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A core mandate of the department is to provide a dynamic marketing platform for industry stakeholders, including tour operators, hospitality establishments, community tourism enterprises, and investors. Through structured stakeholder management, the department fosters alignment, collaboration, and co-creation to ensure a cohesive national tourism narrative. Stakeholders are amplified through targeted digital campaigns, media partnerships, trade shows, roadshows, and high-impact content development initiatives.
The department actively represents Eswatini at local, regional, and international tourism trade shows and exhibitions to expand market access, strengthen partnerships, and unlock new source markets. ETA also hosts local, regional, and international media and trade buyers to generate positive destination coverage and strategic exposure.
Through sustained brand positioning, stakeholder collaboration, and global market engagement, the department advances Eswatini’s visibility, competitiveness, and reputation as a distinctive and premium African destination.
The Research & Statistics Department is responsible for generating credible tourism intelligence that supports evidence-based planning, policy development, and strategic decision-making within the tourism sector. The department collects, analyses, and disseminates tourism data to monitor industry performance, identify trends, and support sustainable tourism development in the Kingdom of Eswatini.
Through the production of monthly statistical releases, annual tourism research reports, and specialized surveys, the department provides insights into visitor arrivals, source markets, accommodation performance, and visitor behaviour. These reports support government, tourism businesses, investors, and other stakeholders in understanding the sector’s contribution to the national economy and identifying opportunities for growth.
The department also collaborates with national and international partners in the development of tourism economic statistics and the compilation of the Tourism Satellite Account (TSA) for Eswatini. The TSA provides a globally recognized framework for measuring tourism’s contribution to the national economy, including its impact on Gross Domestic Product, employment, and visitor expenditure.
Through the provision of accurate, timely, and accessible tourism statistics and economic insights, the department strengthens knowledge of the tourism sector and supports Eswatini’s positioning as a competitive and sustainable destination.
The Product Development Department of the Eswatini Tourism Authority (ETA) plays a pivotal role in shaping innovative, sustainable, and competitive tourism experiences across the Kingdom. The department is focused on enhancing tourism offerings through strategic development, quality assurance, and stakeholder collaboration. It drives product diversification by identifying new tourism opportunities, developing unique experiences, and strengthening existing attractions to meet international standards.
A key priority for the department is the advancement of Community-Based Tourism (CBT), ensuring that tourism directly benefits local communities while preserving cultural heritage and protecting the environment. The department works closely with stakeholders to package authentic cultural, nature-based, and adventure experiences that reflect Eswatini’s unique identity.
The department is also committed to strengthening infrastructure, improving market access, and building capacity within communities, particularly for youth and women. It prioritises innovation, digital integration, and the development of market-ready tourism products that can compete globally.
By aligning with the ETA Strategic Plan 2023–2027, the Product Development Department aims to position Eswatini as a leading destination for responsible travel. Its work ultimately ensures a vibrant, inclusive tourism sector that delivers authentic experiences while empowering local communities and driving sustainable economic growth.
The Finance and Administration Department provides the financial stewardship and operational support required to enable the Authority to effectively deliver on its mandate of promoting, regulating, and facilitating the development of tourism in the Kingdom of Eswatini. The department plays a strategic role in ensuring that the Authority’s financial resources, assets, and administrative systems are managed efficiently, transparently, and in accordance with public sector governance standards. Through sound financial management and effective administrative support, the department contributes to the achievement of ETA’s strategic objectives by strengthening accountability, supporting informed decision-making, and ensuring the optimal use of resources in promoting the Kingdom of Eswatini.
The Finance function is responsible for the planning, management, control, and reporting of the Authority’s financial resources. The unit ensures that ETA maintains strong financial governance, complies with applicable legislation and regulations, and upholds the highest standards of financial accountability.
Key functions include:
The Administration function provides the institutional support systems that enable the Authority to operate effectively and efficiently. The unit ensures that ETA’s internal operations, facilities, and logistical processes support the delivery of programs and services that advance the tourism sector.
Key functions include:
Explore Eswatini’s wonders on our tourism website thekingdomofeswatini.com
Head over to the site by following the link below.
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