… His Majesty says record exhibitor growth demands urgent expansion as Eswatini positions green economy, MSMEs, regional trade and sport at centre of economic transformation
BY MBONGENI NDLELA
MANZINI – His Majesty King Mswati III has called for urgent attention to the growing space demands at the Mavuso Trade and Exhibition Centre, saying the continued expansion of the Eswatini International Trade Fair (EITF) has reached a point where the facility can no longer comfortably accommodate all exhibitors.
Officially opening the 58th edition of the Eswatini International Trade Fair, His Majesty described this year’s record participation as both a challenge and a powerful indication of growing confidence in the country’s premier business exhibition.
The King noted that since the trade fair moved to the Mavuso facility, exhibitor numbers had increased considerably, with this year’s participation surpassing previous records.
“As a result, this venue is no longer adequate to accommodate all our exhibitors, some of whom are currently housed in temporary tents,” His Majesty said.
He said the situation presented a challenge that Government would have to address with the urgency it deserved.
However, rather than viewing the pressure on available exhibition space negatively, the King said the growth should be celebrated as evidence that businesses increasingly recognise the commercial value of showcasing their products and services at the international fair.
His Majesty said the Mavuso facility had provided important momentum towards positioning Eswatini’s trade fair among world-class exhibitions.
The remarks were among several major economic messages delivered by the King during an address that placed investment, entrepreneurship, green economic development, job creation, intra-African trade and sport entrepreneurship firmly at the centre of Eswatini’s future.
TRADE FAIR BECOMES ECONOMIC MEETING POINT
His Majesty welcomed local and international exhibitors to Manzini, saying their participation remained fundamental to the continued growth and international character of the event.
He encouraged international exhibitors to take positive memories of Eswatini back to their countries and share their experiences with fellow entrepreneurs.
The King described trade fairs as more than spaces where businesses display products.
They provide entrepreneurs with opportunities to meet potential partners, exchange ideas, identify new markets and expose consumers to products manufactured both locally and internationally.
Government institutions also use the fair to educate the public about services and programmes available to emaSwati.
This year’s gathering takes place during an especially vibrant period on Eswatini’s national calendar, coinciding with the Umhlanga Reed Dance and other major attractions, including the Eswatini Rally.
The combination, His Majesty said, places culture, enterprise and tourism side by side and provides visitors with a broader experience of the Kingdom.
GREEN ECONOMY MUST BECOME BUSINESS OPPORTUNITY
A major feature of the King’s address was the trade fair theme:
“Unlocking Green Economy Opportunities for Sustainable Trade Promotion.”
His Majesty said embracing environmentally sustainable business practices was no longer simply an option for companies seeking to remain competitive.
Businesses increasingly need to consider sustainable sourcing, cleaner technologies, environmentally responsible production and other practices capable of reducing environmental impact while creating commercial opportunities.
The King said embedding sustainability into trade could help Eswatini enterprises gain access to new global markets, encourage innovation, strengthen economic resilience and create a more prosperous future for coming generations.
The message effectively challenged businesses to view environmental responsibility not only as a conservation obligation, but as an economic opportunity.
As global consumers and markets increasingly demand sustainably produced goods, Eswatini businesses could position themselves to compete for new markets by adapting early and investing in cleaner production systems.
MSMEs PLACED AT HEART OF JOB CREATION
His Majesty also placed strong emphasis on the role of Micro, Small and Medium Enterprises (MSMEs), describing them as an important foundation of the domestic economy.
He highlighted the diverse nature of the sector, ranging from rural agribusinesses and local craft producers to emerging technology innovators.
For these businesses, participating at the trade fair alongside established corporations provides much more than exposure.
It can create opportunities for mentorship, partnerships, market linkages and business relationships capable of helping smaller enterprises expand their operations.
The King’s message comes at a time when employment creation, particularly among young people, remains one of the most important development priorities both in Eswatini and across the Southern African region.
Drawing from discussions at the 46th SADC Ordinary Summit in Durban, South Africa, His Majesty said regional leaders recognised unemployment as a major challenge requiring greater collaboration and investment.
