Eswatini made a grand and lasting impression at this year’s Africa’s Travel Indaba, the continent’s leading travel trade show. Undoubtedly, Africa’s Travel Indaba plays a crucial role in promoting and developing Africa’s tourism sector as it fosters collaboration, knowledge sharing and market access, ultimately contributing to economic growth and job creation across the continent. Eswatini’s stand at DEC2A01 buzzed with vibrant energy, showcasing the wonders the Kingdom has to offer. Africa’s Travel Indaba was scheduled from 13 to 15 May 2025.
About Africa’s Travel Indaba
Africa’s Travel Indaba is a premier tourism trade show held annually at the Durban International Convention Centre (ICC), widely considered one of the top three “must-visit” events of its kind globally. It serves as a crucial platform for exhibitors from across Africa, including national tourism boards, regional authorities, accommodation providers, tour operators and travel companies, come together to showcase the vast array of tourism experiences Africa offers. This includes everything from wildlife safaris and pristine beaches to vibrant cultures and historical landmarks. The event brings together international and local buyers, such as travel agents, tour operators and media representatives, with African tourism suppliers. This facilitates business-to-business interactions, negotiation of travel packages, and the creation of new partnerships within the African tourism industry.
Africa’s Travel Indaba 2025 was officially opened by His Excellency Paul Mashatile, South Africa’s Deputy President and Honourable Patricia de Lille, South Africa’s Minister for Tourism. The current figures indicate that Africa’s Travel Indaba themed ‘’Unlimited Africa’’ hosted more than 9, 990 attendees making an impressive 7.7% increase compared to 9, 280 delegates that attended in 2024 with over 25 000 quality meetings.
The event attracted 1 384 exhibitors and 1 037 buyers with both exhibitor and international buyer numbers being the highest recorded in the past four years. A total of 27 African countries participated including new entrants from Chad, St Helena and Burkina Faso.
Key Highlights of Eswatini’s Participation at the Indaba
Having won the “Most Responsible Stand” Award” in Cape Town recently, The Eswatini Tourism Authority’s showcased the same stand in the 2025 Africa Travel Indaba (ATI), amongst more than 27 nations from the African Continent alone.
Strong Attendance and Engagement- Africa’s Travel Indaba 2025 saw a significant increase in attendees (9,990, a 7.7% rise from 2024), exhibitors (1,348), and buyers (1,037), marking the highest numbers in the past four years. This indicates a vibrant and active environment for Eswatini to engage with potential partners.
Eswatini Delegation– The Eswatini delegation was led by the Acting Minister for Tourism and Environmental Affairs, Honourable Skhumbuzo Dlamini, and ETA CEO Vusie N. Dlamini. The team included representatives from 22 various hotels and lodges, guest houses, community-based tourism initiatives and local tourism operators.
Focus on Partnerships– A key aspect of Eswatini’s strategy was forging partnerships. The KwaZulu-Natal Tourism & Film Authority signed a Memorandum of Understanding (MOU) with the Eswatini Tourism Authority to enhance cross-destination marketing and improve route accessibility.
Showcasing Eswatini’s Unique Offerings– Eswatini continued to highlight its cultural heritage, diverse landscapes and wildlife experiences, including its renowned rhino encounters. The MTN Bushfire Festival was also promoted as a significant tourism drawcard.
Minister’s Emphasis on Collaboration– Eswatini’s Acting Minister for Tourism, Skhumbuzo Dlamini, emphasised the importance of collaboration over competition among African nations to boost regional tourism. He highlighted how Eswatini benefits from its proximity to South Africa and the need for regional synergy.
Economic Impact and Growth Targets– The Indaba itself is projected to have a significant economic impact on Durban. Eswatini aims to achieve 2 million tourist arrivals and E2 billion in tourism revenue by 2027, and participation in events like the Indaba is crucial for reaching these goals.
Positive Trends in Eswatini’s Tourism- Eswatini has seen positive growth in tourist arrivals, with March 2025 recording an 11.9% increase compared to March 2024. The Easter period also saw a significant surge in visitors. These trends indicate a positive trajectory for Eswatini’s tourism sector.
Ministerial Leadership Sets the Stage
The presence of the Minister of Tourism was a significant highlight. The Honourable Minister’s participation underlined the government’s unwavering commitment to tourism as a cornerstone of Eswatini’s economic development. The Honourable Minister actively engaged with delegates, industry leaders and media representatives, promoting Eswatini as a premier tourist destination.
Overall Impression
Eswatini’s participation in Africa’s Travel Indaba 2025 was successful and aligned with the objectives of attracting investment, forming partnerships, and positioning the Kingdom as a compelling tourist destination. The emphasis on collaboration and responsible tourism, coupled with positive growth in visitor numbers, paints an optimistic picture for Eswatini’s tourism sector.
Eswatini Tourism Authority continues to drive its mandate to encourage responsible travel in the Kingdom of Eswatini and promotes Eswatini as a preferred destination.
