BY TANDZILE DLAMINI
MBABANE— Eswatini used song, culture and business diplomacy to market itself to more than 840 international tourism buyers from 71 countries at Africa’s Travel Indaba 2026 this week, as government and tourism leaders pushed to turn cultural attraction into year round economic growth for the country.
Led by Minister of Tourism and Environmental Affairs Jane Mkhonta-Simelane and Eswatini Tourism Authority CEO Vusie Norman Dlamini, the Eswatini delegation drew crowds at the Durban International Convention Centre after breaking into traditional song and dance at the “Destination Eswatini” stand during the opening of Africa’s Travel Indaba.
Behind the cultural display was a calculated business drive aimed at securing partnerships, increasing tourist arrivals and positioning Eswatini as a competitive regional destination in Africa’s tourism market.
The delegation, made up of about 20 tourism industry players, arrived in Durban seeking a larger share of international tourism spending at one of Africa’s biggest travel trade exhibitions, running from May 11 to 14.
Tourism officials said the country’s strategy this year goes beyond promoting scenery and wildlife. Instead, Eswatini is selling what it believes competitors cannot easily replicate, living culture, royal heritage and close community experiences.
“Tourism is about more than just places, it is about the feeling you get when you arrive,” said ETA’s CEO Vusie Dlamini. “By bringing our songs and traditional attire to the Durban ICC, we are giving global buyers a literal taste of the royal welcome that awaits them in the Kingdom,” he said.
The business objective is clear. Eswatini wants international tour operators and investors to include the country in regional travel packages, particularly through the Triland initiative linking Eswatini, Mozambique and South Africa’s Mpumalanga Province.
Officials believe the regional package approach could increase visitor movement across borders and encourage tourists to stay longer in the region while spending more money across multiple destinations.
The country is also intensifying efforts to market itself beyond wildlife tourism through its “Big Five and Beyond” campaign, which combines conservation tourism with cultural experiences. At the Indaba, Eswatini’s team held meetings with global travel buyers, tourism companies and investors as part of more than 3 000 scheduled business engagements taking place during the four day exhibition.
Among companies represented in the delegation are Hilton Garden Inn Mbabane, Happy Valley Hotel, Royal Villas and Sibane Sami Hotel, alongside community tourism operators hoping to tap into international markets.
The country is also banking on digital exposure after videos of the Eswatini delegation singing and interacting with visitors began circulating on social media platforms during the exhibition. Tourism authorities see this as an opportunity to attract younger travellers looking for authentic African experiences rather than traditional package holidays alone.
Africa’s Travel Indaba was officially opened by South African President Cyril Ramaphosa alongside South African Tourism Minister Patricia de Lille. The event also brought together tourism ministers, airlines, hotel groups, investors and international media from across the world.
For Eswatini, the stakes extend beyond visibility. Tourism remains one of the sectors with potential to generate foreign exchange, create jobs for young people and support small businesses in hospitality, transport, arts and cultural industries.
Following a strong Easter tourism season and the recent Triland excursion campaign, officials are now using the Durban platform to keep visitor numbers growing beyond peak holiday periods and stabilise tourism income throughout the year.
As competition for global travellers intensifies across Africa, Eswatini’s message in Durban was direct, the country is not only selling destinations, but selling identity, experience and access to a living culture that tourism authorities believe can convert international attention into business.
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