Ethiopia’s push to position itself as a leading African tourism destination is gaining momentum, as MIDROC Investment Group announced a major new hospitality project aimed at raising international standards across its hotel portfolio.
The initiative, unveiled by CEO Jamal Ahmed, signals a renewed effort by the conglomerate to align Ethiopia’s hospitality industry with global benchmarks while addressing long-standing public skepticism about the country’s tourism potential.
A Vision Rooted in Legacy and Scale
Speaking at the launch, Jamal Ahmed emphasized that the project is driven by the vision of Sheikh Mohammed Hussein Al Amoudi, the founder behind MIDROC’s expansive investments across Ethiopia.
He noted that the development is not only a commercial venture but also a strategic contribution to national tourism ambitions—supporting government efforts to transform Ethiopia into a competitive international destination.
The hotel project will be developed with strong local participation, backed by Ethiopian engineers and technical collaboration from Marriott International. Construction is expected to be completed within 18 months.
From Skepticism to Expansion
Reflecting on the journey, Jamal recounted earlier skepticism surrounding large-scale hotel investments in Ethiopia. He referenced doubts raised during the development of Addis Ababa’s landmark Sheraton Addis, once considered an overly ambitious undertaking.
Today, that skepticism appears to be giving way to expansion. MIDROC has significantly scaled its presence in the tourism and hospitality sectors, with multiple projects underway across the country.
Nationwide Rollout of International Brands
A major highlight of the announcement is MIDROC’s agreement with The First Group to franchise 10 Marriott-branded hotels across Ethiopia—marking one of the largest hospitality partnerships in the country’s history.
Among the pipeline projects:
- The Westin Hotel is expected to be completed or inaugurated next year
- New developments are advancing rapidly in Jimma and Hawassa
- Plans are underway to convert the Daru Avanti Hotel into a Protea by Marriott
These developments reflect a broader strategy to diversify Ethiopia’s hospitality offering and attract a wider range of international travelers.
Bahir Dar Project Anchors Tourism Growth
In parallel, MIDROC has launched construction of a major hotel project in Bahir Dar—a city increasingly seen as central to Ethiopia’s tourism future.
According to Deputy Prime Minister Temesgen Tiruneh, the expansion of resorts and hotels in Bahir Dar will play a critical role in transforming the city into an international tourism hub.
The new hotel will be built on 32,440 square meters with an estimated investment of 3.3 billion birr, underscoring the scale of ambition behind Ethiopia’s tourism push.
Toward a Competitive Tourism Economy
Officials say the wave of investments is part of a broader shift toward sustainable and competitive tourism development, aimed at boosting foreign exchange earnings, creating jobs, and enhancing Ethiopia’s global image.
With international partnerships, large-scale infrastructure, and a growing pipeline of branded hotels, Ethiopia’s hospitality sector is entering a new phase—one that could redefine its position on Africa’s tourism map.
