Eswatini welcomes over 1 million international visitors in 2025
By Siphesihle Dlamini
The Kingdom of Eswatini has reached a historic milestone in its tourism journey, recording over one million international visitors in a single year for the first time.
In 2025, total international arrivals reached 1,037,054, up from 964,880 in 2024, representing a 7.5% year-on-year growth and underscoring the sector’s steady recovery and growing resilience.
The achievement has been widely welcomed by industry stakeholders, with the Eswatini Tourism Authority (ETA) describing the figures as a strong vote of confidence in the destination.
ETA Chief Executive Officer Vusi Norman Dlamini said the milestone was both symbolic and strategic for the country’s tourism future.
“Crossing the one-million-visitor mark is a defining moment for Eswatini tourism,” Dlamini said. “It tells us that the Kingdom is increasingly being recognised as a destination of choice, not only within the region but beyond.”
As in previous years, South Africa and Mozambique remained Eswatini’s leading source markets, together accounting for the bulk of arrivals.
South Africa contributed 629,203 visitors, reflecting a 3.8 per cent increase compared to 2024, while Mozambique recorded 192,221 visitors, a remarkable 27.8 per cent surge over the same period.
According to ETA, the strong performance from these markets highlights Eswatini’s strategic geographic advantage. The country’s proximity, ease of access, and shared cultural and economic ties continue to make it an attractive destination for short breaks, festivals, and cultural experiences.
Dlamini noted that proximity alone was not enough to drive such growth, pointing instead to deliberate efforts by the Authority.
He said the results were “a clear indication that focused and consistent marketing in our key source markets is paying off,” adding that ETA’s visibility in South Africa and Mozambique had significantly improved over the past year. “We have been very intentional about telling Eswatini’s story,” he said.
“We are showcasing our people, our culture, our landscapes and our events, and inviting travellers to experience the warmth and authenticity of the Kingdom.”
Regionally, the SADC market remained dominant, accounting for over 88% of total international arrivals. However, Eswatini also recorded increased arrivals from other African countries, as well as Asian and Pacific markets, signalling a gradual but important diversification of source markets.
While acknowledging that regional tourism would remain the backbone of the sector, Dlamini said expanding globally remained a key strategic objective.
He noted that growing interest from non-traditional markets was “encouraging and necessary for long-term sustainability,” adding that ETA would continue to pursue partnerships and platforms that expose Eswatini to new audiences.
Despite the overall positive performance, the year was not without challenges. Declines were recorded in November (-10.0%) and December (-6.6%) compared to 2024. However, growth was achieved in all other months, keeping the annual performance firmly in positive territory.