BY GCWALISILE MHLABANE
MALKERNS– Eswatini’s economic landscape has been fundamentally reshaped by the arts, as a groundbreaking study reveals that MTN Bushfire 2025 injected a massive E121.2 million into the national economy.
The independent Economic Impact Assessment, conducted by North-West University (NWU) in South Africa, represents one of the most comprehensive evaluations of the festival’s footprint to date. The findings signal a significant shift in how cultural events are valued as strategic drivers for sustainable development rather than just seasonal entertainment.
MTN Bushfire continues to cement its status as a global cultural phenomenon as it prepares to celebrate its milestone 19th edition, scheduled to take place from May 29th to May 31st, 2026.
This nearly two-decade journey has seen the festival evolve from a local gathering into one of Africa’s most iconic celebrations of music, arts, and social inclusion. As it approaches this significant anniversary, the festival’s enduring success is now backed by data that proves its role as a vital economic engine for the Kingdom, consistently expanding its reach while staying true to its founding #BringYourFire mandate for positive social and environmental change.
The Tourism Engine
At the core of this financial surge is a thriving tourism sector. The festival attracts over 23 000 attendees from more than 55 countries to the Malkerns Valley. The NWU study identifies four key factors driving the impact: visitor volume, length of stay, spending, and the “multiplier effect.”
Notably, the study found that:
- Over 25% of respondents stayed for four nights or more.
- Approximately 36% of visitors traveled to other parts of Eswatini, visiting nature reserves and urban centers.
- Direct beneficiaries include accommodation providers, transport operators, restaurants, and informal traders.
The Minister of Tourism and Environmental Affairs, Honourable Jane Mkhonta-Simelane, stated that the contribution affirms Eswatini’s brand as a competitive, sustainable destination. “The E121.2 million underscores our focus on ensuring tourism growth translates into inclusive benefits for local communities and jobs,” she explained.
Multiplier Effects and Job Creation
The economic reach of the festival extends deep into the local supply chain. Over 70% of the festival’s budget is spent on local suppliers across manufacturing, trade, and communication. This initial spending triggers a cycle of reinvestment as businesses buy from other local vendors and pay employees.
The report highlights a staggering impact on employment, revealing that more than 2 300 jobs may be exclusively dependent on the festival through direct and indirect opportunities.
These findings are mirrored in a 2025 UNESCO report titled “Creating for the Future,” which analyzed ten major festivals in Southern Africa. The research confirms that for every $1 (approximately E16.4) invested in festival production, an additional $2.51 (approximately E40.26) is indirectly injected into the local economy by non-local visitors.
A Vision for the Creative Industry
Jiggs Thorne, Co-Founding Director of MTN Bushfire, described the data as a “big win” for Eswatini. “This dual validation from NWU and UNESCO is instrumental in quantifying the tangible impact of creative platforms. We can now move beyond anecdotal evidence to make informed decisions that validate the creative industry as a vital engine for national priorities,” Thorne said.
The festival’s title sponsor, MTN Eswatini, also lauded the milestone. Acting CEO Jerry Soko remarked, “These findings affirm what MTN has long believed; that when connectivity, culture, and purpose converge, the impact can be transformational.” He added that the E121.2 million contribution proves the power of intentional partnerships in unlocking shared value for communities.
With six core pillars—artistic expression, community engagement, economic growth, cultural preservation, international exchange, and resilience—MTN Bushfire has set a global precedent for how conscious events can deliver returns that resonate far beyond the final stage performance.
#EPN #MTNBushfire2025 #EswatiniEconomy #NWUStudy #JiggsThorne #JerrySoko #CreativeEconomy #TourismEswatini #BringYourFire #UNESCO #SustainableDevelopment
(Courtesy Pic)
