The Eswatini Tourism Authority (ETA) has officially launched the 2026 Festive Season Campaign, inviting emaSwati and regional travellers to visit the Kingdom this summer. The campaign, presented under the national call to action ‘Visit Eswatini’ / ‘Vakasha Eswatini’ and for the domestic market NgcebelekaEswatini, was held at Ekupholeni Garden Villas. ETA Head of Marketing Chunky Dlamini delivered the remarks on behalf of ETA Chief Executive Officer Vusie Dlamini.
The campaign aims to position Eswatini as a premier holiday destination, leveraging its unique cultural, eco-conscious, and lifestyle tourism offerings. According to Chunky Dlamini, the media has been engaged to authentically tell the story of Eswatini as a destination, as tourism growth cannot rely solely on advertisements. The campaign will run from 4 November 2026 to 31 January 2027.
Eswatini’s tourism sector has demonstrated remarkable growth in 2026, built on resilience, innovation, and an unwavering spirit across the industry. The ETA is targeting 2 million international arrivals and E2 billion in tourism receipts by 2027. The country’s strategic presence at regional platforms, such as the Mpumalanga Tourism Expo, has firmly positioned Eswatini as a regional capital for cultural, eco-conscious, and lifestyle tourism.
The Kingdom offers an unrivalled diversity of experiences, including flagship events like the MTN Bushfire and the Standard Bank Luju Food & Lifestyle Festival. Local heritage showcases, such as the Mlawula Campfire Festival and the Eswatini International Trade Fair, also contribute to the country’s rich tourism offerings. These events are expected to generate vital revenue, sustain jobs, and drive community development.
The 2026 Festive Campaign is engineered to achieve four distinct, high-impact objectives. The first objective is domestic and regional destination positioning, encouraging Emaswati and regional travellers to choose Eswatini as their primary holiday destination. The campaign targets travellers from South Africa, Mozambique, Lesotho, Botswana, Zimbabwe, Zambia, and Namibia.
Eswatini’s tourism sector has made significant strides in 2026, with the country firmly establishing itself as a regional capital for cultural, eco-conscious, and lifestyle tourism. The ETA’s strategic mandate to reach 2 million international arrivals and E2 billion in tourism receipts by 2027 is expected to drive growth and development in the sector.
The launch of the 2026 Festive Season Campaign marks the beginning of a season dedicated to celebration, relaxation, and discovery across Eswatini. With its unique tourism offerings and strategic marketing efforts, the Kingdom is poised to attract 2 million visitors and achieve its tourism goals.
Key points
- Eswatini aims to attract 2 million international arrivals and reach E2 billion in tourism receipts by 2027.
- The 2026 Festive Season Campaign will run from 4 November 2026 to 31 January 2027.
- The campaign targets domestic and regional travellers, positioning Eswatini as a premier holiday destination.
