Ethiopia Pushes Tourism to the Centre of Its BRICS Strategy
Ethiopia is seeking to turn BRICS tourism cooperation into new opportunities for investment, skills development and international travel as it works to expand its tourism industry.
At the BRICS Tourism Ministers’ Meeting in Jaipur, the Ethiopian delegation called for stronger cooperation in sustainable tourism, digital innovation, artificial intelligence and skills development. Ethiopia’s state news agency reported on the proposals, which include creating a BRICS Travel Mart and a Tourism Centre of Excellence.
The proposed platforms would support joint tourism products, investment, research and training among BRICS countries. Ethiopia also used the meeting to promote its cultural heritage and natural attractions as part of its effort to attract more international visitors and investment.
Ethiopia wants tourism cooperation to bring investment
The proposed BRICS Travel Mart would provide a platform for member countries to promote destinations and develop tourism products together. The Tourism Centre of Excellence would focus on research, skills and capacity building.
Ethiopia also highlighted the role of Ethiopian Airlines in connecting Africa with BRICS partner countries. Addis Ababa was presented as a potential hub for meetings, incentives, conferences and exhibitions, giving the country another opportunity to attract international business travellers.
The approach builds on Ethiopia's earlier push for greater investment and knowledge-sharing within BRICS tourism cooperation.
AI and sustainable tourism take priority
The Ethiopian proposals fit into a broader tourism agenda adopted at the Jaipur meeting. The BRICS Tourism Ministers’ Communiqué 2026 places emphasis on artificial intelligence, sustainable and responsible tourism, skills development, tourism exchanges and easier travel.
The declaration also calls for greater cooperation on tourism investment, infrastructure, destination management, data sharing and the exchange of best practices.
India’s Ministry of Tourism has identified tourism cooperation, connectivity and technology as key areas of BRICS engagement.
For Ethiopia, these priorities fit into a wider effort to make tourism a stronger contributor to employment, income and economic growth.
A bigger market for Ethiopian tourism
Ethiopia's BRICS strategy is therefore about more than attracting tourists from fellow member countries. It is also seeking investment, expertise and stronger connections that can help develop the industry itself.
If the proposed Travel Mart and Tourism Centre move forward, Ethiopia could gain new platforms for promoting its destinations while connecting tourism businesses, investors and policymakers across the bloc.
The push also gives Addis Ababa an opportunity to strengthen its position as a regional travel and business hub. With Ethiopian Airlines providing connections across Africa and beyond, the country is positioning aviation, tourism and investment as parts of the same growth strategy.
For Ethiopia, BRICS offers a wider market and a framework through which it can pursue the infrastructure, skills and partnerships needed to build a more competitive tourism industry.