Unveiling Eswatini's Tourism Boom: A Bright Future Ahead

Eswatini's tourism sector is experiencing a remarkable resurgence, with international visitor arrivals hitting 90,772 in September 2025—a 0.7% increase compared to the same period last year. This marks the ninth consecutive month of growth, showcasing the Kingdom's steady recovery and enhanced attractiveness as a travel destination.

Resilience Amidst Challenges

According to the Eswatini Tourism Authority (ETA), the rise in tourist numbers reflects strong performance across various regional markets, particularly Mozambique, Zimbabwe, and Malawi. While there was a decline in arrivals from South Africa, traditionally Eswatini's largest source market, the robust inflow from other African nations and regions demonstrates shifting travel patterns.

Key Growth Drivers

Notably, Mozambique reported a remarkable 38.9% increase in visitors, while Malawi experienced an astounding 389.2% surge, largely due to business travel and enhanced cross-border connectivity. This diverse influx underlines Eswatini's capacity to appeal to travelers seeking authentic experiences.

Positive Indicators for Future Growth

From January to September 2025, Eswatini welcomed over 791,753 international visitors, representing a year-on-year growth of 12.3%. The average length of stay also increased to 1.8 nights, indicating greater visitor engagement and satisfaction. The ETA's optimism that Eswatini is on track to surpass one million visitors by year-end reinforces the Kingdom's emerging standing as an essential destination.

A Blend of Culture and Adventure

The ETA credits this surge in tourism to major cultural and trade events, such as the Reed Dance (Umhlanga) and the Eswatini International Trade Fair, which have drawn attention both regionally and internationally, highlighting the country’s unique blend of heritage and hospitality.

Looking Ahead

As Eswatini positions itself as Southern Africa's hidden gem, its vibrant culture, stunning landscapes, and improved regional accessibility are proving to be keystones for sustainable tourism growth. The confidence expressed by the ETA in Eswatini's tourism brand underscores the promise of a bright future for the Kingdom's tourism industry.