Anbessa Travel Enters Global MICE Market, Eyes Ethiopia’s Potential as a Global Meetings Hub

Anbessa Travel has officially launched its Meetings, Incentives, Conferences, and Exhibitions (M.I.C.E) division. The new service was unveiled at a high-profile event yesterday, attended by senior government officials, international guests, and company stakeholders.

The expansion marks a strategic pivot for Anbessa Travel, aligning its services with global tourism trends and responding to growing international demand. The company also introduced a rebranded logo to reflect its evolving vision and broader operational scope.

Established 13 years ago, Anbessa Travel has swiftly grown from a travel agency into a diversified service provider, offering car rental, air ticketing, and medical and electrical import services. Its latest leap into the M.I.C.E segment is driven by the ambition to transform Ethiopia from a traditional tourist destination into a globally competitive events and conferencing hub.

“M.I.C.E is a sleeping giant,” said Tewodros Derbie, Policy and Strategy Advisor at the Ministry of Tourism. “Ethiopia is increasingly becoming a center for international conferences, thanks to venues like the Addis International Convention Center, Skylight Hotel, and the African Union headquarters. The government is committed to supporting private sector players like Anbessa M.I.C.E in capitalizing on this potential.”

According to Anbessa’s CEO, Mola Mihretu, the company’s M.I.C.E services go beyond logistics. “Incentive travel, for example, fosters team-building and goal alignment among travelers,” he said. “We are creating platforms where professional goals meet cultural discovery, turning every event into a transformative experience.”

To support its expansion, Anbessa Travel has invested ETB 1.2 million in an Enterprise Resource Planning (ERP) system developed in partnership with Ashewa Technology. The system enhances financial management and operational efficiency. The company has also onboarded new professionals equipped with intensive training and industry insights. As a member of international M.I.C.E networks, Anbessa expects to benefit from continuous knowledge transfer and global best practices.

Anbessa Travel is already a recognized player in the tourism sector. It was named Best Destination Management Company for Ethiopia in 2023 and holds Sustainable Tourism certification from the Netherlands-based institution Travel Life, becoming the first Ethiopian company to earn this distinction. Additionally, it received a Loyal Taxpayer Award from the Addis Ababa City Administration for the 2022/2023 fiscal year.