On the connectivity front, Ethiopian Airlines already operates flights from Addis Ababa to several Chinese cities, including Beijing, Shanghai, Guangzhou (in Guangdong province), Chengdu (in Sichuan province) and Hong Kong.

The airline has submitted a request to authorities for additional flights on existing popular routes, and is actively exploring new direct routes from secondary and tertiary Chinese cities as part of a long-term growth strategy, Yimam says.

"Our goal is to solidify Addis Ababa's position as the leading aviation hub connecting China and Africa, making Ethiopia the natural first choice for Chinese travelers," he explains.

According to Wen, most Chinese travelers still lean toward more accessible experiences.

"Currently, most people in China have limited knowledge of Ethiopia's history and culture, so they tend to prefer quick, landmark-oriented sightseeing," she says.

"Many visitors take advantage of layovers in Addis Ababa to sample local cuisine and visit museums. The coffee ceremony is also quite popular," she shares.