By Noncedo Shabangu (Intern)
MBABANE- Eswatini’s breathtaking landscapes and rich cultural heritage continue to be the country’s most powerful tourism magnets, attracting hundreds of thousands of visitors in 2024. According to the latest Tourism Annual Report, there has been a significant rise in both wildlife tourism and cultural engagement, reflecting Eswatini’s growing reputation as a destination rooted in authenticity and natural beauty.
Eswatini’s Nature Steals the Spotlight
Nature continues to be a key pillar of Eswatini’s tourism appeal. In 2024, over 65% of international visitors engaged in outdoor or nature based activities, with wildlife experiences increasing from 20.4% in 2023 to 22.5%. Game viewing remained the leading activity, accounting for 59.2% of international tourist participation.
French, Dutch, and German visitors showed particular interest in Eswatini’s game reserves, with over 70% of each group participating in wildlife experiences. These figures reflect the global appeal of Eswatini’s protected areas and biodiversity.
Culture Captures the Imagination
In addition to its wildlife, Eswatini’s deep rooted cultural heritage continues to draw visitors seeking authentic experiences. In 2024, 30.9% of international tourists visited cultural and heritage sites, exploring traditional villages, historical landmarks, and local arts.
Cultural activities accounted for 14.5% of leisure activities, while handicraft shopping saw strong growth, increasing from 10.9% to 13.2%. Tourists are increasingly seeking locally made souvenirs that reflect the country’s identity and support rural artisans.
Destinations like Lobamba, which hosts royal ceremonies and cultural institutions, grew in popularity to 13.7%, underscoring the value of Eswatini’s living heritage.
Packaged Tours on the Rise
Many visitors are opting for more organised experiences. Packaged tours increased to 20.3% in 2024, offering travellers a blend of wildlife, cultural, and leisure experiences. These tours were especially popular among visitors from France, the Netherlands, Belgium, and Germany.
Most packages included accommodation (64.5%), road transport (56.8%), and recreation (52.5%), with wildlife and cultural excursions frequently featured.
Most Visited Areas
Top tourist destinations in 2024 included:
Mbabane (16.5%) – the scenic capital
Ezulwini (16.1%) – known for its shopping and hotels
Lobamba (13.7%) – a hub for cultural tourism
These areas continue to represent the best of Eswatini: natural landscapes, modern amenities, and rich traditions.
Eswatini’s Bright Future in Tourism
With over 960,000 visitors and growing interest in both natural and cultural attractions, Eswatini is on track to reach its goal of 2 million visitors by 2027. The blend of wildlife, culture, and heartfelt hospitality is proving irresistible to travellers from around the world.
As Eswatini continues to develop sustainable tourism offerings, preserve its heritage, and promote community involvement, it is positioning itself not just as a destination but as an unforgettable experience.
ESWATINI WELCOMES OVER 960,000 TOURISTS IN 2024
By Noncedo Shabangu (Intern)
MBABANE- Eswatini’s tourism industry recorded a remarkable recovery in 2024, with 964,880 tourist arrivals—a 14.5% increase compared to 2023. The announcement was made by Vusie Dlamini, CEO of the Eswatini Tourism Authority (ETA), during the official presentation of the 2024 Annual Tourism Report.
Dlamini said the increase signals renewed confidence in Eswatini as a travel destination, thanks to its rich cultural experiences, scenic landscapes, and warm hospitality.
Events Drive Travel Peaks
Visitor arrivals peaked in March, August, and December, driven by events such as the Bushfire Music Festival, Easter holidays, the Umhlanga (Reed Dance), Bikers’ Weekend, and the Incwala Ceremony. These events attracted not just locals, but also regional and international travellers.
Conversely, months like February, April, July, and November recorded lower numbers. ETA has identified this as an opportunity to market off season activities like birdwatching, white-water rafting, hiking, and other adventure tourism products to help spread visitation more evenly throughout the year.
Regional Markets Dominate
Tourists from the Southern African Development Community (SADC) formed the bulk of arrivals, particularly from South Africa (605,974), Mozambique (150,399), and Zimbabwe (53,013). These visits were boosted by cultural events and holiday periods.
Visitors from Kenya, Malawi, and Tanzania also contributed significantly through conference and training travel, with some staying for up to 14 nights, highlighting Eswatini’s growing role in business and MICE tourism.
Positive Reviews from Overseas Visitors
Eswatini also saw steady numbers from Germany, France, the UK, and the USA, especially in March, May, and August, when the weather and festivals made for ideal travel conditions. The Bushfire Festival in particular stood out as a major international drawcard.
An encouraging 96.8% of visitors said they would recommend Eswatini to others, citing beautiful scenery, friendly people, and cultural richness as key highlights. Visitors also praised the country’s safety and manageable size.
The Eswatini Tourism Authority aims to welcome 2 million visitors by 2027. CEO Vusie Dlamini expressed confidence in reaching this goal, noting that the steady growth and positive visitor reviews reflect Eswatini’s unique appeal. He added that efforts are ongoing to enhance the experience for every traveller.
