BY NOXOLO DLAMINI
PIGGS PEAK- The Kingdom of Eswatini has joined the global community in commemorating World Tourism Day 2026, with the Ministry of Tourism and Environmental Affairs calling for greater adoption of digital technologies and Artificial Intelligence (AI) to transform the country’s tourism sector.
World Tourism Day, observed on 27 September, is being commemorated under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” highlighting the growing role of tchnology and innovation in shaping the global tourism industry.
In a message marking the day, Minister of Tourism and Environmental Affairs Hon. Jane Mkhonta-Simelane said tourism continues to play an important role in connecting people, creating opportunities and contributing to sustainable development.
She said the rapid growth of digital transformation and AI is changing how travellers discover destinations, make travel decisions, interact with tourism businesses and experience different cultures.
TECHNOLOGY AN OPPORTUNITY FOR ESWATINI
According to Mkhonta-Simelane, the digital transformation of tourism presents Eswatini with an opportunity to use technology to showcase its culture, heritage, landscapes and hospitality to an increasingly connected global audience.
She said the country’s tourism sector must be prepared to embrace these changes while ensuring that the people and Eswatini’s unique identity remain at the centre of the transformation.
“This means strengthening digital skills, supporting tourism businesses to adopt new technologies, and creating opportunities for young people, communities and small enterprises to participate in the digital tourism economy,” Mkhonta-Simelane said.
The Minister further stressed that the country’s tourism ambitions should extend beyond simply attracting more visitors, noting the importance of creating meaningful and memorable experiences while ensuring that the benefits of tourism reach more emaSwati.
GOVERNMENT CALLS FOR COLLABORATION
The Government has reaffirmed its commitment to working with the private sector, communities, academia and other stakeholders to build a tourism industry that is competitive, innovative, inclusive and sustainable.
Mkhonta-Simelane called on tourism stakeholders to embrace innovation and explore the opportunities presented by AI and other digital technologies.
She said technology should not replace what makes Eswatini special, but should instead be used to amplify the country’s story, strengthen its tourism offering and connect the Kingdom with the rest of the world.
As Eswatini joins other countries in marking World Tourism Day, the message from government is that the future of tourism will increasingly depend on how effectively the sector combines technology and innovation with the country’s culture, heritage and distinctive tourism experiences.
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(Courtesy Pic)
