Eswatini's Tourism Sector Thrives Amid Global Challenges
In a remarkable display of resilience, Eswatini's tourism sector has reported a continuous upswing, with international visitor arrivals growing by 0.7% to reach 90,772 in September 2025, according to the Eswatini Tourism Authority (ETA). This signifies the ninth straight month of growth, highlighting the Kingdom's recovery and increasing allure as a top travel destination.
Regional Markets Drive Growth
Notably, this impressive growth is attributed largely to strong performances from neighboring countries. Mozambique has led the way with a staggering 38.9% increase in visitors, while Zimbabwe and Malawi also contributed positively with 2.9% and a remarkable 389.2% increase, respectively. The surge from Malawi was particularly driven by business travel and enhanced cross-border connectivity.
Interestingly, Eswatini's largest market, South Africa, experienced a dip with a 10.4% decline in arrivals. However, this decline was more than offset by healthy numbers from Zambia (+50.9%), Kenya (+44.5%), and Botswana (+15.6%). The regional diversity in sources indicates a positive shift in travel patterns and choices among tourists.
Global Growth and Cultural Events
Internationally, the tourism industry is being revitalized, with the Asia-Pacific region emerging as a significant growth area. Taiwan, in particular, reported a sensational increase of 55.8% in visitors. The ETA correlates these positive trends to major cultural and trade events in Eswatini, such as the Reed Dance (Umhlanga), the Eswatini International Trade Fair, and the World Tourism Month celebrations, which attracted both local and international attention.
A Bright Future Ahead
From January to September 2025, Eswatini welcomed 791,753 international visitors, indicating a commendable 12.3% year-on-year growth. The average duration of stay also increased to 1.8 nights, signaling greater visitor engagement and satisfaction.
The ETA expresses optimism that Eswatini is set to exceed one million visitors by the year's end. “These results affirm the strength of Eswatini’s brand as a preferred destination for both regional and international travellers,” shared the Authority, underlining the ongoing promotional campaigns that have significantly bolstered the sector's performance.
In summary, as Eswatini positions itself as a hidden gem in Southern Africa, its vibrant culture, stunning landscapes, and enhanced regional accessibility continue to be critical components of its sustainable tourism growth narrative.
