ESWATINI TRAVEL NEWS PARTNERS WITH PHAKAMA AS ESWATINI INVADES MPUMALANGA

By Tlalane Dlamini

MBABANE – Eswatini Travel News has partnered with the Phakama Mpumalanga Festival for the upcoming “Eswatini Invades Phakama” experience, strengthening cultural, creative and tourism ties between Eswatini and Mpumalanga.

The partnership will see Eswatini Travel News support the festival’s regional tourism positioning while promoting Eswatini’s participation in the two-day celebration, scheduled for 31 October to 1 November 2026 at 116 Montana Gardens, Ngwenya Estate, White River, Mpumalanga.

The Phakama Mpumalanga Festival has grown beyond a conventional music event, bringing together music, fashion, fine art, sculpture, culture, entrepreneurship and tourism. The 2026 edition is expected to feature live performances, camping, art activations, fashion showcases, exhibitions, markets and other lifestyle experiences.

Turning Regional Cooperation into Tourism Experiences

The partnership comes at a time when regional tourism cooperation between Eswatini, Mpumalanga and Mozambique is gaining momentum through the Triland tourism initiative.

The initiative seeks to strengthen collaboration among the three destinations through joint tourism marketing, cultural exchange and the development of travel experiences that encourage visitors to explore the complementary attractions and offerings of Eswatini, Mpumalanga and Mozambique.

For Eswatini Travel News, the partnership presents an opportunity to translate the Triland vision from a regional framework into practical tourism experiences that connect people, businesses, creatives and destinations.

Eswatini Travel News Editor Tlalane Dlamini said partnerships such as this demonstrate how regional tourism agreements can be brought to life through actual travel experiences.

“For us, this partnership is about making the Triland MOU work on the ground. We cannot only speak about regional tourism integration; we have to create platforms where people can actually travel, experience one another’s destinations, support businesses and build relationships across borders.”

Dlamini said the Eswatini Invades Phakama initiative creates an opportunity for Eswatini’s tourism businesses, creatives, media practitioners and travellers to engage with the Mpumalanga market, while encouraging visitors from the region to consider Eswatini as part of a broader Southern African travel experience.

“Phakama gives us an opportunity to tell the Eswatini story in a different environment. We want to see people travelling from Eswatini into Mpumalanga, but equally, we want those relationships to encourage visitors from Mpumalanga and Mozambique to experience Eswatini. That is how regional tourism becomes meaningful and sustainable.”

The Triland concept has also been supported through familiarisation excursions involving media practitioners and tourism operators from the three destinations, aimed at increasing visitor movement and identifying opportunities for joint tourism development.

Phakama Expands Its Regional Footprint

Festival Director Advocate Twain Ngwenya said the partnership with Eswatini Travel News comes at an important stage in the development of Phakama as the festival continues to expand its regional footprint.

“Phakama was created to grow beyond being an event and to become a platform where culture, creativity, tourism and economic opportunities come together. Every year, we are looking at how we can make the festival bigger, more inclusive and more connected to the region.”

Ngwenya said the participation of an Eswatini delegation forms part of that growth, creating opportunities to strengthen cultural and tourism relationships while introducing new audiences to the Phakama experience.

“The growth of Phakama is not only measured by the number of people who attend. It is also measured by the partnerships we build, the creatives we give a platform to, the businesses that benefit and the new markets we reach. Having Eswatini come to Phakama is a major step in that direction.”

Launched in 2023, the Phakama Mpumalanga Festival has continued to build its profile as a platform celebrating arts, culture, creativity, tourism and economic participation.

Creating a Regional Travel Experience

The Eswatini Invades Phakama concept also creates an opportunity to package the festival as part of a broader travel experience rather than simply an event destination.

Promotional packages for Eswatini travellers include general and VIP options, with camping accommodation, breakfast and transport forming part of the experience. Groups of 10 are also eligible for a 10 per cent discount.

For Eswatini travellers, the initiative offers an opportunity to experience Mpumalanga’s attractions while attending a growing lifestyle and cultural festival.

For Phakama, meanwhile, the partnership provides access to a neighbouring market with established cultural, tourism and creative-industry links to Mpumalanga.

The opportunity aligns closely with the broader Triland tourism vision, which seeks to showcase the complementary strengths of the three destinations, from Eswatini’s rich culture and heritage, to Mpumalanga’s landscapes and wildlife, and Mozambique’s beaches and coastal experiences.

Media as a Connector for Regional Tourism

For Eswatini Travel News, the partnership reinforces the publication’s role in using media, storytelling and strategic partnerships to promote tourism and connect destinations with travellers.

As Eswatini prepares to “invade” Phakama, the initiative represents more than participation in a festival. It is an opportunity to turn regional tourism cooperation into actual journeys, stronger business relationships, cultural exchange and economic opportunities.

The success of initiatives such as this will ultimately depend on the ability of tourism stakeholders, creative industries, media and businesses across the region to work together and create experiences that encourage travellers to move beyond borders and discover Southern Africa as an interconnected destination.