"We haven't truly introduced Ethiopia to the world." Meet Samrawit Moges Beyene, one of Ethiopia's most influential entrepreneurs and a true pioneer in tourism and agribusiness. As CEO of Travel Ethiopia — one of the country's leading destination management companies — and Co-Founder of Samore Flower Farm, she has spent over three decades building industries, creating jobs, and championing sustainable, community-driven business across Ethiopia. In this episode, Samrawit opens up about leaving a secure government job to found Travel Ethiopia in 1994, surviving war, COVID, and industry setbacks, empowering women through Rotary and female tour guides, and the hard-won lessons on leadership, trust, and resilience behind three decades in business. GIZ: https://www.giz.de/de/downloads/giz2023-en-private-sector-development-in-ethiopia.pdf To advertise on Meri: https://meri.et/advertise +251974255555 info@meri.et Video Chapters 00:00 – Introduction 05:15 – Early Life 09:15 – Tourism Career 19:15 – Building Travel Ethiopia 36:15 – Women & Leadership 41:15 – Tourism & COVID-19 50:00 – Leadership & Culture 01:02:15 – Samore Flower Farm 01:13:15 – Partnerships & Business 01:25:00 – Final Advice & Closing Social Links https://t.me/MERI_PODCAST https://twitter.com/MERI_Podcast https://www.instagram.com/meripodcast/ https://www.youtube.com/channel/UCzKNuQ80qNSpt2x-7dsazJg https://youtube.com/@Meriwoch?si=yIpJ3byprnVNwKi1 https://youtube.com/@mericlipset?si=wwa0KeQ_Nv2aPy9l https://www.tiktok.com/@meripodcast https://www.linkedin.com/company/meriethiopian/ Copyright Notice for Meri Podcast: All rights reserved. The content featured in this podcast is protected by copyright laws. Unauthorized reproduction, distribution, or modification of any portion of this podcast is strictly prohibited. For permission to use our content, please contact us at info@meri.et Thank you for respecting our copyright.