Ethiopia Pushes BRICS Tourism Cooperation with Bold Travel Mart and MICE Hub Plans
Ethiopia has stepped firmly onto the global tourism diplomacy stage, calling for stronger cooperation among BRICS nations to unlock the full potential of travel as a driver of economic growth, sustainable development and people-to-people connections. Speaking at the recent BRICS Tourism Ministers' Meeting in Jaipur, India, the Ethiopian delegation set out an ambitious vision that positions Addis Ababa at the heart of a new global tourism dialogue.
According to information shared by the Ethiopian Embassy in New Delhi, the country's delegation used the occasion to spotlight Ethiopia's rich cultural heritage, ancient historical sites and dramatic natural landscapes. From the rock-hewn churches of Lalibela to the towering peaks of the Simien Mountains and the otherworldly Danakil Depression, Ethiopia offers a portfolio of experiences that is increasingly attracting attention from long-haul travellers seeking authenticity and depth.
Beyond marketing its landscapes, Ethiopia used the platform to advocate for meaningful collaboration in sustainable tourism, digital innovation, artificial intelligence and skills development. These themes align with the broader direction of African tourism, where governments and private sector players alike are recognising that the future of travel will be shaped as much by technology and human capital as by iconic destinations themselves.
One of the most striking proposals put forward by Ethiopia is the creation of a BRICS Travel Mart, alongside a dedicated Tourism Centre of Excellence. Both initiatives would serve as practical vehicles for developing joint tourism products, attracting investment, driving research and building capacity across member states. For African travel professionals watching from Nairobi, Accra, Cape Town or Dar es Salaam, these proposals could open fresh commercial opportunities to engage with a broader network of source markets, particularly in Asia and Latin America.
The delegation also underlined the strategic role of Ethiopian Airlines in linking Africa with BRICS partner countries. The carrier remains one of the strongest bridges between the African continent and major economies including India, China, Brazil and beyond. By flagging this connectivity advantage, Ethiopia is quietly making the case that Addis Ababa should be viewed not only as a transit gateway but as a genuine destination in its own right. On that front, the country is actively marketing Addis Ababa as an emerging international hub for meetings, incentives, conferences and exhibitions, a segment where competition across the continent is intensifying rapidly.
The Jaipur meeting, held under India's 2026 BRICS Chairship, concluded with the adoption by consensus of the BRICS Tourism Ministers' Communiqué 2026, now known as the Jaipur Declaration. The declaration sets clear priorities that resonate strongly with contemporary African tourism concerns, including artificial intelligence in tourism, sustainable and responsible travel, skills and capacity building, and smoother tourism exchanges through seamless travel facilitation. It further encourages cooperation in investment, infrastructure, destination management, data sharing and best practices.
For the African travel trade, these developments carry practical implications. Deeper cooperation among BRICS members could translate into new visa arrangements, joint marketing campaigns, targeted investment in tourism infrastructure and stronger exchange programmes for young professionals. Given that BRICS now includes Ethiopia, Egypt and South Africa among its expanded membership, the bloc represents an increasingly influential platform for shaping African tourism policy and commercial partnerships in the years ahead.
Ethiopia has signalled that it is ready to move beyond declarations, expressing readiness to translate BRICS tourism cooperation into concrete initiatives, investment opportunities and joint ventures. This posture aligns with the country's wider economic diplomacy strategy, which sees tourism, aviation and creative industries as central to its next phase of growth. It also positions Ethiopia as a possible reference point for other African nations aiming to leverage multilateral platforms for tourism development.
Looking to the coming years, the intersection of BRICS diplomacy and African tourism ambition could reshape traditional visitor flows. As Chinese, Indian and Brazilian middle classes continue to expand, destinations that build early partnerships within this framework will be better placed to capture emerging demand. For sub-Saharan African tour operators, destination marketing organisations and hospitality investors, the Jaipur Declaration is worth studying closely, as it offers a preview of the collaborative direction international tourism is likely to take through the remainder of the decade.
