MALKERNS – Prime Minister Russell Mmiso Dlamini, represented by Minister of Commerce, Industry and Trade Manqoba Khumalo, officially launched the 2026 MTN Bushfire festival last night under the theme “Juncture of Hum”, describing the moment as a significant point in Eswatini’s economic transformation.
The launch marks the start of preparations for one of the Kingdom’s biggest cultural and tourism events, which continues to draw international audiences while contributing millions to the local economy.
Addressing guests on behalf of the Prime Minister, Khumalo said the theme captures the collective rhythm of a nation building with intention. He described the “hum” as the sound of a Kingdom creating opportunities and advancing with purpose, visible in the daily lives of emaSwati and on platforms such as MTN Bushfire where culture meets commerce.
He traced the country’s economic progress from E1.4 billion in 1986 to E95.2 billion today, noting that government has set a bold target to increase GDP per capita.
“The Kingdom of Eswatini has set an ambitious target: to raise our GDP per capita from E78,238 to E480,000. Achieving this requires a highly resilient, diversified, and inclusive economy,” he said.
“It calls on us to move beyond dependence on traditional revenue streams and to actively grow new sectors, including tourism, the creative economy, and cultural industries.”
The Prime Minister pointed to MTN Bushfire’s E121.2 million contribution to the national economy as proof that arts and culture can play a meaningful role in diversification.
“MTN Bushfire stands as a practical example of how this diversification can be achieved. The festival’s E121.2 million contribution towards Eswatini’s economy is truly an astounding feat and an inspiring indication on the unshakable power of the arts in driving meaningful and measurable economic returns.”
He said progress in creating an enabling environment for major events was helping to attract global visitors, extend their stays and channel tourism revenue to communities, small businesses and entrepreneurs across the country.
“The laudable progress defining Eswatini’s strides in establishing an enabling environment for the success of high-profile events such as this one, advances our national vision by attracting global audiences, extending visitor stays, and ensuring that tourism revenue reaches communities, small businesses, and entrepreneurs.”
“This is the hum of an economy that is diversifying, where culture, tourism, and infrastructure move in harmony. This is the hum of a nation investing in its people, equipping them not only to participate, but to lead.”
He also spoke of strategic investments aimed at strengthening Eswatini’s position as a competitive tourism and investment destination, including the development of the International Convention Centre and expanded national infrastructure.
Youth empowerment featured prominently in the address, with government reiterating its commitment to inclusive economic participation. MTN Bushfire was commended for complementing national efforts through initiatives such as the EU Bushfire Schools Festival and the Firefly Youth Talent Competition, which provide platforms for young emaSwati to showcase their abilities and access broader markets.
The Prime Minister further acknowledged the role of partnerships in driving national progress, recognising MTN Eswatini, the European Union and other stakeholders for their continued support of the creative economy.
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