By Mbono Mdluli
MBABANE – Eswatini’s tourism industry has achieved remarkable growth, welcoming 780,505 visitors between January and October 2024.
The statistics were revealed by Chunky Dlamini, Head of Marketing at the Eswatini Tourism Authority (ETA). Speaking on the Kusile Breakfast Show, Dlamini highlighted a 12.2% increase in tourist numbers compared to last year, showcasing the sector’s steady recovery and growth.
Tourist inflows surged during Eswatini’s four peak seasons: January, April, September, and December. The festive months of December and January drew visitors seeking refuge from harsh northern winters, especially from Europe, Asia, and North America. Meanwhile, April’s Easter holidays and September’s lively calendar of events—featuring Umhlanga, Swazi Rally, and the Eswatini International Trade Fair—further boosted arrivals.
Neighboring South Africa emerged as Eswatini’s largest source market, accounting for 547,025 visitors who stayed an average of two nights. Mozambique followed with 125,176 visitors, typically for one night. European markets also showed potential: the Netherlands contributed 16,254 tourists (2.1 nights), while Germany, France, and the United Kingdom recorded 9,800, 15,090, and 7,519 visitors, respectively.
The United States registered 11,076 visitors, who stayed an average of four nights, matching the UK’s length of stay and demonstrating potential for growth. Dlamini emphasized that these statistics guide ETA’s marketing strategies, prompting increased efforts to boost Eswatini’s visibility in underrepresented markets like the USA.
Looking ahead, ETA aims to extend the average tourist stay from 1.3 nights to five and increase tourism receipts to E2 billion. By 2027, Eswatini targets welcoming 2 million arrivals, a goal Dlamini is confident is within reach.
With a combination of strategic marketing and leveraging its unique cultural and natural attractions, Eswatini is set to solidify its position as a premier destination in Southern Africa.
