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The Kingdom of Eswatini

Eswatini Tourism Authority Participation at 44th International Tourism Fair in Belgrade, Serbia

In its continued quest to spread the good news on Destination Eswatini across the globe, the Eswatini Tourism Authority (ETA) joined 400 exhibitors from 26 countries at the 44th International Tourism Fair in Belgrade, Serbia.

This annual show took place from 23 to 26 February, 2023 at the Belgrade Fair giving exhibitors a lucrative platform to engage product owners and the public at large. The number of visitors recorded at this year’s fair was 32,115.

What stood out about this show was the showcasing of dining, wine tourism, accommodation, destinations and different types of services and tourism. Much like Eswatini, the Serbs are a nation with rich history and they displayed this in a striking way at the fair. The show did not adopt a one-dimensional focus on destinations. Instead, it touched on wine tourism, as well as industrial equipment that can be used domestically and in a business setting.

Eswatini, along with all the African countries that exhibited at the show, was sponsored by Serbia’s Ministry of Tourism. The ETA, led by the Minister of Tourism & Environmental Affairs, MP Moses Vilakati, was invited to and hosted at the show by the country’s Ministry of Tourism.

Europe has, over the years, proven to be one of Eswatini’s increasing source markets. So, the International Tourism Fair in Belgrade presented a much welcome opportunity to learn more about the Serbian market, network with the country’s citizens and service providers, and showcase the Kingdom of Eswatini as a preferred destination in Africa.

Over the duration of the 3-day show, Eswatini showcased culture, activities and adventure, events and safaris as the country’s unique tourism offerings. This selection was informed by ETA’s research findings that have revealed the international market’s mass appeal to these experiences.

Visitors to the Eswatini stand comprising students, groups of friends, couples and families, were also fascinated by the country’s name change from Swaziland to Eswatini.

Overall, the interest in Destination Eswatini by the Serbian market was evident and encouraging making this show a success for the Eswatini tourism industry.