MBABANE – A new Economic Impact Assessment by North-West University has found that MTN Bushfire 2025 generated E121.2 million for Eswatini’s economy, placing one of the country’s flagship cultural events firmly among its most powerful economic drivers.
The independent study, described as one of the most comprehensive data driven evaluations of the festival’s footprint, measured the contribution of MTN Bushfire using visitor numbers, length of stay, spending patterns and the multiplier effect as money circulates within the domestic economy.
Held annually at House On Fire in the Malkerns Valley, the three day festival attracts more than 23,000 people from over 55 countries. Researchers found that the scale of attendance, combined with extended stays and visitor movement across the country, significantly boosts tourism receipts and local business activity.
According to the study, more than 25 per cent of respondents stayed four nights or longer during the 2025 edition. About 36 per cent travelled beyond the festival grounds to other parts of Eswatini, visiting urban centres and nature reserves, spreading spending across multiple sectors.
Accommodation providers, transport operators, restaurants, retailers and informal traders were among those who benefited from the influx. Over 70 per cent of the festival’s budget was spent on local suppliers across trade and accommodation, transport and communication, and manufacturing. That initial expenditure triggered further economic activity as businesses procured goods and services locally and employees spent their wages within the country.
The Minister of Tourism and Environmental Affairs, Honourable Jane Mkhonta Simelane, said the findings reflected government’s drive to grow international arrivals and increase the length of visitor stays.
“The E121.2 million contribution underscores our focus on increasing international arrivals, extending length of stay, dispersing visitors across the country and ensuring that tourism growth translates into inclusive economic benefits for local communities, businesses and jobs. MTN Bushfire strengthens Eswatini’s brand as a competitive, sustainable and culturally rich destination,” explained the Minister.
The NWU findings align with a 2025 report by UNESCO titled Creating for the Future Harnessing Southern Africa’s Arts and Cultural Festivals for Sustainable Development. The study assessed ten major festivals in nine Southern African countries, including MTN Bushfire, examining their cultural, social, environmental and economic impact.
UNESCO reported that for every US$1 invested in festival production within the local economy, an additional US$2.51 is indirectly injected by non local visitors through the purchase of goods and services. It also found that for every four jobs directly created by festivals, one additional job is generated in the wider economy.
Employment outcomes were significant in Eswatini. The NWU assessment estimates that more than 2,300 jobs may be exclusively dependent on MTN Bushfire through direct, indirect and induced opportunities across trade and accommodation, transport and communication, and manufacturing.
Co Founding Director of MTN Bushfire, Jiggs Thorne, reflected on the dual validation from NWU and UNESCO.
“This dual validation from NWU and UNESCO is instrumental in quantifying the tangible impact that creative platforms have in supporting sustainable economic growth, advancing environmental stewardship, and encouraging social inclusivity,” said Thorne.
“The strategic integration of accurate data enables us to move beyond anecdotal evidence and make informed decisions that validate the creative industry as vital engines for achieving national economic priorities and supporting global development agendas. This is a big win for Eswatini, one that reinforces our #BRINGYOURFIRE call to action for positive social and environmental change, and sets a powerful precedent for generations to come,” he said.
Acting Chief Executive Officer of MTN Eswatini, Jerry Soko, said the results demonstrated the investment value of the creative sector.
“These findings affirm what MTN has long believed; that when connectivity, culture and purpose converge, the impact can be transformational,” said the CEO of MTN Eswatini.
“MTN Bushfire’s E121.2 million contribution to Eswatini’s economy demonstrates the power of intentional partnerships in advancing meaningful socio-economic change. MTN Eswatini’s longstanding commitment to enabling digital and economic inclusion, supporting local enterprise and unlocking shared value for communities comes alive dynamically and accessibly through the MTN Bushfire platform,” said Soko.
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