Lebawit Lily Girma is currently a full-time travel and tourism news reporter for Bloomberg Pursuits—the luxury lifestyle arm of Bloomberg News and Bloomberg Businessweek—where she writes about and shares insights on luxury hospitality as well as global tourism trends, destinations, and sustainability-related topics.
Prior to that, Lebawit was editor-at-large and global tourism reporter at Skift, a B2B news company focused on the business of travel. There, she covered the post-pandemic evolution and future of tourism, from the evolution of tourism boards as destination stewards, to equity in travel, responsible marketing, and climate action, among other topics. Lily’s work played a significant role in elevating Skift’s tourism coverage with her cutting edge insights on all that entails “building back better” for the travel industry.
A former corporate attorney at top US law firm Skadden Arps, Lily ditched her Washington DC office for the road in 2008 to follow her passion for storytelling and social impact through tourism.