My mission is to show you the real Ethiopia

Men of the Karo Tribe in the Omo Valley - Image (c) Tim Henshall

For many years, Mulugeta Muluneh happily ran an export business between his native Ethiopia and international markets including Europe and the USA. But increasing frustration with the false perceptions of the country would lead him to create arguably Ethiopia’s premier destination management company, Dinknesh.

Mulugeta repeatedly heard how his customers believed that Ethiopia was little more than a barren wasteland with famine and drought, populated by starving children, with pencil-thin limbs, tear-stained cheeks and swollen bellies.

Mulugeta felt he had a mission to ensure his homeland’s image was irrevocably changed, to one of breath-taking scenery, outstanding historical sites, unique wildlife and fascinating culture. So, what better way than to provide people with the opportunity to experience the country for themselves? So in 2002, he launched Dinknesh Ethiopia Tours, at a time when very few tourism visited the country.

St George's Church, Lalibela - Image (c) Tim Henshall

Fast forward to today and Dinknesh has grown to become one of the biggest and most influential players in Ethiopia’s burgeoning tourism industry. As they did from day one, they organise group and private trips to all areas of Ethiopia.

The key selling point for Dinknesh is its efficient, high quality service. “We believe we have the best organised operational system for an efficient service, with prompt responses. We focus on customer satisfaction and safety at all times, and I can confidently state that our guides are some of the best in the industry”. (Mulugeta Muluneh)

Gelada Baboons - unique to Ethiopia - Image (c) Tim Henshall


Dinknesh has unrivalled in-house expertise and this has helped establish an outstanding reputation within the tourism industry, serving over 2,000 clients a year, with a total of 45 staff members, all dedicated to providing an efficient service.

Dinknesh has recently moved into new purpose-built HQ in Addis. These spacious and scenic offices even include a relaxing and stylish client suite, where guests can be briefed whilst sampling legendary Ethiopian coffee. Other recent introductions include an excellent mobile camping option in the Omo Valley and the very latest V8 land cruiser, with all mod-cons.

Priest at Lalibela. Image (c) Tim Henshall

Dinknesh recommends that UK operators visit Ethiopia on one of their heavily subsidised fam-trips to experience the wonders of Ethiopia for themselves. “We challenge anyone not to be enthralled by our country’s tourism offering, whilst also seeing us in action, to build confidence in Dinknesh”.

Hamer village in the Omo Valley - Image (c) Tim Henshall