Lebawit Lily Girma is an award-winning Ethiopian-American journalist passionate about leveraging travel as a tool for economic equity, inclusion and cultural preservation.

A former lawyer turned global storyteller, she brings 15 years of experience in sustainable tourism coverage. Lily currently reports full-time on travel for Bloomberg News, where she also authors The Better Travel Bureau, a groundbreaking monthly column focused on the business of responsible tourism. Her work has also appeared in leading consumer and industry publications, including BBC, Bloomberg Businessweek, Skift, National Geographic Traveller and Condé Nast Traveler.

Additionally, she produces content and provides cross-cultural communications strategy for travel brands, tourism boards, media and universities. An advocate for continuous learning, Lily encourages others to ask critical questions and prioritize context to foster a more authentic tourism industry and narrative.