ETA TELLS TOURISM PLAYERS TO PUT AI TO WORK

By Tlalane Dlamini

EZULWINI– The Eswatini Tourism Authority (ETA) has issued a clear call to the tourism industry to put Artificial Intelligence (AI) to work.

ETA Chief Executive Officer Vusie N. Dlamini made the call as a World Tourism Month AI training workshop concluded at SibaneSami Hotel on September 22, 2026, challenging tourism players to move beyond learning about AI and start applying it in their daily operations.

The training was held under this year’s global World Tourism Month theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” and brought together tour guides, tour operators, travel agents, tourism industry stakeholders, ETA’s marketing team and members of the media.

Dlamini said the timing of the training was significant as technology continues to reshape how travellers discover destinations, make travel decisions and interact with tourism businesses.

“Technology is no longer an optional add-on,” he said, describing AI as an important tool for transforming how Eswatini markets its destination, engages visitors and improves tourism operations.

The CEO challenged tour guides to use AI to strengthen storytelling, develop tailored itineraries and create more personalised experiences for international visitors.

Tour operators and travel agents, he said, can harness AI for predictive analysis, automated bookings, market intelligence and pricing optimisation, while social media managers at bed levy compliant establishments can use AI for content creation, digital analytics and audience engagement.

For the ETA marketing team, Dlamini called for a stronger shift towards data-driven destination marketing, ensuring that marketing investments translate into increased visitor arrivals and greater economic value.

He also singled out social media managers as the digital frontline of Eswatini’s hospitality sector, recognising their role in keeping tourism establishments and the destination visible in an increasingly digital marketplace.

Dlamini further highlighted the importance of bed levy compliance, noting that the contributions support the continued promotion and development of Eswatini’s tourism product.

The training was delivered in partnership with the University of Eswatini (UNESWA). Dlamini thanked Professor Sandile Motsa and the university’s resource persons for bringing academic expertise closer to the practical needs of the tourism industry.

He urged participants to ensure that the knowledge gained does not remain in the training room.

“Let us use digital innovation to break boundaries, elevate our service standards, and showcase the beauty, culture, and warmth of our Kingdom to the world,” he said.

Dlamini said continued innovation, collaboration and learning would be critical as Eswatini positions itself for a more digitally driven tourism future.

The workshop closed with a call for tourism players to turn AI knowledge into action as the country continues observing World Tourism Month.