Mbabane – A new study has revealed that many emaSwati are interested in travelling within the country, but high costs, limited information and access challenges continue to restrict domestic tourism.
The findings were presented on 23 March 2026 at Happy Valley by Research Fellow Gcina Dlamini during the release of the 2026 Domestic Tourism Study. The research was commissioned by the Eswatini Tourism Authority and conducted by the Eswatini Economic Policy Analysis and Research Centre.
According to the study, travel within Eswatini remains infrequent and is often linked to business rather than leisure. When people do travel, they mostly do so with friends or family, pointing to a strong preference for shared experiences. Restaurant sit ins account for 35.7 percent of trips, making them the leading reason for domestic travel and placing social outings at the centre of local tourism activity. 
Leisure interests among emaSwati continue to be shaped by accessible experiences. Restaurant outings rank highest, followed by wildlife activities such as game viewing, and nature based attractions including scenic drives, parks, rivers, dams, waterfalls and mountains.
Barriers to Domestic Tourism Participation
Despite this interest, most trips are short and loosely planned. Many travellers stay for just one night and often avoid formal booking systems. Hotels remain the most preferred accommodation option at 28.8 percent, mainly due to safety and comfort. However, travellers continue to rely heavily on social media and word of mouth when making arrangements, largely due to concerns about fraud and lack of trust in booking platforms.
The report shows that the average domestic tourism spend stands at SZL 2,485, marking a decline from 2019 levels. Young people aged between 18 and 25 spend more than other groups, averaging SZL 2,872 despite generally having lower incomes. This points to strong interest in travel among youth, even in the face of financial limitations.
Cost remains the biggest barrier, affecting 46.1 percent of emaSwati, while 24.6 percent cite lack of time due to work and personal commitments. The study notes that both affordability and personal circumstances continue to shape participation in domestic tourism.
Travellers were grouped into segments such as diners, socialisers, business travellers, cultural enthusiasts, religious pilgrims, family holiday seekers and couples. However, the report states that current tourism offerings do not fully cater to these different groups, limiting the sector’s growth.
Recommendations from the study include introducing tiered pricing and local discounts to make travel more affordable. It also calls for bundled staycation packages that combine accommodation, dining and activities to encourage longer stays. Improved marketing through platforms like WhatsApp is seen as key to increasing awareness of local destinations.
The study also points to the need for better service quality through training and certification, investment in road infrastructure and rural tourism, and the introduction of loyalty programmes to encourage repeat travel.
Stakeholders who attended the presentation raised concerns about poor road access to some destinations, limited information about attractions and the tendency of travellers to opt for short stays due to uncertainty. There were also calls for improved packaging of tourism products, better promotion of lesser known destinations and pricing that caters for local travellers. Concerns about unregulated accommodation and fraudulent listings were also raised.
Eswatini Tourism Authority Chief Executive Officer Vusi Dlamini said the discussions provided a broad assessment of the sector, noting both progress and ongoing challenges. He said while the country has recorded more than one million international arrivals, most growth is concentrated within the SADC region, pointing to the need for a more diversified and resilient tourism strategy.
He said domestic tourism must be treated as a key pillar of the sector, supported by clear policies and targeted interventions. Areas identified for improvement include service quality, skills development, digital transformation and investment facilitation.
Dlamini also spoke on the importance of creating opportunities for young people and ensuring inclusive growth within the tourism sector. He added that Eswatini’s cultural heritage must be documented and promoted through storytelling that reflects the country’s identity, with communities and municipalities playing a central role in shaping and preserving these narratives.
