BY GCWALISIWE MHLABANE
MALKERNS– The Eswatini Tourism Authority (ETA) has celebrated a significant milestone, revealing that the kingdom welcomed 791 753 tourists between January and September 2025.
The announcement was made by ETA Chairperson Phenelop Mkhwanazi during the launch of the 2025 Festive Season campaign, “Choose Eswatini,” held at Brookside Lodge in Malkerns.
Chairperson Mkhwanazi expressed sincere gratitude to all stakeholders whose collaboration contributed to this achievement, emphasising that partnerships are key to positioning Eswatini as a premier travel destination. The figures represent a 12.3% increase in tourist arrivals compared with the same period last year, highlighting the kingdom’s growing appeal in the international tourism market.
“Together, we are ensuring that Eswatini remains a top choice for travellers seeking unique experiences,” Mkhwanazi said, highlighting the role of collaboration in driving growth.
During her keynote address, Mkhwanazi praised local tourism establishments for their outstanding contributions, singling out Olive Country Lodge, Hilton Garden Inn, and J’s Steakhouse for their recognition at the recent Customer Service Excellence Awards. She noted that their dedication and commitment enhance the visitor experience and reflect the passion present throughout Eswatini’s tourism sector.
Reflecting on the year’s activities, Mkhwanazi highlighted the successful World Tourism Month celebrations, which showcased the kingdom’s rich culture and diverse landscapes. Participation in international tourism fairs, such as the Indaba Tourism Expo, has further strengthened Eswatini’s position in the regional tourism market, attracting visitors from neighbouring countries, including South Africa and Mozambique, as well as international tourists from the United Kingdom.
The Chairperson emphasised the importance of community involvement in tourism. She urged locals and visitors alike to explore Eswatini’s vibrant culture, stunning scenery, and warm hospitality, noting that the sector thrives on active engagement from its people.
With the launch of the “Choose Eswatini” campaign, ETA aims to maintain momentum and achieve even greater success over the festive season. The campaign seeks to highlight the kingdom’s unique offerings, from scenic mountains and lush valleys to rich traditions and welcoming communities.
As the festive season approaches, ETA looks forward to welcoming travellers from across the region and beyond, promising vibrant, memorable experiences that showcase the very best of Eswatini.
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