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Country Report

Travel in

Travel and Tourism in Swaziland

22 pages, Oct 2013

US$660

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Executive Summary

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Swaziland plays host to the second edition of the ‘East3Route’ initiative

One of the major travel and tourism highlights in 2012 that took place in Swaziland was the nation’s triumphant hosting of the ‘East3Route’ excursion, which later moved to Mozambique and finally to KwaZulu-Natal in South Africa. First launched in late 2011, this cross-border tourism initiative has been helping to encourage inter-regional trade and tourism among these three countries by providing both tourists and investors the opportunity to explore offerings within this unique triple setting. Swaziland is also benefiting from this three-way initiative due to its geographical location, which is equidistant from South Africa and Mozambique. The country is scheduled to host the 2013 Investment Conference, which is part of the ‘East3Route’ excursion.

Political instability affecting inbound tourism demand

Over the past few years, the travel and tourism industry in Swaziland has been underperforming compared with regional competitors due to political instability in the country. This tiny nation has recently been rocked by strikes and protests against sub-Saharan Africa’s last absolute monarchy, ruled by King Mswati III since 1986, due to the fact that the current regime has been resisting efforts towards democratisation. Political unrest is presently Swaziland’s biggest obstacle to attracting tourists to the country and had a negative effect on inbound tourism growth in 2012. In addition to that, public and private investments in travel and tourism have also remained low due to the country’s declining economy.

Traditional and cultural ceremonies remain a magnet for tourists

Cultural and traditional ceremonies continue to be major tourist crowd-pullers in Swaziland. The nation’s rich cultural heritage has been playing a key role in attracting tourists over the years and was among the top five reasons why visitors travelled to the country in 2012. Renowned for their authenticity and purity of tradition, these events attract thousands of local, regional and overseas visitors, who travel to Swaziland to engage with the culture of the country. Some notable cultural ceremonies that are held annually include the Incwala, Umhlanga and the Marula Festival. These traditional events are the drawcard for many tourists and will continue to project the country as a popular tourist destination around the world. Preserving the country’s cultural heritage may help to bring peace, harmony and political stability.

Star-rating system for travel accommodation facilities is introduced

Swaziland’s hospitality industry recently got a boost from the introduction of a formal classification system for travel accommodation facilities within the country. Until then, there was no official grading system of hotels, lodges and guesthouses in the country. The hotel grading system, introduced in late 2012, is expected to benefit hotel owners by bringing the standard of travel accommodation facilities in Swaziland in line with the rest of the region. A recognised star rating will also ensure that visitors receive quality service comparable with other tourist destinations in the region. In addition, hotel guests to Swaziland will also be assured of the star-rated comfort and service they receive on their arrival.

Tourism product development and marketing initiatives bring hope

Looking ahead, Swaziland has been exploring ways to develop new tourism products as well as attract a wider range of tourists. As a tourist destination, the country has much to offer in terms of competitive products for both traditional and emerging consumer groups. The Swaziland Tourism Authority (STA) has partnered with the Commonwealth to help improve travel and tourism competitiveness, and also broaden the nation’s range of global tourism products. This partnership will enable STA to address some of the challenges facing travel and tourism in Swaziland, particularly in terms of tourism product development, packaging and promotion. STA has also developed a tourism strategy and action plan for the next five years aimed at enhancing growth in the nation’s travel and tourism.

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Discover the latest market trends and uncover sources of future market growth for the Travel industry in Swaziland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Travel industry in Swaziland, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Swaziland for free:

Car Rental
Health and Wellness Tourism
Tourism Flows Domestic
Tourism Flows Inbound
Tourism Flows Outbound
Tourist Attractions
Transportation
Travel Accommodation
Travel Retail

The Travel in Swaziland market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation
Historic volumes and values, company and brand market shares
Five year forecasts (of market share, market trends, market growth)
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Travel in Swaziland?
What are the major brands in Swaziland?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our

Travel And Tourism market research database.

Each report is delivered with the following components:Report: PDF and Word Market statistics: Excel workbook

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