Against the backdrop of the iconic Nyonyane Mountain and the serene plains of the Mlilwane Wildlife Sanctuary, the Kingdom of Eswatini officially heralded the start of the 2026 holiday season. Under the vibrant banner of Destination Eswatini: #AdventureAwaits, the Eswatini Tourism Authority (ETA) launched its annual Easter Campaign, signaling a bold invitation to domestic and regional travelers to “Unwrap Your Adventure” in the heart of Southern Africa.
The launch was graced by the Minister for Tourism and Environmental Affairs, Honourable Jane Mkhonta-Simelane, Ministry Officials, alongside the CEO of the ETA, Mr. Vusie Dlamini members of the ETA Board of Directors and key stakeholders from the private sector, including representatives from Big Game Parks, the Hospitality and Tourism Association of Eswatini (HOTAES) Spotted Horse (Simunye Beverages), Foton Eswatini (Mbabane Motors) and Lactalis Eswatini.
A Call to Nature: “Don’t Just Find Eggs”
In a spirited keynote address, Minister Mkhonta-Simelane challenged the traditional concepts of Easter celebrations. Reclaiming the holiday as a time for rejuvenation and exploration, she unveiled the campaign’s core message: “This Easter, don’t just find eggs, go out to Nature!” She said that while the tradition of the Easter egg hunt brings joy to many, we invite you to a grander hunt, a hunt for the elusive Black Rhino in the thickets of Mkhaya, a hunt for the perfect sunrise at Sibebe Rock, and a hunt for the adrenaline rush that only our white-water rapids, zip-lines and canopy tours can provide.
Celebrating milestones
On a celebratory note, the Honourable Minister expressed her delight in sharing the collective efforts in showcasing Destination Eswatini were bearing fruit. She said the latest statistics from the ETA revealed a sector that is not just recovering but thriving.
“In 2025, Eswatini reached a historic milestone, welcoming over one million international visitors for the first time recording a total of 1,037,054 arrivals. This represents a 7.5% year-on-year growth, a testament to the resilience of our industry.” she said.
The Honourable Minster highlighted that the momentum has carried forward into this year. In January 2026 alone, international arrivals were up by 7.9% compared to the previous year, with a staggering 52.6% increase from the Middle East and a steady 9.5% growth from our African regional markets. Markets like Malawi, Zambia, and Zimbabwe are showing double-digit increases, proving that Eswatini is the preferred “short-break” destination for our neighbours.
The Honourable Minister said these numbers do not happen by chance. They are the result of the aggressive and strategic marketing efforts of the Eswatini Tourism Authority (ETA).Through the “Nkwe” directive, the ETA has launched the 2026 Destination Brochure & Directory, enhanced regional visibility targeted campaigns in South Africa and Mozambique and expanded connectivity with Eswatini Air in launching new routes, including the upcoming service to Zambia. With the latter move, she emphasised that this made the Kingdom of Eswatini more accessible than ever before.
Eswatini Easter Holidays Campaign Rollout
Following the Tourism Minster’s address, the ETA CEO, Mr. Vusie N. Dlamini said indeed the numbers tell a story of a nation on the move.
“As the Honourable Minister noted, we surpassed the one million visitor mark in 2025. This growth is driven by a 12.3% increase in regional arrivals. Our strategic partnerships with Eswatini Air and our presence in markets like South Africa, Mozambique and now Zambia, are ensuring that the world knows Eswatini is open, safe and breathtakingly beautiful.” Dlamini said.
The ETA CEO revealed that ETA had a series of activities set for this exciting season. In terms of media reach, The Authority had set out a media campaign where adverts, interviews and tourist leisure centres profiling will be done in ensuring that Eswatini is maintained as the preferred destination of choice. This included advertising regionally, as ETA’s media partners included Ligwalagwala FM (1,299,000 Listeners) and LM Radio Mozambique (540 000 Listeners). Also on media engagement, locally ETA had engaged the Eswatini TV, Eswatini Observer, the Eswatini Broadcasting Information Services (EBIS), Eswatini Travel News, the Times of Eswatini and VOC Radio, to showcase and flight our print, online radio and television adverts throughout the month of March and early April 2026.
Dlamini went on to acknowledge and thank the Easter campaign sponsors which are namely, HOTAES, Spotted Horse (Simunye Beverages), Lactalis Eswatini, Foton Eswatini (Mbabane Motors) and Phumula Guest House in Nhlangano for their sponsorship for the planned media familiarisation tour in the Shiselweni Region. He also thanked members of the media for their unwavering support in all ETA campaigns, highlighting that the media’s contribution in The Authority’s success did not go unnoticed.
Easter Campaign Competition
ETA has partnered with captains of the tourism industry through the HOTAES in presenting an exciting domestic competition entitled Destination Eswatini: #AdventureAwaits. Emaswati stand a chance to win prizes ranging from accommodation, breakfast, lunch and dinner vouchers. The competition involves capturing the essence of Easter in Eswatini. Participants are to share spend E300 or more in any Tourism Establishment, Tourism Restaurant or any place where arts and crafts are sold. Take a photo of their receipt, write your full name, cellphone and ID number and share these details to +26878089000. The competition begins on the 4th of March and ends on 31st of March 2026. More details will be shared on traditional media platforms.
With the Easter holidays celebrations set in place, let us remember to be responsible guardians of the environment that sustains us. Let us choose eco-friendly accommodation, minimise waste and explore our natural wonders with respect. By doing so, we ensure that Eswatini’s awe-inspiring beauty remains a source of joy for generations to come. Emaswati and our visitors are implored to drive safely, obey the traffic laws and be respectful of other road users. Together, we all have a responsibility to make our roads safer for everyone.
