Eswatini’s tourism industry experienced remarkable growth during the 2024 festive season, setting new benchmarks for international and domestic visitor arrivals. According to the Eswatini Tourism Authority (ETA), the country welcomed over 21,600 international visitors during this period, marking a significant rebound after years of travel disruptions caused by the COVID-19 pandemic.
This resurgence of activity reflects the first unrestricted year of travel since the pandemic, boosting traveler confidence and reigniting global interest in Eswatini’s attractions. The demand was driven by key international markets, aggressive collaborative marketing campaigns like the Triland Initiative, and the ongoing recovery of outbound travel from the Global North.
Record-Breaking Visitor Numbers
Neighboring countries played a pivotal role in fueling Eswatini’s tourism boom, with South Africa contributing 16,638 visitors and Mozambique 2,160. Together, Southern Africa accounted for over 93% of the total visits. Visitors from outside the region, including the United States, France, the United Kingdom, the Netherlands, and Germany, also contributed to this success despite challenges such as volatile oil prices and inflationary pressures.
Domestic tourism saw a significant contribution as well, with an additional 21,937 Emaswati returning home. These visitors not only enhanced the festive mood but also contributed heavily to the tourism sector, particularly in dining and day-visit activities.
Border crossings reflected this influx, with Ngwenya recording the highest arrivals at 15,942, followed by Lavumisa (5,240), Matsamo (7,546), and Mananga (4,288). The Mpumalanga-Eswatini route, in particular, proved to be a strong pull factor for leisure travelers.
Rising Demand for Accommodation
Accommodation facilities reported robust demand, with the average room occupancy rate climbing to 51.4%, an increase of 2.4% from 2023. Bed and breakfast establishments led with 62% occupancy, followed by guesthouses and game/nature parks at 53% each, and hotels at 48%.
By region, Lubombo stood out with the highest occupancy rate of 58%, followed by Ezulwini at 57% and Mbabane at 52%. Restaurants and hotels offering Christmas Day dining services saw seating capacities reach 85–100%, mirroring the strong performance of the previous year.
Global Recognition
Eswatini’s rising profile as a travel destination was further solidified by CNN Travel, which included the country in its list of the top 25 destinations to visit in 2025. The accolade highlighted Eswatini’s unique cross-border tourism initiatives, particularly the Tripland 2024–2025 project connecting Mpumalanga, Mozambique, and Eswatini.
The review also praised iconic landmarks like Sibebe Rock, described as Africa’s answer to Australia’s Uluru. Just 10 kilometers from Mbabane, this world-renowned granite dome offers challenging hiking trails and breathtaking views, best experienced during the dry season.
A Bright Future for Tourism
The 2024 festive season injected E930 million into Eswatini’s economy, reflecting the growing contribution of tourism to the country’s GDP. As traveler confidence continues to rise and new marketing campaigns take shape, Eswatini is poised to further cement its status as a premier destination in Africa and beyond.
