MISS ESWATINI POSITIONED AS TOURISM AMBASSADOR FOR ESWATINI

By Tlalane Dlamini

Miss Eswatini is being repositioned as more than a national beauty pageant, with the Eswatini National Pageants Association seeking to strengthen the crown’s role in promoting the Kingdom’s tourism, culture and national identity beyond its borders.

The newly unveiled Association believes Miss Eswatini can become a powerful destination marketing platform, showcasing Eswatini’s attractions, traditions, people and cultural identity to international audiences.

Khethiwe Alexander, Marketing and Communications Director of the Eswatini National Pageants Association and National Director of the Miss Eswatini Programme, said the Association wants to build an institution that reflects the interests and aspirations of the nation.

“We want every Liswati to feel that Miss Eswatini belongs to them. We want our young women to see possibility in it, our businesses to see opportunity in it, our communities to see pride in it and our nation to see itself reflected in it,” Alexander said.

A PLATFORM FOR DESTINATION MARKETING

The Association sees an opportunity to connect the pageant more deliberately with Eswatini’s tourism proposition.

Through public engagements, international appearances and representation abroad, the titleholder can help tell Eswatini’s story, from its cultural heritage and traditions to its landscapes, wildlife, hospitality and tourism experiences.

The vision could also create opportunities for partnerships between the pageant, tourism authorities, hospitality businesses, airlines, tour operators and other private-sector players.

Such collaborations could transform Miss Eswatini from an annual pageant into a year-round platform for national promotion.

FROM CROWN TO NATIONAL BRAND

Alexander said the Association sees itself as a custodian rather than the owner of Miss Eswatini.

“We are not claiming ownership of the pride that this institution represents. We are custodians of it. And we want the nation to build it with us,” she said.

The Association is calling on Government, the private sector, media, creative industries, former titleholders and tourism stakeholders to contribute towards building a stronger national platform.

The Association believes the greatest tourism value of the crown lies in the visibility created when the titleholder represents Eswatini internationally.

“Every year, one woman may be crowned Miss Eswatini. But when she carries that crown, she carries the name of an entire country,” the Association said.

For Eswatini, the vision extends beyond beauty. A stronger Miss Eswatini brand could provide another channel to market the Kingdom, attract visitors, create partnerships and tell the Eswatini story to the world.