MTN Bushfire Festival Director Jiggs Thorne has accepted Prime Minister Russell Mmiso Dlamini’s challenge to double the festival’s economic impact by 2027.
Fresh from another successful edition of the MTN Bushfire Festival, Thorne said he is ready to take on the bold challenge issued by the prime minister.
The challenge was reportedly made during the prime minister’s walkabout tour of the festival grounds, where he witnessed first-hand the scale and growth of one of the country’s biggest cultural events.
Speaking after the festival, which ended yesterday, Thorne described the challenge as ambitious but achievable.
“The prime minister challenged us to double the economic impact of the festival in 2027 and I happily accept that challenge,” said Thorne.
He noted that MTN Bushfire has seen strong growth over the past three years, with attendance rising to about 23 000 people.
“We have witnessed tremendous growth in numbers over the last three years. While we have developed the festival perimeter and expanded various aspects of the event, the next challenge is how we continue improving the overall festival experience,” he said.
According to Thorne, growth is no longer only about increasing attendance figures, but about creating a richer and more meaningful experience for visitors, traders, artists and partners.
He credited much of the festival’s success to long-standing sponsors and development partners who have supported the vision of Bushfire as more than just a music festival.
“Retaining sponsors remains incredibly important. MTN has been with us from the beginning and has shared our vision throughout the journey. Everything we do is made possible through these partnerships,” he said.
Thorne also highlighted collaborations with regional tourism and development organisations, including partnerships that have supported the growth of camping activities and outdoor experiences at the festival.
“We work with many different stakeholders, including development partners such as the United Nations. People often ask how the UN partners with a festival, but the answer is simple. It is about sustainability, development and creating opportunities,” he said.
Looking ahead, Thorne revealed that preparations for the 20th anniversary edition of MTN Bushfire are already underway. The 2027 festival is scheduled for May 27 to 29, with ticket sales expected to begin within the next two weeks due to growing demand.
The success of this year’s event was visible across the festival grounds, where thousands of local and international visitors gathered to celebrate music, culture and creativity.
Festivalgoer Samantha Dlamini said Bushfire continues to exceed expectations.
“Every year the festival grows and offers something different. This year was one of the best experiences I have had,” she said.
Visitor Michael Roberts from the United Kingdom praised the organisation of the event.
“The atmosphere was incredible. From the music to the camping facilities, everything was world-class,” he said.
Another fun-lover Nompilo Maseko said Bushfire remains one of the country’s greatest tourism assets.
“It brings people together from different countries and showcases the best of Eswatini to the world,” she said.
As the curtains close on the 2026 edition, organisers are already looking ahead to an even bigger celebration in 2027 as MTN Bushfire marks two decades of bringing fire to the world.
