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Addis Ababa, Ethiopia

Work is how a life gets built. We open the routes into it.

We train young Ethiopians inside real workplaces, help them into jobs in tourism, customer service and enterprise, and stay with them until the work holds.

Start a conversation How we think

Tourism & hospitalityCustomer serviceMicro-enterprise

Our vision

A thriving, inclusive and connected Ethiopia, where all can flourish.

Our mission

Enable individuals, families and communities to foster resilience and self-determination.

How we think

Ethical, critical and creative thinking

We teach young people to judge what is right, to think a problem through, and to find a better way — not simply to follow a procedure. We hold ourselves to the same standard, which is why we test our own results and publish them.

Dignity

Every person has something to offer before they have a job. We start with what someone already has — ability, family, willingness to work — not with what they lack.

Compassion

We see the whole person and the household behind them, not a training place to be filled.

Humility

Families, employers and community groups do things we cannot. We try not to take over their work, even when doing it ourselves would be quicker.

Justice

We open doors that are usually closed, and we speak up where young people have no voice.

Accountability

We publish what worked and what did not. We count how many people are still in work six months later, not how many attended a class. If a number disappoints us, we would rather publish it and fix the design.

What we do

Four areas of work

Not four business lines, but four connected parts of a person's life. Character comes before competence, the household comes before the individual wage, and honest evidence follows both.

Ethical education and training

We teach a trade and we teach character, inside a real workplace.

Training on the job, not only in a classroom
Character and thinking skills in every course
Assessed against national skills standards
Workplace supervisors trained and certified

Family and community support

A first wage changes a whole household, not just one person.

Families briefed when a young person enrols
Allowances set so they do not create dependence
Referral to community groups for other needs
A circle of support around the whole family

Employment and enterprise

Routes into a job, and support for those who will work for themselves.

Employer partnerships and work placement
Support for the first ninety days in a job
Help to start and register a small business
Connecting new traders to customers

Research and advocacy

We publish what we learn, including the things that did not work.

Yearly results, checked independently
Six-month follow-up on every graduate
Work on national training standards
Speaking up on youth employment

Our approach to family and community support

A circle of support

It takes a village to help a young person step into work. We wrap support around the trainee and the household, so the foundation holds long after the course ends.

The anchor

Spiritual and community leaders

Cultural safety, agreement at home, and a steady sense of purpose and identity.

The navigators

Social workers

Housing, money and health sorted quietly in the background, so the family can get on.

The bridge

Mentors

One-to-one guidance at work, the daily habits of a good employee, and introductions into local industry.

Where we work

Three sectors, one set of skills

Speaking well, solving a problem, staying calm with a difficult customer — these carry across all three. So a young person trained with us is not locked into one industry.

Tourism & hospitality

Where the jobs are growing fastest

Hotels, restaurants, lodges, tour operators and conference venues. Most of our work is here today, and Addis is building faster than it can staff.

Customer service

A much wider set of employers

Call centres, shops, banks, telecoms and airline front desks. The same skills, and far more places to use them once someone has them.

Micro-enterprise

For those who will not have an employer

Guides, caterers, event helpers, small traders. We teach the trade, help with registration and licensing, and connect people to their first customers.

Why now

The problem is not buildings. It is people who can do the work.

5,964

hotel rooms being built

Across 34 hotels — the fifth largest building programme in Africa, and most of it already under construction. Every room needs staff before it opens.

80,000

delegates expected for COP32

Addis Ababa hosts the climate conference in 2027 and plans to grow from about 25,000 hotel beds to more than 80,000. A conference that size hires by the thousand.

3rd

diplomatic capital in the world

Home to the African Union and the UN Economic Commission for Africa. That demand does not switch off between tourist seasons.

Our people

The team behind the work

Between them, our senior team has more than eighty-five years in the industry — hotels opened and run for InterContinental, Hilton and Radisson on four continents, and the college leadership that trained many of the people running the sector here.

Portrait of Daniel Gobena

Daniel Gobena

Chief Executive Officer

Two decades leading community and employment organisations, currently as chief executive of a multicultural agency in Western Sydney. Works between Sydney and Addis Ababa, and sets the group’s strategy and institutional partnerships.

Portrait of Tesfaye Gebremichael

Tesfaye Gebremichael

General Manager

Runs the business day to day — operations, contracts, staffing and the delivery capacity behind every engagement.

Portrait of Lydia Befekadu

Lydia Befekadu

Programme Director

Over twenty years in hospitality, including five-star operations, and a lecturer in business, management, events, tourism and hospitality. Heads LB Academy and directs delivery, assessment and learner outcomes.

Portrait of Endalkew Mulugeta

Endalkew Mulugeta

Finance & Contracts

Handles the money and the paperwork — budgets, procurement, contracts and the financial reporting that funded programmes are held to.

Portrait of Yohannes Paulos

Yohannes Paulos

Employer Partnerships

More than fifty years in global hospitality. Supervised 24 hotels and convention centres for InterContinental Hotels Group and Hilton International across four continents, and opened four international luxury hotels. Lifetime Achievement Award, Addis Ababa Hotel Professional Association.

Portrait of Solomon Taye

Solomon Taye

Curriculum & Assessment

Eighteen years in hospitality education and former Dean of the college at Capital Hotel and Spa. Builds the occupational standards, curriculum and assessment our certification rests on.

Portrait of Hiwot Belete

Hiwot Belete

Operations

Hotel-side commercial experience from Lewi Resort, where she was marketing manager. Runs delivery across the Bole and Gurd Shola sites — cohort scheduling, trainer rosters and facilities.

Portrait of Obsa Ayana

Obsa Ayana

Monitoring & Evaluation

Owns the evidence — enrolment and completion records, workplace assessment tracking, and the graduate follow-up at three and six months that turns a placement claim into a measured result.

Contact

Tell us what you are trying to build

Telephone

Email

info@primeconsultingbg.com

Offices

Bole & Gurd Shola, Addis Ababa, Ethiopia