Embassy of Ethiopia Showcases Tourism Potential, Seeks Stronger Pakistan Ties Through Cultural Diplomacy -

Shahid Qureshi

ISLAMABAD: Ethiopia on Tuesday launched an ambitious tourism promotion campaign in Islamabad, showcasing its rich cultural heritage, historic Islamic connections and emerging tourism destinations while seeking to deepen people-to-people contacts and strengthen bilateral relations with Pakistan.
The tourism promotion event, organized by the Ethiopian Embassy, brought together diplomats, travel agents, media representatives and digital influencers to highlight Ethiopia as one of Africa’s fastest-growing tourism destinations.
Advisor and Coordinator to the Prime Minister on Tourism, Sardar Yasir Ilyas Khan, attended the event as chief guest, while Additional Secretary (Africa) at the Ministry of Foreign Affairs, Hamid Asghar Khan, was the guest of honour.
Addressing the gathering, Ethiopian Ambassador Dr. Oumer Hussien Oba underscored the centuries-old historical and spiritual ties between Ethiopia and Pakistan, recalling that ancient “Habesha” provided refuge to early Muslims during the First Hijra.
He said the historic Al-Nejashi Mosque and the legacy of Hazrat Bilal Habeshi continue to foster a deep sense of brotherhood and affinity between the peoples of the two countries.
Describing Ethiopia as the “Land of Origins,” the ambassador said the country has emerged as Africa’s fastest-growing tourism destination, boasting world-class resorts, national parks and modern infrastructure developed under the leadership of Prime Minister Dr. Abiy Ahmed.
He noted that Addis Ababa has become the continent’s diplomatic capital and the third-largest diplomatic hub in the world, hosting more than 150 international summits last year and serving as the headquarters of the African Union.
The envoy also highlighted the importance of direct flights operated by Ethiopian Airlines between Karachi and Addis Ababa, saying the air link has significantly enhanced travel and business opportunities for Pakistanis seeking to explore Africa.
Speaking on the occasion, Sardar Yasir Ilyas Khan praised the Ethiopian Embassy’s efforts to strengthen people-to-people contacts and commended Ethiopian Airlines for bridging the connectivity gap between Pakistan and Africa.
In a major announcement, he said Pakistan and Ethiopia would launch a reciprocal influencer exchange programme under which Pakistani digital content creators would visit Ethiopia, while Ethiopian and African influencers would be invited to Pakistan on complimentary tourism packages to promote both countries internationally.
Additional Secretary Hamid Asghar Khan thanked Ethiopia for launching direct flight operations to Pakistan, describing air connectivity as the most critical link in strengthening bilateral relations.
Recalling his visit to Ethiopia, he praised the country’s impressive achievements in energy production, rapid urban development, scenic tourism landscapes and remarkable progress in the aviation sector.
The event also featured presentations on Ethiopia’s tourism attractions and cultural heritage, reflecting both countries’ desire to expand cooperation in tourism, trade and cultural exchanges.