In the late 1950s, Ethiopian Airlines launched an advertising campaign in the Western media that touted the ancient kingdom as Africa's "newest travel adventure."
More than half a century later, the huge East African nation has yet to live up to that lofty billing. But it might not be much longer.
The sights, the scenery, the culture are already there.
Ethiopian's ancient orthodox Christianity has endowed the nation with thousands of churches and monasteries, some of them enshrined as UNESCO World Heritage Sites.
A succession of empire and kingdoms added medieval forts, palaces and tombs like the Gondar citadel and the towering stone stele of Axum. Here is the full story.