ESWATINI PRAISE AMPLIFIES THE KINGDOM’S CULTURAL TOURISM STORY

By: Nonophile Khumalo

EZULWINI – Eswatini is turning the spotlight on its music, faith and cultural heritage as part of its tourism offering with the launch of Eswatini Praise – Season 1, a gospel talent search bringing together young voices from across the Kingdom.

The programme was officially launched by Deputy Prime Minister Senator Thulisile Dladla at SibaneSami Hotel in Ezulwini on Tuesday, August 18, 2026, under the theme, “20 Voices. One Nation. One Sound.”

Auditions are underway to select 20 talented young people who will form the Eswatini Praise group, marking the country’s first open-audition gospel choir competition series.

For the tourism sector, the initiative presents an opportunity to showcase Eswatini through its music, faith, culture and creative talent, while giving visitors another way to experience the Kingdom beyond its landscapes and traditional attractions.

With participants drawn from all four regions, Eswatini Praise provides a platform to showcase the diverse voices, stories and cultural experiences that contribute to the country’s identity.

Speaking at the launch, Dladla described Eswatini Praise as more than a gospel music television programme, saying it brings together faith, talent, creativity, national identity and community. She said the initiative provides an opportunity to celebrate what unites the nation.

The programme also highlights the growing contribution of the creative industries to Eswatini’s economy and cultural identity. Dladla noted that music, television, film, fashion, arts, culture and digital content have the potential to create employment, promote local content and provide sustainable livelihoods for young people.

This positions cultural and music-driven initiatives such as Eswatini Praise alongside the country’s wider tourism offering, strengthening the connection between the creative economy and destination promotion.

The programme is also designed to promote inclusion, with Dladla calling for persons with disabilities, vulnerable youth and young people with limited opportunities to be deliberately included in national programmes.

She further encouraged organisers and partners to develop pathways linking talent identification with skills development, mentorship, entrepreneurship, employment and sustainable livelihoods.

The launch at SibaneSami Hotel brought together government representatives, gospel artists, judges, development partners, private-sector representatives and members of the media, creating a meeting point for the tourism, hospitality, creative and cultural sectors.

As auditions continue, Eswatini Praise has the potential to evolve beyond a television talent search into a platform that tells the Eswatini story through music, promotes local cultural experiences and strengthens the Kingdom’s identity as a destination rich in culture and creativity.

With its message of “20 Voices. One Nation. One Sound,” the programme is giving young talent a national platform while adding a new dimension to Eswatini’s growing cultural tourism story.