Pre-conference masterclass discusses taking African brands to the world
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TRAVEL AND TOURISM
Boost for African tourism as Ethiopia unveils planned new aviation hub
By our African Marketing Confederation News Team | 2025
Business and leisure travel to the continent stands to benefit from the development of a US$10-billion airport outside Addis Ababa.
Business and leisure tourism in Africa, as well as business in general, is set to receive a significant boost when development of Ethiopia’s planned new Bishoftu International Airport gets underway in late 2025, with Phase One expected to be completed by November 2029.
Bole airport will continue handling domestic operations. Photo: Ethiopian Airlines
The airport is to be located 40km south of Addis Ababa, in the town of Abusera. What is claimed to be the largest airport development in Africa will initially accommodate approximately 60-million passengers annually, with plans for future expansion to 110-million passengers, establishing it as a top global aviation hub.
Plans for the project were unveiled last week by the Ethiopian Airlines Group and the African Development Bank (AfDB), with the parties signing a mandate letter for financing its development.
Under the terms of the agreement, the AfDB will provide an initial loan of US$500-million and take the lead in mobilising additional financing. The bank been appointed as the ‘mandated lead arranger, global coordinator and book runner’ to assemble nearly $8-billion of the $10-billion required for the mega-project.
“This year’s conference will focus on the emerging trends, technologies and strategies shaping the future of marketing in Africa,” McIntee explains. “As markets evolve, marketers must adapt to rapid digital transformation, shifting consumer behaviours and economic changes.
“2025 AMC Conference attendees can look forward to compelling insights and dynamic conversations led by influential voices shaping Africa’s marketing future.”
“The African Development Bank is proud to partner with Ethiopia in its vision to expand the operational and fleet capacity of the Ethiopian Airlines,” said Dr Akinwumi Adesina, President of the AfDB, at the signing.
Other top speakers include: Professor Robert Ebo Hinson, prominent Ghanaian marketing academic and marketing thought leader; Matongo Matamwandi, CEO of the Zambia Tourism Agency; Dr Elaine Van Wyk, Chief Marketing Officer at the UXi Group; and Professor Ferhat Anwar, President of the World Marketing Council.
“With its 75 years of operational history, Ethiopian airlines is Africa’s oldest and best airline. It is critical for regional economic integration, connecting capitals, people and markets with its globally rated facilities.”
A decisive step toward realising a world-class pan-African gateway
Chief commercial officer for the Ethiopian Airlines Group, Lemma Yadecha, added: “The signing of this mandate letter marks a decisive step toward realising a world-class pan-African gateway that will boost intra-African trade, regional integration, tourism and global connectivity.”
When completed, the project will include an airport city with facilities such as shopping malls, hotels, recreation areas, and direct rail and expressway links to Addis Ababa.
A total of $350-million has been allocated for livelihood restoration and resettlement of communities that will be affected by the construction.
Comments Travel And Tour World, the B2B media platform and magazine serving the global travel and tourism industry: “The signing of the mandate letter for the Bishoftu airport project is a significant step in reshaping African air connectivity.
“With Ethiopian Airlines and the African Development Bank leading the way, the new airport will not only cater to the growing demands of the African aviation market, but also serve as a catalyst for economic development, regional integration and global connectivity.
“The project is expected to provide a lasting impact on business, tourism and infrastructure, positioning Ethiopia as one of Africa’s leading aviation hubs.”
Ethiopia’s new airport will complement the existing Bole International Airport, which will continue handling domestic operations.
Enhancing Africa’s travel and tourism sector will be a key focus of the African Marketing Confederation’s annual conference, which gets underway in Accra, Ghana on Wednesday (20 August 2025).
The African Marketing Confederation is collaborating with UN Tourism, a specialised agency more formally known as the United Nations World Tourism Organization (UNWTO), on its Brand Africa initiative to create a responsible, sustainable and attractive pan-African tourism brand.
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