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

Overtourism

Tourists Flocking to the U.S. West Give Hotel Bed Tax Revenues a Big Boost

Record lodging tax collections are rolling in for rural destinations in the West, which is good news. But only if those extra funds can also be used beyond marketing to mitigate the mounting negative impacts of overcrowding on the environment, on host communities and the tourism workforce.

Tourists Flocking to the U.S. West Give Hotel Bed Tax Revenues a Big Boost

Coronavirus

U.S. Road Trips Still a Go With Higher Gas Prices But Here’s What Changes

Rural destinations that have benefitted from long-haul road trippers will want to prepare for the impact of higher gas prices on consumer behavior, on the cusp of busy spring and summer seasons.

U.S. Road Trips Still a Go With Higher Gas Prices But Here’s What Changes

Tourism

South Africa Goes Hyper-Local in First Tourism Campaign in Years

Is the shoe now on the other foot? South Africa’s new tourism campaign push comes just as its industry begins to see green shoots of recovery ahead, in contrast to the uncertainty that now hangs over European destinations.

South Africa Goes Hyper-Local in First Tourism Campaign in Years

Tourism

The Woman of Color Transforming Access and Leadership in Outdoor Travel

As a queer woman of color in the U.S. outdoor and tech space, Breanne Acio and her Sēkr app are making outdoor recreation more accessible through a community-driven listing of free campsites, plus a social platform. But she’s also aiming to end the "bro culture" in the outdoor travel industry.

The Woman of Color Transforming Access and Leadership in Outdoor Travel

Tourism

U.S. Travel Group Lays Out 5-Point Plan on Sustainable Travel

This is good news for America's travel businesses that their largest industry body will lead on sustainability and push for the right policies to be in place to green the future of U.S. travel.

U.S. Travel Group Lays Out 5-Point Plan on Sustainable Travel

Tourism

Ukraine Tourism to the Travel Industry: Scream You’re Against the War

Speak up against the war and stop doing business with Russia as many firms already have. That's the message that Ivan Liptuga, president of the National Tourism Organization of Ukraine, has for the travel industry.

Ukraine Tourism to the Travel Industry: Scream You’re Against the War

Tourism

The Impact of Missing Russia and Ukraine Outbound Tourists

This once resilient group of travelers is unlikely to bounce back anytime soon after all the global sanctions. It's too early to determine the broader impact of the absence of Russian and Ukrainian tourists, but it will be felt — whether through the loss of revenue for seaside resorts or more broadly from a new cloud of uncertainty for travel.

The Impact of Missing Russia and Ukraine Outbound Tourists

Tourism

U.S. and Canada Tourism Boards Show Slow Progress on Diversity

Bold leadership is what destination marketers need to shake up complacency when it comes to DEI. Maybe, as Skift guest columnist Carol Cain said back in December, it's more about changing who's in the DMO driver's seat?

U.S. and Canada Tourism Boards Show Slow Progress on Diversity

Coronavirus

Cruise Confidence Returning Slowly But Not for Megaships

It's still an unpredictable road ahead for the major cruise lines eyeing the rebound of U.S. consumer confidence. Travel restrictions are indeed easing for its top region in demand, the Caribbean, and more cruisers are making plans. But they're also remaining cautious.

Cruise Confidence Returning Slowly But Not for Megaships

Tourism

Canadians Wary of Outside Visitors as Travel Restrictions Loosen Monday

The repercussions of drawn-out, draconian Covid restrictions are clear. It will take time to strengthen Canadians' feelings about welcoming back international visitors, but also to rebuild consumer confidence in traveling to Canada.

Canadians Wary of Outside Visitors as Travel Restrictions Loosen Monday