MTN Bushfire Festival Director Jiggs Thorne says the arts sector has the potential to become a major contributor to Eswatini's economy and should be recognised as a strategic driver of growth and development.
Speaking on Day Two of the festival, Thorne described the opening day as exceptional, with strong attendance and visitors travelling from around the world to experience the internationally acclaimed event.
According to Thorne, more than 60 nationalities were recorded at Bushfire in 2025 and similar numbers are expected this year as Eswatini continues to grow its tourism footprint.
The festival commissioned research through North-West University which found that Bushfire contributes approximately E121 million to the Eswatini economy.
While acknowledging the significance of the figure, Thorne believes the overall impact may be even greater.
"The economy is difficult to quantify, so my personal feeling is that it's more than that," he said.
For Thorne, the findings demonstrate the value of investing in arts and culture, not only as a form of entertainment but as a sector capable of creating jobs, attracting visitors and stimulating economic activity.
He called on decision-makers to recognise the potential of the creative industry and explore ways of leveraging arts and culture to support national development.
Beyond the economic conversation, Thorne said Bushfire remains committed to creating a space where people from different backgrounds can come together through music, creativity and cultural exchange.
He noted that the festival's 2026 theme, Juncture of Hum, reflects the importance of connection in an increasingly divided world.
Throughout the weekend, festivalgoers have gathered to experience performances from local and international artists, creating what Thorne described as a meeting point for diverse audiences and ideas.
....PM challenges MTN Bushfire to grow economic impact
Prime Minister Russell Mmiso Dlamini has challenged MTN Bushfire Festival to double its E121.2 million contribution to the Eswatini economy, describing the event as one of the country's strongest tourism and creative industry assets.
The Prime Minister made the remarks during a Bring Your Fire interview on the opening day of the 19th edition of the festival in Malkerns.
Dlamini praised Bushfire's growth over the years and its ability to attract thousands of visitors to Eswatini annually.
He said the festival continues to support the country's broader tourism ambitions while creating opportunities for local businesses and entrepreneurs.
The Prime Minister noted that Bushfire's success aligns with Eswatini's long-term goal of attracting five million tourists annually and highlighted the role of arts and culture in driving economic activity.
He also commended the festival for creating market opportunities for emaSwati craft traders and micro, small and medium-sized enterprises.
Throughout the festival grounds, local businesses have been showcasing products ranging from handmade crafts and fashion items to food and cultural experiences.
Meanwhile Day Two saw thousands of festivalgoers exploring stalls and exhibitions across the venue, with local entrepreneurs benefiting from direct access to both local and international visitors.
The introduction of the Nguni Livestock Lounges further highlighted Bushfire's growing focus on enterprise development.
The initiative showcases how livestock contributes to culture, food production, craftsmanship and business innovation.
Powered by the International Trade Centre and the European Union in Eswatini, the programme supports local MSMEs through training, mentorship and market access opportunities.
While crowds continued to fill the festival grounds on Saturday, the Prime Minister's challenge reinforced the growing belief that arts and culture can play a significant role in national economic development.
MTN Bushfire coversations focus on creative futures
Beyond the music and performances, MTN Bushfire 2026 has also become a space for important conversations about the future of African creativity.
The Arts Round Table, held in partnership with the Africa Rising Music Conference, brought together artists, industry leaders and creative entrepreneurs to discuss opportunities and challenges facing the sector.
Discussions focused on building sustainable artist careers, strengthening independent creative identities, safeguarding mental health and expanding opportunities for collaboration across African markets.
Participants also explored how emerging technologies can support innovation while helping artists reach wider audiences.
Central to the discussions was the Arts Incubator Corridor, an initiative connecting Eswatini, Mozambique and South Africa.
The programme aims to improve market access, encourage artist mobility and establish industry standards that support long-term growth within the creative economy.
The conversations reflected a growing recognition that African artists require stronger support structures beyond performance opportunities.
Around the festival grounds, this commitment to creative enterprise could also be seen through initiatives such as the newly launched Nguni Livestock Lounges, where culture, food, craftsmanship and business intersect.
Together, these platforms demonstrate how Bushfire continues to evolve beyond a music festival into a broader cultural and economic ecosystem that supports creativity, entrepreneurship and regional collaboration.
