By Zweli Martin Dlamini

Vusi Dlamini,the newly appointed Chief Executive Officer(CEO) of the Eswatini Tourism Authority(ETA) worked tirelessly in professionalizing and marketing the revenue authority brand, he was very open and transparent to the media of course while upholding confidentiality tax laws protecting clients.

“Loku-ke Nkhosi ngeke ngikuphendvule umtsetfo awusivumeli sikhulume tindzaba tema-taxpayers ku-media, kodvwa-ke ungangibhalela ngitophendvula formally in writing”, and the response would then read as follows;

“Unfortunately as the Eswatini Revenue Service(ERS),we do not discuss issues of our clients in the public domain except in a Court of Law. This prohibition is provided in the Legislation we administer as well as ERS Policies.So even in this case this prohibition applies“.

Dealing with the media is not difficult especially if you know what needs to be communicated and what is prohibited in terms of your company or organization policies.

As the media, we have never clashed with Communication Officers of the State institution and the private sector except for one whom I would not like to mention because doing so, might cloud and divert focus from this inspiring article.

Dlamini worked with Dumsani Masilela,another professional who later joined the International Monetary Fund(IMF), as a country we can learn many things about the establishment of the revenue authority and how it was transformed to be a fully functional professional institution within ten(10) years.

Maybe, one can advise employees of the Tourism Authority to use this opportunity and learn from Vusi Dlamini,his work when it comes to makerting and communication is traceable.

The quality of the online adverts,professional media comments or responses on critical stories involving the revenue institution and of course the culture of working as a team, is what describes Vusi Dlamini.

The work and objective of the Eswatini Tourism Authority(ETA) is about makerting the country to the international community and that’s where Vusi Dlamini’s expertise comes-in.

In conclusion,let me advise employees of the Tourism Authority that Vusi Dlamini comes from an institution that upholds procedures, professionalism and endorse independent thinkers, if you are used to violating procedures you might have a problem working with Vusi Dlamini.

But in as much as we congratulate Vusi Dlamini, the new Tourism Authority CEO, as the media,we will be monitoring him where he has done wrong, we will expose with an intention to promote transparency and accountability.