By Bongiwe Dlamini

MBABANE:In 2024, Eswatini's rich cultural heritage has played a significant role in attracting tourists and contributing to the high arrival numbers. 

The country's unique cultural events, traditions and arts have captivated visitors from around the world.  

The Eswatini Tourism Authority (ETA) has implemented several strategic campaigns to position Eswatini as a preferred destination. 

ETA has promoted major cultural events such as the Buganu Ceremony in February, Umhlanga Reed Dance in August and the Incwala Ceremony in December.

These cultural events including festivals such as Makoti and MTN Bushfire Festivals showcase the country's vibrant traditions, music and dance, attracting both local and international visitors.  

Eswatini, with the aid of numerous registered tour guides and operations has developed specialised cultural tourism packages that allow visitors to immerse themselves in Eswatini's culture. 

These packages include visits to traditional villages such as Mantenga Cultural Village and Sibebe Resort Cultural Village, cultural performances and opportunities to learn about local customs and traditions.  

 On another note,the Eswatini Tourism Authority has leveraged digital marketing to reach a wider audience and promote Eswatini's cultural attractions. 

Social media campaigns, competitions, influencer partnerships and online content have helped to generate interest and excitement about the country's cultural offerings.

 The Tourism Authority has collaborated with international bloggers, vloggers and tour operators and organisations and media to promote Eswatini as a cultural destination. These partnerships have helped to increase visibility and attract tourists from key markets.  

Overall, inbound arrivals for the year-to-date were up by 12.2% from last year to just over 780,000. The African region led the way, with a robust increase of 12.9%, followed by Australasia at 10.9%, the Americas at 8.6%, and the Eurozone at 5.8% with all regional and overseas source market performing outstandingly. 

These figures highlight the ongoing global recovery and the resilience of Eswatini's tourism sector, even in the face of regional and global challenges.This is still 23.2% below the comparative 2019 figure of 1million, leaving the country stretched towards reaching its target of exceeding pre-COVID figures by the end of the year. 

The ongoing marketing efforts are expected to revive the positive momentum established at the beginning of the year, boosting the country’s visibility, accessibility and appeal as a rich blend of traditional and cultural experience that is set apart in the world of travel.

By effectively promoting Eswatini's cultural heritage, ETA has contributed to the country's growing tourism industry. 

The combination of captivating cultural experiences and strategic marketing efforts has made Eswatini an increasingly popular destination for travelers seeking authentic African experiences.