BY TANDZILE DLAMINI
MBABANE- The Eswatini Tourism Authority (ETA) says the future of tourism is green and community-led. Chief Executive Officer Vusie Dlamini has outlined a plan to grow tourism while protecting culture and nature.
Dlamini said ETA is already making progress. The authority has launched initiatives to showcase the country’s tourism products, strengthen governance in community tourism projects, and improve marketing and service standards across the sector. These efforts aim to ensure that growth benefits both visitors and local communities while protecting Eswatini’s natural and cultural heritage.
He said tourism must not only be about numbers. It must focus on new products, community empowerment, and protecting heritage. ETA will revive community tourism projects that had closed.Training is a big focus. Youth, women, and small business owners will get skills in governance and hospitality. ETA will also support community tourism boards to manage their projects better.
Dlamini said infrastructure is key. He called for better roads, border posts, signage, and sanitation. He also urged lodges and attractions to use renewable energy, recycle waste, and save water.
Marketing will also change. ETA will launch a “Green Eswatini” brand to promote the country as a safe, clean, and sustainable destination. He said this campaign will attract visitors who care about responsible travel.
Dlamini admitted challenges exist, such as limited funds and pressure on nature. But he said ETA will use partnerships with government, private investors, and neighboring countries to overcome them.
He ended with a call to action. He asked ETA staff to “own the mission” of transformation. He urged communities to be custodians of culture and environment. He asked the private sector to invest in green projects.Dlamini said the vision is clear: tourism that creates jobs, shares benefits, and does no harm.
