Prime Minister Russell Dlamini has challenged Bushfire Festival organisers to double the event’s economic contribution to Eswatini as preparations begin for the landmark 20th edition next year.
The Prime Minister made the call during a fireside chat with Bushfire Communications representative Phiwo Dlamini on the opening day of the festival’s 19th edition. Dlamini has been touring the festival annually since assuming office in 2024.
The discussion focused on the festival’s growing influence on tourism, business development and livelihoods. Organisers noted that Bushfire currently contributes an estimated E1.2 billion to the country’s economy.
Asked what target he would like to set for the festival going forward, the Prime Minister said the country needed to think bigger.
“You’re asking the wrong person because we are talking mega from the beginning,” he said. “We realise that only if we go mega are we going to make a dent in the human economy of the country. So I would say double that. This year, we double our economic contribution.”
The premier said Bushfire had become one of Eswatini’s most powerful tourism assets, helping position the Kingdom on the global stage.
He noted that the country had previously pursued a target of one million annual visitors and had since surpassed two million. He said the next ambition was to grow arrivals to five million visitors annually, with major events such as Bushfire expected to play a key role in achieving that goal.
“It is a serious contributor to tourism in the country,” he said. “We are now pushing for quite a bit more, and certainly this contributes significantly to that.”
In a lighter moment during the discussion, the Prime Minister was asked what role he would play at Bushfire if he were not the country’s leader.
Drawing inspiration from his children, Dlamini said his daughter would encourage him to seize the business opportunities presented by the festival, while his son would simply want to immerse himself in the celebrations.
“My daughter would probably say, let’s start a mini-company and sell something interesting,” he said. “My son would say, let’s come and enjoy the festival and be part of the festivities.”
The Prime Minister jokingly summed up his imagined role as being “a trader by day and a groovist by night.”
He also used the platform to encourage local traders and entrepreneurs to fully embrace the opportunities created by the internationally acclaimed festival.
Addressing local businesses, Dlamini said they should take advantage of the influx of visitors and the economic activity generated by the event.
“I think to the locals, really, I would say if I am getting late, fine, do you understand? If I am getting late, fine,” he remarked, in reference to the enthusiasm and commitment required to maximise the opportunities presented by the festival.
The Prime Minister praised the festival’s founders, organisers, international consultants, traders and sponsors for helping build an event that continues to create livelihoods and drive economic growth.
“When I travel, people ask me about Bushfire. They ask whether there are still tickets available and whether they can get a place at the festival. It has become one of the events that people associate with Eswatini,” he said.