LUBOMBO TOUR HIGHLIGHTS EASTERN TOURISM

By Tlalane Dlamini

The Eswatini Tourism Authority (ETA) has successfully concluded a two-day Lubombo Media Familiarisation (Fam) Tour, held from 25 to 26 March 2026, marking the second instalment in what is shaping up to be a landmark series of regional media engagements. The first tour took place in the Shiselweni region, and the momentum generated by that initial outing made the Lubombo edition one of the most anticipated media tourism events of the season.

The latest tour forms part of the ETA’s broader strategy to elevate Eswatini’s profile as a premier travel destination, bringing together a select group of local media professionals and industry stakeholders for an immersive exploration of the Lubombo region. The two-day programme was conducted under the campaign theme #AdventureAwaits, in partnership with Foton Mbabane, which served as the official vehicle partner, providing reliable and comfortable transportation throughout.

A Curated Journey Through the Lubombo Region

The tour departed from Mbabane, where participants gathered at the ETA offices before proceeding to The George Hotel for breakfast. The group then travelled to Mananga Country Club, where a scenic boat cruise and a lakeside lunch set the tone for the days ahead. The serene landscape and relaxed setting provided an ideal backdrop for networking and informal engagement among participants.

The itinerary continued with a site visit at Mananga, after which the group checked in at Mhlume Country Club for an evening of leisure that included dinner and an outdoor film screening , a thoughtful touch that balanced exploration with relaxation. On the second day, participants visited Simunye Country Club for a site inspection and lunch before returning to Mbabane.

Media Voices on the Experience

Participants responded with enthusiasm, offering reflections that underscored both the region’s untapped potential and the strategic value of media familiarisation tours as a promotional tool.

Tandzile Dlamini of Eswatini Positive News described the tour as “a beautiful reminder of the hidden gems we have in Eswatini,” adding that the Lubombo region deserves far greater visibility. Ncedile Mamba of Channel Emaswati praised the quality of hospitality and scenery encountered throughout the journey, calling it “a story worth sharing widely.”

Nokulunga Sibanyoni of the Eswatini Daily Digest highlighted the experiential nature of the tour, noting that it went beyond passive sightseeing to offer genuine engagement with each destination. This perspective was echoed by Thapelo Mabuza of Eswatini TV, who stressed that firsthand exposure is essential for authentic storytelling: “As media practitioners, we need to see and feel the destinations to tell authentic stories.”

Neliswa Makhanya, also of Eswatini TV, commended the thoughtful curation of the itinerary, observing that each stop offered something distinct. Sithembile Hlatshwayo of the Eswatini Observer pointed to the region’s considerable long-term potential, noting that with sustained exposure, Lubombo could become a key draw for both domestic and international visitors. Mlondzi Nkambule of the Times of Eswatini reflected that the tour offered “an opportunity to rediscover Eswatini through a different lens.”

The Role of Strategic Partnerships

The involvement of Foton Mbabane as transport partner was acknowledged as integral to the tour’s smooth execution. Sandile Dlamini, representing the company, expressed pride in contributing to an initiative that promotes national tourism, while colleague Jabulani Vilakati noted that dependable transport infrastructure is a foundational component of any quality visitor experience.

A Platform for Destination Storytelling

Building on the success of the Shiselweni tour, the Lubombo Fam Tour further reinforces the ETA’s commitment to a systematic, region-by-region approach to media engagement, one that ensures every corner of Eswatini receives the spotlight it deserves. By bringing media professionals directly into the field, the Authority is investing in the kind of authentic, informed coverage that resonates with both local and international audiences. As Eswatini positions itself ahead of the Easter travel season, the message from both tours is consistent and clear: for those yet to discover the full breadth of what this country has to offer, the adventure awaits