By 
By Siphesihle Dlamini
The Eswatini Tourism Authority (ETA) has successfully wrapped up one of its most impactful digital campaigns to date.
Running from March 22 to April 30, 2025, the “ETA & Influencers Easter Campaign” has proven to be a major success in promoting the Kingdom of Eswatini to a wider audience, thanks to a robust partnership with local and regional social media influencers.
This initiative, aimed at boosting domestic and regional tourism during the Easter holiday period, has generated an overwhelming online response and cemented Eswatini’s place on the digital tourism map.
ETA strategically partnered with six prominent Eswatini influencers, namely, Bonkhe Shabangu, Nurse Wekhantri, Luleka Mdluli, Nomzamo ‘Zaza’ Dlamini, Cedric Simelane and Temlandvo Vilakati.
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“These creative digital storytellers brought to life the campaign’s essence; promoting Eswatini as the ultimate Easter destination through authentic, visually rich content that highlighted the country’s culture, nature, people, and unique experiences,” read ETA statement.
ETA extended its sincere gratitude to the participating influencers, local businesses, tour operators, the media, and emaSwati for their enthusiastic support.
According to performance data released by the ETA, the influencer-driven campaign saw a total of 54 social media posts which together amassed a staggering 1,517,088 views across videos and pictures. The numbers are a clear indication of the growing digital footprint of Eswatini’s tourism efforts.
The campaign performed impressively on Facebook, one of the most popular platforms for tourism-related content in the region. With a reach of 395,529 users, the campaign content engaged viewers through photos, live broadcasts, and informative videos that showcased Eswatini’s scenic beauty, vibrant culture, and warm hospitality.
The total engagement on Facebook reached 59,672, indicating that users were not just passive viewers but actively interacted with the posts—through likes, shares, comments, and reactions.
TikTok also proved to be a powerful tool in this campaign, especially among younger audiences. Influencer-generated TikTok content recorded a total playtime of 5,977 hours, 53 minutes, and 17 seconds, an extraordinary achievement given the short-form nature of the platform.
Even more telling is the average watch time per video, which stood at 6 minutes and 50 seconds, a significant duration that reflects the quality and captivation of the content created.
This data indicates that the content wasn’t just being scrolled past or clicked away; audiences were genuinely interested in what they saw, often watching the entire clips and even revisiting them. While the campaign leaned heavily on social media, traditional digital platforms were not left behind.
There were 35 online newspaper posts published during the campaign period, highlighting key events, travel experiences, and exclusive features on Eswatini’s hidden gems.
These articles provided in-depth perspectives and supported the influencers’ content by reinforcing brand messaging in more formal and structured formats.
The success of this campaign is not only a win for the ETA but a showcase of what can be achieved when modern marketing strategies are paired with authentic local storytelling.
Influencers, many of whom are content creators with deep cultural ties to the region, brought genuine enthusiasm and relatable experiences to their followers. Their curated tours, culinary explorations, and cultural immersions gave a fresh and inspiring look at what Eswatini has to offer.
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The campaign also highlighted a growing trend among national tourism boards: the shift from conventional advertising to experience-based digital storytelling. Rather than static ads, audiences were given immersive peeks into Eswatini’s natural wonders—from the rolling hills of Ezulwini Valley to the wildlife encounters in Hlane Royal National Park.
Given the campaign’s success, industry experts and stakeholders are optimistic that similar efforts will continue throughout the year. The data-driven results not only validate the effectiveness of influencer marketing but also reinforce the value of a digitally savvy approach in positioning Eswatini as a top-tier destination in Africa.
ETA released a statement about the Easter campaign and stated, “We are thrilled with the results of the Easter campaign. The numbers speak for themselves, but beyond the metrics, we are more encouraged by the stories told and the interest shown in Eswatini as a vibrant, welcoming, and adventure-filled destination. We look forward to building on this momentum in our upcoming seasonal campaigns.”
In other news, the Kingdom of Eswatini is celebrating a remarkable resurgence in its tourism sector following the Easter weekend of April 2025. According to the latest report by ETA, the country welcomed a total of 39,490 visitor arrivals, marking a 38.9 per cent increase compared to the same period in 2024.
This substantial increase is not only a testament to Eswatini’s enduring appeal as a travel destination but also a reflection of successful promotional strategies, improved accessibility through key border posts, and renewed confidence in international travel post-Covid-19. The surge was evenly balanced between international visitors and returning nationals, with 17,225 international tourists and 22,265 emaSwati residing abroad making up the total.
A deeper dive into the data shows the Ngwenya Border Post as the busiest entry point, processing a whopping 15,984 arrivals.
This was followed by the Mahamba Border Post with 5,269 entries, and Matsamo Border Post, which handled 6,011 arrivals. Other notable ports of entry included Lavumisa Border Post (4,337 visitors), Lomahasha Border Post (1,122 visitors), and KMIII International Airport, which received 508 passengers.
The high volume at land borders underscores Eswatini’s strategic location and its seamless connectivity with neighbouring countries, particularly South Africa and Mozambique. The Ngwenya Border Post continues to serve as a key conduit for tourists travelling from South Africa’s Mpumalanga and Gauteng provinces.
Unsurprisingly, South Africa (RSA) remained the largest source of international visitors, with 13,295 tourists crossing into Eswatini over the Easter weekend. Its proximity, strong cultural ties, and shared history with Eswatini make it a natural leader in this regard.
Trailing behind but still significant were Mozambique with 1,571 visitors, Zimbabwe with 609, Germany with 96, and Lesotho, contributing 48 travellers. The inclusion of Germany in the top five highlights Eswatini’s growing appeal to European tourists, likely spurred by cultural tourism campaigns and improved marketing abroad.
Accommodation providers across Eswatini reported solid bookings, with an overall Easter Occupancy Rate of 63 per cent, a figure that showcases the robustness of domestic hospitality infrastructure. Hotels led the pack with an average occupancy rate of 62 per cent, followed closely by Bed & Breakfasts (B&Bs) at 54 per cent.
