Mbabane – The Eswatini Tourism Authority has released the Choose Eswatini Campaign 2025 Content Creators Impact Report, detailing how a content creator led digital drive boosted domestic and regional tourism interest during the 2025 festive season.
The report was issued in Mbabane following the conclusion of the campaign, which ran from 5 November to 31 December 2025. The initiative was rolled out to encourage Emaswati and regional travellers to choose local destinations during a highly competitive holiday period when neighbouring countries were also targeting the same markets.
The campaign was driven by five local content creators Bonkhe Shabangu, Nomzamo Zaza Dlamini, Gcinisizwe Buthelezi popularly known as Nesi we Khantri, Luleka Mdluli and Temlandvo Vilakati. The group had previously worked with the authority during the Easter Campaign and were re engaged after delivering strong engagement and audience trust across their platforms.
As part of the campaign, the creators took part in three week familiarisation tours, running from Thursday to Saturday each week. The tours covered tourism establishments and attractions across the country, allowing the creators to document real experiences and share them through TikTok, Facebook and Instagram. The authority said this approach strengthened credibility and enabled storytelling that resonated with both domestic and regional audiences.
According to the impact report, the festive season campaign outperformed the Easter Campaign across key digital metrics. A total of 102 campaign related posts were published, compared to 54 during Easter.
On Facebook, the campaign recorded 2,537,161 post views, up from 1,517,088 during the Easter period. Facebook reach stood at 1,547,596, with total engagement of 402,746 and reactions totalling 60,480. Facebook Reels generated 820,831 views, an average watch time of 19.2 seconds, engagement of 44,732 and 25,629 reactions.
TikTok content attracted 1,192,127 views, with total play time reaching 6,238 hours, 40 minutes and 58 seconds. The average watch time per video was 15.2 seconds, while 7.4 percent of viewers watched the videos in full.
On Instagram, Reels generated 68,568 views with a total watch time of 131 hours, 10 minutes and 50 seconds, alongside 4,499 engagements. Static posts recorded 260,041 views and 13,964 interactions.
The authority said the campaign was designed to stimulate domestic tourism, grow regional arrivals and encourage longer visitor stays, while refreshing Eswatini’s tourism narrative. The content focused on culture, wildlife, scenery, entertainment and outdoor activities, while also introducing tourism products and developments launched over the past two years.
Feedback from both creators and audiences was described as positive. Content creators credited the structured and guided tours for improving content quality, while online audiences responded positively to increased visibility of attractions, cultural experiences and hospitality offerings. The campaign also received coverage in local newspapers, extending its reach beyond social media.
ETA Chief Executive Officer Vusie Norman Dlamini said the impact report reflects the authority’s data driven approach to destination marketing and ongoing performance tracking aimed at supporting the tourism sector and the wider economy.
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