BY PHESHEYA IAN KUNENE
MBOMBELA – The Kingdom of Eswatini is turning borders into bridges, with the Eswatini Tourism Authority (ETA) bringing its 2025 Events Calendar to life in the Mpumalanga Province of South Africa.
The Capital Hotel in Mbombela (situated in the Mpumalanga Province) was a hive of activity in the morning of Friday (August 22, 2025), as ETA hosted its annual Events Calendar activation, drawing tour operators, media, and cultural stakeholders from both South Africa and Eswatini.
The showcase highlighted upcoming flagship events including the Umhlanga Reed Dance, Swazi Rally, International Trade Fair, Imbube Marathon, Hipnotik Festival, Mlawula Campfire Festival and Border-to-Border Cycling Tour.
Delivering the keynote speech on behalf of ETA Chief Executive Officer Vusie Dlamini, Acting Head of Marketing Chunky Mdluli-Dlamini said the activation was about more than just marketing. “This activation and the advancement of the Triland initiative are not just a diplomatic formality,” he said. “They are a strategic investment in our shared future, turning borders into bridges, cultures into a harmonious symphony, and challenges into collective opportunities.”
The CEO’s remarks stressed that Eswatini was ready to welcome an influx of tourists during peak season, adding that partnerships with Mpumalanga and Mozambique under the Triland agreement were vital in driving regional growth.
Tourism statistics shared during the activation revealed that South Africa and Mozambique remain Eswatini’s biggest source markets, accounting for the bulk of arrivals into the kingdom. Arrivals from Africa increased by 10.7% this year, with South Africa recording a 7.6% year-on-year increase despite global trade challenges.
Beyond speeches and presentations, the event buzzed with energy as event organisers showcased their offerings. Swazi Rally representatives invited bikers and families alike to the 2025 edition, while the Border-to-Border Cycling Tour promoted Eswatini as a hub for endurance sports. Entertainment, cultural displays, and media engagement added flavour to the activation.
Mdluli-Dlamini further extended an invitation to Mpumalanga residents, encouraging them to experience the Kingdom’s “royal welcome.” “Eswatini is not just selling events, but experiences that touch culture, adventure, and community. A royal experience truly awaits,” he said.
The ETA also praised the media for their role in amplifying tourism and vowed to continue providing updates through its platforms. As the region looks ahead to a busy tourism calendar, ETA’s message was clear: Eswatini is open, vibrant, and ready to host the world.
