BY NONCEDO SHABANGU (Intern)
MBABANE – Honourable Jane Mkhonta-Simelane, Minister of Tourism and Environmental Affairs, has reaffirmed Eswatini’s commitment to tourism-led growth with the official unveiling of the new Board of Directors for the Eswatini Tourism Authority (ETA). The announcement, made at a ceremony at the ENTC offices, signals the start of a fresh chapter for the tourism sector anchored in visionary leadership, resilience, and inclusive national development.
Speaking at the unveiling ceremony, Minister Mkhonta-Simelane outlined a renewed strategic vision that places tourism at the heart of the Kingdom’s sustainable development agenda. “This is not just a leadership change, it is a renewed commitment to innovation, excellence, and resilience in tourism,” she declared.
A Sector Rebuilding with Purpose
The announcement comes at a time when Eswatini’s tourism industry is rebounding from global disruptions brought by the COVID-19 pandemic. Despite recent challenges, the Minister expressed optimism that with the right leadership and collaboration, the sector can surpass previous limits and contribute significantly to the national economy.
“The revised ETA Strategic Plan for 2023–2027 sets an ambitious yet achievable goal to grow tourism’s economic contribution to E2 billion by 2027,” she said. “It’s a bold vision that demands strategic partnerships, improved service standards, and stronger support for our local tourism operators.”
New Board, Renewed Direction
The newly appointed board comprises professionals selected for their expertise, integrity, and public service dedication. Their appointment signals the government’s commitment to strengthening governance within the Authority and enhancing accountability across the tourism ecosystem.
The new board members are Chairperson Penelope Mkhwanazi, Christine Ndlovu, Njabuliso Dlamini Gwebu, Nkululeko Dlamini, Samkelisiwe Dlamini, Ann Reilly, Phinda Mnanyatsi, and Thembayena Dlamini.
“To the new board members, your role is critical,” the Minister said. “We expect you to guide the Authority with transparency, collaborate across sectors, and lead with innovation.” She also extended heartfelt gratitude to the outgoing board, recognising their dedication in navigating the sector through one of the most turbulent periods in recent history.
Tourism is Everyone’s Business
Calling for collective responsibility, the Minister reminded citizens that the future of Eswatini’s tourism industry lies in the hands of every individual. “Every emaSwati has a role to play welcoming visitors, protecting our heritage, and sharing our story with the world,” she said. “Together, we can make Eswatini more than just a destination; we can make it a world-class experience.”
Looking to the Future
Eswatini now stands ready to reposition itself as a leading tourism hub in the region, backed by a clear strategic plan, renewed leadership, and growing stakeholder support. The Eswatini Tourism Authority’s mandate is equally focused: promoting the Kingdom as a preferred destination, driving investment, and ensuring the benefits of tourism reach all citizens.
