By Tlalane Dlamini
MBABANE– Eswatini Tourism Authority (ETA) has launched an ambitious initiative to boost Easter season tourism, leveraging the power of influencers, content creators, and media personalities.
Under the banner #unwrapyoureasteradventure, a familiarization tour, commencing on March 22, 2025, aimed to immerse these key figures in the kingdom’s diverse attractions. The tour, featuring a carefully curated itinerary, sought to arm these digital storytellers with authentic experiences to share with their audiences.
The Itinerary:
The tour’s itinerary was designed to showcase Eswatini’s natural beauty and cultural richness. The detailed itinerary included:
Silverstone Lodge (Breakfast):
Providing a comfortable start to the day.
Ngwenya Glass site visit of factory and stalls:
Showcasing local craftsmanship and artistry.
Malolotja Nature Reserve (Canopy Tour):
An adventurous activity highlighting the natural beauty of the highveld.
Lunch at Malolotja Nature Reserve:
Providing a meal within the stunning natural enviroment.
Maguga Lodge (Boat Ride):
A relaxing experience on the water, showcasing the scenic landscapes.
Piggs Peak Hotel (Dinner, Bed & Breakfast):
Providing overnight accomodation, and a place to relax after the day of travel.
Participants, including Luleka Mdluli, Gcinisizwe “Nurse Wekhantri” Buthelezi, Nomzamo Dlamini, Tlalane Dlamini (Eswatini Positive News), Zinhle Matsenwa (Times of Eswatini), and Sithembile Hlatswayo (Eswatini Observer), followed this schedule, allowing them to experience a wide variety of what Eswatini has to offer.
The challenge presented to the influencers and content creators is multifaceted: to effectively promote the Easter Campaign across social media platforms, drive up ETA’s social media following across Facebook, Instagram, LinkedIn, Twitter, YouTube, and TikTok, amplify the ETA competition, and ultimately position Eswatini as a must-visit destination, especially during the Easter season.
Influencer and Media Reactions:
Luleka Mdluli, known for her lifestyle content, expressed her excitement, with a touch of added emotion. “The canopy tour at Malolotja was absolutely breathtaking! It was a bit of an emotional rollercoaster, to be honest! The initial fear, then the rush of adrenaline, and then the pure awe of the views. It’s the perfect adventure for anyone looking to escape the ordinary. I will be sharing footage of this amazing experience on my Instagram and tiktok pages.”
Gcinisizwe “Nurse Wekhantri” Buthelezi, a popular social media personality, highlighted both the cultural and scenic aspects of the tour. “The Ngwenya Glass visit was fascinating. Seeing the artisans at work and the beautiful products they create really showcases the talent we have in Eswatini. I’m eager to share this hidden gem with my followers. And the Maguga Dam boat ride? Absolutely incredible! The peacefulness of the water and the stunning views were a real highlight. I’ll be sure to include that in my posts as well.”.
Nomzamo “Zaza” Dlamini, an influencer on the tour, stated, “I was truly impressed by the variety of experiences Eswatini has to offer. From the beautiful glass creations to the stunning nature reserves, there is something for everyone. I am excited to show my followers all of the amazing things that Eswatini has to offer, and help to bring more tourism to this beautiful country.”
Tlalane Dlamini from Eswatini Positive News commented on the broader impact of the tour. “This initiative is crucial for showcasing the diverse experiences Eswatini has to offer. The blend of adventure, culture, and natural beauty is something we need to highlight to a wider audience. The images and footage I captured will hopefully inspire others to visit.”
Zinhle Matsenwa of Times of Eswatini noted the professional angle. “From a media perspective, this tour provided valuable insights into the tourism sector’s efforts. The organized itinerary and access to key locations allowed us to capture the essence of Eswatini’s appeal. I will be writing a full feature about this fam tour, and the importance of boosting local tourism.”
Sithembile Hlatswayo from Eswatini Observer said, “The boat ride at Maguga Lodge was so peaceful and stunning. The landscape is amazing, and I believe this will be a great place to visit and relax. I will be sharing my experiences on the Eswatini Observer platform.”
Chunky Dlamini, Head of Marketing at Eswatini Tourism Authority, on the Importance of the Fam Tour:
“We believe that influencers, content creators, and media play a pivotal role in shaping travel perceptions. Their ability to connect with audiences on a personal level is invaluable. By providing them with firsthand experiences, we empower them to become authentic ambassadors for Eswatini. This fam tour is a strategic investment in showcasing the kingdom’s unique offerings and driving visitation during the crucial Easter season.
“The digital landscape demands engaging content, and these individuals are experts at creating compelling narratives. By leveraging their platforms, we can reach a wider audience and inspire them to #unwrapyoureasteradventure in Eswatini. Our goal is to not only boost tourism numbers but also to foster a sense of pride and ownership among locals. We want everyone to recognize Eswatini as a world-class destination. Increasing our social media presence and promoting the competition are key strategies in achieving this goal. This tour is just the beginning of a long term plan to see Eswatini become a destination of choice.”
The success of this Initiative hinges on the influencers’ ability to translate their experiences into captivating content that resonates with their audiences. Eswatini Tourism Authority’s strategic approach underscores the growing importance of digital marketing in the tourism sector, aiming to solidify Eswatini’s position as a must-visit destination during the Easter season and beyond.
