The Eswatini International Trade Fair (EITF) attracted more than 70,000 visitors in 2025, marking one of the strongest attendance figures in the event’s history and reinforcing its growing importance as a regional business and tourism platform.
The milestone was revealed during the official launch of the 58th edition of the EITF, scheduled for August 28 to September 6, 2026.
EIPA Chief Executive Officer Sibani Mngomezulu said the increase in visitor numbers reflected the success of efforts to modernize and diversify the trade fair experience.“In 2025, we saw a surge in participation with 282 exhibitors, including over 22 foreign participants. Our visitor numbers soared past the 70,000 mark,” said Mngomezulu.
He attributed the growth partly to the integration of sports tourism and cultural activities into the fair programme. “Thanks in large part to our integration of sports tourism through the 8Bet Trade Fair Cup and cultural dance competitions, traditions we are proud to continue this year,” he added.
Mngomezulu said the 2025 edition represented a turning point for the EITF following the rebranding of the event to ensure it remained globally competitive while still preserving its identity and purpose. “This evolution allowed us to embody tradition while embracing modernity, staying true to our core mission,” he said.
Under the rebranding strategy, the fair focused on creating stronger connections between buyers and suppliers, encouraging innovation and expanding opportunities for businesses.
The Minister of Commerce, Industry and Trade, represented by Principal Secretary (PS) Melusi Masuku, also praised emaSwati for supporting the fair in large numbers and helping make it one of the country’s flagship economic events.
“To our visitors, your presence is what gives life to this fair. In 2025, you helped us surpass the 70,000 visitor mark,” the Minister said.
The Minister noted that the EITF has grown beyond being just an exhibition platform and now incorporates business seminars, youth and women empowerment initiatives, entertainment, sports and cultural showcases. “The EITF has always been an inclusive event that seeks to ensure no one is left behind,” the Minister said.
The fair has also increasingly focused on digital transformation, encouraging businesses to adopt e-commerce solutions and Artificial Intelligence to improve productivity and customer experience.
Looking ahead to 2026, EIPA aims to attract even more exhibitors and visitors by expanding exhibition space and strengthening international participation. Mngomezulu said EIPA has already opened additional outdoor exhibition areas to accommodate growing demand while also encouraging companies to invest in custom-built stands.
Efforts are also underway to attract more foreign companies in order to create new partnerships and investment opportunities for local enterprises.The 2026 edition will be held under the theme: “Unlocking Green Economy Opportunities for Sustainable Trade Promotion,” with sustainability expected to take center stage throughout the fair.