MBABANE – The Eswatini Tourism Authority (ETA) has released the Choose Eswatini Campaign 2025 Content Creators’ Impact Report: Social Media Analytics and Insights, highlighting the strong performance and measurable impact of content creator led marketing during the 2025 festive season.
On 5 November, the ETA officially launched the Choose Eswatini Festive Season Campaign, its flagship initiative aimed at stimulating domestic and regional travel during the peak holiday period. The campaign commenced on 5 November and concluded on 31 December 2025. As part of the launch, ETA unveiled five local content creators who were strategically engaged to promote the destination through authentic, experience driven storytelling across digital platforms.
The selected content creators were:
- Bonkhe Shabangu,
- Nomzamo Zaza Dlamini,
- Gcinisizwe Buthelezi also known as Nesi we Khantri,
- Luleka Mdluli,
- Temlandvo Vilakati.
These creators were re-engaged following their strong performance during the Easter Campaign, based on their proven ability to drive engagement, maintain audience trust, and deliver credible and relatable content. Their selection reflects the ETA’s data led approach to influencer marketing, prioritising performance, authenticity, and audience resonance.
The content creators undertook three-week familiarisation tours conducted from Thursday to Saturday each week. During these tours, they experienced and documented a wide range of tourism establishments and attractions across the country. This approach enabled the creators to produce immersive first-hand content that showcased Eswatini’s tourism offerings in a compelling and credible manner. Their storytelling was rooted in real experiences, contributing to strong engagement levels and enhanced brand credibility for the destination.
Social media analytics and performance metrics contained in the Impact Report indicate significant improvement compared to the Easter Campaign. The results demonstrate growth in reach, engagement, audience interaction, and overall campaign visibility. A total of 102 campaign related posts were published by the content creators across three social media platforms, namely TikTok, Facebook, and Instagram.
On Facebook alone, the Choose Eswatini campaign generated 2,537,161 post views, representing a substantial increase compared to the 1,517,088 views recorded during the Easter Campaign. The total reach for Facebook posts was 1,547,596, with total engagement of 402,746 and total reactions amounting to 60,480. Facebook Reels generated 820,831 views, with an average watch time of 19.2 seconds, engagement of 44,732, and reactions totalling 25,629.
On TikTok, campaign videos recorded 1,192,127 views, with a total play time of 6,238 hours, 40 minutes, and 58 seconds. The average watch time per video was 15.2 seconds, with 7.4 percent of viewers watching the videos in full.
On Instagram, Reels generated 68,568 views, with a total watch time of 131 hours, 10 minutes, and 50 seconds, and total engagement of 4,499. Static Instagram posts recorded 260,041 views and 13,964 interactions.
The Choose Eswatini Festive Season Campaign was implemented within a highly competitive regional tourism environment, where neighbouring destinations actively target the same domestic and regional markets during the festive period. In this context, it was imperative for the ETA to proactively position the Kingdom of Eswatini as a compelling and competitive destination of choice.
The campaign responded directly to the need to stimulate domestic tourism, increase regional arrivals, and encourage longer visitor stays, thereby supporting the sustainability and economic impact of the tourism sector. It also provided an opportunity to refresh Eswatini’s destination narrative by highlighting the country’s cultural richness, wildlife experiences, scenic landscapes, entertainment offerings, and outdoor activities. Importantly, the campaign showcased new tourism products and developments introduced over the past two years, increasing awareness and market readiness.
Feedback on the campaign was overwhelmingly positive. Content creators indicated that the familiarisation tours enabled authentic and immersive storytelling that resonated strongly with domestic and regional audiences. They praised the structured and well coordinated approach, noting that the combination of guided tours and curated experiences enhanced content quality and audience engagement.
From the audience perspective, feedback gathered through social media interactions and direct engagement reflected increased awareness of Eswatini as a festive season destination. Audiences expressed positive sentiment regarding the visibility of new tourism products, scenic attractions, cultural experiences, and hospitality offerings. The campaign also generated positive publicity through coverage in local newspapers, further reinforcing its reach and credibility.
The ETA extends its sincere appreciation to the content creators for their professionalism, creativity, and dedication throughout the campaign. The Authority also thanks Emaswati and regional travellers for actively supporting domestic tourism and choosing Eswatini as their festive season destination.
The Choose Eswatini Campaign 2025 Content Creators Impact Report, including detailed social media analytics and insights, underscores the ETA’s commitment to evidence based marketing and continuous performance evaluation, ensuring that destination marketing efforts deliver meaningful impact for the tourism sector and the broader economy.
Comparative Analysis of Easter and Festive Season Campaign: Content Creators’ Insights
Easter Season Campaign 2025
| Total Number of Posts Across All Platforms | 54 |
| Total Number of Views: Videos, pictures | 1 517 088 |
| Facebook: Reach | 395 529 |
| Facebook: Total Engagement | 159 672 |
| TikTok: Total average watch time (videos) | 6 minutes 50 seconds |
| TikTok: Total playtime (videos) | 5977hrs, 53 mins, 17 seconds |
Choose Eswatini Festive Season Campaign 2025
| Total Number of Posts Across All Platforms | 102 |
| Total Number of Facebook Posts Views | 2,537,161 |
| Total Number of Facebook Posts Reach | 1,547,596 |
| Total Number of Facebook Posts Engagement | 402,746 |
| Total Number of Facebook Posts Reactions | 60,480 |
| Total Number of Facebook Reels Views | 820,831 |
| Total Number of Facebook Reels Average Watch Time | 19.2 sec |
| Total Number of Facebook Reels Engagement | 44,732 |
| Total Number of Facebook Reels Reactions | 25,629 |
| Total Number of TikTok Video Views | 1,192,127 |
| Total Play time of TikTok Videos | 6,238 hours : 40 minutes : 58 seconds |
| Total TikTok Videos Average Watch Time | 15.2 s |
| Total Number of TikTok users who Watched Full video | 7.4% |
| Total Number of Instagram Reels Views | 68, 568 |
| Total Number of Instagram Reels Average Watch Time | 131 hours : 10 minutes : 50 seconds |
| Total Number of Instagram Reels Engagement | 4,499 |
| Total Number of Instagram Static Post Views | 260,041 |
| Total Number of Instagram Static Post Interactions | 13,964 |
Vusie Norman Dlamini
Chief Executive Officer-ETA
