Ethiopia launches national branding website

Ethiopia has launched an official website to promote its national brand and enhance its international image, according to a report. The website, accessible via the government portal, highlights the country's key assets, including the origins of coffee, cultural heritage, the Green Legacy reforestation initiative, renewable energy resources, and the urban transformation of Addis Ababa. It also emphasizes Ethiopia's role in pan-Africanism, its sporting achievements, and preparations for COP32, which the country will host in 2027.

Tourism growth drives promotion efforts

This initiative comes as tourism plays an increasingly important role in Ethiopia's promotion efforts. According to Tourism Minister Selamawit Kassa, the country welcomed more than 1.6 million foreign visitors during the Ethiopian fiscal year 2018, which ended in 2026, generating revenues exceeding 5 billion dollars. The number of visitors increased by more than 300,000 compared to the previous fiscal year, while foreign exchange earnings increased by more than 21 percent, according to figures provided by the ministry.

Existing digital tools support promotion

The new website complements existing digital tools dedicated to promoting Ethiopia. In July 2025, the Ministry of Tourism and the Information Network Security Administration launched Visit Ethiopia, a platform aimed at showcasing the country's tourist destinations and services. It includes a chatbot and allows visitors to search for information on destinations and service providers.

Website highlights diverse aspects of Ethiopia

The new national showcase is distinguished by a broader presentation that combines heritage, economic development, environment, and diplomatic ambitions. It aims to present Ethiopia as a multifaceted country with rich traditions, modern aspirations, and a growing role on the global stage.