Lebawit Lily Girma

Adapting to the ever-changing world of digital content

Described as a game changer, Lily’s award-winning reporting for Skift — the most influential B2B travel industry news and intelligence platform — has focused on the future of global tourism, from the evolution of destination marketing to the content creator economy, consumer trends, sustainability, and climate action. 

Prior to Skift, Lily  built a distinguished 12-year career as an award-winning travel media professional, from journalist and blogger to multimedia storyteller. Her deep passion for the Caribbean region, including Belize, and for sustainable tourism led her to author multiple guidebooks — including Moon Belize for Moon Travel Guides — and her work has appeared in major travel publications, such as BBC, Conde Nast Traveler, National Geographic Traveller, CNN, Lonely Planet, and Travel + Leisure. She has also produced content for major travel brands and led on editorial strategy for tourism boards and associations, including as the editor-in-chief of BTIA’s Destination Belize Magazine from 2013-2020. 

Lily has the honor of speaking and presenting regularly at international conferences, including Skift Global Forum, ITB Berlin, and WTM Africa, on topics ranging from industry trends to effective storytelling and marketing. She also shares expert insights on the travel industry in the media, from CNN’s Quest Means Business and Bloomberg to CBC Canada.