King’s Cup can attract investment, elevate Eswatini’s global standing – King

By Chris Dlamini

It goes beyond the greens. That is how His Majesty King Mswati III sees golf’s role on the economic front. In his King’s Cup 2025 dinner address on Friday at Lozitha Palace, the king appealed to all to recognise golf’s role in economic upliftment.

“By fostering partnerships and innovation, we can create opportunities, attract investment, and elevate Eswatini’s global standing,” roared the King.

He called for this tournament to be a catalyst for progress, uniting the nation in pursuit of excellence and prosperity.

“Eswatini’s lush landscapes and pristine greens offer untapped potential for investment, which positions us as a golfing hub,” said the King.

His Majesty acknowledged the organising committee for its timing of the tournament as it came during the annual Reed (Umhlanga) Dance period.

“We gather tonight (on Friday) shortly after our annual Reed Dance, where we were pleased to welcome a growing number of maidens and tourists alike,” said the King.

He also said that it was believed that many of the attending people in the dinner and King’s Cup 2025 edition had the opportunity to experience this vibrant event, which made a significant contribution to the country’s economy through tourism.

“We thank the organisers for arranging to host this golf tournament immediately after the Reed Dance, as this helped ensure our visiting golfers can enjoy this cultural highlight,” said His Majesty.

To the sponsors, he was also grateful.

“To our sponsors, both longstanding and new, including those from beyond our borders, we extend profound gratitude.

Your support strengthens not only golf but also our bonds with regional partners, fostering unity across Southern Africa. We urge you to deepen these partnerships, as they are vital to our collective success,” added the King.