Phiksile P. Mkhwanazi speaks to Adekunle Owolabi from GSMN on the sidelines of the Russia-Africa Summit in Moscow.
MOSCOW, Russia: Eswatini is exploring opportunities to attract more Russian tourists as the southern African kingdom seeks to expand its international tourism market through partnerships, cultural exchanges and customised travel packages.
The initiative was discussed by senior representatives of the Eswatini Tourism Authority (ETA), who attended the Russia-Africa Summit at Gostiny Dvor in Moscow, where they held engagements with Russian counterparts and introduced the kingdom’s tourism attractions to an international audience.
Phiksile P. Mkhwanazi, Board Chairperson of the Eswatini Tourism Authority, and Vusie Dlamini of the ETA spoke to the Global South Media Network (GSMN) on the sidelines of the summit, outlining Eswatini’s ambitions to position itself as an attractive destination for Russian travellers and other international visitors.
Mkhwanazi, who attended the gathering in her capacity as ETA Board Chairperson, said Eswatini was keen to strengthen its international tourism presence by promoting its cultural heritage, peaceful environment, wildlife experiences and largely unspoilt natural landscapes.
She described the Kingdom as the Switzerland of Africa, saying its preservation of traditional customs and natural surroundings offered visitors an experience that distinguished it from other destinations.
“First and foremost, I think it is the cultural preservation of the Kingdom. Unlike many nations, we have strictly preserved our culture as a country. Eswatini is also a very peaceful country. We are a safe country to visit, and we are known as the Switzerland of Africa, with very beautiful, pristine landscapes. I would also describe it as a gateway to South Africa,” she said.
Mkhwanazi said her participation in the Moscow gathering was an opportunity to introduce Eswatini to a wider international tourism market and encourage visitors from Africa and beyond to discover the kingdom.
“Our reason for visiting this forum is really to call on all Africans and people of other nationalities to experience a Kingdom that is untouched by time yet fully connected to the future,” she said.
Exploring Russian tourism opportunities
One of the key areas of engagement was the possibility of developing customised travel packages for Russian tourists, potentially incorporating Eswatini into existing African holiday itineraries.
Mkhwanazi disclosed that discussions had taken place with Russian representatives about creating travel arrangements that would introduce Russian visitors to the kingdom, including those already travelling to established African destinations such as Tanzania.
She said Eswatini could become an additional destination for travellers exploring the continent, potentially serving as the final stop on an extended African holiday.
“We have also had some talks and meetings with Russian representatives about tailor-making or curating a package for Russians to come and visit Eswatini. I cannot divulge much about that yet because it was only a formal discussion,” she said.
Mkhwanazi also pointed to the relationship between Eswatini and Ghana, particularly their reputations for peace and stability in their respective regions.
She described Ghana as a beacon of peace in West Africa, drawing parallels with Eswatini’s reputation for safety and tranquillity in Southern Africa and the wider sub-Saharan region.
The proposed tourism cooperation with Russia remains at an early discussion stage, but the engagements present an opportunity for Eswatini to reach new international markets.
Phiksile P. Mkhwanazi and Vusie Dlamini meet Mikhail Serov of Russia’s Ministry of Economic Development during the Russia-Africa Summit at Gostiny Dvor in Moscow.
Wildlife and cultural heritage
Beyond potential travel partnerships, Mkhwanazi said Eswatini had distinctive attractions for international visitors, particularly those interested in wildlife, traditional customs and less crowded tourism experiences.
She said the kingdom offered opportunities to observe wildlife at relatively close range, with fewer visitors in some locations providing a different experience from Africa’s more heavily frequented safari destinations.
The country’s cultural calendar is another major attraction, particularly the annual Umhlanga ceremony, commonly known as the Reed Dance, and Incwala, a significant traditional ceremony associated with Eswatini’s royal and cultural heritage.
Both events attract interest from visitors seeking to experience African traditions and understand the customs that remain central to the kingdom’s identity.
Mkhwanazi said tourists visiting outside the periods when these ceremonies take place could still explore Eswatini’s heritage through cultural villages, where they can learn about traditional lifestyles and customs.
“Eswatini offers a lot for everyone listening to this. We have wildlife, with relatively small crowds, making it easier for visitors to get closer to the animals and observe them at close range.
