The stage is set for the official launch of the 2025 edition of the Eswatini International Trade Fair (EITF), the country’s premier business networking platform.
The event, spearheaded by the Ministry of Commerce, Industry and Trade (MCIT) in collaboration with the Eswatini Investment Promotion Authority (EIPA), will be officially launched this Friday, 16 May 2025, at the Mavuso Trade and Exhibition Centre.
The Minister of Commerce, Industry and Trade, Hon. Manqoba Khumalo, is expected to officiate the launch, marking the start of preparations for the 57th edition of the long-standing trade showcase.
“We are excited that the launch of the Trade Fair this Friday will mark the commencement of preparations for the 57th edition of the Eswatini International Trade Fair. The Trade Fair is a platform used by the private sector, public sector, and government to reach out to consumers and the public,” said EIPA Chief Executive Officer, Sibani Mngomezulu.
Mngomezulu highlighted that the Trade Fair delivers on a number of objectives including product and service exhibitions, product launches and demonstrations, business linkages, market testing for new products and innovations, as well as family-friendly entertainment, games, and soccer tournaments.
The launch event is expected to bring together over 100 stakeholders, including long-time sponsors, partners, exhibitors, and media representatives.
One of the key highlights will be the unveiling of the 2025 Trade Fair theme and a sneak peek into the planned activities for the year. The event will also amplify awareness of EITF’s recent rebranding.
Having stood the test of time for nearly six decades, the EITF brand has recently undergone a strategic refresh. The rebrand, which has already received positive reception, includes a new logo and a modernized visual identity. It reflects the evolution of the Fair while preserving its deep roots in Eswatini’s heritage, culture, and economic development.
“We believe the rebrand is more than just a change in visual identity,” said Siphesihle Nkhabindze, EIPA’s Domestic Trade Manager. “It enhances brand recognition for EITF as the leading trade fair in the country.
It carries the essence of Eswatini’s identity and offers flexibility to grow alongside the Fair’s dynamic ambitions. It’s a necessary and timely change that signals to businesses, visitors, and exhibitors—both local and international—that EITF remains a formidable force in trade promotion.”
First held in 1968 under the banner of the Swaziland Independence Exhibition, the EITF began as an agricultural and cultural show organized by the then Manzini Town Board to commemorate Eswatini’s independence.
From the outset, the event attracted international interest, with early exhibitors from countries such as the Netherlands, the USA, West Germany, the Republic of China (Taiwan), Portugal, South Africa, and Mozambique.
Today, nearly 57 years later, EITF remains a cornerstone in Eswatini’s economic calendar. It continues to attract exhibitors and participants from the region and beyond, providing a vital platform for business-to-business engagements, consumer education, product promotions, and thought leadership on key trade issues.