A renewed tourism campaign is encouraging EmaSwati and regional travelers to discover the Kingdom’s diverse holiday experiences, from scenic escapes and cultural encounters to outdoor adventures.
There is something appealing about the idea of taking a holiday without having to travel too far. A change of scenery, a quiet weekend in the mountains, a family outing or a few days spent discovering somewhere new can offer the kind of break many people look forward to as the year draws to a close.
This festive season, Eswatini is encouraging both residents and visitors to make room for such experiences, with a renewed invitation to explore the Kingdom through its landscapes, accommodation offerings, cultural experiences and outdoor attractions.
Under the national campaign call, Visit Eswatini and Vakasha Eswatini, with the domestic market encouraged through the hashtag #NgcebelekaEswatini, the Eswatini Tourism Authority (ETA) is placing local travel and holiday experiences at the centre of its festive season plans.
The campaign, which runs from November 4, 2026 to January 31, 2027, is designed to encourage Emaswati to spend more time discovering destinations within their own country while also welcoming travellers from neighbouring countries and the wider region.
Speaking at the campaign launch held at Ekupholeni Garden Villas, the Chief Executive Officer of the Eswatini Tourism Authority, Vusie Dlamini, was represented by Head of Marketing Chunkie Mdluli, who presented the authority’s vision for a festive season built around celebration, relaxation and discovery.
One of the campaign’s more interesting directions is its intention to bring attention to tourism products that may not always feature in the usual holiday conversations.
The authority is looking to highlight newly emerged tourism products, boutique lodges and outdoor experiences established over the past two years, giving travellers more reasons to look beyond familiar destinations.
For families, couples, groups of friends and even pensioners, the campaign also places emphasis on tailored holiday packages developed in partnership with local tourism operators.
This approach recognises that people travel differently. While some may prefer a peaceful retreat away from the demands of everyday life, others may be looking for outdoor activities, cultural encounters or a lively festive atmosphere.
Eswatini already has a calendar of events and experiences that brings people together throughout the year. The rhythms of MTN Bushfire and the food and lifestyle offering of the Standard Bank Luju Food & Lifestyle Festival have become part of the country’s tourism identity. Other experiences, including the Mlawula Campfire Festival and heritage showcases, add to the variety available to visitors.
However, the festive season offers an opportunity to extend that experience beyond major events. It is also about the smaller moments: discovering a new restaurant, spending a weekend at a lodge, exploring a nature destination or taking a scenic drive through parts of the country that are often overlooked.
The campaign’s message also extends to the experience of travelling through Eswatini. With many visitors expected to drive into the country, the ETA is working with the Eswatini Environment Authority and corporate partners, including KFC Eswatini, on the Hloba Eswatini Clean-Up Campaign, under the banner Imvelo Yami, Yimphilo Yami (My Environment, My Life).
Clean-up teams and branded waste infrastructure are being deployed at key border posts, including Ngwenya and Lavumisa, as well as busy centres such as Ezulwini, Mbabane and Manzini.
The initiative places environmental responsibility alongside the country’s efforts to maintain welcoming and clean tourism spaces.
Road safety is another consideration, with the ETA working alongside the Road Safety Council and the Sincephetelo Motor Vehicle Accident Fund on festive season safety activations.
These include border welcome checkpoints, driver fatigue kits and safety drives along busy routes such as Malagwane Hill and the Ezulwini Valley.
The campaign will also reach audiences through a combination of local and regional media platforms, including broadcasts on EBIS, Eswatini TV, Channel Yemaswati, Rise FM and LM Radio, as well as digital billboards in Maputo and cinema advertising.
Ultimately, the invitation this festive season is not limited to those travelling into the Kingdom. It is equally directed at Emaswati who may have become accustomed to their surroundings and have yet to experience some of the country’s tourism offerings.
A holiday does not always require a passport, a lengthy journey or an elaborate itinerary. Sometimes, it begins with choosing a place you have never visited, booking a night away or making time to experience something different with the people who matter.
Through #NgcebelekaEswatini, the message is simple: there is still plenty to discover within the Kingdom, and the festive season presents a good opportunity to do just that.
