Mbabane – Tucked beneath the towering Sibebe Rock, one of Eswatini’s most iconic natural wonders, Sibebe Resort is fast becoming the country’s crown jewel in tourism—thanks in no small part to Cedric Simelane, the resort’s Marketing Officer and certified tour guide.
In a sit-down interview with Xolani Mngomezulu from Independent News Eswatini, Simelane shared his journey, vision, and role in promoting one of Africa’s most unique tourism destinations.
Q: Please introduce yourself and your role.
A: My name is Cedric Simelane, and I am the Marketing Officer at Sibebe Resort—Eswatini’s premier one-stop tourist destination. We are located at the base of the majestic Sibebe Rock, the largest exposed granite rock in Africa and the second largest in the world.
Q: What makes Sibebe Resort different from other tourism offerings in Eswatini?
A: Sibebe Resort has significantly elevated the tourism offering in Eswatini. We are the first establishment in the country to introduce a water park and infinity pool. More importantly, we bring together multiple experiences in one location—accommodation, adventure activities, cultural tours, and event venues. This all-in-one approach encourages both domestic and international tourists to stay longer and explore more, thus boosting the local economy.
Q: What are your specific duties at the resort?
A: As the Marketing Officer, I’m responsible for promoting Sibebe Resort to local and international markets. I also serve as a certified tour guide for the Kingdom of Eswatini. My role includes creating itineraries for visiting tour operators and ensuring that visitors not only come to Eswatini—but leave with unforgettable experiences, particularly at Sibebe.
Q: What has been a major highlight in your career so far?
A: One of the biggest highlights has been representing Sibebe Resort at Africa’s Travel Indaba. The opportunity to network with global tourism professionals and promote our destination to the world is always rewarding. Attending for the second time this year felt even more impactful as I was able to connect more confidently and build meaningful relationships.
Q: How do tourists usually respond to Eswatini and Sibebe Resort?
A: Tourists are always struck by the friendliness of our people, the cleanliness of our streets, and the safety of our environment. At Sibebe Resort, they are especially impressed by how much we offer in one place—hiking, zip-lining, cultural experiences, accommodation, camping, hiking, spa, water park and more. It’s a full escape without having to leave the mountain.
Q: Can you explain what Africa’s Travel Indaba is and why it matters?
A: Africa’s Travel Indaba is one of the largest tourism marketing events on the continent. It’s a prestigious trade show where African tourism exhibitors meet with international buyers and media to build relationships and grow business. In simple terms, it’s where the world comes to do business with Africa.
Q: What benefit does Indaba bring to Eswatini’s tourism sector?
A: The Indaba creates direct access to global markets. It’s a platform to showcase what Eswatini has to offer, attract international tour operators, and foster partnerships that drive bookings. It also helps build brand visibility and professional credibility for our tourism products.
Q: What are international visitors most curious about when it comes to Eswatini?
A: They are always curious about our vibrant culture, especially the Umhlanga (Reed Dance) and our unique status as one of the world’s remaining monarchies. Many are surprised to learn that Eswatini is home to the largest exposed granite rock in Africa and the oldest known mine in the world. With proper information, they quickly realize that Eswatini is a destination rich in history and culture.
Q: What impact is Artificial Intelligence (AI) having on the tourism industry?
A: AI has had a largely positive impact on the tourism industry. It helps travelers plan trips more efficiently, discover destinations like Eswatini, and access quick answers to common travel questions. While it’s not always perfect, AI has helped promote lesser-known destinations and made marketing more efficient for tourism professionals like myself.
Q: As a tour guide, do you see AI as a threat or a tool?
A: As a tour guide and marketer, I’ve embraced AI as a tool rather than competition. It helps with itinerary planning, guest communication, and content creation. That said, human guides still offer unmatched personal interaction and local storytelling—something AI can’t replicate.
Q: What’s your long-term vision for tourism in Eswatini?
A: Eswatini has made incredible progress in becoming a destination rather than just a transit route between South Africa and Mozambique. In the next five years, I’d like to see an increase in average tourist stay—from just a night or two to 15–20 nights. To get there, we need continued investment in infrastructure, digital marketing, and strong collaboration between tourism stakeholders and the government.
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