Episode #177: Samrawit Moges

Guest Bio

Samrawit Moges is the Founder and CEO of Travel Ethiopia, a private, eco-conscious tour and safari company established in 1994. With a career in Ethiopian tourism that stretches back to 1981, she has spent decades helping travelers discover the many dimensions of Ethiopia, from its historic landmarks and cultural traditions to its wildlife, landscapes, and living heritage.

She built Travel Ethiopia from a small operation with just a few employees and vehicles into a respected tourism company with a team of more than 40 trained professionals. Samrawit is especially known for her leadership in creating meaningful travel experiences and for her commitment to tourism that reflects both the richness of Ethiopia’s past and the realities of its present.

She is also a passionate advocate for women in tourism. Under her leadership, Travel Ethiopia became known for empowering women in the industry, including hiring female guides and tour consultants. Deeply committed to Ethiopia’s environment, wildlife, and community development, Samrawit brings both vision and long-standing expertise to every journey her company creates.

Show Summary

In this episode of the Big World Made Small Adventure Travel Podcast, host Jason Elkins speaks with Samrawit about her remarkable path into tourism and her mission to help more travelers see Ethiopia in a fuller, more informed way. Their conversation explores how outdated global perceptions have shaped the way many people think about the country, and why Samrawit believes Ethiopia deserves far more attention as a destination for history, culture, wildlife, food, and deeply human travel experiences.

Samrawit shares how she founded Travel Ethiopia during a period of major change in the country and how her own story was shaped by family, education, and resilience. She reflects on growing up in a large family, moving often as a child, studying journalism, entering tourism through government service, and eventually building her own company. Along the way, she discusses her commitment to women’s empowerment in the travel industry and the importance of building trust with international partners and travelers.

The episode also becomes an invitation to experience Ethiopia beyond the headlines. Samrawit highlights the country’s UNESCO sites, endemic wildlife, distinctive calendar, coffee heritage, cuisine, and culture of hospitality. From shared meals and injera to Addis Ababa’s role as an air hub and conference destination, she paints a vivid picture of a country that offers far more depth and variety than many outsiders realize.

Key Takeaways

• ✓ Ethiopia offers far more than one travel theme alone, combining history, culture, wildlife, scenery, and archaeology in a single destination.
• ✓ Samrawit has spent decades helping travelers experience Ethiopia in a way that goes beyond stereotypes and surface-level impressions.
• ✓ Travel Ethiopia was founded with a strong focus on professionalism, long-term expertise, and meaningful guest experiences.
• ✓ The company has been a leader in women’s empowerment, including hiring female guides and tourism professionals in visible roles.
• ✓ Ethiopia is not a destination that can be fully understood in one short trip, which is one reason repeat visits are so valuable.
• ✓ Many travelers still associate Ethiopia with outdated narratives, but the country’s tourism identity is much broader and more dynamic.
• ✓ Shared meals, coffee culture, and everyday hospitality play an essential role in how visitors experience Ethiopian life.
• ✓ Ethiopia’s distinct traditions, including its calendar, cuisine, and religious celebrations, give travelers a cultural experience unlike anywhere else.
• ✓ Strong partnerships with international tour operators can help more travelers feel confident about considering Ethiopia.
• ✓ Samrawit’s personal journey into tourism reflects resilience, adaptability, and a deep commitment to representing her country with pride.

What You’ll Find on Travel Ethiopia

• Curated cultural and historical journeys across Ethiopia
• Wildlife, nature, and safari experiences featuring unique endemic species
• Custom itineraries designed for both independent travelers and trade partners
• Local expertise shaped by decades of guiding and destination knowledge
• A strong commitment to eco-conscious tourism and community-minded travel
• A company culture that values professionalism, inclusion, and women’s empowerment in tourism