BY NELIWE NGUBANE
MAPUTO – ESWATINI is turning up the heat in Mozambique as the Kingdom steps up efforts to attract more Mozambican visitors through a tourism media activation aimed at strengthening cross-border travel, business and cultural connections.
The Eswatini Tourism Authority, together with tourism industry players, hosted the activation at Cardoso Hotel in Maputo yesterday, bringing together Mozambican tour operators, travel agencies and media to explore what the Kingdom has to offer.
Among those attending was Swazi Rally Public Relations and Marketing Officer Banele Dlamini, who highlighted the growing importance of the Mozambican market and the role of tourism, music and major events in attracting visitors to Eswatini.
“Mozambique has been a major market for us at the moment, with more visitors coming into the Kingdom. This is very good for the country because these visitors contribute directly to the economy. They spend on accommodation, fuel, food and other necessities while they are here,” said Dlamini.
He noted that the increased movement of visitors was contributing to tourism becoming an important revenue generator for the country, with positive growth being witnessed in the sector.
Dlamini also pointed to Eswatini’s vibrant events calendar as an opportunity to strengthen the tourism experience, particularly when Mozambican visitors can see familiar faces from home performing on local stages.
“When you go to a festival or major event and get to see one of your own people performing, it makes the experience even more meaningful. It says a lot about the connection between the two countries,” he said.
According to Dlamini, the Memorandum of Understanding (MOU) between the two countries could further strengthen cooperation, particularly among tourism stakeholders, content creators and event organisers.
He said collaboration with tourism boards, operators, event planners and other stakeholders would be key to turning the relationship into opportunities that benefit both countries.
With social media also playing an increasingly powerful role in destination marketing, Dlamini believes digital platforms can help Eswatini reach audiences far beyond its borders.
“It gives us an opportunity to promote the Kingdom, showcase our culture and strengthen the connection between Eswatini and Mozambique,” he said.
The activation was attended by Eswatini’s Ambassador to Mozambique, Ambassador Mlondi Dlamini, further highlighting the importance of strengthening tourism, trade and cultural ties between the neighbouring countries.
With Mozambique increasingly becoming an important source market, Eswatini is positioning its tourism attractions, cultural experiences, festivals and events as reasons for visitors to cross the border and discover the Kingdom.
For Eswatini, the message from Maputo is clear: the Kingdom is open for discovery.
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