Lebawit Lily Girma

Lily is Skift's global tourism reporter. Prior to that, she wrote travel stories focused on culture and sustainability for BBC, CNN, and Travel + Leisure, and others. Born in Ethiopia and raised in Côte d’Ivoire, she calls herself a serial expat and loves to debate the power of tourism to tip the scales of imbalance in the world. Lily splits her time between the Dominican Republic and the eastern U.S.

Latest Stories

Tourism

Boston Sticks to Its Bold Diversity Push in Latest Tourism Campaign

As a traveler of color, I approve this message. As a tourism marketing effort, it's a smart one ahead of what's predicted to be a busier and more competitive summer than last year's. Way to go, Boston — and look out New York City.

Lebawit Lily Girma | 6 months ago

Boston Sticks to Its Bold Diversity Push in Latest Tourism Campaign

Tourism

Tourists Are Equally Satisfied Visiting Lesser-Known Places, Study Shows

If there's clear evidence that tourists are equally happy in lesser-visited areas, will the travel industry come together to rework those problematic bucket lists and spread tourism's benefits? Or will it continue to be economic recovery first, followed by more sustainability pledges?

Lebawit Lily Girma | 6 months ago

Tourists Are Equally Satisfied Visiting Lesser-Known Places, Study Shows

Coronavirus

Grenada’s New Diaspora Loyalty Program Could Be Model for the Caribbean

We've long said that the diaspora remains an untapped and lucrative "visiting friends and relatives" market for the Caribbean. Working out the kinks of the program by beefing up the incentives and committing to the effort beyond the recovery phase could pay off long term for Grenada.

Lebawit Lily Girma | 6 months ago

Grenada’s New Diaspora Loyalty Program Could Be Model for the Caribbean

Tourism

Cape Town Launches a Virtual Game for Biggest Tourism Campaign Yet

Tourism campaigns out of the African continent are getting creative and breaking stereotypes in a way never before seen. We're here for it.

Lebawit Lily Girma | 6 months ago

Cape Town Launches a Virtual Game for Biggest Tourism Campaign Yet

Travel Technology

Travel’s Pandemic Digital Push Was Just the Start

The digital ease of booking travel is growing post-pandemic and it's only the beginning.

Lebawit Lily Girma | 6 months ago

Travel’s Pandemic Digital Push Was Just the Start

Tourism

Europe’s Tourism Demand Holds Steady But Ukraine War Anxieties Loom

A prolonged Russia-Ukraine war could quickly shift this cautious optimism and cause more devastating impacts for Europe's tourism industry. For now, getting ahead of the right messaging and ensuring seamless movement amid an ongoing pandemic will be key in boosting consumer confidence.

Lebawit Lily Girma | 6 months ago

Europe’s Tourism Demand Holds Steady But Ukraine War Anxieties Loom

Tourism

Global Travelers Plan to Splurge on Family and Impact Vacations

Conscious travel and family trips are set to bounce back in a bigger way this year. But will consumer intentions to spend more this year stick if the war in Ukraine and its global impacts persist?

Lebawit Lily Girma | 6 months ago

Global Travelers Plan to Splurge on Family and Impact Vacations

Tourism

Poland’s Tourism Marketers Caught in Grip of Uncertainty Over Nearby War

No doubt a huge challenge facing tourism marketers in Europe — the inability to predict the outcome or end of Russia's war on Ukraine, as well as how to hit the right notes amid human loss and devastation close to home.

Lebawit Lily Girma | 6 months ago

Poland’s Tourism Marketers Caught in Grip of Uncertainty Over Nearby War

Tourism

Canadian Tourism’s Struggle to Jumpstart Its Recovery

A reputation for strict entry requirements, plus an unexpected variant and social disruption, is hard to undo. Canada's tourism businesses are certainly paying the price, despite a successful vaccination campaign. Will it be another lost summer for the U.S. neighbor, particularly given the rising fuel costs?

Lebawit Lily Girma | 6 months ago

Canadian Tourism’s Struggle to Jumpstart Its Recovery

Tourism

Brand USA Receives $250 Million in Funding to Attract International Visitors

The funding is a nod to the importance of international visitation for America’s tourism economy and the need to rebuild consumer confidence in America as a tourism destination. The timing is on point, ahead of a hoped-for global travel summer rebound.

Lebawit Lily Girma | 7 months ago