The highly anticipated MTN Bushfire 2026 festival was officially launched yesterday, April 10, under the theme “Juncture of Hum,”.
Minister of Commerce, Industry and Trade Manqoba Khumalo, delivering his remarks on behalf of Prime Minister Russell Mmiso Dlamini highlighted the critical role of the creative industry in Eswatini’s economic future.
In his address, the Minister described the festival as part of a broader national “hum”, a symbol of collective progress, creativity, and economic advancement across the Kingdom. “We gather here today at a defining moment, a true juncture of hum,” said Khumalo. “Across our Kingdom, there is a sound that continues to rise, the steady, collective rhythm of progress.”
He emphasised that the creative sector is no longer on the periphery of the economy but is increasingly becoming a foundational pillar of national development. Khumalo pointed out the MTN Bushfire platform as a key example of how culture and commerce can intersect to deliver tangible economic value.
Khumalo further noted that Eswatini’s economy has grown significantly over the past four decades, expanding from approximately E1.4 billion in 1986 to E95.2 billion today. However, the country has set its sights even higher, with an ambitious goal to increase GDP per capita from E78,238 to E480,000. Achieving this will require a diversified and resilient economy that moves beyond traditional revenue streams to embrace sectors such as tourism, arts, and cultural industries, according to Khumalo.
MTN Bushfire contributes over E121 million to the national economy, with the minister describing this as a powerful demonstration of the economic potential within the creative space. “This is an inspiring indication of the unshakable power of the arts in driving meaningful and measurable economic returns.”
Khumalo also underscored ongoing efforts to position Eswatini as a competitive tourism destination. Strategic infrastructure projects, including the development of the International Convention Centre, are expected to enhance the country’s ability to host global events and attract international visitors. These developments, alongside plans to expand road infrastructure, are seen as essential in supporting flagship events like MTN Bushfire and ensuring that tourism benefits reach local communities and small businesses. “This is the hum of an economy that is diversifying, where culture, tourism, and infrastructure move in harmony,” the Minister said.
Youth empowerment featured prominently in the address, with government reiterating its commitment to ensuring that young people have access to meaningful economic opportunities. Programmes linked to MTN Bushfire, including the EU Bushfire Schools Festival and the Firefly Youth Talent Competition, were praised for creating platforms where young creatives and entrepreneurs can showcase their talents and access markets. “This alignment between national policy and creative opportunity is essential if we are to address unemployment and build a future where economic participation is accessible to all”.
The success of the festival was attributed to strong partnerships between the public and private sectors. MTN Eswatini was commended for its continued investment in both the festival and the broader creative economy, while the European Union was recognised for supporting arts development and cultural exchange initiatives. “These collaborations reflect the true meaning of the ‘hum’, many voices working together as one,” the Minister said, highlighting the importance of inclusive development.
He added that there are ongoing efforts to expand social welfare programmes and improve quality of life for all emaSwati.
Initiatives supporting women, children, and rural communities were cited as critical components of the country’s development agenda. As the country continues to pursue economic growth, the government stressed the need to ensure that progress is shared across all sectors of society.
Overall, the Prime Minister’s remarks reaffirmed government’s commitment to building a resilient, inclusive, and forward-looking nation, with MTN Bushfire serving as a powerful expression of that vision. “It brings together culture and commerce, creativity and community, local identity and global connection.”
On behalf of the Prime Minister, Minister Khumalo officially declared MTN Bushfire 2026 open, marking the beginning of what is expected to be another impactful edition of one of Africa’s leading cultural festivals.