Mbabane – Eswatini Tourism Authority CEO Vusie Norman Dlamini shared his vision for positioning the Kingdom as a Meetings, Incentives, Conferences, and Exhibitions (MICE) destination during an interview hosted by the African Tourism Showcase Eswatini (ATSE) at Hilton Garden Inn on Thursday morning. The conversation explored how Eswatini can leverage its culture, hospitality, and business potential to attract international events.
The session was moderated by Siphiwo Lushaba, founder of The Marketplace, and Hloniphile Matsebula, director of ATSE. The Marketplace is a media platform and content creation collective aimed at promoting Eswatini’s entrepreneurial ecosystem by amplifying stories, ideas, and business initiatives beyond borders.
Dlamini noted that while world-class venues are important, Eswatini’s people remain the key differentiator. “Our warmth and hospitality are key selling points,” he said. He also cited the Kingdom’s reputation as a safe destination, its reliable road infrastructure, and a track record of successfully hosting events.
On the economic impact, Dlamini explained that expanding the MICE sector would create jobs for young people and generate opportunities for local businesses, including tour operators and service providers. Reflecting on his personal journey, he said: “Coming from a tax background, transitioning into the tourism sector has been both exciting and inspiring. It’s no longer just about dealing with tax—it’s about positioning the entire country as a destination of choice and giving people the opportunity to experience the beauty of our kingdom.”
Dlamini also assured international stakeholders that Eswatini is prepared to host high-level events and will soon enhance its capacity with the opening of a state-of-the-art International Conference Centre. “We promise our guests a safe, welcoming environment and a lifetime experience,” he added.
The discussion also included Stratcom Events CEO Ntokozo Mngadi, who shared insights on what makes hosting events in Eswatini unique. She pointed to a recent investment forum as an example of how the Kingdom’s distinctiveness shines through in delivering memorable experiences compared to other regional destinations.
The exclusive interview was made possible through the support of Hilton Garden Inn Hotel, which sponsored the venue.
ATSE is a local professional services company specializing in the design and implementation of events, tours, and program logistics across Hospitality, MICE, and Community Social Responsibility, with a mission to amplify Eswatini’s voice on regional and global platforms.
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