By 
By Siphesihle Dlamini
The Kingdom of Eswatini has recorded a remarkable surge in international tourist arrivals for March 2025, signalling a positive outlook for the country’s tourism sector as it continues its recovery from the effects of the Covid-19 pandemic.
According to the latest Monthly Tourism Statistical Release published by the Eswatini Tourism Authority (ETA), a total of 85,451 visitors entered the country during the month, which signals an 11.9 per cent increase compared to the same period in 2024.
This surge is not just a number on a graph; it is the most substantial monthly growth in 2025 so far and marks a major milestone as the country wraps up its first quarter.
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With such growth, the ETA has every reason to celebrate, as this performance reflects the effectiveness of its strategic marketing campaigns, regional collaborations, and infrastructure improvements aimed at restoring confidence in Eswatini as a prime tourist destination in Southern Africa.
A deeper analysis of the quarterly performance reveals a mixed yet hopeful trend. While February 2025 nearly reached pre-Covid-19 levels, only 0.1 per cent below the figures from the same month in 2019—January and March still trailed, falling behind by 6.6 per cent and 16.2 per cent respectively.
The cumulative total for Q1 2025 reached 244,186 arrivals, compared to 266,829 in Q1 of 2019, reflecting an 8.5 per cent deficit.
Analysis suggests that this uneven recovery is largely due to volatile global travel dynamics, with many travellers still adjusting to higher costs, changing airline routes, and uncertainty due to geopolitical tensions. Nevertheless, the consistent upward trend over the past few months indicates that Eswatini is on a firm path toward full recovery.
As reported by ETA’s report, regional markets were the driving force behind March’s growth. The Republic of South Africa remains the top source of visitors, with 50,747 arrivals, a 9.2 per cent increase. Mozambique followed with 15,092 tourists (+18.3%), and Zimbabwe rounded out the top three with 4,933 arrivals, marking a substantial 24.5 per cent jump.
The spike in regional tourism is partially attributed to declining fuel prices in South Africa, which have made road travel more accessible. The continued success of the Triland Initiative, a cross-border collaboration between Mozambique, Eswatini, and South Africa is also enhancing tourism mobility and marketing efforts in the region.
Overseas markets showed varied performance. France led the way with 2,381 arrivals, up by 14 per cent, with the USA bringing in 1,240 visitors, achieving a 24.2 per cent rise. The performance from the German market, dipped by 10 per cent, with 1,256 reflecting some of the broader uncertainties affecting the Eurozone.
Eswatini’s focus on emerging markets appears to be bearing fruit, with Malawi, Tanzania, and Kenya identified as key new sources of tourism interest. While specific numbers were not disclosed for these countries, their appearance in ETA’s top emerging market list indicates growing
traction on the African continent beyond the immediate region. This diversification is critical to building a more resilient tourism sector, capable of withstanding global shocks and benefiting from the continent’s increasing intra-African travel demand.
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According to the report, the average length of stay in March 2025 was 2.32 nights, according to the report. This figure remains below the ETA’s target of encouraging tourists to stay for three or more nights, which would increase the economic impact of tourism on local businesses and communities.
Efforts to extend the average stay are ongoing, with the government and private sector focusing on improving accommodation offerings, expanding activity packages, and enhancing the cultural tourism experience.
Initiatives to promote eco-tourism, heritage trails, and rural homestays are among the key strategies aimed at keeping visitors longer and encouraging deeper engagement with the Kingdom’s rich natural and cultural assets.
The ETA has made clear that it will continue prioritizing strategic marketing, cross-border collaborations, and infrastructure improvements to maintain growth. With the right investments and a continued focus on visitor satisfaction, Eswatini is well-positioned to fully reclaim and even surpass its pre-pandemic tourism highs in the coming months.
