The Eswatini Tourism Authority (ETA) proudly announces the outstanding success of its 2025 Easter Campaign, themed “Harmony with Nature: Celebrating Eswatini’s Blend of Stunning Landscapes, Rich Cultural Traditions, and Spiritual Connection.” The campaign, which ran from 21 March to 30 April 2025, was driven by a powerful call to action #UnwrapYourEasterAdventure and exceeded expectations in terms of engagement, awareness, and digital reach.
Digital Influence in Full Bloom
To elevate the campaign’s visibility, ETA strategically partnered with six prominent Eswatini influencers:
- Bonkhe Shabangu
- Nurse Wekhantri
- Luleka Mdluli
- Nomzamo Zaza Dlamini
- Cedric Simelane
- Temlandvo Vilakati
These creative digital storytellers brought to life the campaign’s essence promoting Eswatini as the ultimate Easter destination through authentic, visually-rich content that highlighted the country’s culture, nature, people, and unique experiences.
Impact by the Numbers
The campaign achieved impressive digital and media performance metrics: Social Media
| Total Number of Posts | 54 |
| Total Number of Views: Videos, pictures | 1 517 088 |
| Facebook: Reach | 395 529 |
| Facebook: Total Engagement | 159 672 |
| TikTok: Total average watch time (videos) | 6 minutes 50 seconds |
| TikTok: Total playtime (videos) | 5977hrs, 53 mins, 17 seconds |
- 9 articles about the ETA Easter Campaign were published by print media.
- 4 posts were published online by local print media
- Total Number of Influencer Posts: 54
- Total Views (Videos and Pictures): 1,517,088
- Facebook Reach: 395,529
- Facebook Engagement: 159,672
- TikTok Average Watch Time (Videos): 6 minutes 50 seconds
- TikTok Total Playtime: 5,977 hours, 53 minutes, 17 seconds
- Articles Published About the Campaign: 9
- Online Newspaper Posts: 35
These statistics highlight the resonance of the campaign message and the effectiveness of combining social media influencers with traditional media for destination marketing.
Campaign Objectives Realized
The campaign focused on:
- Positioning Eswatini as a top Easter destination for regional and domestic tourists.
- Increasing length of stay through attractive packages and promotions.
- Emphasizing the vibrant natural beauty and cultural depth of Eswatini.
- Promoting water-based tourism and outdoor adventure.
- Showcasing hidden gems and newly launched tourism offerings from the past two years.
Engaging Activities and Public Involvement
ETA rolled out several media activities including:
- Tekuvakasha Eswatini Radio Program- every Friday 1215HRS to 1245HRS
- Eswatini Observer profiling establishment
- ETA Social Media platforms profiling – (Facebook, Instagram, Twitter, Tiktok and LinkedIn)
- Familiarisation Tours- Influencer and local media journalists Familiarisation tours with Eswatini Influencers on the following proposed dates:
- Saturday, 22 March 2025
- Saturday, 5 April 2025
- Tour Packages: Promoted via ETA digital platforms and the Eswatini Observer’s “Tourism & Travel” column.
- Competitions: Ran from 1 March to 29 April, with 8 lucky winners announced on 30 April. Prizes included stays, dining experiences, and guided tours courtesy of campaign partners and sponsors.
A Collective Success
ETA extends its sincere gratitude to the participating influencers, local businesses, tour operators, the media, and Eswatini’s people for their enthusiastic support. Your collaboration made #UnwrapYourEasterAdventure campaign more than a hashtag, it became a national movement for tourism pride and progress.
As we move forward, ETA remains committed to promoting Eswatini’s tourism sector through innovative, inclusive, and impactful campaigns. Let’s continue to #ChooseEswatini.
See the stats presented on this infographic below:
