‘Egg-straordinary’ digital presence by ETA

By Mrs M

The Eswatini Tourism Authority (ETA), in partnership with local influencers, wrapped up its 2025 Easter digital campaign with impressive results showing that homegrown content continues to resonate widely across digital platforms.

Running from March 22 to April 30, the campaign generated 54 posts across various platforms, leading to over 1.5 million total views of videos and images showcasing Eswatini’s landscapes, culture, and experiences.

On Facebook, the campaign reached 395,529 users, with 59,672 engagements, a strong indication of active interest and interaction with the content.

TikTok proved to be one of the standout platforms. The total playtime for campaign videos surpassed 5,977 hours, while the average watch time came in at an encouraging 6 minutes and 50 seconds, suggesting that audiences stayed tuned in to the stories being told.

In the media space, 35 online newspaper posts carried coverage of the campaign, helping to extend its visibility beyond social media.

With a consistent digital presence and the strategic use of influencer partnerships, the ETA’s Easter campaign succeeded in amplifying the Eswatini tourism brand, especially among younger, online-first audiences.

Worth noting is that,ETA officially launched its 2025 Easter tourism campaign with a colourful and culturally rich event held at the Mountain View Hotel in Mbabane.

The event, held on March 21, brought together key players in the tourism sector, influencers, and members of the media. 

Officiated by the Minister of Tourism and Environmental Affairs, Jane Mkhonta-Simelane, the launch aimed to set the tone for what would become a month-long celebration of Eswatini’s hidden gems.

Adding a vibrant, distinctly local flair to the affair, guests arrived in their Sunday best decked in church regalia and formal wear, blending faith, fashion, and festivity in a uniquely Swati way.

The campaign,titled#UnwrapYourEasterAdventure, is part of ETA’s broader mission to boost domestic and regional tourism by spotlighting off-the-beaten-path destinations across the Kingdom.

It featured a national Easter giveaway aimed at encouraging locals to explore their own backyard while supporting Eswatini’s tourism industry.

Following the launch, a familiarisation tour kicked off on March 22, where selected influencers and media personalities were taken on a curated journey through various tourism hotspots.

These included Silverstone Lodge, Ngwenya Glass, Malolotja Nature Reserve, Maguga Lodge, and Piggs Peak Hotel. 

The goal was to give these digital storytellers authentic experiences to share with their audiences online.

The campaign fused culture, storytelling, and strategic digital marketing, aiming not just to promote travel during the Easter season but to plant the seed for year-round exploration of the Kingdom.