(00:10 – 00:14) Welcome to the home of historical monuments dating back over 3,000 years. (00:17 – 00:20) The Home of beautiful landscape and stunning vistas (00:27 – 00:28) The birthplace of man kind (00:30 – 00:33) With one of the fastest growing economies in the world (00:37 – 00:40) Home of diverse colorful culture and rich traditions (00: 45 – 00: 46) The home of great athletes (00:48 – 00: 51) The fastest agricultural world in Africa (00:53 – 00:54) But above all (00:56 – 00:58) The home of Arabica coffee (01:03 – 01:06) Welcome to Ethiopia where coffee is a way of life. (01:08 – 01:20) Ethiopia is the birth place of Arabica coffee with 6,000 varieties growing for else where. Arab traders took the beans abroad and by 15th century, coffee made its way to Europe and the world. (01:21 – 01:43) Coffee has been growing in Ethiopia for over a thousand years. It is an important part of the Ethiopian economy as it is the number one export earnings. Ethiopia is the fifth largest Arabica coffee producer in the world and number one in Africa. About 20% of our population is involved in the coffee industry and over four million smallholder households and a livelihood by producing coffee. (01:44 – 02:02) I started producing coffee since 1974 E.C. the selling price was lower back then. But now it has increased and the farmer’s life is improving. (02:03 – 02:12) Here the traditional methods are increasingly complemented by innovations from the modern science and technology that complements modern coffee industry. (02:14 – 02:29) By increasing the productivity of the smallholder farmers who represent almost 90% of the Ethiopian coffee production. One can imagine a doubling or tripling of the current coffee production and its impact on the economy and the livelihood of the farmers. (02:30 – 02:38) Ethiopia has thousands of coffee varieties. Ethiopian coffees ‘are identified by their distinct characteristics, flavor aroma and taste. (02:39 – 02:55) Global coffee buyers come from all over the world to sample and purchase the best Arabica coffee from Ethiopia. The diverse coffee varieties combined with natural current taste variations from their specific geographies make Ethiopia a unique destination. (02:57 – 03:03) It is investing in the supply changes, sales system and the marketing efforts of quality coffee to the global market. (03:04 – 03:11) ECX fully recognizes that traceability provides an opportunity to all, so the best is yet to come. (03:11 – 03:33) As everyone knows Ethiopia has an immeasurable number of coffee varieties and micro climates. Our coffee exports are vibrant, complex and competitive and continually growing. There is also a large increase of coffee plantations, private coffee plantations, and farms. And internal structures like the ECX have supported us to go in this direction. (03:34 – 03:47) Ethiopians drink as much coffee as they export, as coffee is at the center of the Ethiopian culture. The coffee ceremony is a way of showing respect to a guest. It is a mark of friendship and a sign of Ethiopian hospitality. (03:51 – 03:57) It is the main event in the village, a time to discuss community issues or perhaps just life in general. (03:58 – 04:10) Indeed so important to Ethiopia is coffee that there is a foot ball team called Buna, the name in Amharic for coffee, and an annual beauty pageant to decide on the year’s miss Ethiopian coffee. (04:11 – 04:27) Addis Ababa’s reputation as a global venue for conferences has grown in recent years. We had the honor of hosting world and business leaders’ allies at the newly built African union conference center, the UNECA conference center, the millennium hall and other major venues. (04:29 – 04:50) Addis regularly welcomes global business and political leader for conferences, which constructs more than 10,000 delegates. In 2012 and 2013, the world’s eyes were on us as we hosted CEO’s from around the world to the world economic forum as well as world leaders for the AGOA conference and the 50th anniversary of the African union summit. (04:51 – 05:05) Addis Ababa is the hall way to whole of Africa. Conference guests can enjoy a great service of star alliance member, Ethiopian airlines. Guests can enjoy the facilities of world-class hotels such as the Hilton, the Radisson Blu and the Sheraton. (05:07 – 05:28) Leading travel websites proclaim Ethiopia as a world class tourist destination. Travelers come here to marvel at the eight wonders of the modern world. The rock tilt churches of Lalibela, stand in the breath taking natural landscape of blue Nile George to the depth and extreme temperatures of the Danakil Depression, and the roof of Africa, the Semien mountains. (05:31 – 05:38) To see the diverse and rich cultures of our people; and to experience the warm hospitality of the friendliest people on earth. (05:40 – 05:45) We look forward to welcome you to the beautiful land with its extraordinary people, culture and traditions. (05:58 – 06:14) The government and the people of Ethiopia welcome the whole world to our country, the birthplace of coffee. Welcome to you all to Addis Ababa, the capital city of Ethiopia and Africa. We are ready and waiting for you.