EZULWINI – The Eswatini Tourism Authority, through its Research and Statistics Department, on Monday hosted a one-day Tourism Industry Workshop at Happy Valley Hotel, bringing together key players to review the country’s tourism performance and future strategy.
The workshop was officially opened by the Minister of Tourism and Environmental Affairs, Jane Mkhonta Simelane, as stakeholders gathered to unpack trends shaping the sector in 2025 and early 2026.
Eswatini recorded over one million international arrivals in 2025, marking a 7.5 percent increase compared to the previous year, a development government says points to steady recovery following the COVID 19 pandemic. 
“This performance affirms the sector’s continued recovery from the adverse effects of the COVID 19 pandemic and signals renewed confidence in Eswatini as a competitive tourism destination,” said Mkhonta Simelane.
Figures presented at the workshop show that the positive trajectory has carried into 2026, with arrivals rising by 16.3 percent last month to reach 84 744 visitors. Despite this growth, shifts in key markets are beginning to surface.
Visitor numbers from South Africa, which remains Eswatini’s largest source market, declined towards the end of 2025. European markets also recorded a general decrease, raising concern among industry leaders.
Regionally, the Southern African Development Community continues to dominate arrivals, contributing between 88 and 92 percent of total visitors. The Minister said this reflects strong regional travel patterns but also points to the need for Eswatini to diversify its markets to strengthen resilience.
Stakeholders were told that while arrival numbers are rising, indicators such as average length of stay and visitor spending remain below expected levels. This has prompted calls for targeted measures to improve the economic contribution of tourism.
The workshop is reviewing several reports, including Tourism Performance 2025, Domestic Market Trends, the Industry Assessment Study and the Domestic Tourism Segmentation Report 2025, with discussions centred on increasing visitor spend, extending stays, driving regional growth and promoting sustainable tourism.
Government is also placing focus on domestic and diaspora tourism, which has shown stability during cultural and festive seasons. Plans are underway to integrate this segment more effectively into the national tourism strategy.
Mkhonta Simelane outlined priorities that include improving competitiveness, strengthening data systems, promoting community based tourism, advancing sustainable practices and building stronger collaboration between the public and private sectors.
“These efforts align with national development priorities outlined by King Mswati III, who identifies tourism as a key driver of economic transformation, job creation, and inclusive growth,” she said.
“This workshop must serve not merely as a platform for reflection, but as a mechanism for policy alignment, stakeholder coordination, and the generation of actionable outcomes,” she said.
