MALKERNS – Minister of Tourism and Environmental Affairs Jane Mkhonta-Simelane has described the Standard Bank Luju Food & Lifestyle Festival as one of Eswatini’s most valuable tourism and cultural assets, saying it continues to showcase the Kingdom’s rich heritage while positioning the country as a leading destination for authentic African experiences.
Speaking at the official launch of the 2026 Standard Bank Luju Food & Lifestyle Festival at House On Fire on Friday, the Minister said Luju has grown beyond being a festival to become a powerful ambassador for Destination Eswatini, attracting visitors through the country’s culture, creativity, hospitality and unique way of life.
She said this year’s theme, “A Return to the African Future,” aligns with the country’s tourism aspirations by offering visitors an authentic African experience rooted in tradition while embracing innovation, creativity and modern expression.
“Luju Festival offers visitors a uniquely African experience rooted in our traditions while embracing creativity, innovation and modern expression,” she said.
Mkhonta-Simelane noted that this year’s fashion theme, Kwasukasukela (Once Upon a Time), and culinary theme, Nguni Foodways, place Eswatini’s heritage at the heart of the visitor experience at a time when international travellers are increasingly seeking authentic cultural encounters.
She said the festival successfully transforms the country’s fashion, food, music and storytelling into marketable tourism products that strengthen Destination Eswatini while preserving the nation’s cultural identity.
The Minister also highlighted the festival’s contribution to economic development, saying initiatives such as the Food and Fashion Indabas, the Grow Beyond Borders SME Seminar and the SME Marketplace continue to create opportunities for entrepreneurs, artisans, designers, chefs and creative practitioners to access new markets and grow sustainable businesses.
She applauded Luju’s commitment to responsible tourism and sustainability, saying world-class events should celebrate culture while protecting the environment and enhancing Eswatini’s reputation as a destination that values authenticity and excellence.
Mkhonta-Simelane encouraged young creatives, designers, traders, chefs and performers to embrace the festival as a platform to showcase their talent and compete on the regional stage.
“This is your time to put your best foot forward. Luju gives you the platform. Your heritage gives you the material,” she said.
She also commended Standard Bank Eswatini and House On Fire for their continued investment in the country’s cultural economy, welcoming the festival’s expansion into a full two-day event for the first time.
The 2026 Standard Bank Luju Food & Lifestyle Festival will be held under the theme “A Return to the African Future,” promising an immersive celebration of African food, fashion, music and culture while further strengthening Eswatini’s position as one of the region’s premier lifestyle tourism destinations.
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