Africa-Press – Eswatini. Turning culture into capital, the Eswatini Tourism Authority (ETA) has begun training communities to run tourism like a business, without losing their identity.
In partnership with the International Trade Centre (ITC), Indalo Eswatini and a visiting team from The Gambia, the ETA this week capacitated communities in eJubukweni, Shewula, Ekuvinjelweni, Jilobi and Mhlumeni to structure governance models that will make Community-Based Tourism (CBT) both sustainable and profitable.
According to officials, the sessions were designed to co-create management systems, strengthen pricing structures, and sharpen digital content creation, while aligning local projects with global tourism standards.
“Tourism is no longer about simply receiving guests, it’s about building experiences rooted in culture, managed professionally, and delivering tangible benefits for communities,” ETA facilitators told participants.
The programme also included a familiarisation tour, where communities showcased their heritage and natural attractions. Residents were guided on matters of food safety and hygiene, creating local menus for visitors, and setting up revenue-sharing mechanisms to ensure that every villager benefits from tourism activities.
Officials stressed that the initiative was about empowering communities with the tools to own their stories, manage their resources, and monetise their traditions without external exploitation.
At eJubukweni, community leaders welcomed the project, saying it was a step towards self-reliance.
“We are learning how to host visitors the right way, while also preserving our culture. This training gives us the confidence to run tourism like professionals,” said one participant during the discussions.
The workshops come at a time when Eswatini is pushing hard to diversify its tourism offerings, using community-based projects to expand beyond mainstream attractions.
The ETA said the project represents a long-term investment in grassroots tourism.
“When communities are equipped to manage pricing, governance and storytelling, they become partners in national development. This is tourism by the people, for the people,” ETA officials noted.
With structured systems and clear governance, the five participating communities are expected to roll out professionalised itineraries and cultural packages that will soon be marketed under the national tourism brand.
For the eJubukweni community, it’s no longer just about welcoming tourists. It’s about turning homegrown traditions into livelihoods, and making every dance, dish and story count.
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