The Government of Eswatini has set an ambitious goal of attracting two million international visitors and generating E2 billion in tourism’s contribution to GDP, emphasizing the sector’s key role in economic transformation.
The announcement was made during the inaugural Tourism Nkwe Conference 2025 at Sharma House in Ezulwini.
Delivering the keynote address, Prime Minister Russell Dlamini said the conference is happening at a crucial moment as the country launches the Nkwe Programme of Action and lays the groundwork for the Grand Plan for National Transformation.
Both strategies, he noted, position tourism at the heart of Eswatini’s aim for double-digit GDP growth.
“Eswatini boasts great tourism potential, from our unique culture and traditions to our diverse natural landscapes and incredible wildlife. We remain an exciting story the world is eager to explore,” said the Prime Minister.
He highlighted the importance of building partnerships, improving infrastructure, and investing in talent development to make tourism a sustainable force for inclusive growth.
The Prime Minister also detailed the need to simplify visa rules, enhance connectivity, boost marketing efforts, and meet international sustainability standards. “This conference must pave the way forward, turn hopes into concrete actions, and make sure Eswatini shines brighter on the global tourism stage,” he said.
Supporting the Prime Minister’s comments, Minister of Tourism and Environmental Affairs, Jane Mkhonta-Simelane, praised recent sector progress, noting increases in visitor numbers and international recognition from outlets such as Lonely Planet, CNN, BBC, and Forbes.
“These achievements are no accident. They are a result of the combined efforts of His Majesty’s Government, the private sector, and local communities working in unison,” the Minister explained.
She underscored that government priorities include regulatory reforms, regional marketing collaborations, and community-based programs that empower youth and women.
“With ongoing partnerships, we will not only meet our goals of 2 million visitors and E2 billion contribution to GDP, but also promote inclusive and sustainable development for future generations,” Mkhonta-Simelane added.
Vusie Dlamini, CEO of the Eswatini Tourism Authority (ETA), reaffirmed ETA’s dedication to positioning the Kingdom as Africa’s top tourist destination. He thanked the Government for making tourism a key driver for employment, investment, and cultural pride.
“In the spirit of His Majesty’s Nkwe call, and under the leadership of the Prime Minister, we pledge a future where Eswatini remains Africa’s preferred destination – where every experience is meaningful, every investment adds value, and every community prospers because tourism is done well and for everyone,” said Dlamini.
The Tourism Nkwe Conference 2025 gathered government officials, international guests, industry stakeholders, and community representatives to develop a growth plan. The discussions focused on regional cooperation, infrastructure upgrades, and innovative ways to promote community-led tourism.