Empowering Tourism: A Reflection on the Eswatini Tourism Market Segment Workshop

Empowering Tourism: A Reflection on the Eswatini Tourism Market Segment Workshop

In the heart of Eswatini, nestled amidst the captivating landscapes and vibrant culture, lies a profound dedication to enhancing tourism experiences. Recently, I had the privilege of attending the Tourism Market Segment Workshop hosted by the Eswatini Tourism Authority. Held at the esteemed Sibanesami Hotel and expertly facilitated by Dr. Frederic Thomas and Alex Jeffries, this workshop was a beacon of enlightenment for all participants.

Workshop Facilitator, Dr. Frederic Thomas 

First and foremost, I extend my sincerest gratitude to the Eswatini Tourism Authority for orchestrating such a fruitful event. The insights gleaned from the workshop were invaluable, offering a comprehensive understanding of how to elevate tourism businesses through online promotion, monitoring, and sustainable practices. As we delved into discussions and shared experiences, it became evident that this knowledge would serve as a catalyst for growth and innovation within the industry.

Workshop, Facilitator, Mr Alex Jeffries.
I must also express appreciation to the European Union for their generous financial support, administered through the International Trade Centre (ITC). Their investment in initiatives like these underscores a commitment to fostering economic development and prosperity in Eswatini.

One of the most enriching aspects of the workshop was the opportunity to engage with key stakeholders from both the public and private sectors. Rubbing shoulders with esteemed industry players, including Honorable Welcome Dlamini, Member of Parliament and Chairman of the Tourism Portfolio Committee, as well as Make Njabu Gwebu, Chairperson of the Eswatini Tourism Authority Marketing Committee, was an honor. Their presence underscored the collective commitment to advancing tourism in the Kingdom of Eswatini.

Programme Officer- Private Sector Development in the Delegation of EU to Eswatini, Mr. Luis Miguel Pascoal.

ETA Acting CEO, Simphiwe Ngubeni addressing the media during the workshop— at Sibane Hotel Eswatini.

ETA Marketing Committee Chairperson, Make Njabu Gwebu 


Member of Parliament and Chairman of the Tourism Portfolio Committee in The House of Assembly, Honorable Welcome Dlamini.

ETA Product Development Committee Chairperson, Make Philile Nabaala following workshop proceedings

Armed with newfound knowledge and inspiration, I am eager to apply these insights to my own endeavors. As the proprietor of Khelekhele Lodge & Campsite, Khopho Backpackers, and Ngwempisi Hiking Trails, I am confident that implementing digital marketing strategies and embracing innovative approaches will enhance the appeal of these destinations. With the unwavering support of industry leaders and stakeholders, I am poised to make Mankayane a premier tourist destination.


In closing, I am reminded of the profound impact that collaboration and knowledge-sharing can have on the tourism landscape. The Eswatini Tourism Market Segment Workshop served as a testament to the collective determination to not only thrive but also to flourish in an ever-evolving industry. As I return home, I carry with me a renewed sense of purpose and a commitment to realizing the full potential of tourism in Eswatini.




With gratitude and optimism, I embark on this journey, fueled by the vision of a vibrant and sustainable tourism sector. Together, we will pave the way for unforgettable experiences and enduring memories in the Kingdom of Eswatini.


[Thabiso Njoko - Chairman, Ngwempisi Trust]

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