By Zamandulo Ntshalintshali
The Eswatini Tourism Authority (ETA) is set to host a select group of international tour operators from 27 July to 1 August 2025 for an immersive educational trip designed to showcase the Kingdom’s cultural heritage, natural beauty, and growing tourism potential.
The initiative aims to deepen global trade partnerships and raise international awareness of Eswatini as a premier boutique, culturally rich, and sustainable travel destination in Southern Africa.
Tour operators from around the world, including the United Kingdom, Germany, Japan, the Netherlands, Uganda, Botswana, and more, will participate in the familiarisation tour.
“This initiative is a strategic move to position Eswatini as a must-visit destination in Southern Africa,” said ETA Chief Executive Officer Vusie Dlamini. “By hosting this group of seasoned operators, we’re giving them first-hand experiences that will inform how they market and package Eswatini to their clients globally.”
Participating companies include:
• OnlyOne Travel – Based in Tokyo and Nairobi, OnlyOne Travel crafts luxurious, bespoke journeys with a focus on immersive, story-driven itineraries that promise “life-changing” experiences.
• Tailored Journeys – A UK-based luxury holiday specialist, Tailored Journeys is known for authentic, custom-made travel experiences grounded in local expertise, seamless service, and handpicked accommodations.
• Kalahari Calling – This German tour operator offers individualized self-drive and guided tours across Southern Africa, ranging from star-filled camping adventures to high-end lodge stays.
• Go Zuid Afrika – Serving Dutch and Belgian markets, Go Zuid Afrika is known for unveiling Africa’s hidden gems through deeply personalized itineraries.
• Nyanja Safaris – A UK and Zambia-registered family business, Nyanja Safaris focuses on tailor-made eco-safaris that support conservation efforts and create authentic experiences.
• Gazelle Safari Company – Operating across East and Southern Africa, Gazelle offers full-service destination management and creates custom safari and cultural tours, including MICE services, with a strong emphasis on sustainability.
• Meme Africa Travels – Specializing in sustainable eco-tourism and cultural itineraries, Meme Africa fosters deep community engagement through travel experiences that “stimulate all senses.”
• Upside Travel & Tours – A Botswana-based company that emerged during the pandemic, Upside is dedicated to curating dream itineraries across the business and leisure sectors.
Over six days, participants will embark on a sweeping journey across Eswatini’s cultural heartlands, wildlife reserves, craft markets, and scenic landscapes. The itinerary includes:
• Cultural Immersion at the Mantenga Cultural Village, King Sobhuza II Park, and the National Museum;
• Creative Craft Encounters at Ezulwini Handcraft Market, Swazi Candles, and Ngwenya Glass Factory;
• Wildlife & Nature experiences in Mkhaya Game Reserve, Mlilwane Wildlife Sanctuary, Malolotja Nature Reserve, and
Phophonyane Falls Eco Lodge;
• Community Engagement at Esitjeni village;
• Panoramic Routes highlighting natural landmarks such as Maguga Dam and the northern highlands.
The program has been carefully curated to balance exploration with cultural education. Operators will engage with Eswatini’s culinary, artistic, and eco-tourism initiatives, enjoy traditional Swati performances, meet local artisans, and witness the Kingdom’s conservation successes—particularly its rhino protection efforts.
This hands-on approach offers a trade-ready perspective of what makes Eswatini a distinctive and compelling destination.
With thousands of clients across high-value markets in Europe, Asia, and Africa, these tour operators are ideally positioned to incorporate Eswatini into bespoke and luxury Southern Africa itineraries. Their first-hand experiences will translate into enriched travel products, improved marketing content, and stronger trade relationships.
ETA expects that the familiarisation tour will lead to strengthened global partnerships, increased tourism bookings, and greater visibility for Eswatini in top-tier travel markets.
“The ripple effect of this kind of engagement is powerful,” added Dlamini. “By inviting these curated industry players to explore Eswatini for themselves, we position our destination for meaningful growth and long-term collaboration. Each operator will leave with deeper insights and new ideas that bring more travellers to our borders. Their storytelling after this visit will be instrumental in reaching new audiences.”
This initiative forms part of ETA’s broader post-pandemic strategy to grow Eswatini’s tourism footprint in high-value markets and foster regional collaborations that promote sustainable travel.