Africa-Press – Eswatini. Eswatini’s rich cultural heritage is proving to be more than tradition, it is now a powerful driver of economic growth.
According to economist Sanele Sibiya, the Reed Dance is no longer just a celebration of culture, but is fast becoming one of the Eswatini’s biggest economic engines.
This year’s ceremony drew record-breaking crowds, filling hotels, boosting retail sales, and pumping millions into the local economy. He noted that the Umhlanga has evolved into a magnet for tourism, trade, and even diplomacy.
Tourism Contribution
Speaking during a broadcast interview with Eswatini TV on September 9, 2025, Sibiya explained that cultural events such as the Reed Dance have become some of the strongest contributors to the tourism sector, which accounts for an estimated 4.8 percent of Eswatini’s Gross Domestic Product (GDP).
“If you look at the numbers of tourists coming into the country, as well as bookings in accommodation facilities, you can see that they are driven largely by our traditional events,” he said.
Benefits Beyond Tourism
According to Sibiya, the economic benefits stretch beyond tourism revenue to include hospitality, retail, and foreign exchange earnings.
“Visitors don’t only stay in our hotels; they also shop in our local stores, buy crafts, and enjoy our hospitality services. All these activities channel money directly into the local economy,” he added.
Call for Record-Keeping
Sibiya emphasized the importance of record-keeping to measure and maximize the economic value of such events. Drawing comparisons with the internationally acclaimed MTN Bushfire Festival, he stressed that the Eswatini Tourism Authority should track spending patterns linked to cultural events.
“We need statistics to know how much commerce actually takes place during the Reed Dance and other events. Without them, we miss out on opportunities to plan better and leverage the numbers,” he said.
Cultural Diplomacy
He further observed that the Reed Dance, beyond being a cultural showcase, is evolving into a diplomatic and commercial platform. Increasingly, the event attracts dignitaries and foreign visitors, thereby positioning Eswatini as a cultural and diplomatic hub.
“Long-term, our cultural events create repeat visits and strengthen Eswatini’s identity within the global community,” Sibiya highlighted.
Supporting Local Industries
Turning to future growth, he urged the country to localize and monetize industries linked to cultural events, such as the apparel and regalia sector.
“We need to formalize and support local traders who provide traditional attire for Umhlanga and other ceremonies. This will ensure that the money circulates within Eswatini while creating sustainable industries,” he explained.
Link to Trade Fair
Sibiya also linked the Reed Dance’s success to opportunities presented by the Eswatini International Trade Fair, whose 2025 theme once again emphasized digitization and innovation. He praised the Ministry of ICT’s award-winning pavilion while urging broader commercialization of cultural and creative industries.
Unlocking Potential
Sibiya expressed optimism that with structured planning, data collection, and industry support, cultural events such as the Reed Dance could contribute even more significantly to national development.
“The economic potential is there,” he said. “Our task is to double it, triple it, and ensure that Eswatini leverages every cultural and tourism opportunity.”
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