Addis Ababa Tourism Commission, Pulse of Africa Sign Partnership to Expand International Tourism Coverage
The Addis Ababa Tourism Commission (AATC) and Pulse of Africa (POA) have signed a memorandum of understanding aimed at expanding international coverage of Ethiopia’s capital as city authorities intensify efforts to position Addis Ababa as a leading destination for leisure, business and conference tourism.
The agreement was signed by Addis Ababa Tourism Commissioner Hunde Kebede and Pulse of Africa Chief Executive Officer Seife Deribe.
Under the partnership, the two organizations will collaborate on producing and distributing multimedia stories highlighting Addis Ababa’s cultural heritage, historical landmarks, hospitality sector, creative industries and visitor experiences for explore experiences beyond Addis Ababa’s long-established role as Africa’s diplomatic hub and a regional international audiences.
The initiative is expected to support destination branding by increasing the city’s visibility through digital storytelling while encouraging visitors to explore experiences beyond Addis Ababa’s long-established role as Africa’s diplomatic hub and a regional transit gateway.
The agreement comes as the Ethiopian capital continues to expand its tourism sector through investments in visitor services, digital platforms, conference tourism and cultural attractions. According to city authorities, Addis Ababa hosted more than 220 international conferences during the last fiscal year, reinforcing its importance as one of Africa’s principal meetings and events destinations.
The Addis Ababa Tourism Commission, established under the city administration, oversees tourism policy, destination marketing, visitor services and industry regulation. Recent initiatives include tourism licensing reforms, professional training programmes and the rollout of the “Visit Addis Ababa” digital tourism platform.
Pulse of Africa is an Addis Ababa-based pan-African media and digital storytelling platform focused on African affairs, development, innovation, tourism and culture. The organization has also supported regional tourism promotion initiatives, including co-organising the inaugural African Social Media Influencers Summit in Addis Ababa earlier this year.
The partnership reflects the growing role of digital media and independent storytelling in shaping destination awareness, influencing travel decisions and strengthening Africa’s tourism narrative in international markets.
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