Africa-Press – Eswatini. The Standard Bank Luju Food and Lifestyle Festival plays a key role in improving tourism in Eswatini.
This was said by Minister of Tourism and Environmental Affairs Jane Mkhonta-Simelane on evening of July 4, 2025 during the launch of the 7th edition of the Luju Food and Lifestyle Festival, which took place at Malandela’s Lifestyle in Malkerns.
Mkhonta-Simelane informed the attendants of the event that the country’s tourism strategy focused on three goals. One of them is to ensure that tourist arrivals in the country are increased. The second one is to ensure that the average length of stay for the tourists is extended. The third one is to ensure that tourism receipts are increased.
The minister said this event was not to be missed, as it is one of the country’s national flagship events. He invited Emaswati and everyone to ensure they are part of this event, as a return to Africa’s future would be celebrated. In this event, the minister said attendants would get to celebrate their identity, where they would get to reflect on who they are as nations, so that they could be able to forge their way into their future.
Mkhonta-Simelane said her Ministry was proud to be a supporter of the Standard Bank Luju Food and Lifestyle Festival because it was an example of cultural tourism. She described the event as one that aligned with the national tourism policy, which focused on getting more tourists to come to Eswatini. She said her Ministry wanted tourists to not only view Eswatini as a tourist destination, but they wanted the tourists to also have a good experience that would make them want to visit the country again.
She described the Luju festival as one event that aligned with all the goals the Ministry had set for itself in the tourism industry. She said festivals such as Luju opened invitation to the world to come to Eswatini in order to experience Africa’s story through music, food, and fashion.
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