The Eswatini Tourism Authority (ETA) has revealed impressive results from its Choose Eswatini Festive Season Campaign 2025, showing how authentic storytelling by local content creators successfully captured the spirit, culture, and experiences of the Kingdom during the holidays.
Launched on November 5, 2025 and running through December 31, 2025, the campaign placed five influential Swazi content creators at the centre of destination storytelling. Through immersive travel experiences, vibrant visuals, and real-time social media engagement, they invited audiences to rediscover Eswatini as a festive season destination of choice.
The creators Bonkhe Shabangu, Nomzamo Zaza Dlamini, Gcinisizwe “Nesi we Khantri” Buthelezi, Luleka Mdluli, and Temlandvo Vilakati embarked on curated three-week familiarisation tours across the country. From wildlife encounters and cultural experiences to entertainment hotspots and scenic landscapes, their content reflected Eswatini through a personal, relatable lens.
“Our goal was to tell Eswatini’s story through voices people already trust,” said ETA Chief Executive Officer, VusieNorman Dlamini.
“By empowering local content creators to share their lived experiences, we were able to showcase the beauty, diversity, and festive energy of Eswatini in a way that felt real, inspiring, and proudly authentic.”
The strategy delivered remarkable results. Across TikTok, Instagram, and Facebook, over 102 campaign posts generated millions of views and significantly outperformed the earlier Easter Campaign. Facebook alone recorded more than 2.5 million views, while TikTok videos surpassed 1.1 million views, demonstrating strong audience interest and engagement.
Beyond the numbers, the campaign sparked conversation and curiosity. Audiences responded positively to the visibility of new tourism products, refreshed attractions, and modern lifestyle offerings, while creators praised the campaign’s structure for enabling richer storytelling.
According to Dlamini, the success goes beyond digital performance.
“This campaign reinforced that Eswatini’s lifestyle, culture, and hospitality are powerful assets. When shared authentically, they inspire travel, support local businesses, and strengthen national pride.”
The Choose Eswatini Festive Season Campaign not only amplified Eswatini’s tourism appeal but also celebrated local creativity, culture, and community — proving that meaningful storytelling can turn moments into movement.
