By Bonakele Mabuza
EZULWINI – Eswatini Tourism Authority (ETA) has launched a new strategy that demonstrates a proactive approach towards promoting Eswatini’s tourism industry.
The workshop was held yesterday (Tuesday, June 18, 2024) at the Royal Villas Hotel in Ezulwini. This briefing served as EPA road map up to the year 2027 and a step towards enhancing tourism in Eswatini. It showcased ETA determination to work with stakeholders to develop and implement strategies that will attract more tourists in the country and boost the economy.
ETA Chief Executive Officer (CEO) Vusi Dlamini expressed his excitement for the workshop and stated that it provided an opportunity for stakeholders to engage, discuss and find a way forward in improving tourism in Eswatini. He highlighted the importance of stakeholders input in developing strategies that will help attract tourists in the country.
“We recommended to the board that let us have this session to engage with our stakeholders on this strategy which is not just for the ETA but for the country. We also want to reveal that our job is to promote Eswatini as preferred destination tourist and facilitate domestic product development,” said Dlamini.
Dlamini also emphasised ETA’s goal of marketing Eswatini as a top tourist attraction destination. The authority aims to attract two million tourists by 2027 and is committed to implementing strategies that will make this goal achievable. He mentioned that events like Umhlanga and Incwala are already popular tourist’s attractions and ETA will continue to promote and develop more events throughout the year to attract visitors.
The CEO said reporting positive news on social media platforms is crucial for attracting tourists in the country. When positive news are shared, helps create positive image of the country in the eyes of potential tourists.
The corporate strategy workshop also focused on improving various aspects of tourism in Eswatini, such as infrastructure, accommodation and transportation. ETA aims to provide tourists with seamless and enjoyable experience during their stay in the country.
In an interview with the Chairperson of the Ministry of Tourism and Environmental Affairs Portfolio Committee in Senate, Senator Lorraine Nxumalo emphasised on the importance of the approach in helping senators effectively fulfil their duties of legislating and representing the country overseas. She also highlighted that there is a need for Swazis to be acquainted with their own country’s attractions so they invite their relatives outside the country to explore these tourist sites.
The role of social media in tourism was also highlighted, with Senator Lorraine acknowledging that the youth are more active on these platforms. By including them as stakeholders will help promote Eswatini as a must visit destination.
The Chairperson of the Ministry of Tourism and Environmental Affairs Portfolio Committee in the House of Assembly, Mbabane East Member of Parliament (MP) Welcome Dlamini also pledged their support in implementing this strategy, recognising that although swatini has a lot of potential as a tourist destination, implementation has been a challenge in the past. He reassured that as MPs, they will work closely with ETA to ensure that the strategy is effectively carried out
