The Eswatini Tourism Authority (ETA) has officially launched its ‘Choose Eswatini’ Festive Season Campaign, a highly strategic initiative designed to push the country past the one million visitor milestone by the end of 2025.
The campaign, launched on Wednesday at Brookside Lodge, is a powerful call-to-action for both domestic and regional travellers. The message is simple and clear: Choose Eswatini.
“Eswatini Tourism Authority (ETA) invites you to experience the magic of the Kingdom of Eswatini, proudly presented as the destination of choice for your festive season getaway.
“As we launch our Choose Eswatini campaign, we’re thrilled to share the story of our strategic partnerships and collaborations that have made this moment possible. With the support of our partners, including MTN Fintech’s Mobile Money (MoMo) and Total Energies, we’re set to showcase the best of Eswatini’s culture, landscapes, and warm hospitality, making this festive season one to remember.” - Chunky Dlamini, Head of ETA Marketing
The ETA Board Chairperson Penelope Mkhwanazi, hailed the campaign as more than a marketing initiative, calling it a “heartfelt invitation to rediscover Eswatini.” The domestic focus is strengthened by the hashtag PholaEswatini, reminding emaSwati to relax and enjoy experiences close to home. It is also worth mentioning that ETA CEO Vusi Dlamini, shared the same sentiments as the Board Chairperson.
ETA revealed that Eswatini has already recorded 791 753 tourist arrivals from January to September 2025, signalling a strong recovery with an impressive 12.3 per cent year-on-year growth.
“This strong, nine-month growth streak positions Eswatini to potentially surpass the one million visitor milestone by year-end,” Mkhwanazi stated. “Hopefully this momentum will carry onto the festive season, which typically sees a spike in travel, generating vital revenue and job creation.”
A key strategy involves amplifying the message through content creators and strategic corporate partnerships.
The ETA’s Easter campaign demonstrated the success of this approach: 54 influencer posts generated over 1.5 million views across social platforms. The Choose Eswatini campaign will build on this by leveraging influencers and running boosted campaigns across Facebook, Instagram, TikTok and X.
Familiarisation tours for influencers are scheduled for November and December to ensure content creators can experience the best of Eswatini’s tourism offerings first-hand.
The campaign features strong corporate partnerships that merge tourism with the national drive for digital transformation.
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