BY NELIWE NGUBANE
MALKERNS– The internationally acclaimed Standard Bank Luju Food and Lifestyle Festival has become one of Eswatini’s most powerful tourism attractions, placing the Kingdom firmly on the global map while creating business opportunities for local entrepreneurs, artists and cultural practitioners.
This was the message delivered by Minister of Tourism and Environmental Affairs Jane Mkhonta during the official launch of the 2026 Standard Bank Luju Food and Lifestyle Festival at House on Fire on Friday evening.
The Minister described the annual festival as far more than a celebration of food, music and fashion, saying it has evolved into a strategic tourism product that showcases the very best of Eswatini to thousands of local and international visitors.
She said every edition of the festival strengthens the country’s reputation as a vibrant destination where culture, creativity and innovation come together to deliver a world-class visitor experience.
“The Luju Festival has become one of Eswatati’s strongest tourism ambassadors. It celebrates who we are while opening new opportunities for our people and our economy,” she said.
Mkhonta said this year’s theme, “A Return to the African Future,” perfectly captures Eswatini’s vision of embracing its cultural heritage while encouraging innovation and modern creativity.
According to the Minister, travellers from across the world are increasingly seeking authentic cultural experiences rather than traditional holidays, making Luju an ideal platform to introduce visitors to Eswatini’s unique identity.
She highlighted this year’s fashion theme, Kwasukasukela (Once Upon a Time), and the culinary theme, Nguni Foodways, saying they proudly place Eswatini’s traditions, storytelling and indigenous knowledge at the centre of the festival experience.
“The festival allows visitors to experience authentic emaSwati culture through food, fashion, music, storytelling and the incredible talents of our creative industry,” she said.
Beyond entertainment, the Minister said Luju continues to stimulate economic growth by providing a marketplace where local businesses can connect with customers, investors and international buyers.
She praised initiatives such as the Food and Fashion Indaba, the Grow Beyond Borders SME Seminar and the SME Marketplace, saying they have become important platforms for empowering entrepreneurs, designers, artisans, chefs and food producers.
According to Mkhonta, these initiatives help small businesses expand beyond Eswatini’s borders while encouraging innovation and creating employment opportunities within the country’s growing creative economy.
She further commended the organisers for ensuring sustainability remains at the heart of the festival, noting that responsible tourism and environmental conservation are essential for protecting Eswatini’s natural beauty and cultural heritage for future generations.
The Minister encouraged young creatives across the country to seize the opportunities presented by Luju by showcasing their products, talents and innovations to regional and international audiences.
She also applauded the long-standing partnership between Standard Bank Eswatini and House on Fire, saying their continued investment has played a significant role in transforming Luju into one of Southern Africa’s premier lifestyle festivals.
For the first time in its history, the 2026 Luju Festival will run over two full days, offering visitors an even richer programme of food, fashion, music, arts and cultural experiences.
Mkhonta extended an open invitation to emaSwati and international tourists alike to attend the festival on August 1 and 2, saying the event promises an unforgettable celebration of Eswatini’s creativity, hospitality and cultural excellence.
She said every visitor who attends the festival becomes an ambassador for Destination Eswatini, helping to promote the Kingdom as a welcoming, culturally rich and competitive tourism destination on the African continent and beyond.
