Africa-Press – Eswatini. Eswatini’s tourism sector continues to show remarkable resilience, with international visitor arrivals rising to 90 772 in September 2025, a 0.7% increase compared to the same period last year, according to the Eswatini Tourism Authority (ETA).
This marks the ninth consecutive month of growth, underscoring the Kingdom’s steady recovery and its growing appeal as a preferred travel destination in the region. The latest figures highlight strong performance from regional markets—particularly Mozambique, Zimbabwe, and Malawi—which helped offset a decline in arrivals from South Africa, traditionally Eswatini’s largest source market.
According to the ETA report, Mozambique recorded a robust 38.9% increase, bringing in 17 599 visitors, while Zimbabwe posted a modest 2.9% growth. Malawi showed the most dramatic surge, with arrivals up 389.2%, driven largely by business travel and improved cross-border connectivity.
In contrast, South African arrivals fell by 10.4%, to 51 480 visitors, reflecting shifting regional travel trends and economic headwinds. Nonetheless, Eswatini’s broader African market remained strong, supported by improved transport links, regional partnerships, and growing awareness of Eswatini’s cultural and natural attractions. Additional growth was recorded from Zambia (+50.9%), Kenya (+44.5%), and Botswana (+15.6%).
Outside Africa, the Asia-Pacific region emerged as a key growth driver, posting a 12% overall increase. Taiwan led the charge with a 55.8% surge, followed by significant gains from the Philippines (+46.3%) and China (+32.9%). In Europe, the Netherlands stood out with a 5.2% rise, while France and the United States both recorded declines of 23.4% and 16.9%, respectively.
The ETA attributed the overall positive trend to major cultural and trade events held during the month, including the annual Reed Dance (Umhlanga), the Eswatini International Trade Fair, and World Tourism Month celebrations. These events drew both regional and international attention, strengthening the country’s profile as a destination that blends heritage with hospitality.
Globally, the tourism industry continues to face challenges such as rising travel costs, high accommodation prices, and lingering economic uncertainty. Despite these obstacles, travellers are increasingly seeking destinations that offer authentic, value-for-money experiences—a niche Eswatini continues to fill successfully.
Between January and September 2025, the Kingdom welcomed over 791 753 international visitors, representing a 12.3% year-on-year growth. The average length of stay also rose to 1.8 nights, signalling deeper visitor engagement and satisfaction.
With these steady gains, ETA expressed optimism that Eswatini is on course to surpass the one million visitor milestone by the end of the year.
“These results affirm the strength of Eswatini’s brand as a preferred destination for both regional and international travellers,” the Authority stated. “We are encouraged by the sector’s resilience and the positive response to our ongoing promotional campaigns.”
As Eswatini continues to position itself as Southern Africa’s hidden gem, its unique combination of vibrant culture, breathtaking landscapes, and regional accessibility is proving to be the cornerstone of sustainable tourism growth.
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