Africa-Press – Eswatini. The Eswatini Tourism Authority (ETA) officially launched its 2025 Festive Season campaign, themed #ChooseEswatini, on 5 November at Brookside Lodge, Malkerns.
The campaign aims to promote the kingdom’s rich cultural heritage, scenic landscapes, and vibrant tourist attractions, appealing to both domestic and international visitors.
The launch event, hosted by Master of Ceremonies Nathi Gule, welcomed distinguished guests, including ETA CEO Vusie Dlamini, Chairperson Phenelop Mkhwanazi, Head of Marketing Chunky Mdluli, and key sponsors who have supported the initiative.
In her keynote address, Chairperson Mkhwanazi expressed pride in Eswatini’s tourism achievements, noting that the kingdom recorded 791,753 tourist arrivals from January to September 2025. She highlighted the critical role of collaboration within the industry and commended establishments such as Olive Country Lodge and Hilton Garden Inn for their contributions to tourism excellence.
“As we embrace the essence of our culture and hospitality, let us remember that each visitor is an opportunity to showcase the beauty and warmth of Eswatini,” Mkhwanazi said. She encouraged all stakeholders to actively promote the kingdom as a premier travel destination.
CEO Vusie Dlamini emphasised that the campaign seeks to inspire both residents and international travellers to rediscover Eswatini while celebrating the festive season.
“This campaign serves as a heartfelt invitation to explore our beautiful kingdom and enjoy the festive season with us,” Dlamini said.
A major highlight of the campaign is the collaboration with prominent Eswatini influencers, including Gcinisizwe Buthelezi (Nurse WeCountry), Nomzamo Dlamini, Bonkhe Shabangu, Luleka Mdluli, and Temlandvo Vilakati. The initiative has achieved an impressive social media reach of 1,517,088, supported by 54 influencer posts showcasing festive activities and attractions.
The ETA has also partnered with local media outlets to further amplify the campaign’s message, enhancing awareness and engagement among residents and potential visitors.
Through #ChooseEswatini, the authority encourages both locals and tourists to explore the kingdom’s unique offerings — from its stunning landscapes to immersive cultural experiences. The campaign places particular emphasis on community involvement and tourism sustainability, fostering pride and unity among the people of Eswatini.
With the festive season approaching, the ETA remains optimistic about the campaign’s impact on the tourism sector and looks forward to welcoming visitors from near and far to celebrate the holidays in Eswatini.
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