Eswatini’s tourism industry is actively preparing to participate in Africa’s Travel Indaba 2025, a premier continental tourism trade show scheduled to take place from May 13 to 15 2025 at the Inkosi Albert Luthuli International Convention Centre in Durban, South Africa. The Eswatini Tourism Authority (ETA) and various local hospitality and tourism stakeholders are set to showcase the Kingdom’s unique offerings to a global audience of buyers, destination marketing organisations and leisure tourism service providers.
Last year, the Kingdom of Eswatini stand generated significant interest from travel agents, tour operators and media representatives worldwide. The warm Swazi hospitality, informative presentations and interactive displays left a lasting impression. Eswatini emerged as a rising star in Africa’s tourism landscape, a destination offering a unique blend of adventure, culture and relaxation. Eswatini’s participation at the Indaba signified its commitment to attracting regional and international visitors.
This year, Eswatini aims to set the bar even higher in ensuring that the positive response at the Africa’s Travel Indaba paves the way for increased tourist arrivals and economic growth. With its ongoing investment in infrastructure, focus on sustainability and unwavering hospitality, Eswatini is well-positioned to become a top travel destination in Africa.
Eswatini’s Delegation and Offerings
A diverse delegation representing Eswatini’s tourism sector will be present at the Indaba. Participants include but are not limited to:
Big Game Parks – Known for their exceptional wildlife experiences and conservation efforts, including potentially the best rhino encounters in the world.
Eswatini National Trust Commission – Responsible for preserving and promoting Eswatini’s cultural and natural heritage.
Eswatini Air –The national airline, crucial for connectivity and bringing in international visitors.
A wide range of hotels and lodges – Including establishments such as Piggs Peak Hotel, The Royal Villas, Mantenga Lodge, Mountain View Hotel, Foresters Arms Hotel, Sibane Sami Hotel, Hilton Garden Inn-Mbabane, Sibebe Resort, The George Hotel,Global Village Guest House-Manzini, Nkonyeni Lodge & Golf Estate, Malandela’s Lifestyle and Happy Valley Hotel, showcasing the diversity of accommodation options.
Community-based tourism initiatives – Representatives from organizations such as Myxo’s WOZA NAWE Cultural Tours and Community tourism organisation, highlighting Eswatini’s rich cultural experiences and community involvement in tourism.
All Out Africa – An adventure tourism operator, promoting the Kingdom’s potential for outdoor activities.
MTN Bushfire Festival – Since Eswatini is renowned for its vibrant arts and culture, on the second day of the Indaba, the MTN Bushfire Team will bring its “Fireworks” during the Indaba and attendees will get a taste of what one of the Kingdom’s biggest festivals had to offer. A luncheon will be set up on the second day of the consumer and trade show with a brief from Phiwokuhle Dhlamini representing MTN Bushfire on details relating to the festival and what attendees stood a chance to witness, a front-row seat in Africa’s premier multi-genre music and arts festival.
Eswatini aims to highlight its rich cultural heritage, stunning and varied landscapes (mountains, valleys, forests and plains) and exceptional wildlife viewing opportunities, including the “Big Five” and remarkable birdlife. The Kingdom emphasises its unique and ancient traditions, which are carefully preserved and accessible to visitors.
Eswatini’s role at the Indaba
Eswatini’s participation in Africa’s Travel Indaba 2025 has several key objectives:
Attracting tourism investments – The Indaba serves as a platform to engage with potential investors and showcase opportunities within Eswatini’s growing tourism sector.
Forming strategic partnerships – Networking with international buyers and other African tourism players is crucial for expanding Eswatini’s reach in the global market.
Positioning Eswatini as a must-visit destination – By highlighting its unique attractions and experiences, Eswatini aims to elevate its profile as a compelling travel destination in Southern Africa.
Significance of Africa’s Travel Indaba
Africa’s Travel Indaba is one of the largest and most influential tourism marketing platforms on the African continent. It provides a crucial space for African tourism businesses to connect with international buyers and media, fostering collaborations and driving growth in the sector. The event includes a Business Opportunity Networking Day (BONDay) on May 12, 2025, focused on knowledge exchange and exploring current global and local tourism trends.
Eswatini’s Tourism Landscape
Eswatini’s tourism industry has shown significant recovery and growth, with international visitor arrivals in December 2024 recording the highest increase since the COVID-19 pandemic. The country’s unique cultural events, such as the Incwala Ceremony, Umhlanga Reed Dance and Buganu Ceremony, play a significant role in attracting visitors.
The ETA actively promotes the country through various campaigns and collaborations, emphasising its cultural heritage, natural beauty and the warm hospitality of its people. Eswatini’s participation in Africa’s Travel Indaba 2025 is a strategic move to further capitalise on its growing appeal and solidify its position in the African tourism market. The Kingdom aims to achieve 2 million tourist arrivals and E2 billion in tourism revenue by 2027, and its presence at the Indaba will be instrumental in working towards these goals.
Eswatini Tourism Authority continues to drive its mandate to encourage responsible travel in the Kingdom of Eswatini and promotes Eswatini as a preferred destination.
