One country with the “best food in Africa” is beginning to get well-deserved recognition on the tourist trail, but it still has barely any tourists. Compared to popular African destinations like Morocco, which received 17.4 million tourists in 2024, or Kenya, which welcomed 2.4 million, this country still flies somewhat under the radar.

But a report from the United Nations World Tourism Organization (UNWTO), which revealed that Ethiopia’s international tourist arrivals grew by 40% in five years to 2024, means now may be the time to visit while it’s still relatively untouched. Its growth came as no accident – the government has been prioritising tourism as a pillar of its economic development in recent years. 

One of the most significant initiatives was the Dine for a Nation project, which aims to develop and enhance major tourist sites across the country. 

Roads, airports, and accommodation have been developed to make it easier for tourists to travel once they arrive, while the expansion of Ethiopian Airlines has boosted connectivity, making Addis Ababa a transit hub for global travellers.

One traveller who visited every country in Africa ranked Ethiopia as his second favourite out of 54 destinations, saying he was “obsessed” with the country.

Drew Binksy, an experienced traveller with 5.36million subscribers on YouTube, also believes the country has the best food on the continent.

He said: “Ethiopia has the best food in Africa. They have this thing called injera, which is like a substitute for bread. It’s so good, there’s nothing else like it in the word. The best cuisine in Africa. The best coffee in the world is here.”

Injera, a spongy sour flatbread made from teff flour, plays a central role in Ethiopian cuisine, used as both a food and a utensil.

Thick, spicy stews made from meats or vegetables are placed directly on top of the injera, which is used to scoop up the dish.

Unique spice blends such as berbere, made from chilli peppers, garlic, ginger, basil and fenugreek, run bold and aromatic flavours through the dishes.

He added: “I’m obsessed with this country. There’s so many cool nature spots,” before concluding: “I can go on and on about Ethiopia.”

The most popular things to do in the country include exploring the ancient rock-hewn churches of Lalibela, trekking through the scenic Simien Mountains, and experiencing the vibrant culture and cuisine in Addis Ababa.

Direct flights depart from London to Addis Ababa airport and take seven hours, 40 minutes.