Eswatini's Tourism Sector Experiences Unstoppable Growth
Eswatini’s tourism sector is witnessing an inspiring resurgence, as reflected in the recent statistics released by the Eswatini Tourism Authority (ETA). The number of international visitors reached an impressive 90,772 in September 2025, marking a commendable 0.7% rise compared to the same month last year. This achievement illustrates the Kingdom's steady recovery and growing status as a desirable travel destination in the region.
A Surge in Regional Visitor Arrivals
The latest data highlights the robust performance of Eswatini's tourism industry, particularly from neighboring markets. Notably, Mozambique reported a substantial increase of 38.9%, with 17,599 visitors, while Zimbabwe and Malawi also contributed positively to the figures with increases of 2.9% and a remarkable 389.2%, respectively. Malawi's surge was greatly attributed to enhanced business travel and improved cross-border connectivity, showcasing the region's willingness to explore Eswatini's offerings.
Challenges Met with Resilience
Despite a decline of 10.4% in arrivals from South Africa, Eswatini's tourism landscape remains buoyant, supported by its broader African market. Countries such as Zambia, Kenya, and Botswana have shown significant year-on-year growth, reinforcing the Kingdom’s appeal. The Asia-Pacific region has emerged as another vital growth area, with a 12% overall increase in visitors. Taiwan, in particular, saw a remarkable 55.8% rise in arrivals, showcasing the diverse interest in Eswatini as a travel destination.
Cultural Events Driving Tourism Success
The ETA credits this ongoing success to various cultural and trade events that took place in September, including the annual Reed Dance (Umhlanga), the Eswatini International Trade Fair, and World Tourism Month celebrations. These events not only attract regional and international visitors but also enhance Eswatini's profile as a country rich in heritage and hospitality.
Positive Outlook for Future Growth
Between January and September 2025, Eswatini welcomed over 791,753 international visitors, reflecting a significant 12.3% increase year-on-year. The average length of stay has also shown improvement, now standing at 1.8 nights. With such promising developments, the ETA expresses confidence that the Kingdom will surpass the one million visitor threshold by year-end, affirming Eswatini’s branding as a preferred destination for travelers.
As Eswatini continues its journey toward becoming Southern Africa's hidden gem, the combination of its vibrant culture, breathtaking landscapes, and improved regional accessibility remains at the forefront of its sustainable tourism growth strategy. The optimistic responses to ongoing promotional campaigns signal a bright future for Eswatini's tourism, proving that the nation is indeed on the rise.
