AS the festive season draws nearer, local citizens and people from outside the kingdom are encouraged to choose Eswatini as their tourism destination.
In a bid to achieve this goal, Eswatini Tourism Authority (ETA) has launched this year’s Festive Season Campaign. ETA Chief Executive Officer (CEO) Vusie Dlamini launched the campaign on Wednesday at Ekupholeni Garden Villas.
The campaign encourages citizens and regional travellers to explore the country’s diverse tourism offerings while supporting local businesses and communities.
The campaign will run until January 31, 2027.
The ETA CEO, who was represented by Head of Marketing Chunky Dlamini, said the campaign was being rolled out under the national call to action, ‘Visit Eswatini’ or ‘Vakasha Eswatini’, while the domestic tourism drive would be promoted through the hashtag #NgcebelekaEswatini (relax in Eswatini).
The CEO said the festive season presented an opportunity for people to celebrate, relax and discover experiences across the kingdom, adding that the authority wanted to encourage both domestic and regional travellers to make Eswatini their holiday destination.
Dlamini said the campaign would particularly target visitors from neighbouring and regional markets, including South Africa, Mozambique, Lesotho, Botswana, Zimbabwe, Zambia and Namibia.
He explained that one of its key objectives was to increase the length of visitors’ stays and their spending by partnering with local tourism operators to introduce tailor-made holiday packages for families, groups of friends, couples and pensioners.
The campaign would also showcase lesser-known tourism attractions, including emerging tourism products, boutique lodges and outdoor experiences established over the past two years.
Dlamini further highlighted the importance of sustainable and clean tourism, saying the authority wanted to ensure that visitors enjoyed safe, pristine and environmentally friendly experiences across the country’s transit corridors and tourism destinations. Meanwhile, the CEO reflected on the growth recorded within the tourism sector during 2026, describing the year as one marked by resilience, innovation and commitment among industry players.
He said the authority’s efforts remained anchored on its strategic target of attracting two million international arrivals and generating E2 billion in tourism receipts by 2027.
ETA steps up clean-up and road safety drives
itself as a preferred festive season destination, the ETA has acknowledged that clean surroundings and safer roads are critical in shaping the kingdom’s image among holidaymakers.
The authority has consequently partnered with various stakeholders to roll out nationwide environmental clean-up and road safety initiatives ahead of the expected influx of domestic and international travellers.
The authority, in partnership with the Eswatini Environment Authority (EEA) and corporate partners, including KFC Eswatini, would launch the national Hloba Eswatini Clean-Up Campaign under the banner Imvelo Yami, Yimphilo Yami (My Environment, My Life).
A joint clean-up teams and branded waste infrastructure would be deployed at strategic locations to improve cleanliness and encourage responsible waste disposal.
The targeted areas included major border posts such as Ngwenya and Lavumisa, as well as high-traffic centres in Ezulwini, Mbabane and Manzini. The authority is also working with the Road Safety Council and the Sincephetelo Motor Vehicle Accidents (MVA) Fund to implement comprehensive festive season road safety activations.
The interventions would include border welcome checkpoints where motorists would receive driver fatigue kits, as well as highly visible road safety campaigns along major travel corridors, particularly Malagwane Hill and the Ezulwini Valley
Country is small, but has big experiences – HOTAES
THE Hospitality and Tourism Association of Eswatini (HOTAES) says although the country is small in size, it has big experiences that vacationers can explore.
The association said domestic tourism provided an affordable opportunity for families to relax and celebrate without having to travel long distances. HOTAES representative Tegan Ward acknowledged the financial pressures experienced by households during the year.
(HOTAES) representative Tegan Ward.
Ward said the country’s compact size made it an attractive destination for local holidaymakers, as many of its tourism attractions could be reached within a short drive. She said choosing local destinations offered families a smart and affordable way to enjoy a holiday without incurring the additional costs associated with travelling far.
Campaign in regional media platforms
ETA is extending its festive season tourism campaign beyond the country’s borders through a multi-channel media outreach targeting regional and local audiences.
The initiative is aimed at increasing Eswatini’s visibility as a tourism destination and encouraging more visitors to explore the kingdom during the festive season. The authority has put in place an extensive media rollout to ensure the campaign reached households locally and across the region.
Campaign adverts would be aired on Rise FM in Mpumalanga, South Africa, and LM Radio in Mozambique. The authority would also use digital billboard screens at Baia Mall in Maputo to reach potential visitors. Locally, the campaign would feature daily broadcasts on EBIS 1 and 2, Eswatini TV and Channel Yemaswati, alongside digital cinema advertisements at Movie Zone.
The ETA CEO said the authority had also partnered with local media platforms, including Eswatini Travel News, the Eswatini Observer and the Times of Eswatini, to promote the country’s tourism offerings through dedicated digital campaign features.
Three destinations for peace, family fun
AWAY from the familiar bustle of busy towns, traffic and the everyday demands of life, the kingdom has beautiful corners where time seems to slow down, allowing visitors to reconnect with nature, unwind and create lasting memories with their loved ones.
From beautifully landscaped gardens and farm experiences to tranquil waterside retreats, Ekupholeni Garden Villas, Khuselwa Farm and Vakasha Lodge offer holiday experiences that remind citizens that they do not have to cross the country’s borders to enjoy a memorable getaway.
These three tourism destinations were among the places visited by media personnel from various media houses during a familiarisation tour organised by the ETA as part of its 2026 Festive Season Campaign.
The initiative seeks to encourage domestic tourism while showcasing the country’s diverse attractions and reminding citizens that there is plenty to explore within their own borders.
