Despite ancient sites & UNESCO honors, Ethiopia still fights for its place on the world’s cultural map, global rankings

In the mist-veiled highlands of Ethiopia, where monolithic churches are carved into stone and incense swirls through centuries-old markets, heritage is not simply preserved—it lives. Here, history breathes through faith, community, and the enduring rhythms of daily life. For Ethiopia, home to nine UNESCO World Heritage Sites, culture is more than memory; it is the bedrock of identity and an engine of economic growth.

From the sun-baked stelae of Axum to the labyrinthine alleys of Harar Jugol, these sites draw global travelers and pilgrims alike, generating millions of dollars in revenue and supporting hundreds of thousands of livelihoods. Yet beyond tourism statistics lies a deeper story: these landmarks are not passive relics. They are touchstones of national pride, devotion, and resilience.

Ethiopia’s intangible heritage is no less vital. The Gada system, an indigenous democratic institution of the Oromo people, and the vibrant celebrations of Timket (Ethiopian Epiphany) unite communities and fortify identity. Sites such as the sprawling Sof Omar Caves and the majestic castles of Gondar enrich this cultural mosaic, blending spiritual, historical, and ecological significance.

Global demand for cultural tourism is rising steadily. While UNESCO does not provide a specific global percentage of travelers who prioritize heritage sites, recent reports by the European Travel Commission indicate that most European tourists now actively seek cultural experiences—visiting museums, historical monuments, and engaging in local traditions.

Ethiopia, with its layered history and rich cultural capital, is seeing the dividends. In the 2023/24 fiscal year, the country welcomed a record 1.148 million international visitors and generated USD 4.3 billion in tourism revenue. More than 150 international conferences convened in Addis Ababa, drawing 1.3 million foreign delegates. At the same time, 1.5 million domestic tourists explored cultural landmarks in the capital alone, according to Prime Minister Abiy Ahmed.

Looking ahead, the Ministry of Tourism aims to attract two million international visitors in 2025. A new streamlined visa system and upcoming attractions are expected to bolster those numbers. In a strategic move to improve data collection and sectoral planning, Ethiopia also has launched its first Tourism Satellite Account (TSA) on September 2024.

Yet despite its heritage wealth, Ethiopia’s global rankings on cultural influence remain mixed—and at times, contentious.

In CEOWORLD magazine’s 2025 report on “Most Influential Countries for Culture and Heritage,” Ethiopia ranks 30th globally, scoring 88.53 points out of 100. Italy, Greece, and Egypt top the list, with China and India rounding out the top five. Egypt is the only African nation in the top 10, with a score of 97.3.

The rankings, the magazine notes, reflect not only artistic and historical legacies but also economic development and global soft power. “While economic growth and development enhance a nation’s global standing, its heritage is a key distinguishing feature,” the report states.

Ethiopia’s position in another international assessment—the Voronoi App’s crowdsourced report, The Best Countries for Culture and Heritage, As Determined by the People—was not specified. That study, conducted in partnership with WPP and the Wharton School, surveyed 17,000 people across 36 countries, ranking 89 nations based on cultural accessibility, richness of traditions, historical depth, gastronomy, and natural attractions.

The absence—or low placement—of Ethiopia in such lists has sparked debate among experts.

“The criteria are often shaped by Western powers or colonial legacies,” said one heritage management specialist, speaking on condition of anonymity. “Ethiopia is one of the oldest civilizations with immense cultural influence. But the global frameworks still prioritize Western art and narratives.”

The expert argued that Ethiopia’s cultural prominence is undeniable—from the Ark of the Covenant legends to ancient Semitic scripts—but is often undercut in global discourse by geopolitics and institutional bias.

Others point to more practical shortcomings.

Wondewosen Bekele, a scholar in history and heritage management, believes Ethiopia’s current political instability and underinvestment in conservation contribute to its lackluster global recognition.

“I’m not surprised by the rankings,” he said in an interview. “Even with the country’s heritage wealth, the reality is we lack the professionals, technical knowledge, and consistent policy to preserve these treasures properly.”

He cited the ongoing structural issues at iconic sites like the churches of Lalibela and the Axum Obelisk—some now propped up by temporary supports—as evidence of poor conservation practices. “Restoration efforts have been politicized rather than professionalized,” he added, referencing the controversial renovation of Fasilides’ Castle.

Wondewosen warned that heritage mismanagement risks breaching UNESCO protocols and weakening international credibility. “We have world-class cultural wealth but third-rate systems to protect it,” he said.

He called for the government to prioritize peace, professional stewardship, and infrastructure development. “Tourism thrives on stability. Without security and skilled heritage management, we’ll remain a rich country with poor recognition.”

Indeed, Ethiopia’s cultural legacy is not in question—its positioning in a competitive, image-conscious global environment is. The path forward will require more than celebrations and accolades. It will demand systemic reform, robust investment, and a renewed commitment to honoring the past by safeguarding it for the future. Because in Ethiopia, the past is never just behind—it is alive, and it deserves a future as enduring as its roots.