Ethiopia has officially entered the global MICE (Meetings, Incentives, Conferences, and Exhibitions) arena with the launch of Anbessa M.I.C.E, a pioneering initiative by Anbessa Travel that promises to reshape the country’s role in international business tourism. The launch marks a strategic milestone for Ethiopia, positioning it as a rising force in Africa’s competitive business events landscape.

Anbessa M.I.C.E emerges as a dynamic new operator and Destination Management Company (DMC), building on the 13-year legacy of its sister company, Anbessa Travel—Ethiopia’s first Travelife-certified travel company. With a blend of global expertise and deep local insight, the new division is designed to deliver premium, sustainable, and culturally immersive MICE experiences.

The company has made significant strategic investments to support its vision. These include the expansion of its fleet with five new vehicles—three of which are the latest model electric SUVs—offering eco-friendly shuttle services between venues, hotels, and airports. An advanced ERP system has also been deployed to streamline event registration, delegate management, and logistics, ensuring seamless operations from start to finish. A team of four certified MICE professionals has been onboarded to deliver events that meet international standards while reflecting Ethiopia’s unique identity.

Sustainability is at the heart of Anbessa M.I.C.E’s mission. In a landmark move, the company signed a Memorandum of Understanding with the Ethiopian Heritage Trust to plant one indigenous tree on Entoto Hill for every client served. This initiative builds on Anbessa Travel’s long-standing commitment to responsible tourism, which includes introducing Ethiopia’s first electric vehicle fleet for tourism in 2021 and launching a scholarship program for students in conflict-affected areas.

“Our business model proves that success and responsibility go hand-in-hand,” said Mr. Molla Miheretu, General Manager of Anbessa M.I.C.E. “From our EV fleet to our educational initiatives, we’ve always believed in responsible growth. Anbessa M.I.C.E will continue this tradition while positioning Ethiopia as Africa’s next great MICE destination.”

The company’s capabilities were recently demonstrated through a five-day incentive program for an international delegation, featuring cultural immersions in the Omo Valley and luxury experiences in Arba Minch. The program showcased Ethiopia’s potential to deliver high-end, emotionally resonant travel experiences that go beyond the boardroom. As Fidel Post noted, this debut “redefines Ethiopia’s MICE and incentive travel landscape.”

Addis Ababa’s status as Africa’s diplomatic capital makes it a natural hub for MICE tourism. Home to the African Union, the United Nations Economic Commission for Africa, and over 120 embassies, the city also boasts world-class venues such as Millennium Hall, the African Union Conference Center, the Ethiopian Skylight Hotel, and the UNECA Meeting Hall. These facilities, combined with Anbessa M.I.C.E’s premium services, position the city to compete with top-tier MICE destinations across the continent.

Ato Tewodros Deribew, Strategic Advisor to the Ministry of Tourism, praised the launch as a timely and strategic move. “The introduction of Anbessa MICE aligns perfectly with Ethiopia’s vision to become a leading MICE destination in Africa. We commend their initiative in packaging and promoting Ethiopia’s world-class conference facilities, cultural heritage, and hospitality offerings to global clients.”

Looking ahead, Anbessa M.I.C.E plans to expand its offerings to include high-impact corporate meetings, custom incentive travel programs, innovative team-building activities, and sustainable event planning. Future initiatives will also focus on digital integration for real-time event management and destination marketing campaigns aimed at regional and international markets.

With its bold vision, proven track record, and unwavering commitment to sustainability, Anbessa M.I.C.E is not just entering the global MICE conversation—it’s helping to lead it.

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Anbessa M.I.C.E Launches: Ethiopia’s Bold Leap into Global Business Tourism