BY SIFISO NHLABATSI
MBABANE– The Eswatini tourism sector is ready to embrace the future by integrating artificial intelligence (AI) into destination marketing, visitor services and tourism operations.
Eswatini Tourism Authority (ETA) Chief Executive Officer Vusie N. Dlamini said this on Tuesday during the closing of a World Tourism Month AI training workshop held at SibaneSami Hotel.
Dlamini said the training, conducted in partnership with the University of Eswatini (UNESWA), was timely as the tourism industry increasingly relies on technology to influence travel choices, improve customer engagement and enhance operational efficiency.
“As we observe World Tourism Month, this training could not have arrived at a more opportune moment,” Dlamini said.
He said the training was anchored on the global theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” which he said demonstrated that Eswatini’s tourism sector was prepared to embrace technological developments shaping the global industry.
“Today’s session serves as a direct declaration that Eswatini’s tourism sector is ready to embrace the future,” he said.
Dlamini said technology was no longer an optional addition to the tourism industry, but had become a fundamental driver of how travellers made decisions, how businesses engaged with customers and how tourism operators managed their operations.
He said AI presented an opportunity for the country to rethink how it marketed Eswatini, served visitors and measured the growth of the tourism sector.
The ETA CEO said tour guides could use AI tools to improve storytelling, develop itineraries for international visitors speaking different languages and provide more personalised experiences.
He also encouraged tour operators and travel agents to make use of AI-driven predictive tools, automated booking systems and market intelligence to streamline their operations, optimise pricing and improve their competitiveness internationally.
Dlamini further highlighted the role of social media managers at bed levy-compliant tourism establishments in promoting the country’s tourism product.
He said these establishments were at the digital frontline of the hospitality industry and could use AI-powered content creation, digital analytics and automated engagement tools to increase their visibility on digital platforms.
“I want to specifically recognise your commitment to compliance, as your bed levy contributions directly fund the continuous promotion and development of our national tourism product,” he said.
Dlamini said the ETA Marketing Team would also have to embrace AI as the authority moves towards data-driven destination marketing.
He said incorporating digital intelligence and AI into marketing campaigns would help the authority improve the return on tourism marketing expenditure while increasing visitor arrivals and economic value for the country.
The CEO challenged participants to immediately put the knowledge acquired during the workshop into practice rather than allowing the training to remain theoretical.
“As we depart from SibaneSami Hotel today, I challenge each of you not to leave the insights gained in this room, but to immediately integrate these AI technologies into your daily workflows,” he said.
Dlamini said innovation, collaboration and continuous learning would be essential as Eswatini sought to strengthen its tourism offering and present its culture, landscapes and hospitality to an increasingly digital global market.
He said the adoption of AI should ultimately contribute towards ensuring that the country’s tourism brand, “A Royal Experience Awaits,” remained relevant to the modern traveller.
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(Courtesy Pic)
