MBABANE - A newly-released economic impact assessment by the North-West University (NWU) in South Africa has found that MTN Bushfire 2025 generated a staggering E121.2 million towards Eswatini’s economy.
The independent study represents one of the most comprehensive, data-driven evaluations to date of the festival’s full economic footprint in Eswatini. It marks a turning point in how cultural events are valued, funded and leveraged for long-term sustainable development.
Measured through a structured economic impact framework, the festival’s contribution is shaped by four key factors which comprise of the number of visitors, length of stay, visitor spending and the multiplier effect generated, as money circulates through the economy. Together, these elements position MTN Bushfire as more than just as a cultural showcase, but a strategic economic driver.
At the heart of the festival’s impact is tourism. MTN Bushfire records an annual attendance of over 23 000 attendees from over 55 countries who make the journey to House On Fire in the scenic Malkerns Valley of Eswatini for one of Africa’s most renowned celebrations of arts, culture and social inclusion.
Accommodation providers, transport operators, restaurants, retailers and informal traders all benefit directly from this influx, which is stimulated by longer visitor stays and the subsequent increase in tourism receipts generated throughout the festival’s 3-day duration.
In fact, the NWU study cites that over 25 per cent of respondents stayed four nights or more in 2025, while approximately 36 per cent of visitors travelled to other parts of Eswatini, visiting urban centres and nature reserves during the festival period.
The findings by NWU align closely with evidence presented in a 2025 UNESCO report on the cultural, social, economic and environmental impact of arts and cultural festivals. This research was conducted across 10 major arts and cultural festivals (including MTN Bushfire) in nine countries in Southern Africa.
The report titled ‘Creating for the Future: Harnessing Southern Africa’s Arts and Cultural Festivals for Sustainable Development’, offers a socio-cultural and environmental analysis of the festivals, as well as a thorough assessment of their economic impact across the region.
UNESCO’s findings highlight six core areas where arts and cultural festivals deliver lasting impact.
These comprise artistic expression, community engagement, economic growth, cultural preservation, international exchange and long-term resilience.
These six pillars are deeply embedded in MTN Bushfire’s founding values and sustainability practices, which manifest every year through its role in facilitating creative innovation, stimulating tourism, strengthening local economies and connecting Eswatini to the world, all while celebrating cultural identity and championing sustainability.
This research further confirms that every US$1 invested in the production of these Southern African festivals generates a significant multiplier.
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A newly-released economic impact assessment by the North-West University (NWU) in South Africa has found that MTN Bushfire 2025 generated a staggering E121.2 million towards Eswatini’s economy.