BY TANDZILE DLAMINI
MBABANE – The Kingdom of Eswatini turned heads at Africa’s Travel Indaba 2026 in Durban, South Africa, after transforming its exhibition stand into a vibrant celebration of music, culture, tourism and local flavours through an exclusive MTN Bushfire Activation Cocktail afternoon.
Held at the Durban International Convention Centre, the activation brought together international buyers, media representatives and regional tourism stakeholders for what became one of the standout experiences at the continent’s leading tourism trade show.
The Eswatini stand came alive with energy as Team Eswatini, dressed in traditional regalia, welcomed guests with music, dance and the country’s renowned warm hospitality. The activation served as a powerful preview of the globally celebrated MTN Bushfire Festival and its “Bring Your Fire” spirit, while positioning Eswatini as a leading destination for cultural and event-based tourism.
Guests were treated to a carefully curated Eswatini experience featuring background music from local artists, including Sands and Sanchiezy, known for popular songs such as Tigi and Sawubona Salukazana. The atmosphere was further enhanced by tastings of some of Eswatini’s iconic beverage brands, Spotted Horse Gin and Sibebe Premium Lager, which were also exhibited during the travel show.
Spotted Horse Gin, an artisanal craft spirit inspired by Eswatini’s landscapes, was used to prepare signature cocktails, while Sibebe Premium Lager offered visitors a taste of the Kingdom’s heritage. The collaboration highlighted Eswatini’s growing creative and artisanal beverage industries, while promoting the “Buy Eswatini” campaign through the integration of local products into the tourism value chain.
The activation also featured a competition for visitors to the Eswatini stand, with lucky winners receiving prizes handed over by the Minister for Tourism and Environmental Affairs, Honourable Jane Mkhonta-Simelane.
Speaking during the activation, Eswatini Tourism Authority Chief Executive Officer, Vusie Norman Dlamini, said the MTN Bushfire Festival had grown beyond being just a music event.
“The MTN Bushfire Festival is more than just a music event, it is a global movement of social change and cultural diversity,” said Dlamini. “By bringing a piece of that magic to Africa’s Travel Indaba, we are showing our partners that Eswatini is a year-round destination for culture, premium lifestyle experiences and world-class hospitality.”
Dlamini said the activation formed part of the Eswatini Tourism Authority’s strategy to promote event-based tourism as a key contributor to the country’s tourism growth and international visibility.
The MTN Bushfire Festival, recognised as one of Africa’s largest multicultural gatherings, continues to play a major role in driving tourism arrivals into Eswatini, attracting thousands of local and international visitors annually. The festival blends music, arts and social activism while promoting unity, sustainability and cultural diversity. The 19th edition of the MTN Bushfire Festival is scheduled to take place from May 29 to 31, 2026, at House on Fire in the Malkerns Valley.
As Africa’s Travel Indaba concluded on May 14, Eswatini’s presence, from traditional songs and dance performances to artisanal cocktails and tourism showcases, reinforced the Kingdom’s growing reputation as a leader in cultural tourism and regional collaboration.
Through the successful activation, Eswatini once again demonstrated that it offers more than just a travel destination, but a complete cultural experience rooted in creativity, heritage and hospitality.
