Ethiopia's coffee ceremonies, art, music, dance and food are available for visitors to immerse themselves in at the recently opened China-Ethiopia Cultural Tourism and Business Center in southwestern China's Chongqing.
Offering a taste of the African country before visitors even board a flight, the center marks a clear sign of Ethiopia's ambition to attract more Chinese travelers.
"When a Chinese individual participates in a genuine Ethiopian coffee ceremony in Chongqing, they don't just taste coffee; they experience a ritual of hospitality, community and tradition," says Tefera Derbew Yimam, ambassador of Ethiopia to China.
"This sparks curiosity, ignites the imagination, and creates a desire to experience the full, authentic version in its original setting."
As 2026 marks the China-Africa Year of People-to-People Exchanges, Ethiopia is positioning tourism as the bridge to turn diplomatic ties into lasting emotional connections with Chinese travelers.
"Tourism is the perfect vehicle because it transcends formal agreements, allowing for direct, immersive and personal engagement," Yimam says, while laying out a vision that goes beyond landmarks and itineraries.
"When Chinese travelers visit, they don't just see landmarks; they experience ancient history, traditional coffee ceremonies, natural wonders, and Ethiopian hospitality firsthand. These tangible experiences forge emotional connections, break down cultural barriers, and create lasting friendships," Yimam adds.
On the ground in Ethiopia, inbound tour operators catering to Chinese visitors have found steadily rebounding interest.
Wen Xin, sales manager of an Ethiopia-based agency serving Chinese travelers, says both the number of visitors and the scale of tour groups are gradually returning to pre-pandemic levels.
However, the shape of travel has shifted.
"Compared with before the COVID-19 pandemic, we are seeing a clear trend toward smaller groups, with the proportion of large tour groups declining," she says.
The primary demographic remains seasoned travelers, who have already visited many countries around the world.
Wen adds that a niche but growing segment consists of photography enthusiasts, particularly those drawn to Ethiopia's rich birdlife.
