Minister of Tourism and Environmental Affairs Jane Mkhonta- Simelane says MTN Bushfire is not just a three-day event, but a catalyst for cultural tourism and inclusive economic growth.
Representing the Minister at the official launch of the MTN Bushfire 2026 on Friday, Eswatini Tourism Authority Board Chairperson Panelope Mkhwanazi underscored the festival’s significance as one of the country’s most powerful drivers of tourism, investment, and global visibility.
Held annually in the Malkerns Valley at House on Fire, MTN Bushfire continues to attract thousands of visitors from more than 55 countries, firmly positioning Eswatini on the global cultural tourism map. This year’s theme, “Juncture of Hum,” reflects the dynamic energy that defines the festival and its wider impact.
“It is the hum of aircraft landing, the hum of movement across our landscapes, and the hum of thousands of voices experiencing the beauty of our Kingdom,” Mkhwanazi said.
She highlighted new research from North-West University, which quantified the economic impact of MTN Bushfire 2025 at E121.2 million. The study also revealed that approximately E58 million is spent by domestic and international visitors during the festival weekend alone.
“These findings affirm that we are on the right path,” she noted, referencing Eswatini’s national tourism strategy, which aims to attract two million international visitors by 2027 and contribute E2 billion to the country’s Gross Domestic Product (GDP).
According to Mkhwanazi, the festival’s impact extends well beyond its three-day programme. About 36 percent of visitors travel to other parts of Eswatini, exploring urban centres and nature reserves, while accommodation facilities across the country reach full capacity during the event.
More than a quarter of attendees stay for four nights or longer, a trend that significantly boosts revenue for local businesses, including restaurants, retailers, and informal traders.
“Tourism growth must translate into inclusive economic benefits, and MTN Bushfire is doing exactly that,” she said.
Sustainability remains a cornerstone of the festival’s success. Having been recognised as the “Best Responsible Event” at the World Travel Market (WTM) African Responsible Tourism Awards, MTN Bushfire continues to lead by example in promoting environmentally conscious and socially responsible tourism.
Mkhwanazi pointed to initiatives such as trader development and entrepreneur incubation as key to ensuring that the benefits of the festival are shared widely among emaSwati.
“Our mandate is to position Eswatini as a competitive, sustainable and high-value destination,” she said. “MTN Bushfire shows that we can host the world while preserving our culture and protecting our environment.”
Beyond its economic contribution, the festival has become a powerful branding tool for the country. Through the #BringYourFire campaign, it invites global audiences to experience Eswatini’s creativity, diversity, and cultural vibrancy.
In closing, Mkhwanazi praised the organisers for building what she described as a “strategic economic driver” and extended an invitation to visitors from across the region and beyond.
“As we launch the 2026 journey, we welcome the world to come and experience the hum of our Kingdom,” she said.
The 2026 edition of MTN Bushfire is expected to once again deliver a vibrant celebration of music, arts, and culture, reinforcing its status as a cornerstone of Eswatini’s tourism and creative economy.