Getaneh Desta Woldemichael currently holds the Commercial Director position within Air Botswana. In this role his primary responsibilities include leading an experienced commercial team to deliver passenger and cargo revenue and market share growth for the airline. Getaneh holds a diploma in Airline Marketing and Finance, a BA degree in Economics and an MBA in Leadership & Sustainability. Prior to Joining Air Botswana, Getaneh, in partnership with like-minded aviation veterans, founded AFRI Aviation Plc. (an aviation consultancy company) in 2014. Besides serving as a Senior Partner at AFRI Aviation Plc., Getaneh was also the Managing Director for a subsidiary general consulting and training establishment, ARKI Leadership & Management Consulting Plc. in Addis Ababa, Ethiopia. Getaneh is a veteran of our industry with progressive, hands-on, managerial and leadership roles in Commercial Planning and Operations, Customer Services, Project and Program Management, Marketing, Sales, Relationship Management, Business Development, Business Management, Strategy Development, Consulting and Coaching in a career spanning over 30 years. Getaneh’s association with the airline industry started when he joined Ethiopian Airlines in 1984. At Ethiopian Airlines, Getaneh led the Ethiopian Airlines Revenue Management team (Space Control), oversaw the implementation of several operational IT projects in the Ethiopian Airlines Commercial division and served as Director of Customer Services just before departing from the airline in 1994. After leaving Ethiopian Airlines, Getaneh joined SITA, the multinational information technology company providing IT and telecommunication services to the air transport industry, in 1995 and served SITA in various roles including Sales Director Anglophone Africa, Head of Communication Services Integration for Middle East & Africa and as VP Communication Services Business Unit for Africa region with full P & L responsibility for about 4 years until the dissolution of the Africa region. Following a new regional restructuring, Getaneh served SITA in a Strategic Business development role on some pan-African initiatives before parting ways with the company. Getaneh currently serves as an executive committee member of the Hospitality and Tourism Association of Botswana and is the Current chairman of the AFRAA Distribution Committee.