Ethiopian Tourism Organization (ETO) partnered with CornerSun Destination Marketing to host a three-city B2B roadshow across Los Angeles, New York and Toronto from March 24th – 30th. This marked the first ever B2B activity by ETO in North America. Each event consisted of a media briefing for travel trade journalists followed by a presentation to travel trade and full travel trade workshop with one-on-one meetings organized with 21 different Ethiopian suppliers. 43 travel journalists and 108 members of the travel trade participated in the workshops showing an overwhelming interest in Ethiopia as an emerging destination. Also in attendance was ETO’s CEO Mr. Solomon Tadesse along with H. E. Birtukan Ayano Dadi the Ambassador of Ethiopia to Canada. Other ETO executives and executives from Ethiopian Airlines also attended showing a keen interest in the North American market as an opportunity for Ethiopia moving forward.