MOSCOW, Russia: Eswatini is seeking to expand its international tourism footprint by building partnerships with Russia and other countries while positioning itself as a destination offering rich cultural heritage, peaceful surroundings, wildlife experiences and unspoilt natural landscapes.
The country’s tourism ambitions were outlined by Phiksile P. Mkhwanazi, Board Chairperson of the Eswatini Tourism Authority (ETA), during an interview with The African Daily on the sidelines of the Russia-Africa Summit at Gostiny Dvor in Moscow.
Mkhwanazi, who attended the summit in her capacity as ETA Board Chairperson, used the opportunity to introduce Eswatini to an international audience and encourage visitors from across Africa and beyond to experience the southern African Kingdom.
During the interview, she also attracted attention with her traditional attire, which she explained represents the traditional regalia worn by married women in Eswatini.
“Firstly, thank you very much for the opportunity to interview me. My name is Phiksile P. Mkhwanazi. I am the Chairperson of the Eswatini Tourism Authority. Today, I am proudly representing my Kingdom, the Kingdom of Eswatini, which is well known as the Switzerland of Africa. I am wearing my traditional attire, although it is a bit cold, so I have also tried to keep warm.
“This is the traditional regalia worn by married women in Eswatini,” she said.
Asked to identify reasons why international travellers should consider visiting the Kingdom, Mkhwanazi pointed to its commitment to preserving cultural traditions, peaceful environment, safety, natural beauty and geographical position as a gateway to South Africa.
She said cultural preservation remained one of Eswatini’s strongest attractions, particularly at a time when many countries were experiencing changes in their traditional ways of life.
“First and foremost, I think it is the cultural preservation of the Kingdom. Unlike many nations, we have strictly preserved our culture as a country. Eswatini is also a very peaceful country. We are a safe country to visit, and we are known as the Switzerland of Africa, with very beautiful, pristine landscapes. I would also describe it as a gateway to South Africa,” she said.
The ETA Board Chairperson said her participation in the Moscow gathering was partly aimed at introducing Eswatini to a wider international tourism market and encouraging stronger travel connections between the Kingdom and other countries.
“Our reason for visiting this forum is really to call on all Africans and people of other nationalities to experience a Kingdom that is untouched by time yet fully connected to the future,” Mkhwanazi said.
Exploring tourism partnerships with Russia
A key area of discussion during the interview was the potential for tourism cooperation between Eswatini and Russia, particularly through travel packages that could introduce Russian visitors to destinations beyond their established African itineraries.
Mkhwanazi disclosed that discussions had taken place with Russian representatives about developing customised travel arrangements that could include Eswatini as part of broader African tourism experiences.
She said Russian tourists already visit countries such as Tanzania, creating an opportunity for Eswatini to position itself as an additional destination, potentially serving as the final stop on an extended African holiday.
Responding to a question about opportunities for collaboration involving countries such as Ghana, Nigeria, Kenya, Russia and Germany, she also drew attention to the shared reputation for peace and stability between Ghana and Eswatini.
Ghana is widely recognised for its peaceful environment in West Africa, while Eswatini enjoys a similar reputation for safety and tranquillity in Southern Africa and the wider sub-Saharan region.
“I think you started off with Ghana. Ghana and Eswatini have a connection when it comes to peace. Ghana is known as a beacon of peace in West Africa, while Eswatini holds a similar reputation for safety and tranquillity in Southern Africa and the sub-Saharan region.
“We have also had some talks and meetings with Russian representatives about tailor-making or curating a package for Russians to come and visit Eswatini. I cannot divulge much about that yet because it was only a formal discussion,” she said.
Although the discussions with Russian representatives were still at an early stage, Mkhwanazi said the possibility of including Eswatini in travel packages for Russian visitors was being explored.
She explained that the intention was to encourage tourists already travelling to other African destinations, particularly Tanzania, to extend their journeys to the Kingdom.
Wildlife and cultural experiences
Beyond its potential as an extension of existing African travel itineraries, Mkhwanazi said Eswatini had distinctive attractions that could appeal to tourists seeking less crowded wildlife destinations and closer encounters with nature.
She explained that the Kingdom offers opportunities to observe wildlife at relatively close range, with smaller visitor numbers providing a different experience from some of Africa’s more heavily visited safari destinations.
She also pointed to the country’s cultural calendar, particularly the annual Umhlanga and Incwala ceremonies, as important attractions for international visitors interested in African traditions and heritage.
The Umhlanga, commonly known as the Reed Dance, is one of Eswatini’s most recognised cultural events, while Incwala is a major traditional ceremony associated with the Kingdom’s cultural and royal heritage.
Both ceremonies take place on specific dates during the year, meaning visitors who arrive outside these periods can still explore Eswatini’s traditions through other cultural tourism experiences.
Mkhwanazi said cultural villages provide visitors with opportunities to learn about the country’s customs, traditional lifestyles and heritage throughout the year.
“Eswatini offers a lot for everyone listening to this. We have wildlife, with relatively small crowds, making it easier for visitors to get closer to the animals and observe them at close range.
“We also have a peaceful country, as I mentioned. We have many cultural events, with two major ones being the Umhlanga and Incwala ceremonies, which take place at specific times of the year.
“Outside the periods when these ceremonies are held, we also have cultural villages where tourists can visit and explore our heritage,” she said.
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