MALKERNS – Prime Minister Russell Mmiso Dlamini, represented by Minister of Commerce, Industry and Trade Manqoba Khumalo, last night officially launched the 2026 MTN Bushfire festival under the theme “Juncture of Hum”, setting the tone for what government describes as a pivotal moment in Eswatini’s development path.
The launch, held ahead of the internationally acclaimed festival, brought together stakeholders from the creative industry, business community and development partners. The Prime Minister described the theme as symbolic of a Kingdom building, creating and advancing with purpose, reflected in the daily lives of emaSwati and in platforms such as MTN Bushfire where culture and economic development converge.
He said the “hum” represents the collective rhythm of national progress at a time when Eswatini is seeking to transform its economic landscape. 
Reflecting on the country’s economic journey, he pointed to growth from E1.4 billion in 1986 to E95.2 billion today, while restating government’s ambition to significantly increase GDP per capita.
“The Kingdom of Eswatini has set an ambitious target: to raise our GDP per capita from E78,238 to E480,000. Achieving this requires a highly resilient, diversified, and inclusive economy,” he said.
“It calls on us to move beyond dependence on traditional revenue streams and to actively grow new sectors, including tourism, the creative economy, and cultural industries.”
The Prime Minister described MTN Bushfire as a practical example of how economic diversification can take shape, citing the festival’s E121.2 million contribution to the national economy.
“MTN Bushfire stands as a practical example of how this diversification can be achieved. The festival’s E121.2 million contribution towards Eswatini’s economy is truly an astounding feat and an inspiring indication on the unshakable power of the arts in driving meaningful and measurable economic returns.”
He said progress in creating an enabling environment for high profile events was advancing the country’s vision by attracting global audiences, extending visitor stays and ensuring tourism revenue filters down to communities, small businesses and entrepreneurs.
“The laudable progress defining Eswatini’s strides in establishing an enabling environment for the success of high-profile events such as this one, advances our national vision by attracting global audiences, extending visitor stays, and ensuring that tourism revenue reaches communities, small businesses, and entrepreneurs.”
“This is the hum of an economy that is diversifying, where culture, tourism, and infrastructure move in harmony. This is the hum of a nation investing in its people, equipping them not only to participate, but to lead.”
The Prime Minister also spoke of ongoing strategic investments aimed at positioning Eswatini as a competitive tourism and investment destination, including the development of the International Convention Centre and expanded national infrastructure.
Youth empowerment formed a key part of the address, with government pledging continued support for inclusive economic participation. He commended MTN Bushfire for complementing these efforts through initiatives such as the EU Bushfire Schools Festival and the Firefly Youth Talent Competition, which open doors for young emaSwati to showcase their talent and access markets.
Partnerships were cited as central to the country’s progress, with recognition given to MTN Eswatini, the European Union and other stakeholders backing the creative economy.
