With air travel demand across Africa skyrocketing and passenger expectations shifting fast in a digital-first world, airlines face mounting pressure to deliver smoother, more efficient journeys while managing increasingly busy operations. At the same time, destinations like Ethiopia are rapidly emerging as hubs for tourism, investment, and trade, raising the stakes for national carriers to leave a lasting positive impression on travelers. To meet these challenges head-on, Ethiopian Airlines and SITA have signed a new Memorandum of Understanding (MoU) to co-develop innovative solutions that strengthen the airline’s operations and enhance the passenger experience. The collaboration will tap into startups, technology providers, business accelerators, and industry partners to identify key challenges and create fresh, forward-looking solutions tailored to the airline’s needs