The CEO of the Eswatini Tourism Authority, Vusie Norman Dlamini, has shared his vision to position Eswatini as a Meetings, Incentives, Conferences, and Exhibitions (MICE) hub, showcasing the Kingdom’s unique culture, hospitality, and business potential.
Dlamini was speaking at the Hilton Garden Inn during an exclusive interview hosted by the African Tourism Showcase Eswatini (ATSE) in partnership with The Marketplace, a dynamic media platform and content creation collective founded to uplift Eswatini’s entrepreneurial ecosystem.
The session was hosted by Siphiwo Lushaba, Founder of The Marketplace, and Hloniphile Matsebula, Director of African Tourism Showcase Eswatini.
Dlamini emphasized that while world-class venues and facilities are important, Eswatini’s people are the true differentiator. “Our warmth and hospitality are key selling points,” he said. He also highlighted the country’s reputation as a safe kingdom, its reliable road infrastructure, and its success in hosting events.
Regarding the economic impact, Dlamini explained that expanding the MICE sector directly benefits communities by creating jobs for young people and generating opportunities for local businesses, including tour operators and service providers.
When asked about his passion for tourism, Dlamini reflected on his professional journey. “Coming from a tax background, transitioning into the tourism sector has been both exciting and inspiring. It’s no longer just about dealing with tax; it’s about positioning the entire country as a destination of choice and giving people the opportunity to experience the beauty of our kingdom.”
Looking ahead, he assured international stakeholders that Eswatini is ready to host high-level events and will soon enhance its capacity with the opening of a state-of-the-art International Conference Centre (ICC).
“We promise our guests a safe, welcoming environment and a lifetime experience,” he said.
Adding further depth, Stratcom Events’ Ntokozo Mngadi was also interviewed as a key stakeholder. She shared her insights on what makes hosting events in Eswatini unique compared to other destinations in the region, citing an investment forum they recently hosted as an example of how the Kingdom’s distinctiveness shines through in delivering memorable experiences.
The African Tourism Showcase Eswatini (ATSE) is a local professional services company specializing in designing and implementing events, tours, and programme logistics. Their services cover Hospitality, MICE, and Community Social Responsibility, with a mission to elevate Eswatini’s voice on the regional and global stage.