BY MBONO MDLULI
MBABANE – Visitor arrivals increased by a notable 10.6% growth in February 2025.
Monthly Overview
In February 2025, international visitor arrivals increased by a notable 10.6% growth rate compared to the same month in 2024, reaching a total of 72 881 visitors. A significant proportion of these visitors originated from the SADC region, contributing 86.5% of the total visitor arrivals into the Kingdom of Eswatini. The latter surge was primarily driven by strong demand from key regional markets, and in particular, South Africa and Mozambique which collectively accounted for 56 770 arrivals.
Regional and Overseas Performance
The Euro zone registered a substantial 19.5% growth, followed by Asia and the Pacific with a 13.4% increase. The Americas experienced an overall improvement of 12.4%, while the Africa region also saw a significant enhancement of 9.8% in visitor numbers.
All source markets within Africa exhibited extra-ordinary performances as the region recorded a total of 64 549 visitors, reflecting a 9.8% rise in comparison to 2024. Malawi demonstrated an outstanding 199.3% growth rate, while Zimbabwe and Zambia saw healthy growth rates of 27.9% and 27.7%, respectively. Lesotho and Botswana also accounted for significant growth of 24.9% and 14.7%, correspondingly.
Arrivals from the Americas increased by 12.4%, largely driven by a 14.1% rise in visitations from Canada, and a 12.8% increase in visitor numbers from the United States of America.
Inbound visitations from the Asia and The Pacific region also increased with a 13.4% overall growth. Taiwan led with a 76.4% rise in arrivals, followed by significant increases from Pakistan (28.5%) and China (21.7%). In terms of relative numbers, India and Pakistan continued to exhibit larger contributions from the region.
European travelers reached 19.5% growth compared to the same month in the preceding year, demonstrating a resumption in traveler confidence among the region’s consumers. Key visitor generating markets during this period were France (+44.2%), Belgium (+43.7%), United Kingdom (+30.4%), Italy (+29.3%), Germany (+23.3%) and Switzerland (+19.6%), all demonstrating double digit performances.
In contrast, the Middle East continued to experience a downturn in inbound traveller numbers, attributable to the ongoing conflicts that continue to negatively impact outbound travel from the region. Consequently, a considerable 22.0% decrease was noted in arrivals from the Middle East. Specifically, Iran saw a 50.1% decline while other Middle Eastern countries experienced a 55.4% reduction. Israel, however, showed an impressive 199.3% rise in visitor numbers despite the continued conflicts within Gaza, Palestine.
Duration of stay
During the month of February, vacationers spent an average of 3.13 nights per stay, reflecting a considerable increase in comparison to the last two quarters of 2024. Long-haul travellers extended their stay from 1 or 2 nights to 3 nights per visit, which tends to be a behaviour observed from inbound travellers at the beginning of each year.
Based on the information available, the increase in Eswatini’s international visitor arrivals in February 2025 can be attributed to a combination of factors, reflecting a concerted effort to boost the nation’s tourism sector. Here’s a breakdown of the key drivers:
Regional Tourism Strength
A significant portion of Eswatini’s tourism comes from neighbouring countries, particularly South Africa and Mozambique. Continued strong visitation from these regional partners plays a crucial role. Notably, there has been a significant increase in visitors from Zimbabwe. This shows that marketing and ease of travel from within the SADC region is having a positive effect.
Cultural Attractions
Eswatini’s rich cultural heritage, including traditional ceremonies, continues to draw visitors. Events like the Incwala Ceremony and the recent Buganu Ceremony at Buhleni Royal Residence are powerful attractions.
Strategic Marketing and Recognition
Efforts by the Eswatini Tourism Authority (ETA) to promote the country’s unique attractions are proving effective. The recent recognition of Sibebe Rock as a top global tourist site by CNN Travel has significantly boosted Eswatini’s international profile. This kind of publicity generates heightened interest. The Triland Initiative which is a cross boarder tourism project, linking Mpumalanga, Mozambique and Eswatini. This initiative has increased tourism to the region.
Post-Pandemic Recovery
The global tourism industry is experiencing a strong recovery and Eswatini is benefiting from this trend. Increased traveler confidence and pent-up demand are contributing to the surge in arrivals.
Diversification of Tourism Offerings
Eswatini’s diverse tourism offerings, including wildlife reserves, adventure activities and cultural experiences, cater to a wide range of travellers. In essence, Eswatini’s tourism growth is the result of a multifaceted approach that leverages its cultural assets, promotes regional collaboration and capitalises on its growing international recognition.
Eswatini Tourism Authority (ETA) continues to drive its mandate to encourage responsible travel in the Kingdom of Eswatini and promotes Eswatini as a preferred destination.