MIDROC’s Big Bet: 10 New Marriott Hotels To Transform Ethiopia’s Tourism

MIDROC Ethiopia CEO Jemal Ahmed has announced plans to expand investments across multiple sectors, including the development of 10 new hotels in partnership with Marriott. He linked the expansion to ongoing macroeconomic reforms and policy changes aimed at improving the investment climate.

The announcement came during the fourth Invest in Ethiopia High-Level Business Forum in Addis Ababa’s Skylight Hotel, uniting over 800 global investors, policymakers, and business leaders under the theme Ethiopia Is Ready for Business.

The two-day event, co-organized by the Ethiopian Investment Commission (EIC) and the Ministry of Finance, aims to strengthen investor confidence, advance the government’s reform agenda, and accelerate sustainable economic growth across key sectors including agriculture, manufacturing, energy, ICT, tourism, and mining.

During his address, Jemal stated that MIDROC will open Marriott franchises in the capital, Jimma, and Hawassa.

This strategy, according to him, follows a shift in the domestic business environment.

“The macroeconomic reform has done quite a lot. The investment policies, the regulators, the way their structures are totally different, more into business-friendly accessibility,” he said, reporting that MIDROC currently employs 80,000 people across clusters including agriculture, manufacturing, mining, and construction.

In addition to hospitality, MIDROC is mobilizing capital for large-scale irrigation in lowland areas and expanding its highland agricultural footprint. The group currently holds 25,000 hectares of coffee plantations and manages tea estates that supply the domestic market and export trade.

Despite the growth, Jemal identified specific areas requiring government attention to maintain momentum. He called for revisions to the investment proclamation regarding incentives and the simplification of visa processes for skilled workers and conference tourists.

“Having the right policy alone and the right commitment alone by the political leadership is not enough,” he said, referencing the need to address regulatory bottlenecks.

Addressing the Forum, Minister of Planning and Development Fitsum Assefa (PhD) acknowledged investor concerns, stating that recent reforms specifically target the sector’s primary challenges. She described the government’s approach as “deliberate,” citing the creation of high-level platforms designed to bridge the gap between policy and the investment landscape.

The Minister highlighted the Investment Board, chaired by the Prime Minister, as a critical instrument for resolving bottlenecks by bypassing mid-level bureaucratic delays and providing direct leadership oversight.