TRILAND WORKSHOP DRIVES CROSS-BORDER TOURISM VISIBILITY

By Tlalane Dlamini

MALELANE – Cross-border media partnerships are emerging as a powerful tool for tourism businesses seeking to strengthen their visibility, access new markets and connect with audiences across Southern Africa.

This was highlighted during the Triland Market Access Workshop, hosted by the Mpumalanga Tourism and Parks Agency (MTPA) at Malelane Golf Club, bringing together tourism stakeholders and media representatives from Mpumalanga, Eswatini and Mozambique for meaningful discussions on market access, tourism promotion and regional collaboration.

The workshop was led by MTPA Senior Manager: Tourism Growth and Development, Isaac Sambo, and focused on creating opportunities for Mpumalanga’s Tourism Micro, Small and Medium Enterprises (MSMEs) to access advertising and promotional opportunities in regional markets.

In his remarks, Sambo emphasised the importance of connecting tourism businesses with media platforms across the region, highlighting the role of strategic partnerships in improving market access, strengthening destination visibility and creating opportunities for tourism enterprises to grow.

The engagement provided tourism businesses with an opportunity to connect directly with media platforms capable of telling their stories, showcasing their products and experiences, and reaching potential visitors beyond their traditional markets.

RISE FM 943 Station Manager Makhosi Khoza encouraged tourism businesses to look beyond conventional marketing and recognise the power of strategic media partnerships in building strong and competitive tourism brands.

Khoza highlighted Eswatini Travel News (ETN), TV Miramar, Nkomazi FM and RISE FM as platforms that businesses can work with to amplify their offerings, expand their reach and unlock new opportunities across the region.

Speaking on the continued relevance of radio, Vusi Kubhayi of Nkomazi FM highlighted its enduring influence in connecting businesses with communities and audiences, particularly in local and regional markets.

From Mozambique, E. Motsoeneng of TV Miramar presented the broadcaster’s services and its reach into the South African and Eswatini markets. He highlighted the important role media plays in creating visibility for tourism products and connecting businesses with audiences across borders.

Representing Eswatini Travel News, Tlalane Dlamini unpacked the publication’s approach to online tourism media, outlining who ETN is, why tourism-focused storytelling matters and how the platform works with destinations, businesses and tourism stakeholders to amplify their stories and connect them with wider regional audiences.

The presentation highlighted the growing importance of maintaining a strong digital presence as travellers increasingly use online platforms to discover destinations, accommodation establishments, attractions, events and unique tourism experiences.

For destinations and tourism businesses, visibility is increasingly dependent on the ability to tell compelling stories consistently and ensure that tourism products reach the right audiences at the right time.

The Triland Market Access Workshop therefore offered more than a networking opportunity. It created a practical platform for tourism businesses and media organisations to explore partnerships that can strengthen destination visibility, improve market access and stimulate cross-border travel.

The engagement also reinforced the importance of regional cooperation between South Africa, Eswatini and Mozambique, particularly as the tourism sector seeks to encourage greater movement of travellers and promote complementary tourism offerings across borders.

Through meaningful media partnerships, tourism businesses can position their products in new markets, while media platforms gain access to authentic tourism stories and experiences that showcase the diversity and appeal of Southern Africa.

The successful workshop underscored a shared vision of connecting markets, expanding opportunities and growing tourism through collaboration.