By Tlalane Dlamini
A recent report issued by the Eswatini Tourism Authority (ETA) reveals that Eswatini’s tourism sector experienced its eighth consecutive month of growth in August 2025.
The Monthly Tourism Statistical Release compiled by the ETA notes that international visitor arrivals reached a total of 92,615 visitors, marking a notable increase of 7.6% compared to the same month in the previous year. This surge represents an additional 6,506 visits and was largely driven by demand from regional markets, particularly Mozambique and South Africa. The data also shows that the average length of stay for visitors increased by 1.91%.
Key Drivers and Market Performance
The African continent remained the primary source of international visitors, contributing 80,858 visitors, which constitutes 87.3% of the total arrivals in August 2025. This represents a strong month-on-month increase of 11.2%.
The top three regional markets were the Republic of South Africa (RSA) with 52,915 arrivals (+4.8%), Mozambique with 17,664 arrivals (+33.8%), and Zimbabwe with 5,214 arrivals (+15.0%).
While regional markets thrived, other regions showed varied performance. The Asia & Pacific market continued its positive year-to-date growth, registering a strong increase of 16.3% in August.
This growth was bolstered by key emerging markets, including Malawi, Taiwan, and Kenya. Other notable contributions came from Pakistan (+28.5%), China (+24.7%), and Taiwan (+97.6%). The consistent performance of this region positions it as a potential market for future tourism growth.
In contrast, arrivals from the Eurozone continued their decline, reflecting a shift in traveler preferences towards short-haul experiences. European arrivals dropped by 18.9%, extending a downward trend seen throughout 2025. The top three overseas markets to experience a decline were the Netherlands (2,248 arrivals, -29.2%), France (1,362 arrivals, -23.4%), and the USA (954 arrivals, -14.0%). Despite this, the United Kingdom remained a bright spot, recording stable visitation.
The Power of Events: August’s Economic Boost
Eswatini’s tourism calendar in August was further boosted by several key events that drew both local and international visitors. The Standard Bank Luju Food & Lifestyle Festival is a family-friendly, two-day event celebrating African heritage through culinary exploits by celebrity chefs, high-end Afro-centric fashion, and vibrant music performances at the House On Fire venue.
Meanwhile, the Swazi Bikers Rally, a long-standing annual event, brings thousands of motorcycle enthusiasts from across the region to Riders Ranch for a weekend of motorcycling, entertainment, and brotherhood. Lastly, the Khabane Walk offers a unique adventure, combining hiking, climbing, and outdoor fun for participants who explore the breathtaking scenery of Mlawula Nature Reserve, with the highlight being a hike to the historic Khabane Cave.
Looking Ahead: The Path to One Million Visitors and Beyond
The sustained growth throughout the year has positioned Eswatini for a significant milestone. From January to August 2025, the country welcomed over 700,981 international visitors, a 14.0% increase year-on-year. With this strong trajectory, Eswatini is well-positioned to attain the one million visitor milestone by the end of 2025.
According to a report on the nation’s broader tourism strategy, the Ministry of Tourism and Environmental Affairs has set ambitious targets for the sector’s future. The country aims to attract 2 million tourists annually and generate over 2 billion Emalangeni in tourism revenue by 2027. This strategy focuses on promoting a diverse tourism experience, leveraging key events, enhancing regional and international partnerships, and improving essential infrastructure like roads to position Eswatini as a globally recognised destination and a leading contributor to the national economy.