Africa-Press – Eswatini. Eswatini is moving fast to claim its spot as Southern Africa’s next big MICE hub, and the Tourism Authority believes the secret weapon is not concrete and steel, but the warmth of its people.
Speaking during an exclusive interview hosted by the African Tourism Showcase Eswatini (ATSE) in partnership with The Marketplace at Hilton Garden Inn yesterday, ETA Chief Executive Officer Vusie Norman Dlamini said the Kingdom’s hospitality would set it apart in the competitive Meetings, Incentives, Conferences and Exhibitions (MICE) sector.
“World-class venues are important, yes, but Eswatini’s true advantage is its people,” Dlamini said.
“Our reputation as a safe kingdom, our road infrastructure, and our proven record in hosting successful events all add to the package, but it’s the warmth of emaSwati that guests never forget.”
Dlamini stressed that expanding the MICE sector is not just about business travel, but about driving economic inclusion.
“When we grow this sector, we’re creating jobs for young people and new opportunities for local businesses, from tour operators to service providers. It’s a ripple effect that strengthens communities while positioning Eswatini as a regional hub,” he said.
Reflecting on his career journey, the CEO described his move from tax administration into tourism as both inspiring and humbling.
“It’s no longer about tax collection, it’s about positioning an entire country as a destination of choice. To give people a chance to experience Eswatini’s beauty and culture is an honour,” he said.
Looking ahead, Dlamini revealed that the country is preparing to expand its capacity with the opening of a state-of-the-art International Conference Centre (ICC).
“We are ready to host high-level events. What we promise our guests is safety, hospitality, and a lifetime experience. That is our brand,” he added.
Stratcom Events CEO Ntokozo Mngadi, who also took part in the session, said Eswatini’s uniqueness lay in its ability to blend professionalism with culture.
“We recently hosted an investment forum that left delegates talking long after they had left. That’s what sets Eswatini apart, events here don’t just happen, they become experiences,” she said.
The conversation was moderated by Siphiwo Lushaba, Founder of The Marketplace, alongside Hloniphile Matsebula, Director of ATSE. The initiative was supported by Hilton Garden Inn Hotel, which sponsored the venue.
Matsebula said ATSE’s mission was to amplify Eswatini’s voice on regional and global stages.
“We’re not only designing events, we’re designing platforms for Eswatini to be seen, heard, and chosen,” she said.
With a strong cultural backbone, a growing hospitality industry, and a soon-to-be-completed ICC, Eswatini is positioning itself not just as a stopover, but as a destination where global business meets African warmth.
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