By Bethlehem Solomon!
For many years, Ethiopia was portrayed in international media through a one-sided and negative lens. Today, however, that narrative is changing as the country’s true history and reality are being told by its own children, fellow Africans, and international digital storytellers.
In particular, Addis Ababa, the seat of the African Union, is fast becoming a premier destination for international YouTubers, TikTokers, renowned artists, sports professionals, world leaders, and tourists.
Having recently hosted the first African Social Media Influencers Summit (ASMIS 2026) with great success, Addis Ababa has turned this opportunity into a massive platform to promote Ethiopia's heritage, culture, and tourism wealth to the global market.
One of the major events that recently showcased the country’s tourism appeal and attractiveness was the visit of the famous young American YouTuber "IShowSpeed," known worldwide for his high energy and entertaining content. His visit created significant momentum, inspiring millions of young people around the world to learn about Ethiopian tourism and history, and motivating them to visit the country.
Continuing this trend, Dylan Page, a globally renowned content creator with over 19 million TikTok followers, is currently in Addis Ababa, where he has begun an extensive tour of the city's cultural and heritage sites.
The influx of these prominent figures and the attention they draw from international media are drastically changing the perception of the country’s tourism. A clear example of this is the video of Turkish President Erdogan’s recent visit to Addis Ababa, which went viral globally, showing him traveling through the city’s newly constructed wide streets, modern streetlights, and skyscrapers.
It is also recalled that many foreign nationals, including former Arsenal football player Bacary Sagna, have expressed great admiration for the city's comprehensive transformation and beauty. These content creators share Ethiopia’s cultural values with millions of their international followers, highlighting how the country has seamlessly blended its ancient identity with modernity.
Overall, the primary value of these visits is that they are performing large-scale tourism promotion—something that would be difficult for Ethiopia to achieve even with billions of dollars in funding—thereby increasing foreign currency earnings.
Furthermore, they are breaking down the distorted and negative narratives about the country that have been built over the decades, proving in practice how modern, beautiful, and peaceful Addis Ababa is as a tourist destination.
This process not only promotes cultural tourism by introducing indigenous values, cuisine, and the coffee ceremony to the world, but it also strengthens the city's continental influence by establishing it as a primary hub for digital innovation in Africa.