He said integration and cooperation had been identified as important tools in addressing unemployment.
The region, he said, must increase investment in areas such as agriculture and minerals while prioritising value addition within African countries.
That approach means African economies should increasingly move away from exporting raw materials without processing them and instead manufacture higher-value products closer to where the resources originate.
Doing so has the potential to create industries, develop skills, retain greater economic value and generate employment.
KING PUSHES INTRA-SADC TRADE
The King further used the trade fair platform to champion greater cross-border trade.
He said SADC leaders had agreed on the importance of promoting intra-SADC trade, regional industrialisation and cross-border value chains as the region works towards the SADC Vision 2050 and the African Union’s Agenda 2063.
Eswatini, he said, occupies an important position within regional trading arrangements such as the Southern African Customs Union (SACU) and SADC.
The Kingdom must also prepare itself to take greater advantage of opportunities emerging through the African Continental Free Trade Area (AfCFTA).
Opening intra-African trade channels, according to His Majesty, could allow local producers to export value-added goods more easily across the continent.
For an economy the size of Eswatini’s, greater access to regional and continental consumers significantly expands the potential marketplace available to local manufacturers and entrepreneurs.
The message was clear: Eswatini’s businesses should increasingly think beyond the domestic market.
‘SPORTS ARE A BUSINESS’
In another major economic message, His Majesty called for a change in how the nation views sport, saying sporting activities should no longer be regarded merely as recreation.
“Sports are a business,” the King declared.
His Majesty said treating sport as an enterprise could help emaSwati create sustainable livelihoods, export sporting talent and compete internationally.
He welcomed the integration of sports into the Trade Fair programme and praised sponsors that continue investing in different sporting disciplines.
Special recognition was extended to 8Bet for renewing its football sponsorship for another three years and Mulasport for supporting activities including basketball, netball, volleyball and cultural dance competitions.
The King said the modern sports economy stretches well beyond what happens on the field.
It now intersects with digital innovation, creative industries, broadcasting, branding, streaming, sports administration and youth self-employment.
That development, His Majesty said, creates opportunities for young entrepreneurs to build careers around the wider sporting economy.
He encouraged the private sector to increase investment in sports development and youth innovation, noting the pride African athletes continue bringing to the continent through their performances on the global stage.
58 YEARS OF GROWTH
This year’s event also represents another milestone in the history of the Eswatini International Trade Fair.
His Majesty reflected on 58 years of growth, expressing appreciation for the transformation of the fair since its inception.
The record number of exhibitors is perhaps one of the clearest indicators of that evolution.
While the shortage of exhibition space now presents authorities with an infrastructure challenge, the King described the underlying growth as evidence of the event’s increasing value to businesses.
Strong participation by exhibitors from across Africa and other parts of the world was also welcomed.
The expanding international footprint gives local entrepreneurs an opportunity to interact directly with companies operating in different markets without necessarily having to leave Eswatini.
KING APPLAUDS ORGANISERS AND PARTNERS
His Majesty congratulated the Eswatini Investment Promotion Authority (EIPA), Government, sponsors, international partners and other stakeholders involved in organising the event.
He said their collective work had produced a landmark platform promoting sustainable trade and investment.
The King also acknowledged the gifts presented during the official opening.
Looking ahead, His Majesty highlighted EIPA’s new tagline:
“Unlocking Investment Opportunities, Transforming Eswatini – Sivula Kuhlanyela Kwetimali, Sigucula Live.”
The message captures the wider ambition behind the trade fair — converting exhibitions and conversations into investment, enterprise growth, jobs and broader economic transformation.
His Majesty ultimately declared the 58th Eswatini International Trade Fair officially open and encouraged emaSwati to visit the exhibition, interact with participating businesses and take advantage of the opportunities presented.
From small entrepreneurs looking for their next customer to international companies searching for investment opportunities, the King’s address positioned the Trade Fair as far more than an annual exhibition.
It is increasingly becoming a meeting place between Eswatini’s economic ambitions and the businesses capable of turning those ambitions into jobs, investment and sustainable growth.
