BY MBONO MDLULI
EZULWINI – Eswatini’s tourism industry is on a path of transformation and inclusive growth, with ambitious targets of attracting two million international arrivals and contributing E2 billion to GDP.
This was the assurance from the Minister of Tourism and Environmental Affairs, Jane Mkhonta-Simelane (MP), as she addressed the National Tourism Indaba 2025 held on 21 August, 2025 at Sharma House in Ezulwini.
In her keynote remarks, Minister Mkhonta-Simelane described the gathering as “an important moment” for Eswatini’s tourism sector – one that allowed industry leaders, government, and regional partners to reflect on progress while charting new directions for the future.
“Our journey as a sector has been guided by His Majesty King Mswati III’s Nkwe Directive, which challenges us to ensure that tourism is not only a driver of the economy but also a source of empowerment for our people,” she said.
The Minister noted that visitor arrivals were rebounding strongly, regional marketing efforts were gaining traction, and cross-border partnerships were expanding. She highlighted the presence of delegates from Botswana’s tourism sector, underscoring the importance of regional collaboration.
“Our achievements have not gone unnoticed internationally. Eswatini has been recognised by Lonely Planet, CNN, BBC, and Forbes as a destination offering unique cultural and natural experiences. These accolades raise our profile globally and validate the hard work of our industry players,” she added.
Mkhonta-Simelane stressed that the Kingdom’s progress was not accidental but the result of a coordinated strategy driven by government, private sector players, and communities. “Tourism is not only about arrivals and accolades – it is about unlocking new infrastructure, expanding cultural and eco-tourism ventures, and connecting communities to wider markets,” she said.
The Minister further pointed to the reforms and priorities already in motion:
- Regulatory reforms to attract and protect investment.
- Regional connectivity and marketing partnerships to expand Eswatini’s reach.
- Community-based initiatives ensuring youth and women share in the benefits of tourism.
“These initiatives are underpinned by the Prime Minister’s Plan of Action for Tourism, which places investment and communities at the centre of growth,” she explained.
Mkhonta-Simelane concluded her address by reaffirming that with strong partnerships, Eswatini would not only achieve but exceed its growth targets. “With continued collaboration, we will ensure that tourism drives inclusive and sustainable development for generations to come,” she said, before inviting Prime Minister Russell Mmiso Dlamini to deliver his keynote address.
The National Tourism Indaba 2025 brought together senior government officials, international partners, and industry leaders, marking a pivotal step in consolidating tourism as a cornerstone of Eswatini’s economic transformation.
