By Tlalane Dlamini
The Eswatini Tourism Authority (ETA), in partnership with the Eswatini Economic Policy Analysis and Research Centre (ESEPARC), is preparing to launch the Domestic Tourism Survey 2025—a nationwide research project scheduled from November 17 to December 10, 2025. This initiative is part of the sector’s broader goal to produce reliable data that guides tourism planning, investment choices, and policy-making.
Strategic Purpose of the Survey
Domestic tourism plays a crucial role in maintaining the stability of Eswatini’s tourism economy. As global travel trends change and local travel demand grows, the sector increasingly depends on understanding how Emaswati travel, how they spend, and what influences their travel behaviors.
The Domestic Tourism Survey seeks to provide actionable insights, enabling decision-makers to:
• Strengthen local tourism offerings.
• Design targeted campaigns for domestic travellers.
• Support SMEs and community tourism enterprises.
• Align products and pricing with consumer expectations.
• Improve accessibility and affordability of tourism experiences.
This data-driven approach will contribute directly to the Kingdom’s long-term tourism growth and resilience.
Survey Methodology and Target Group
The study will target EmaSwati aged 18 years and older with an annual income of E42,000 or more. ESEPARC’s trained research team will conduct structured telephone interviews with randomly selected participants. Respondents will share information about their recent trips within the country, including:
• Purpose and frequency of travel
• Preferred destinations
• Length of stay
• Transport and accommodation choices
• Travel expenditure
• Activities and experiences enjoyed
The findings will help construct an evidence-based picture of Eswatini’s domestic tourism ecosystem.
Data Privacy and Compliance
ETA and ESEPARC reaffirm their commitment to the highest standards of data protection. All personal information collected will be handled in strict compliance with the Eswatini Data Protection Authority (EDPA) guidelines. Data will be anonymised and used solely for research and reporting purposes.
Deliverable: Domestic Tourism Report 2025
Once completed, the collected data will be analyzed and included in the Domestic Tourism Report 2025, which will highlight key travel trends, spending habits, travel obstacles, and policy advice. The report will act as a strategic resource for the government, private sector stakeholders, development partners, and tourism operators aiming to strengthen Eswatini’s domestic tourism value chain.
Connecting the Survey to the Ongoing Familiarisation Tour
The Domestic Tourism Survey 2025 aligns seamlessly with the ongoing Eswatini Tourism Familiarisation Tour, which is currently engaging content creators, influencers, and media personalities in showcasing Eswatini’s most compelling tourism offerings.
The FAM Tour’s main goal is to boost local travel by encouraging Emaswati to explore their own country—a purpose that aligns directly with the Domestic Tourism Survey’s mission. While the FAM Tour offers real-time storytelling and experiential promotion, the Domestic Tourism Survey provides the data and evidence needed to understand:
• Which destinations resonate most with local travellers
• What experiences inspire or hinder domestic tourism
• How consumer behaviour evolves when exposed to promotional campaigns
Together, these initiatives showcase ETA’s integrated approach to strengthening the sector: the FAM Tour increases awareness and interest in domestic travel, while the Survey measures, analyzes, and guides the sector’s strategic direction.
As participants travel across Eswatini during the Familiarisation Tour—experiencing hospitality, attractions, culture, and local businesses—the insights they gather will complement the survey’s quantitative results. This ensures the tourism sector benefits from both data-driven research and genuine lived experiences, helping to advance the national goal of increasing domestic tourism participation.