MTN Bushfire Festival Creative Director Jiggs Thorne has described Prime Minister Russell Mmiso Dlamini’s challenge to double the festival’s economic impact for its 20th edition next year as a difficult but inspiring target.
Speaking on the festival’s future trajectory, Thorne acknowledged that reaching a target of over E242 million would require intense innovation, but noted it is a milestone worth aspiring to.
The ambitious mandate follows remarks by Prime Minister Russell Dlamini, who urged the festival organizers to “go mega” and double the current E121 million economic injection generated by the annual three-day event.
“When Prime Minister Russell Dlamini threw down the gauntlet at this year’s festival, urging us to “go mega” and double MTN Bushfire’s economic impact to E242 million for our landmark 20th edition next year… I won’t lie, my immediate thought was: that is going to be a very difficult one,” he said.
Thorne highlighted that the festival’s economic growth is evolving internally rather than through sheer volume of people. While overall gate attendance has intentionally been capped within the 23,000 bracket to ensure sustainability and safety, the financial velocity on the ground has shifted dramatically.
“Doubling E121.2 million without just overcrowding the space means we have to innovate, deepen our value chains, and empower our traders to reach even higher heights.”
According to the festival director, local trading activity has seen significant growth. “Our vendors, artisans, accommodation partners, and local transport operators are maximizing every square inch of this festival. The money isn’t just coming in; it’s circulating deeply into Eswatini’s economy, creating real livelihoods,” he said.
Thorne believes that this can be leveraged to meet the Office of the Prime Minister’s lofty targets for next year’s landmark anniversary.