By Tlalane Dlamini
MBABANE – Eswatini has unwrapped a bold new chapter in its tourism journey with the launch of the #UnwrapYourEasterAdventure campaign—a spirited call to locals and international guests to explore the unmatched beauty, culture, and warmth that Eswatini offers this Easter.
The launch ceremony, held at the iconic Mountain View Hotel, was a colourful affair marked by song, celebration, and renewed hope for the tourism sector. Minister of Tourism and Environmental Affairs, Jane Mkhonta-Simelane, officially launched the campaign, underscoring its potential to drive economic recovery, strengthen cultural identity, and promote sustainable development.
“By participating in #UnwrapYourEasterAdventure, we are not just creating beautiful memories—we are strengthening the social and economic fabric of our nation,” declared the Minister. “Each lodge visited, each craft purchased, and each adventure taken uplifts a local family, a community, a dream.”
This year’s campaign is built around more than just picturesque destinations—it celebrates Eswatini’s people, stories, and soul. Visitors are invited to unwrap a “treasure chest” of experiences—from tranquil hideaways in the Ezulwini Valley to exhilarating hikes in the Lubombo mountains. It also coincides with the country’s recently concluded Buganu Festival, a cultural landmark that highlights the Kingdom’s unique traditions.
Mkhonta-Simelane further emphasized responsible tourism, calling for environmental care, respectful cultural engagement, and vigilance on the roads during the holiday season.
“To our regional and international visitors—SIYANEMUKELA. Come unwrap the breathtaking beauty of our landscapes, the warmth of our people, and an unforgettable royal experience,” she said.
Representing ETA CEO Vusi Dlamini, Head of Marketing Chunky Dlamini unveiled a comprehensive media and outreach plan. The campaign will air on local and regional platforms including Ukhozi FM, Ligwalagwala FM, Radio 2000, Eswatini TV, EBIS, and Eswatini Observer, ensuring broad reach across Southern Africa.
A major highlight is the #UnwrapYourEasterAdventure competition, a creative collaboration with the Hotels and Tourism Association of Eswatini (HOTAES). Emaswati who spend E500 or more at participating tourism establishments—such as hotels, restaurants, or craft markets—can submit proof of purchase and stand a chance to win exciting prizes. The competition runs from March 21 to April 29, 2025.
In addition, a range of special Easter packages and discounts are being offered through partnerships with hotels and tour operators. Sponsors such as Sibebe Resort, Global Village, SibaneSami Hotel, Big Game Parks, Mantenga Lodge, and others have pledged support to make the campaign a success.
The event’s electrifying energy was kept high by MC Nathi Gule, with moments of appreciation for key influencers—Nesi weKhantri, Bonkhe Shabangu, Cedric Simelane, Luleka Mdluli, and others—who were honoured with gifts for their role in promoting the campaign.
At its heart, #UnwrapYourEasterAdventure is more than a travel campaign. It is a celebration of identity, a revival of community spirit, and a reminder that Eswatini’s greatest treasures are not just found in its scenic beauty, but in its people and their resilience.
As the Easter holidays draw near, the call is clear: choose Eswatini, support local, and unwrap an unforgettable adventure that benefits all.
For more information on the campaign and competition, follow Eswatini Tourism Authority on social media or visit www.thekingdomofeswatini.com.
