ETA TAKES ESWATINI TO THE WORLD AT WTM AFRICA 2026

The Eswatini Tourism Authority (ETA) is set to make its mark at the prestigious World Travel Market (WTM) Africa 2026, scheduled to take place from 13 to 15 April 2026 at the Cape Town International Convention Centre (CTICC) in South Africa. This year’s participation comes under the rallying theme “Your Gateway to Global Journey”, a fitting declaration for a destination that is actively positioning itself as Southern Africa’s must-visit kingdom.

The ETA will not be travelling alone. Nine of Eswatini’s leading hospitality and tourism establishments will join the delegation, representing the breadth and depth of what the Kingdom has to offer. The participating industry players are Big Game Parks, Happy Valley Hotel, Royal Villas Hotel, Foresters Arms Hotel, Mountain View International Hotel, Mantenga Lodge, Piggs Peak Hotel, The George Hotel, and Nkonyeni Lodge and Golf Estate.

A Strategic Platform for Global Reach

WTM Africa holds a unique and unrivalled position on the continent, it is the only inbound and outbound B2B travel trade show in Africa, attracting over 6,000 travel professionals from across the continent and international source markets. Modelled on the flagship WTM London and the Arabian Travel Market in Dubai, WTM Africa delivers a proven programme of hosted buyers, pre-scheduled business appointments, networking functions, and media engagements, creating a high-value environment for destination marketing and deal-making.

For the ETA, participation at WTM Africa is not incidental, it is strategic. The Authority has long recognised trade and consumer shows as essential marketing platforms for reaching tour operators, marketing agencies, and travel brokers who serve as critical bridges between Eswatini and its target source markets.

ETA Chief Executive Officer Vusie N Dlamini underscored the significance of this year’s participation. “WTM Africa is one of the most powerful platforms available to us as a destination. It gives us direct access to trade professionals, media, and decision-makers who can influence travel patterns and bookings into Eswatini. We are not just attending, we are going there to open doors, build relationships, and confidently tell the Eswatini story to the world,” he said.

More Than Marketing , A Mission to Grow Tourism

The ETA’s presence at WTM Africa is anchored in a clear mandate: to encourage increased regional and international visitation to the Kingdom and to grow Eswatini’s share of the global travel market. Through its call-to-action “Choose Eswatini,” the Authority continues to inspire travellers to discover the Kingdom’s extraordinary diversity, from its wildlife and cultural heritage to its hospitality and adventure offerings.

Dlamini further noted that events like WTM Africa serve a dual purpose. “Beyond marketing Eswatini, these platforms allow us to benchmark ourselves against our competitors, absorb the latest trends in tourism marketing, and forge new partnerships that translate into real economic benefit for communities across the Kingdom. This is about more than tourism numbers, it is about livelihoods, jobs, and the long-term development of our industry.”

Eswatini on the Move

With a formidable delegation of nine industry partners in tow and a clear strategy for engagement, Eswatini’s presence at WTM Africa 2026 signals a destination that is confident, connected, and ready for the world. From Big Game Parks’ world-renowned wildlife experiences to the elegance of Nkonyeni Lodge and Golf Estate, the delegation showcases a Kingdom that has something remarkable to offer every type of traveller.

As the doors of the CTICC open next week, Eswatini will be ready, not just to exhibit, but to inspire.