Cultural & Diplomatic Mission — Strategic Visit to Addis Ababa

In June 2025, I travelled to Addis Ababa for a landmark cultural and diplomatic mission — my first official visit to a city that stands at the heart of Africa’s history, politics, and creative resurgence. This trip was not conceived as a simple tour, but as the beginning of a long-term partnership rooted in cultural bridge-building, creative diplomacy, and Africa-centred storytelling.

As someone who has spent more than two decades connecting Africa to the diaspora through music, events, tourism, and cultural influence, this journey offered a first-hand immersion into Ethiopia’s hospitality, its visionary leadership, and its rapidly evolving creative landscape. The mission included strategic meetings, cultural exploration, media engagements, and content documentation across the city.

Cultural Exploration & Heritage

Addis Ababa offered a powerful window into Ethiopia’s identity — past, present, and future. Key cultural visits included:
• Unity Park, Friendship Park & City Parks
• Adwa Victory Memorial
• The newly renovated National Palace
• St. George Art Gallery & Addis Fine Art

Strategic Stakeholder Meetings

The mission included high-level engagements with:
• Tourism Office
• Midroc Ethiopia
• Leading advertising & media agencies
• Ethiopian Airlines

These conversations focused on cultural diplomacy, Afrotourism, aviation partnerships, creative economy development, and opportunities for long-term collaboration.

Media & Storytelling

To deepen cultural exchange, the mission also included feature interviews with:
• Sheger FM
• EBS TV

These conversations highlighted Africa’s creative shift, diaspora connections, and the role of culture as a diplomatic tool.

Culinary & Nightlife Experiences

Addis Ababa’s food and nightlife culture played a major role in the mission’s immersion:
• Jade Restaurant — Sheraton Addis
• Marcus Addis — Ethiopian fusion
• Castelli — iconic Italian restaurant (est. 1950s)
• Traditional Ethiopian cultural restaurant with live music
• Luna Lounge & Eclipse — nightlife experience
• The historic Cottage Jazz Bar — where Bob Marley once performed
• Live performance at Fendika Cultural Centre

Travel & Production Logistics

• Business class flights from London • 5-star accommodation: Sheraton Addis & Kuriftu Resort (African Village) • On-ground transportation provided • Visa facilitated • Content filmed by a trusted Ethiopian production crew

The mission was coordinated by Eyob Alemayehu, General Manager at Yisakal Entertainment.

This visit marks the beginning of a deeper cultural relationship with Ethiopia — a country whose history, creativity, and hospitality speak directly to Africa’s future. The mission laid the foundation for tourism collaborations, cultural projects, and storytelling that will connect Ethiopia, the UK, and the wider African diaspora.