Eswatini Tourism Authority Calls for Joint Marketing to Boost Tourist Arrivals

The Eswatini Tourism Authority (ETA) is calling for stronger collaboration between tourism stakeholders and airlines to attract more international visitors and increase tourist arrivals in the country. ETA Chief Executive Officer Vusie Dlamini stated that joint destination marketing, improved air connectivity, and attractive tourism packages are critical in positioning Eswatini as a competitive tourism destination. This call for collaboration comes as the country seeks to boost its tourism industry.

Dlamini emphasized the importance of joint marketing efforts, particularly in attracting tourists and increasing passenger traffic. He cited the establishment of the Palazzo International Convention Centre (ICC) as an opportunity for Eswatini to grow its Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism market. However, he cautioned that the country needs to ensure it has sufficient capacity to accommodate visitors before embarking on aggressive marketing campaigns.

The ETA chief executive noted that the country needs to develop packages that encourage visitors to extend their stays and explore the country's attractions. He gave an example of an event that could attract 6,000 delegates, saying the country would first need to establish whether it had the capacity to receive and accommodate such numbers. This approach aims to ensure that visitors contribute to the local economy and do not leave immediately after their engagements.

Eswatini Air, the national carrier, is also working towards growing its operations beyond the Kingdom's borders. Board Chairperson Dr. Wisdom Dlamini stated that the airline's management has been mandated to develop a fleet expansion strategy aimed at growing its operations. The airline's vision is to become a bigger regional player, and it is looking beyond its current two Embraer ERJ 145 aircraft.

Dr. Dlamini emphasized the need for collective support from government, the private sector, and other players in the tourism and aviation industries. He stated that the country's ambitions around KM3 and proposed special economic zones could not be achieved without Eswatini Air playing a central role. The airline's growth is seen as crucial to the country's economic development and employment creation.

The Eswatini Air Board Chairperson described the airline's slogan, Everyone Must Fly, as an economic commitment that requires the participation of every sector. He stressed that the success of the national airline would depend on the extent to which the country rallied behind it. The airline's performance indicators have been encouraging, giving confidence that its future is bright.

The collaboration between ETA, Eswatini Air, and other stakeholders is expected to contribute to the country's economic growth and improved livelihoods. The national airline aspires to become one of the key contributors to economic development, and its growth is seen as vital to addressing the country's economic and employment challenges.

Key points

• The Eswatini Tourism Authority is seeking collaboration with airlines and stakeholders to boost tourist arrivals through joint marketing efforts and attractive tourism packages.