By Eyob Salemot
From March 3 to March 5, 2026, Addis Ababa will host the inaugural Elevate Africa Agenda, a high-level forum bringing together global business leaders, policymakers, and technology innovators. The event reflects Ethiopia’s growing ambition to position itself as a major African hub for Global Business Services (GBS) and Business Process Outsourcing (BPO), while signaling Africa’s expanding role in the global digital economy.
Ethiopia’s Strategic Move into the Global Services Economy
ADDIS ABABA — From March 3 to 5, 2026, Ethiopia will host the first edition of the Elevate Africa Agenda, a major international forum gathering global executives, policymakers, and industry innovators to explore Africa’s expanding role in the Global Business Services (GBS) and Business Process Outsourcing (BPO) sectors.
Held in the rapidly transforming capital city of Addis Ababa, the event highlights Ethiopia’s ambition to become East Africa’s leading services hub and a serious competitor in the global outsourcing industry.
With a population exceeding 120 million people, one of the fastest-growing economies in Africa, and a government strongly committed to digital transformation, Ethiopia is positioning itself to capture a share of the multi-billion-dollar global outsourcing market.
The timing is strategic.
As geopolitical shifts, automation, and evolving labor dynamics reshape the global outsourcing industry, international companies are actively searching for new destinations offering:
- skilled talent
- political stability
- reliable infrastructure
- competitive operating costs
Ethiopia believes it can offer all four.
A Strong National Commitment to Economic Transformation
The conference opens on March 3 with a clear message: Ethiopia is open for global business.
After introductory remarks by David Rumble, Managing Partner of On Consultancy, the stage will move to Myriam Said, Digital Advisor in the Office of the Prime Minister. She will present Ethiopia’s ambitious digital transformation strategy and national innovation initiatives.
However, the central tone of the forum will be set by H.E. Dr. Eyob Tekalign Tolina, Governor of the National Bank of Ethiopia.
His keynote address, titled:
“A National Commitment to the Global Services Economy”
is expected to outline the Ethiopian government’s strategy for driving economic growth through a services-led development model.
Dr. Eyob was appointed as the 11th Governor of the National Bank of Ethiopia in September 2025, after playing a key role in designing the country’s Home-Grown Economic Reform Programme.
His international career includes positions at:
- the World Bank
- the International Finance Corporation (IFC)
- the United Nations Economic Commission for Africa (UNECA)
- Ethiopia’s Embassy in Washington, D.C.
At recent IMF and World Bank annual meetings, he advocated for reforms to ensure a more balanced and inclusive global financial system for African economies.
According to observers, his speech will send a strong signal to investors:
“We are not simply participating in the global economy — Ethiopia intends to lead in key sectors.”
Day One: Is Ethiopia Ready?
The first day of the forum is structured around a key question:
“Is Ethiopia Ready?”
Discussions will focus on whether the country has the workforce, infrastructure, and policy environment necessary to support a modern GBS and BPO ecosystem.
H.E. Muferihat Kamil, Ethiopia’s Minister of Labour and Skills Development, will address workforce development and skills training.
Her career includes serving as:
- Ethiopia’s first Minister of Peace
- the first female Speaker of the House of Peoples’ Representatives
A strategic fireside conversation between David Rumble and Dr. Brook Taye, CEO of Ethiopian Investment Holdings, will explore Ethiopia’s economic competitiveness and investment environment.
Dr. Brook previously served as the founding Director General of the Ethiopian Capital Market Authority, helping build Ethiopia’s modern capital market framework.
Global industry experts will also contribute insights.
Andrew Wrobel, Chief Reinvention Officer at Reinvantage, will discuss how countries must rethink their global economic positioning.
Yusuf Reja, CEO of Africa Jobs Network, will present strategies for transforming Africa’s demographic potential into large-scale employment opportunities.
Infrastructure and Ecosystem Readiness
Local industry leaders will address the practical realities of building a competitive outsourcing ecosystem.
Wondwesen Zewdie, President of the Ethiopian Outsourcing Association, will discuss the country’s potential role in Africa’s rise within the global BPO sector.
Endale Asrat, Chief Information Officer at Ethio Telecom, will present Ethiopia’s digital infrastructure strategy.
Michael Debela, CIO of the Ethiopian Electric Utility, will discuss the modernization of national ICT and energy systems required to compete globally.
International insights will come from:
- David Rickard, Partner at Everest Group
- Nicholas Clark, Partner at BCG
- Joel Walker, Founder of The Knowledge Group
Joel Walker previously served as Global Head of Call Centre Procurement at Vodafone, overseeing around 85,000 agents across 35 countries.
The day concludes with a strategic panel titled:
“Putting Addis on the Map — The Honest Conversation.”
Day Two: Can Ethiopia Deliver?
The second day shifts the conversation from readiness to execution.
Under the theme “Can Ethiopia Deliver?”, discussions will focus on turning ambition into operational success.
David Rumble will open the session with a key question:
What does it take for global investors to move from interest to commitment?
A panel of international buyers will discuss why companies choose certain markets over others.
Participants include:
- David Rickard
- Maria Hawkins
- Jessica Patel
- Angelo Adams
- Kim Cook
Dr. Samuel Kifle, President of Addis Ababa University, will present a keynote on developing large-scale digital talent for the global economy.
Another highly anticipated discussion asks a provocative question:
“The Future of Work — Do We Need Buildings?”
The panel includes representatives from:
- eBay
- Genesis Analytics
- 10 Academy
Impact Sourcing and Inclusive Growth
One major focus of the conference is impact sourcing, a model that integrates underserved communities into global digital workforces.
Panelists include:
- Rita N. Soni, Desicrew
- Ninoshka Linde, LATAM Thrives
- Traci Freeman, Africa Federation
The day concludes with a strong message from David Rumble:
“The question is no longer whether Ethiopia is ready — the question is whether you are.”
Culture, Networking, and On-Site Visits
Beyond the conference sessions, participants will experience Ethiopia’s cultural heritage and hospitality.
On March 3, attendees will dine at Yod Abyssinia, one of Addis Ababa’s most famous cultural venues featuring traditional music and dance.
On March 4, networking will continue at Hoto Addis, a contemporary restaurant designed for relaxed professional exchanges.
On March 5, participants may join optional visits to universities and technology sites, providing first-hand insight into Ethiopia’s innovation ecosystem and talent pipeline.
What This Means for Ethiopia — and Africa
For Ethiopia, Elevate Africa Agenda is more than a conference.
It represents a strategic declaration on the global stage.
With its large and youthful population, strategic geographic location, and strong government commitment to economic reform, Ethiopia is positioning itself as a credible alternative to traditional outsourcing destinations.
As one industry observer noted:
“Ethiopia has the demographics, the political will, and the infrastructure momentum to compete. The real challenge now is execution.”
With leadership experienced in global financial institutions such as the IMF and the World Bank, Ethiopia is demonstrating that it understands the language of global finance.
Over three days in March, the world will see whether the country can translate that understanding into a new chapter for Africa’s digital economy.
For more information:
Eyob Salemot is an international correspondent covering African economic transformation, digital innovation, and global business services from Addis Ababa.
