With a month left before the Eswatini International Trade Fair (EITF) opens its gates, organisers have taken the exhibition to the people,
using a roadshow to market business opportunities, public services and investment prospects expected to draw thousands of visitors when the annual showcase begins on August 28.
The roadshow, held at Siphofaneni today, brought together the Eswatini International Trade Fair team, 
exhibitors, and partners to give residents an overview of this year’s programme and answer questions ahead of the nine-day exhibition, which ends on September 6 at the Mavuso Trade and Exhibition Centre in Manzini.
The annual trade fair, organised by the Eswatini Investment Promotion Authority (EIPA), has grown into one of the country’s biggest business events.
The exhibition serves as a meeting point for local and international businesses, government institutions, investors and entrepreneurs seeking new markets and partnerships.
Addressing residents, Eswatini International Trade Fair Public Relations Officer and Manager for Domestic Trade Promotion,
Sihle Nkabindze, said the roadshow was a promotion of the trade fair, set to take place on the 28th, and a platform for sponsors and partners to promote themselves.
“The roadshow is an activation platform for the trade fair which allows us to create awareness about the upcoming event while providing our sponsors and partners with an opportunity to promote their products and services directly to the public,” Nkabindze said.
He said the activations form part of the trade fair’s broader strategy to build excitement ahead of the annual exhibition while strengthening the relationship between exhibitors and consumers across the country.
“As you all know, the trade fair has an array of activities inside the programme. We have exhibitions, we have foreign exhibitors participating in the trade fair.
We have games. We highlight the culture inside the trade fair. We want to answer your questions concerning the trade fair,” he said.
Over the years, the exhibition has become a one-stopservice center where members of the public access government and private sector services under one roof.
Government ministries and agencies regularly use the platform to process national identity documents, passport applications, tax enquiries, business registration, and licensing services.
Financial institutions, telecommunications companies, manufacturers, educational institutions, and development organisations also use the event to launch products, recruit clients, and provide advisory services.
Business seminars, investment forums, cultural performances, sporting activities, and family entertainment run throughout the exhibition.
According to EIPA’s 2024/25 annual report, last year’s trade fair attracted 252 exhibitors, including 20 international exhibitors,
more than 60 000 visitors, generated an estimated E40 million in direct economic activity, and facilitated trade deals worth E161 million.
The event also created about 3 000 contractual jobs through vendors and service providers.
Nkabindze said this year’s edition is expected to attract increased international participation as organisers continue to strengthen the trade fair’s regional and global appeal.
He noted that the expanded international presence will expose local businesses to a wider range of products, services, and innovations.
He further added that organisers expect stronger international participation this year.
“We are expecting a bigger number of foreign participants in this trade fair. We already have about six countries that have participated in the trade fair, but we are still negotiating” he said.
He said the international exhibitors attend the exhibition to identify investment opportunities and establish business links with local companies.
“They will learn about the business opportunities. They will learn about the different platforms,” he said.
Among the new additions this year is Chef’s Sunday, an initiative aimed at promoting Eswatini’s culinary sector and locally manufactured food products.
“I would like to introduce this year’s Chef’s Sunday.
Let us highlight our chefs across the country, who will be cooking products made in Eswatini.
We aim to display the sector and showcase the products that are made in Eswatini,” he said.
One of the residents who attended the roadshow, Nomcebo Mdluli of Siphofaneni,
said she has attended the trade fair in the past, mainly to access government services such as processing of the national identity card as well as to shop for goods sold at competitive prices.
She further explained that the roadshow opened her eyes to the broader range of opportunities available at the event.
“I have attended the Eswatini Trade Fair in previous years, mainly because of my national identity card,
but I’m looking forward to going there this year to enjoy myself and see the different services the trade fair has to offer,” Mdluli said.
