… As Eswatini Tourism eyes 2 million visitors
The Eswatini Tourism Authority (ETA) has officially launched the 2026 Festive Season Campaign, calling on emaSwati and regional travellers to choose the Kingdom as their holiday destination this summer.
The campaign, presented under the national call to action ‘Visit Eswatini’ / ‘Vakasha Eswatini’ and for the domestic market NgcebelekaEswatini, on Wednesday at Ekupholeni Garden Villas in the presence of members of the Hospitality and Tourism Association of Eswatini (HOTAES), tourism operators and members of the media.
Delivering the remarks on behalf of ETA Chief Executive Officer Vusie Dlamini, ETA Head of Marketing Chunky Dlamini said the launch marked the opening of a season dedicated to celebration, relaxation and discovery across the length and breadth of the Kingdom.
“We gather today in the serene surroundings of Ekupholeni Garden Villas to officially open a season dedicated to celebration, relaxation and discovery across the length and breadth of our beautiful Kingdom.”
Speaking in her own capacity at the event, Chunky Dlamini said the media had been deliberately engaged first so that journalists could tell the real narrative of Eswatini as a destination.
She said tourism could not grow on adverts alone; it needed people who had seen, experienced and understood the product to tell the story authentically to audiences at home and in the region.
The campaign runs from Wednesday, 4 November 2026 through to Friday, 31 January 2027. It is anchored on ETA’s strategic mandate to reach 2 million international arrivals and E2 billion in tourism receipts by 2027.
Dlamini said 2026 had already demonstrated remarkable growth for the sector, built on resilience, innovation and unwavering spirit across the industry.
“As we pause to reflect on the year 2026, we are filled with immense pride at the resilience, innovation and unwavering spirit displayed across Eswatini’s tourism sector. Building upon our strategic mandate to reach 2 million international arrivals and E2 billion in tourism receipts by 2027, this year has demonstrated remarkable growth,” she said.
She pointed to Eswatini’s strategic presence at key regional platforms, including the Mpumalanga Tourism Expo, which has firmly positioned the Kingdom as a regional capital for cultural, eco-conscious and lifestyle tourism.
She also cited the country’s flagship events, from the iconic rhythms of the MTN Bushfire and the Standard Bank Luju Food & Lifestyle Festival to local heritage showcases like the Mlawula Campfire Festival and the Eswatini International Trade Fair, as proof that the Kingdom offers an unrivalled diversity of experiences.
“Today’s launch ensures that this positive momentum carries straight into the holiday season, generating vital revenue, sustaining jobs and driving community development,” Dlamini said.
The 2026 Festive Campaign is engineered to achieve four distinct, high-impact objectives. The first is domestic and regional destination positioning, encouraging Emaswati and regional travellers from South Africa, Mozambique, Lesotho, Botswana, Zimbabwe, Zambia and Namibia to choose Eswatini as their primary holiday destination.
The second is increasing length of stay and visitor spend, through partnership with local operators to launch tailored holiday packages curated specifically for families, friend groups, couples and pensioners.
The third is unveiling hidden gems, highlighting newly emerged products, boutique lodges and outdoor experiences established over the past two years.
The fourth is promoting sustainable and clean tourism, guaranteeing pristine, safe and eco-friendly visitor experiences across all transit corridors and destinations.
Keep Up to Date with the Most Important News
