H.E. Mr. Zerihun Megersa, Consul General of the Federal Democratic Republic of Ethiopia in Dubai and the Northern Emirates, held a productive meeting with Sheeraz Hasan, CEO of FAME by Sheeraz, at the firm’s Dubai office to explore a strategic collaboration focused on nation branding, tourism positioning, and global media outreach.
What the Meeting Covered
The discussion centred on building a strong bridge between Ethiopia and the UAE through nation branding, strategic tourism positioning, and the leveraging of global media networks.
H.E. Zerihun Megersa highlighted Ethiopia’s rapid transformation, describing the country’s emergence as a premier hub for tourism, investment, and diplomacy, as well as a growing centre for digital innovation and conference tourism. He emphasised the vital role of media narrative in ensuring Ethiopia’s national progress is communicated effectively on the global stage.
What FAME by Sheeraz Brings to the Table
Sheeraz Hasan, whose firm carries a 25-year track record of building iconic global brands, expressed strong interest in collaborating with the Consulate to elevate Ethiopia’s media presence internationally.
He outlined how FAME by Sheeraz intends to use its extensive Hollywood and Bollywood networks to amplify Ethiopia’s profile through influential global voices. Hasan also highlighted the country’s immense potential to capture the global spotlight, noting he was impressed by Ethiopia’s rapid economic shifts and recent development trajectory.
What Comes Next
Following an invitation from the Consul General, Sheeraz Hasan expressed his interest in visiting Ethiopia to further consolidate the collaboration in person. H.E. Zerihun Megersa reaffirmed his commitment to facilitating that visit, which is expected to formalise the partnership between the Consulate and FAME by Sheeraz and advance Ethiopia’s global media strategy.
