By 
By Siphesihle Dlamini
Eswatini’s tourism sector is witnessing a robust rebound, as new figures from the Eswatini Tourism Authority (ETA) show a significant increase in visitor arrivals for May 2025.
According to the latest Monthly Tourism Statistical Release, the country welcomed 87,227 visitors in May 2025, a 20.3 per cent jump compared to the same month in 2024. This growth underscores the Kingdom’s resilience and rising appeal, especially among regional travellers.
The biggest contributors to this surge are Eswatini’s neighbours in Southern Africa. South Africa (RSA) remains the top regional market, with 53,317 visitors, marking a 19.4 per cent increase. This growth can be attributed to improved border processing, relaxed visa policies, and growing interest in Eswatini’s cultural festivals, such as the annual Bushfire Festival, which continues to draw large crowds from across the region.
Mozambique recorded a remarkable 34.5 per cent increase, bringing in 16,627 visitors, while Zimbabwe showed an equally impressive 26.0 per cent rise, contributing 5,249 arrivals.
These trends reflect Eswatini’s growing importance as a short-haul destination for travellers seeking peace, nature, and cultural richness in a politically stable and safe environment.
In contrast, the overseas market showed a declining trend. France, previously a strong source of visitors, saw a significant 19.2 per cent drop to 1,496 arrivals.
The United States followed with an 8.6 per cent decrease (1,173 arrivals), while the Netherlands experienced the steepest fall, down 31.7 per cent, totalling only 667 tourists. Experts point out several possible reasons for this decline.
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International airfare inflation, changing travel advisories, and economic pressures in Europe and North America may have led many potential tourists to defer or cancel long-haul trips.
However, the ETA remains optimistic, citing planned marketing campaigns and improved digital outreach to help reverse the trend in the coming months.
Encouragingly, the report identifies Tanzania, Lesotho, and Malawi as Eswatini’s top three emerging tourism markets.
While exact arrival figures are not provided for these countries, their inclusion suggests growing interest from travellers within the broader Southern and Eastern African regions.
This trend aligns with the African Union’s goals of boosting intra-African tourism and creating more accessible travel corridors across the continent.
Tourists spent an average of 1.93 nights in Eswatini during May 2025, a figure that tourism operators view as both a success and an opportunity. While short visits help support the local hospitality industry, stakeholders are now looking at strategies to encourage longer stays such as bundling eco-tours, heritage trails, and cross-border packages with Mozambique and South Africa.
This increase in tourist numbers comes at a pivotal time for Eswatini. As the global travel industry continues its recovery from the Covid-19 pandemic and ongoing geopolitical uncertainties,
Eswatini is positioning itself as a safe, scenic, and soulful destination, one where travellers can experience Africa’s cultural heritage in a serene environment.
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The Eswatini Tourism Authority has expressed satisfaction with the positive momentum but acknowledges the work ahead. In a statement accompanying the release,
ETA officials highlighted plans to strengthen digital promotion, expand regional airline routes, and invest in rural tourism infrastructure to distribute the benefits of tourism more equitably.
With over 87,000 arrivals in a single month, Eswatini’s tourism sector is clearly on an upward trajectory. However, sustaining this growth will require adapting to shifting travel trends, addressing infrastructure bottlenecks, and promoting longer, more immersive travel experiences.
As the Kingdom of Eswatini continues to open its doors to the world, its blend of scenic beauty, rich culture, and warm hospitality promises to keep tourists coming back for more.
