‘ETA CEO appointment growth opportunity for me’
Community tourism encourages a deeper connection between the host and the visitor and further promotes environmental protection, cultural conservation, social responsibility, and the enhancement of livelihoods
TVusi Dlamini (VD): VD:
Tourism
he Eswatini Tourism Authority (ETA) has appointed its new CEO Vusi Norman Dlamini who says the appointment is a growth opportunity for him.
Dlamini is a former Director of Communications and Marketing at Eswatini Revenue Service (ERS) where he served for more than 13 years before bidding farewell to the entity and joining the ETA this year.
In an interview, the new CEO said it is an honour for him to be accorded such an opportunity to lead one of the most important entities in the country.
“As the Minister of Tourism and Environmental Affairs mentioned during the official introductory event, the ETA is the mirror for our beautiful Kingdom. Professionally this is a growth opportunity for me,” he said.
Dlamini said a marketing and communications professional, it is also a huge responsibility to promote not just ETA but the entire country as a preferred destination, which he considers an exciting challenge.
This is how Dlamini responded to questions posed by the Eswatini Financial Times (EFT).
EFT: What are your plans to improve the tourism sector from where it is now?
This is in line with the country’s Tourism strategy for 2027, which we expect will be implemented by the end of 2027. Community-based Tourism is one of the growing sectors in Eswatini that can increase tourist arrivals and spending in the country. Community tourism encourages a deeper connection between the host and the visitor and further promotes environmental protection, cultural conservation, social responsibility, and the enhancement of livelihoods. Over and above that, tourism promotion and marketing in regional and international sources and emerging markets need to be strengthened to heighten the awareness of Eswatini as a destination of choice in Africa.
EFT: You bring with you an outstanding experience from the ERS whereby you were at an advantage of getting firsthand information on the country’s economy. How do you intend to utilize that information within the tourism industry for its benefit?
The of data is key, and interventions should be datadriven. It’s great to see that the ETA has a strong research department. And based on this data we should continue to improve working with our various stakeholders. use very our
EFT: How do you intend to maintain and grow the standing MoUs of the entity including the Triland agreement and another with the Eswatini Football Association (EFA)? VD:
Constant engagement, communication, collaboration, and cooperation with the relevant stakeholders are key to maintaining the existing relationships and agreements.
We are hopeful that we will sign more MoUs with relevant stakeholders locally and in the region to strengthen our existence and increase brand visibility.
EFT: As the country’s first airline has turned a year old since its launch, what areas do you feel need to be focused on and what are your plans to grow Eswatini Air in line with tourism? VD:
Eswatini Air connects Eswatini to the world and we are grateful that there is direct access to the destination. Our plans as the Authority are to ensure that we are present and visible in the source markets (Johannesburg, Cape Town, Durban, and Harare) as highlighted in our strategy to increase visitor numbers by two million and E2 billion in tourism receipts and increase the average length of stay to four nights by 2027.
EFT: Where do you see the Eswatini tourism sector in the next five years in line with the 2027 strategy? VD:
The main goal is to increase tourists to two million and contribute significantly to the country’s Gross Domestic Product.