DIAL STORE BOOSTS ESWATINI TOURISM ACCESS

By Ntokozo Zwane

As Eswatini continues to position tourism as a key driver of economic growth, homegrown digital solutions are emerging to make travel information and services more accessible to visitors.

One such innovation is Dial Store, a USSD-based business directory founded by entrepreneur Thabiso Ngwenya, which is designed to connect travellers with businesses and tourism services across the Kingdom without requiring internet access or a smartphone.

Accessible by dialling *605#, the platform allows users to search for businesses by category, region and town. Its listings include accommodation establishments, restaurants, transport providers, tour operators and entertainment venues, providing travellers with a convenient way to identify and connect with local service providers.

For visitors exploring Eswatini, particularly those who may be unfamiliar with different destinations, Dial Store offers a simple and accessible platform for discovering businesses and tourism experiences across the country.

Ngwenya believes the platform can also help address one of the challenges faced by small and emerging tourism businesses: limited visibility.

By providing an affordable digital directory, Dial Store gives smaller accommodation establishments, restaurants, tour operators and other tourism enterprises an opportunity to showcase their services to a wider market without relying solely on traditional advertising or internet-based platforms.

The platform also extends to the transport sector, connecting travellers with taxi operators, shuttle services, car hire companies and tour operators. This creates a link between visitors and businesses that play an important role in moving tourists between accommodation establishments, attractions and destinations.

A key strength of Dial Store is its potential to promote tourism beyond Eswatini’s major urban and commercial centres. Its regional and town-based listings make it easier for users to discover businesses across Hhohho, Manzini, Shiselweni and Lubombo, creating opportunities for communities outside the country’s main tourism hubs to participate more actively in the tourism economy.

The USSD technology also makes the platform particularly relevant in a market where not every traveller or local business has consistent access to smartphones, mobile data or reliable internet connectivity.

Rather than competing with established booking platforms, websites and social media channels, Dial Store provides an additional access point, particularly for users who rely on basic mobile phones.

As the platform continues to grow, Ngwenya’s vision is for Dial Store to develop into a comprehensive national directory that connects travellers with businesses and experiences throughout Eswatini.

The initiative highlights how locally developed technology can contribute to a more inclusive tourism ecosystem while supporting entrepreneurship, business visibility and economic participation.

For Eswatini’s tourism sector, innovations such as Dial Store demonstrate that digital transformation does not always have to depend on complex technology. Sometimes, a simple solution that works on the phone already in a traveller’s hand can help open the door to new experiences and opportunities.