MBABANE – American travel content creator Chris Joondeph, widely known online as Authentic Traveling, spent a week in the Kingdom of Eswatini last month to document its culture, food, and community-based tourism initiatives. The visit, with his wife Adenike Joondeph, was organised with the Eswatini Tourism Authority and gave the couple a chance to explore the Kingdom beyond the usual tourist sites.
Joondeph, who has built a global audience through platforms such as Instagram, TikTok, YouTube, and Facebook, described Eswatini as “an incredible opportunity” for authentic storytelling. He first visited the southern African region in 2019 when he spent a few days in Eshowe, South Africa, before attempting to cross into Eswatini. That initial trip, he said, was short and left him wanting more time to engage with the country’s culture and communities.
The visit was also motivated by challenges surrounding his wife’s travel. Adenike, who travels extensively on a Nigerian passport, had previously tried to visit Eswatini from South Africa but was unable to secure a visa appointment at the Eswatini embassy in Pretoria. “The embassy would not give her an appointment to even apply,” Joondeph explained. The couple eventually connected with Eswatini’s marketing director based in London, Kelly White, during the World Travel Market conference, one of the largest gatherings of global travel professionals.
White facilitated communication with the Eswatini Tourism Authority, which ultimately helped secure a visa-on-arrival for Adenike. “They gave us a piece of paper to show at the border and provided assistance with immigration in Mbabane,” Joondeph said. The arrangement allowed the couple to experience a fully organised trip without the usual visa hurdles, enabling them to focus on exploring the Kingdom.
During their stay, the couple visited communities such as Jubukweni, where they participated in cultural activities and shared meals with local families. Joondeph compared these experiences with similar trips he has had in other African countries. “In many other African countries, community experiences can be impromptu,” he noted. “In Lesotho, for example, a tour guide might just take you to a family home, and you have a meal. It’s great, but not organised. Eswatini is different. They have structured tours supported by the government, with trained guides who provide quality experiences.”
He said the tours gave visitors a chance to engage with Swazi culture, participate in hikes, enjoy local cuisine, and gain insight into traditional customs. “It makes cultural experiences accessible while giving back to the community,” he said. “The government helps these communities get organised for tourism, so visitors get a meaningful experience, and local families benefit directly.”
For his global audience, which spans the United States, Nigeria, South Africa, and Europe, Joondeph believes different aspects of Eswatini will resonate. “My US and European followers often look at travel destinations for upcoming trips. They see that Eswatini is accessible from Johannesburg, has excellent roads, and affordable car rentals. South Africans might consider a short weekend trip because it’s cheaper than South Africa. Africans may just want to learn more about the country, as it’s small and less represented online.”
Community-based tourism is central to Eswatini’s approach, and Joondeph praised the model for offering authentic experiences. “Authentic traveling is about connecting with locals. Visiting fancy hotels and eating Western food doesn’t provide that. Community-based tourism lets you experience culture, food, and daily life. It’s slower, personal, and meaningful,” he said. He added that the Kingdom’s tourism infrastructure made these experiences easy to access for all levels of travellers.
Digital content creators, Joondeph noted, have a growing influence on travel choices, especially for lesser-known destinations. “People look to creators like me to understand what a destination is really like—the highs, the lows, the quirks. Even if someone isn’t following me, my content appears in search results on TikTok, Instagram, and Google. That exposure inspires travel and introduces countries that might otherwise be overlooked,” he said.
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Working with tourism authorities also allows for responsible storytelling, he added. “They can guide creators to highlight lesser-known areas in ways that are sustainable and culturally respectful. Without that support, visitors might struggle to find meaningful experiences or inadvertently showcase things in ways that don’t reflect the country well.”
Joondeph advised first-time travellers to Eswatini to plan ahead while keeping flexibility. “It’s a very accessible country, but public transport isn’t robust. Renting a car is convenient and affordable. The roads are excellent between major places, though some rural areas can be rough. Eswatini Tourism provides maps and resources, which is important because a lot of activities aren’t listed on global platforms like TripAdvisor. It’s a DIY experience, but easy to manage with the right information,” he said.
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He described the Kingdom’s competitive advantages within Southern Africa as its safety, welcoming people, English-speaking population, pleasant climate, and accessible game parks. “You can experience Southern African culture in a safe and open environment. Markets, local communities, and cultural activities are approachable and welcoming. It’s easy to travel and communicate, even for first-time visitors,” he said.
The Joondephs also reflected on how travelling as a couple influences their storytelling. “We can approach destinations together, compare experiences, and create content that balances authenticity, advocacy, and brand partnerships,” Chris said. The couple plans to return to Eswatini to explore more communities and cultural initiatives.
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