By Mbono Mdluli
MBABANE – Eswatini’s tourism industry is off to a strong start in 2025, with an impressive 85 654 visitors recorded in January.
This marks a 12.9% increase compared to the same period last year, according to the latest Monthly Tourism Statistical Release from the Eswatini Tourism Authority (ETA).
A Thriving Tourism Market
The report highlights the continued popularity of Eswatini as a preferred travel destination, particularly among visitors from African countries. South Africa remains the largest contributor, with 56,558 tourists, maintaining its numbers from the previous year. Mozambique followed with 13,533 visitors, experiencing a slight 0.4% dip, while Zimbabwe saw a significant boost of 25.5%, welcoming 4,369 tourists.
Global Appeal & Growing Markets
Eswatini continues to attract international visitors, with France, the Netherlands, and Germany among the top overseas markets. However, these markets faced slight declines in January, with French visitors totaling 1,014 (-5.6%), the Netherlands contributing 961 tourists (-17.9%), and Germany recording 688 visitors (-16.1%).
Meanwhile, emerging markets like Tanzania, Malawi, and Kenya are showing increasing interest in Eswatini, presenting new opportunities for growth in the tourism sector. The average length of stay for tourists was two nights, indicating a healthy level of engagement with local attractions and experiences.
A Bright Outlook for 2025
The continued influx of visitors, particularly from regional markets, signals positive momentum for Eswatini’s tourism industry. With various cultural and adventure tourism offerings, the country remains a sought-after destination for both African and international travelers.
As Eswatini builds on this strong start to the year, stakeholders in the tourism sector remain optimistic about further growth, especially as emerging markets gain traction.
