As Africa’s meetings, incentives, conferences and exhibitions (MICE) sector continues to mature, Ethiopia is emerging as one of the continent’s most ambitious and purposeful contenders. That message came through clearly at Meetings Africa, currently underway in Johannesburg, where Ethiopia’s growing confidence as a business events destination was firmly in focus.
Speaking to VoyagesAfriq on the sidelines of the trade show, Yoadan Tilahun, Chief Executive Officer of Addis Ababa based Flawless Events, said Ethiopia’s MICE push is being driven decisively from the top, backed by government commitment and accelerated infrastructure development.
“Ethiopia has made a clear decision to position itself as a conference and meetings destination,” Tilahun said. “Every ministry has been mandated to attract and host large-scale conferences. This is a top-down strategy, and it’s already translating into action.”
A destination preparing at scale
Ethiopia’s recent and upcoming event pipeline is a strong indicator of its preparedness. The country will host the COP32 climate summit in 2027, which is expected to attract more than 50,000 to 60,000 delegates, a logistical undertaking that Tilahun describes as a confidence booster for the destination.
“That level of hosting is a huge testament to the country’s capabilities,” she said. “It’s not that Addis Ababa necessarily has all that capacity sitting idle today, but what Ethiopia has proven time and again is its ability to build capacity very quickly and very efficiently.”
According to Tilahun, Ethiopia’s aviation infrastructure, led by Addis Ababa’s international gateway, already has the scale and operational maturity to support mega-events, while accommodation and venue capacity continue to expand in response to demand.
“The city has shown that it can rise to the occasion,” she noted. “When the need arises, the infrastructure follows.”
Flawless Events without borders
For Flawless Events, Ethiopia’s rise mirrors a broader continental opportunity. The company operates across Africa, supporting conferences, summits and large-scale gatherings without being tied to a single destination.
“We don’t have boundaries,” Tilahun explained. “What we bring to the table is knowledge, experience and the ability to translate a client’s objectives into reality. You don’t need to own venues or equipment to do that – you need to understand destinations deeply.”
That understanding is precisely why Meetings Africa remains important to her work. Tilahun said she uses the platform to assess destinations comparatively – from venues and infrastructure to government support and overall readiness.
“I’m here because I’m pricing and planning events across different countries,” she said. “I need to understand what each destination offers so I can recommend the right country for the right event.”
Flawless Events has worked across several African markets, including Ghana, where the company has supported high-level engagements and relationship-building with venues and public sector stakeholders.
“Our role is to build the relationships, identify the venues and work with governments on facilitation,” she said. “It’s about making it easier for Africa to host Africa – and the world.”
Culture, confidence and connection
Beyond infrastructure, Tilahun believes Ethiopia’s cultural depth adds a compelling layer to its MICE proposition. She points to the scale and symbolism of national celebrations, including Ethiopian Christmas in early January, which in recent years has drawn unprecedented public participation.
“There’s something happening culturally,” she observed. “The scale of these gatherings is growing, and it shows the country’s ability to mobilise people, manage crowds and deliver experiences.”
As Africa’s MICE sector becomes more competitive and more confident, Tilahun sees destinations like Ethiopia playing an increasingly important role in reshaping perceptions.
“What we’re seeing is Africa taking control of its own meetings narrative,” she said. “Ethiopia is ready, and Meetings Africa is the kind of platform that helps the continent tell that story properly.”
