JIMA, Ethiopia – This Christmas, La Marzocco, the prestigious Italian espresso machine manufacturer, is celebrating the season in an extraordinary way – at the birthplace of espresso, Ethiopia. In collaboration with the Oromia Tourism Commission (OTC), La Marzocco is proud to announce the inaugural ‘Tour de Coffee’ event, a unique cycling journey through the coffee trails of Ethiopia, culminating with a special screening of the documentary The Rise of Espresso by Accademia del Caffè Espresso
Set to begin on December 27, 2024, the event will take participants through the lush coffee-growing regions of Ethiopia, offering a chance to explore the cultural, historical, and natural beauty that defines the birthplace of coffee. The cycling adventure will include visits to various historic and tourist attractions, traditional and contemporary coffee tasting experiences, and cultural performances. A highlight of the event will be the screening of The Rise of Espresso, a documentary that tells the story of espresso’s evolution from its origins to its worldwide cultural prominence.
Lelise Dhugaa, Commissioner of the Oromia Tourism Commission, remarked, “The Tour de Coffee event is a unique opportunity to showcase Ethiopia’s rich coffee heritage to the world. By hosting The Rise of Espresso in Jima, we not only promote our region’s coffee culture but also encourage sustainable tourism practices that benefit local communities. We are thrilled to share our story and heritage with the global coffee community.”
Giada Blondi, Global Corporate Communications and Culture Manager at La Marzocco, added, “This initiative provides an exceptional opportunity to connect coffee lovers and professionals from around the world. By celebrating coffee’s origins in Ethiopia, we contribute to a deeper understanding of the cultural significance of espresso and the global coffee community.”
The Oromia Tourism Commission has been instrumental in transforming the region’s tourism offerings, leveraging the rich coffee heritage of Oromia to attract international interest. This event aims to elevate the region as a premier destination for coffee tourism, inviting coffee enthusiasts, cultural ambassadors, and travelers to experience the beauty and vibrancy of Ethiopia’s coffee-producing heartland.
Adsolute Communications has played a key role in facilitating this collaboration, bringing together La Marzocco, Accademia del Caffè Espresso, and the Oromia Tourism Commission to highlight Ethiopia’s pivotal role in the global coffee industry. The Tour de Coffee event promises to be a memorable celebration of Ethiopia’s coffee culture, offering an authentic, immersive experience that connects local communities with the global coffee narrative.
