Africa-Press – Eswatini. Minister of Tourism and Environmental Affairs, Jane Mkhonta-Simelane, stated that the E2 billion tourism income target set by the Eswatini Tourism Authority (ETA) is achievable, despite it appearing to be a tall order at present.
This declaration was made during the launch of Eswatini’s participation in the 2025 Japan World Expo, held at the Mountain View Hotel in Mbabane.
During her remarks at the event, Mkhonta-Simelane reminded attendees that in 2023, the country realised E945 million from the tourism industry. She noted that Eswatini has set a target of attracting 2 million tourist arrivals and generating E2 billion in tourism receipts by 2027. The minister acknowledged the previous GDP figures released in 2023, which indicated that tourism contributed E945 million. She expressed her belief that, despite the seemingly daunting nature of the target, it is attainable.
Mkhonta-Simelane highlighted that Eswatini’s involvement in the 2025 Japan World Expo marks a significant milestone in the nation’s journey toward global engagement and economic diversification. She expressed sincere appreciation to the Government of Japan for providing the opportunity to showcase Eswatini’s investment potential, unique cultural heritage, and natural beauty on an international stage.
She further explained that the nation’s presence at the 2025 Expo would not only encourage cultural exchange but also serve as a vital platform for attracting tourism and investment, both crucial drivers of economic growth. Mkhonta-Simelane pointed out that Japan has the fourth largest economy in the world, measured by gross domestic product (GDP), and that tourism plays a pivotal role in contributing to Eswatini’s GDP.
The minister noted that the Japan Expo 2025 serves as a platform to forge valuable international partnerships, facilitating trade and investment opportunities. Additionally, it allows Eswatini to highlight its commitment to sustainable tourism and environmental conservation, in alignment with global trends. Ultimately, she stated, participation in the Japan Expo aims to enhance Eswatini’s international profile, drive economic diversification, and create lasting benefits for its citizens.
Mkhonta-Simelane concluded by stating that through participation in the Japanese Expo, Eswatini aims to strategically position itself as a premier tourist destination, showcasing its diverse offerings, from breathtaking landscapes and wildlife reserves to rich cultural traditions and warm hospitality. She expressed confidence that this exposure would lead to increased tourist arrivals, job creation, and stimulation of local businesses.
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