BY SIFISO NHLABATSI
MANZINI– His Majesty King Mswati III has officially unveiled a new tagline for the Eswatini Investment Promotion Authority (EIPA), declaring that the country’s investment promotion agency will henceforth carry the message: ‘Unlocking Investment Opportunities, Transforming Eswatini’.
The King announced the new tagline during the official opening of the 58th edition of the Eswatini International Trade Fair at the Mavuso Trade and Exhibition Centre yesterday.
In SiSwati, the new tagline is: ‘Sivula Kuhlanyela Kwetimali, Sigucula Live Leswatini’.
The announcement came as the King concluded his address before officially declaring the 2026 edition of the Eswatini International Trade Fair open.
The new tagline reflects EIPA’s central role in attracting and facilitating investment while promoting economic transformation and new opportunities for the people of Eswatini.
His Majesty’s announcement was made against the backdrop of a speech focused strongly on trade, investment, enterprise, regional integration and sustainable economic growth.
The King said the trade fair remained an important platform for showcasing products manufactured within Eswatini and abroad, while also providing an opportunity for entrepreneurs and members of the public to network and exchange ideas.
He said government also benefited from the event by using it as a platform to educate the public and showcase the services it provides.
This year’s fair is being held under the theme, ‘Unlocking Green Economy Opportunities for Sustainable Trade Promotion’, with the King emphasising the growing importance of sustainability to the business community.
He said embracing green economy practices, including sustainable sourcing, clean technologies and eco-friendly production, was no longer simply an option but had become essential for long-term commercial competitiveness and environmental stewardship.
By embedding sustainability into trade promotion, His Majesty said enterprises could unlock new global markets, drive innovation, build resilience and contribute towards a prosperous future.
The King also used the occasion to spotlight the importance of micro, small and medium enterprises (MSMEs), describing them as the bedrock of the domestic economy and street trade.
He said rural agri-businesses, local craft artisans and emerging technology innovators required greater visibility, mentorship and market linkages to grow their operations.
Exhibiting alongside established corporate leaders, he said, gave small businesses an opportunity to build those crucial connections.
The King further highlighted the importance of regional integration, saying Eswatini was strategically positioned within SACU and SADC while preparing to leverage opportunities presented by the African Continental Free Trade Area.
He said unlocking cross-border and intra-African trade channels would enable local producers to export value-added goods more seamlessly across the continent.
The growing popularity of the trade fair also featured prominently in the King’s address.
He noted that the number of exhibitors had grown significantly since the event moved to the current Mavuso facility and said this year’s figures had surpassed all previous years.
The growth, however, has created pressure on the venue, with some exhibitors being accommodated in temporary tents because of limited space.
The King said this presented a challenge that government needed to address with urgency.
He said the continued expansion of the event was a clear indication that the business community recognised the tangible benefits of exhibiting at the trade fair.
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