Mbabane – The Eswatini Tourism Authority (ETA) aims to attract two million international tourists by 2027, with a goal to contribute E2 billion to the country’s Gross Domestic Product through tourism.
During a media briefing at Mountain View Hotel on Tuesday, 24 June 2025, ETA CEO Vusi Dlamini presented the organisation’s 2024 Annual Research Report, which reviews recent tourism performance and outlines future targets.
The report shows that Eswatini received 964,880 international visitors in 2024, a 14.5% increase from 842,441 in 2023. Dlamini described this rise as a clear recovery after the setbacks caused by the COVID-19 pandemic and global geopolitical challenges.
Visitor numbers, however, remain below the pre-pandemic high of 1,225,520 in 2019, leaving a gap of about 260,000 tourists.
Room occupancy rates also improved, reaching 39.94% in 2024 compared to 35.24% in 2023, indicating progress but signalling room for further growth.
The report calls for ongoing upgrades in accommodation quality and service standards to meet international expectations. It also stresses the need for stronger collaboration between ETA, government, and other stakeholders to develop policies that support tourism growth.
Improving infrastructure, especially road networks, remains critical to making tourist destinations more accessible. The report suggests designing tailored tourism packages during peak seasons to maximise occupancy and spending.
Eswatini plans to position itself as a unique destination offering cultural, adventure, and eco-tourism experiences to attract diverse international visitors.
Tourism arrivals by region
Data from ETA and the Department of Immigration shows notable growth in arrivals from African countries such as Malawi (+327.3%), Mozambique (+81.4%), and Zimbabwe (+42%). South Africa also remains a key market, growing by 38%.
Visitor numbers from Asia-Pacific and Europe showed modest increases, while arrivals from the Middle East surged by 173.8%. North and South America contributed steadily, with the USA and Canada recording small increases.
Inbound arrivals via key border posts reflect strong activity at Ngwenya, Matsamo, and Lavumisa crossings.
Outbound tourism from Eswatini also increased by 27.2% in early 2025, signalling growing travel activity among locals.
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