Lebawit Girma is a travel news reporter for Bloomberg Travel (Pursuits). Formerly, she was editor at large of Skift, focused on the global tourism industry through destination stewardship, tourism marketing, equity, and sustainability. A freelance writer, her work has appeared in National Geographic Traveler, Travel & Leisure, and Conde Nast Traveler. Girma has also provided content for travel brands and editorial strategy for Caribbean tourism boards. A public speaker, her media appearances include Quest Means Business and CBC Canada and as a moderator at Skift Global Forum, ITB Berlin, and WTM Africa. Girma’s recognition includes being named to the 2020 Forbes 15 Black Travel Writers to Read Now list and the Wanderful 2022 Bessie Award for Most Impactful Piece of Writing of the Year for her story on vaccine equity and the travel industry.