BY SIFISO NHLABATSI
MALKERNS – Business Eswatini Chief Executive Officer E. Nathi Dlamini has hailed the Standard Bank Luju Food & Lifestyle Festival as an important economic driver,.
The CEO said the country needs more events of this kind because they create business opportunities, support small enterprises and stimulate economic activity.
Speaking during the second day of the festival, Dlamini said he has attended Luju seven times and has witnessed its remarkable growth over the years.
“This is the seventh time I’ve been here, and it’s amazing that this event has kept on growing and growing,” he said.
He noted that one of the festival’s greatest achievements has been its ability to attract an increasing number of small businesses and niche entrepreneurs who use the platform to showcase and sell their products.
According to Dlamini, Luju has evolved into an inclusive event that caters for people from all walks of life while creating opportunities for businesses of different sizes.
“It attracts even smaller businesses and small niche markets. It’s a mixed bag of people, from the top to the lowest,” he said.
He said such diversity is what makes the festival unique, as it allows entrepreneurs, artists, food vendors, designers and other exhibitors to connect with thousands of potential customers in one location.
Dlamini believes the economic impact of the festival extends far beyond the festival grounds, benefiting accommodation establishments, transport operators, retailers and other service providers.
“I think it’s always been good for the economy,” he said.
He added that he would be interested in seeing the economic figures generated after every edition of the festival to better understand its contribution to the national economy.
“I want to see the numbers after each event, what’s actually happened in our economy,” he said. Dlamini said there is little doubt that festivals such as Luju inject money into businesses while supporting entrepreneurship and job creation.
He stressed that Eswatini should continue investing in events that celebrate culture, creativity and local enterprise.
“We need events like this. That’s why I’ve always supported it,” he said.
Leading by example, Dlamini said he personally paid for his festival ticket and made a point of buying products from the small businesses exhibiting at the event.
“I paid to get in, I paid to buy from the small businesses around the place. Everybody is doing that,” he said.
He encouraged festivalgoers to support local entrepreneurs, saying every purchase made at such events contributes directly to the growth of small businesses and the broader economy.
Beyond the economic benefits, Dlamini also highlighted the social value of the festival, describing it as an opportunity for people to unwind and reconnect.
He said events like Luju offer a healthy escape from the pressures of everyday life while bringing families, friends and visitors together through music, food, fashion and culture.
“People like us who are also stressing, it’s a good place for us to de-stress,” he said.
The Standard Bank Luju Food & Lifestyle Festival has become one of Eswatini’s premier cultural and lifestyle events, attracting thousands of visitors from across the country and the region. The festival combines live music, gourmet cuisine, fashion, arts and cultural experiences while providing a valuable marketplace for local entrepreneurs and creatives.
Dlamini said the continued growth of Luju demonstrates the potential of the creative economy to contribute meaningfully to Eswatini’s development, making a strong case for more investments in events that promote local talent, tourism and entrepreneurship.
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