 25, 2026
By Mintesinot Nigussie

Addis Ababa is seeking to convert rising visitor numbers into a stronger international tourism profile through a new marketing partnership between the city’s Tourism Commission and Pulse of Africa, a tourism promotion organisation. The agreement, signed by Tourism Commission Commissioner Hunde Kebele and Pulse of Africa Chief Executive Officer Seyfe Deribe, is aimed at promoting the capital’s tourism assets internationally, attracting more visitors and improving the visibility of the city as a destination.

The push comes as tourism activity in the capital expands. Addis Ababa recorded 1.2 million international visitors over the past five years, compared with 123,489 previously, while domestic tourist numbers increased to 10.5 million from 4.1 million, according to figures presented by the city administration. The city’s tourism sector has also become a significant source of economic activity. During a six-month period, foreign visitors generated 155 billion birr in economic activity, with 699,761 international tourists and 4.9 million domestic visitors recorded, according to city figures.

Under the agreement, Pulse of Africa will support efforts to market Addis Ababa’s attractions to global audiences, with a focus on showcasing visitor experiences and encouraging tourists to extend their stays. The two organisations also highlighted the role of media in shaping perceptions of the city and communicating its tourism offerings.

The partnership comes as city authorities seek to broaden Addis Ababa’s tourism appeal beyond its established role as a diplomatic centre and gateway for international travellers. The capital has increasingly positioned conference and business tourism as a growth area, hosting nearly 150 international and continental events within a six-month period, according to city administration figures.

Source: FSX Business News