“We also have a peaceful country, as I mentioned. We have many cultural events, with two major ones being the Umhlanga and Incwala ceremonies, which take place at specific times of the year.
“Outside the periods when these ceremonies are held, we also have cultural villages where tourists can visit and explore our heritage,” she said.
Vusie Dlamini of the Eswatini Tourism Authority speaks to GSMN’s Adekunle Owolabi during an interview on the sidelines of the Russia Africa Summit in Moscow.
ETA identifies Russia as a potential market
Vusie Dlamini, also of the Eswatini Tourism Authority, said Russia presented considerable opportunities for the kingdom’s tourism industry, following his first visit to the country and engagements with several organisations during the summit.
He described the visit as an important experience for Eswatini’s tourism sector, saying the engagements had opened opportunities to explore areas of mutual interest.
“It’s an exciting one for me. Personally it’s first time to Russia. But also it’s exciting for Eswatini’s tourism sector. We’ve had a few meetings with a few entities. I think Russia becomes a potential market for us from a tourism point of view,” he said.
Dlamini said Eswatini had considerable potential to attract Russian visitors, particularly those looking for natural attractions, cultural experiences and a peaceful holiday destination.
“We do believe there’s quite a lot that we can do in Russia, particularly to attract people to come to the kingdom,” he said.
Asked to identify five reasons international visitors should consider travelling to Eswatini, Dlamini pointed to its natural environment, scenic beauty, cultural heritage, hospitality and peaceful atmosphere.
He said the kingdom had retained much of its natural character, making it attractive to travellers interested in experiencing landscapes and natural surroundings that have remained relatively undisturbed.
“I think first of all it’s the fact that we are still a pristine country, very pristine naturally pristine. Our nature is still there, it’s not destroyed,” he said.
He also cited the country’s cultural traditions and annual events, including Umhlanga and Incwala, as important attractions for international visitors.
The MTN Bushfire Festival was another event he identified as an important part of Eswatini’s tourism offering, bringing together people through music, arts and cultural expression while showcasing the country’s identity.
Dlamini said the warmth and hospitality of emaSwati were equally important in creating a welcoming experience for international tourists.
“Our people are generally very, very warm people. Are welcoming and very friendly. You will never get lost. Small country. But obviously if you happen to be lost, a person can actually be able to take you from one place to another without you necessarily being hurt,” he said.
He further described peace and tranquillity as major selling points for the kingdom.
“Lastly, it’s because of our peace and tranquillity that I think we can 150% guarantee we are a very peaceful country,” he said.
Traditional identity takes centre stage in Moscow
The Eswatini delegation also attracted attention through its traditional clothing, which provided an opportunity to introduce aspects of the kingdom’s cultural identity to the international audience attending the summit.
During her interview with GSMN, Mkhwanazi explained that her attire represented the traditional regalia worn by married women in Eswatini.
She said she was proud to wear the traditional clothing while representing the kingdom in Moscow, despite the cold weather.
Dlamini also explained the significance of his traditional male attire, drawing attention to the animal skin worn underneath his clothing.
He said leopard skin was traditionally associated with royalty in Eswatini, although he clarified that wearing the attire did not mean he was royalty.
“Ordinarily, it’s worn by royalty. I’m not saying that I’m royalty, but it’s worn by royalty. I’m just a Dlamini,” he said.
Dlamini reflects on first visit to Russia
Beyond tourism promotion, Dlamini said his first experience in Russia had given him a positive impression of the country’s people and provided opportunities to explore potential areas of cooperation.
He described Moscow as a city he wanted to experience on foot, explaining that he sometimes preferred walking around unfamiliar destinations to observe everyday life rather than relying entirely on transport.
During his stay, he occasionally became lost while trying to locate his hotel but said Russian residents were willing to assist him, particularly those who could communicate in English.
“I honestly have noted how friendly Russians are as well. I think I got lost a bit in the city sometimes looking for my hotel because I prefer to walk sometimes to experience the real life of a city when I’m coming in for the first time,” he said.
“Though they struggled with English, the ones that I found that would understand English, they actually were able to take me from place to place. So, which I think was really, really amazing.”
Dlamini said the experience had strengthened his appreciation of the opportunities available for cooperation between Eswatini and Russia, particularly in tourism.
