Travel and Tourism in Swaziland

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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