Eswatini has set an ambitious target of attracting 2 million tourist arrivals and generating E2 billion in tourism receipts by 2027.
This was revealed by the Minister of Tourism and Environmental Affairs, Jane Mkonta-Simalane, during the launch of Eswatini’s participation at the World Expo 2025. The event took place at the Mountain View Hotel and marked a strategic move to position Eswatini on the global tourism and investment map.
“Our presence at the 2025 Expo will not only foster cultural exchange but also serve as a crucial platform to attract tourism and investment, both vital drivers of our economic growth,” Mkonta-Simalane stated.
“The Japanese economy is the fourth largest in the world, as measured by Gross Domestic Product (GDP). Tourism, as we know, plays a pivotal role in contributing to our GDP. Eswatini has set a target of attracting 2 million tourist arrivals and generating E2 billion in tourism receipts by 2027. In 2023, tourism contributed E945 million to our GDP.”
The minister emphasized that Eswatini’s participation in Expo 2025 will serve as a platform to forge valuable international partnerships, facilitate trade and investment opportunities, and highlight the country’s commitment to sustainable tourism and environmental conservation.
“Participation in the Expo aims to enhance Eswatini’s international profile, drive economic diversification, and create lasting benefits for our people. By participating in the Expo, we aim to strategically position Eswatini as a premier tourist destination, highlighting our diverse offerings, from our breathtaking landscapes and wildlife reserves to our rich cultural traditions and warm hospitality. We are confident that this exposure will translate into increased tourist arrivals, creating employment opportunities and stimulating local businesses,” she added.
Five organizations have been confirmed as exhibitors at the Expo, they comprise the National Agricultural Marketing Board (NAMBOARD), Royal Eswatini National Airways Corporation (RENAC), National Youth Chamber of Commerce, Royal Science and Technology Park (RSTP), and the National Arts and Culture Council.
Additionally, the national coordination task team for Eswatini’s participation in the Expo comprises representatives from the Ministry of Commerce, Industry, and Trade; Ministry of Tourism and Environmental Affairs; Eswatini Investment Promotion Authority (EIPA); Ministry of Economic Planning and Development; Ministry of Information, Communications, and Technology; Ministry of Foreign Affairs and International Cooperation; Eswatini Tourism Authority (ETA); and the Eswatini National Trust Commission.