Malkerns – The Eswatini Tourism Authority (ETA) officially launched its 2025 festive season campaign themed Choose Eswatini on Wednesday morning at Brookside Lodge, just outside Mbabane.
The initiative, led by ETA Chief Executive Officer Vusie Dlamini, seeks to inspire both locals and regional travellers to explore the country’s scenic beauty, rich culture, and hospitality during the holiday season.
Dlamini told stakeholders, media representatives, and industry partners that the campaign was more than just a marketing exercise. “It is a heartfelt invitation to rediscover Eswatini,” he said, calling on citizens to travel, connect, and celebrate within the Kingdom.
The campaign also carries the hashtags #ChooseEswatini and #PholaEswatini, both designed to promote domestic tourism by encouraging EmaSwati to unwind and enjoy experiences close to home.
ETA has partnered with local influencers and content creators whose social media presence has previously boosted the tourism body’s digital reach. During the Easter campaign earlier this year, 54 influencer posts attracted over 1.5 million views across various platforms, with Facebook alone reaching nearly 400,000 users.
Building on that success, this festive drive will include a strong media rollout across digital, radio, television, and print channels. Eswatini TV will feature adverts during prime viewing slots, while EBIS 1 and 2 will air daily radio spots alongside the weekly Tekuvakasha tourism programme. The Times of Eswatini and the Eswatini Observer will publish updates and competitions linked to the campaign.
To broaden regional visibility, ETA will collaborate with Rise FM in Mpumalanga, which boasts a 400,000 listenership, and Radio 2000 in Gauteng, with over two million listeners, ensuring Eswatini’s message reaches its key tourism markets.
The digital strategy includes active promotions on Facebook, Instagram, LinkedIn, TikTok, and X. Competitions, influencer tours, and boosted content will drive engagement throughout November and December.
Dlamini also announced a partnership with TotalEnergies Eswatini and MTN Mobile Money to reward customers who spend a minimum of E500 on fuel purchases. Prizes include accommodation, dining, fuel, and Mobile Money vouchers.
Influencer familiarisation tours will showcase Eswatini’s destinations to online audiences, with creators sharing their experiences to attract more visitors.
“The goal is clear,” Dlamini said. “We want Eswatini to be the destination of choice for both domestic and regional travellers this festive season. Adventure, peace, and discovery are right here at home.”
He urged EmaSwati to travel within the Kingdom, share their journeys on social media, and take pride in promoting local tourism using hashtags #ChooseEswatini, #NgcebelekaEswatini, and #PholaEswatini.
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