Mbabane – Eswatini exporters will have the opportunity to showcase their products at over 30 international trade exhibitions in 2026, thanks to the release of the Eswatini Investment Promotion Authority’s (EIPA) International Trade Shows Calendar. The calendar, which serves as a strategic guide for local businesses, is designed to expand the country’s global market presence by listing national, regional, and international exhibitions in Africa, Asia, Europe, and the Middle East.
Thadeka Dlamini, EIPA’s Manager for External Trade Promotion, explained that the calendar is intended to provide businesses with an early planning tool to refine export strategies and identify the most suitable trade shows for their products. “We have decided to put together a list of trade shows to alert local businesses to the exhibitions available in 2026 where they can market their products,” Dlamini said. “As part of our mandate to enhance domestic and international trade and investment, we continue to position Eswatini’s businesses for sustainable growth through export market development.”
The calendar covers key sectors such as food and beverages, agriculture, textiles and apparel, manufacturing, handicrafts, and multi-sector trade, providing exporters with detailed information about each exhibition, including location, sector focus, and timing. This allows businesses to plan production cycles and marketing efforts in advance, ensuring a smoother entry into international markets.
According to EIPA, participating in international trade shows is one of the most effective ways for exporters to gain exposure to new buyers, assess competitors, and form long-term business relationships. “International exhibitions are among the most effective platforms for unlocking trade opportunities,” Dlamini said. “They allow local producers to demonstrate their products, engage directly with buyers and build lasting business relationships.”
For the food and beverage sector, 2026 will offer major exhibitions such as the AFAS Food Product Fair in Turkey, Indusfood in India, SIAL in France, and the Taipei International Food Show in Taiwan. Textile and apparel manufacturers will have access to trade shows in Germany, Japan, England, and Taiwan, while agricultural producers will focus on exhibitions in Turkey to boost value-added agricultural exports. The calendar also directs Eswatini’s creative and cultural producers to platforms like the Surajkund International Crafts Mela in India, Kamers Makers in South Africa, and Paris Design Week.
Dlamini explained that the selection of these exhibitions was based on market intelligence and potential partnership support, with some opportunities for sponsorship. “These shows were curated based on market insights and possible partnership support. This enables Eswatini’s traders to participate in some exhibitions with sponsorship, depending on availability,” she said.
Beyond sales generation, EIPA pointed out that trade fairs offer a valuable opportunity for market research, allowing exporters to gather insights on pricing, packaging, quality standards, and emerging trends. “Participation in global trade shows provides exporters with international brand visibility,” Dlamini added. “Exhibitions expose Eswatini-made products to thousands of buyers, distributors and investors, while also allowing traders to study competitor activity and market expectations.”
The 2026 calendar also highlights high-impact events like the Intra-Africa Trade Fair in Lagos and EXPO Belgrade, which are expected to create significant business-to-business and investment opportunities. EIPA has encouraged businesses to use the calendar as a tool for comprehensive planning, especially for product development, compliance preparation, and timely registration.
Discussion about this post