BY GCWALISILE MHLABANE
MLILWANE— The Ministry of Tourism and Environmental Affairs, in partnership with the Eswatini Tourism Authority (ETA), has officially launched an ambitious Easter tourism drive aimed at redefining holiday experiences by inviting travellers to embrace the Kingdom’s wild landscapes instead of traditional festivities.
Tourism stakeholders gathered at Mlilwane Wildlife Sanctuary on Wednesday, March 4, 2026, for the official unveiling of the 2026 #AdventureAwaits Easter Campaign, marking a strategic shift toward positioning Eswatini as a premier adventure and nature destination.
The campaign encourages both citizens and international visitors to swap conventional Easter celebrations for immersive outdoor experiences that showcase the country’s natural beauty and adventure offerings.
In a symbolic demonstration of the campaign’s theme, guests at the launch skipped the customary Easter egg hunt and instead participated in adrenaline-filled activities, including game drives and horse riding through the sanctuary’s pristine wilderness.
A Call to Daring Exploration
Delivering the keynote address, Minister of Tourism and Environmental Affairs, Honourable Jane Mkhonta-Simelane, challenged Emaswati and global travellers to rediscover Easter through exploration and adventure.
“This Easter, don’t just find eggs—go out to nature,” she said. “We are inviting you to a grander hunt: the search for the elusive black rhino in Mkhaya, the perfect sunrise at Sibebe Rock, and the thrill found in our white-water rapids and world-class canopy tours.”
Sector Momentum and Strategic Growth
The Minister highlighted strong growth within the tourism sector, revealing that Eswatini recorded a milestone 1 037 054 international arrivals in 2025, representing a 7.5 percent year-on-year increase.
Positive momentum has continued into 2026, with January arrival figures reflecting a 7.9 percent rise, supported by a notable 52.6 percent increase in visitors from the Middle East.
Campaign Execution: A Multi-Channel Approach
ETA Chief Executive Officer Vusie Norman Dlamini outlined a comprehensive promotional strategy designed to maximise campaign reach through multiple platforms:
-Broadcast Media: Radio and television campaigns running throughout March and early April on Ligwalagwala FM, LM Radio (Mozambique), Eswatini TV and EBIS.
-Domestic Engagement: Launch of the Destination Eswatini: #YourEasterAdventureAwaits competition, encouraging local tourism spending. Residents who spend E300 or more at participating tourism establishments, restaurants or craft centres can enter by submitting proof of purchase for a chance to win luxury prizes.
-Strategic Partnerships: Collaboration with the Hospitality and Tourism Association of Eswatini (HOTAES) and hospitality operators to provide exclusive discounts and curated Easter packages.
Acknowledging Partners
The Authority expressed appreciation to campaign sponsors whose support made the initiative possible, including FOTON Eswatini (official vehicle partner), Simunye Beverages, Lactalis Eswatini, Spotted Horse, and Phumula Guest House in Nhlangano.
A Call for Environmental Stewardship
Closing the event, Mkhonta-Simelane urged travellers to prioritise environmental responsibility by minimising waste and respecting protected areas. She also emphasised road safety, noting that responsible travel remains essential to sustaining tourism growth.
As the Easter holiday approaches, authorities say the message is clear: Eswatini is open, safe, and ready to deliver an unforgettable adventure experience.
#EPN#EswatiniTourism #AdventureAwaits #VisitEswatini #Easter2026 #ExploreEswatini #KingdomOfEswatini
