As part of activities marking World Tourism Month, the Eswatini Tourism Authority (ETA) joined tourism industry stakeholders for a dedicated Artificial Intelligence in Tourism training session at SibaneSami Hotel on 22 September 2026.
Organised as a centrepiece activity for World Tourism Month 2026, the transformative session was facilitated by the University of Eswatini AI Academy in direct alignment with the global World Tourism Day theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
The initiative brought together a comprehensive cross-section of the tourism ecosystem, including tour operators, travel agents, professional tour guides, marketing executives and social media managers from bed-levy compliant establishments across the country. Led by distinguished academic resource persons from the University of Eswatini, including Professor Sandile Motsa and Mr. Wiseman Nyembe, the workshop marked a decisive shift toward embedding cutting-edge digital intelligence into the nation’s tourism operations.
Background
World Tourism Day is celebrated globally every year on September 27. Established by the United Nations World Tourism Organization (UN Tourism, formerly UNWTO) at its General Assembly session in 1979, the inaugural celebration officially took place in 1980. The date chosen holds deep symbolic significance. September 27 marks the anniversary of the adoption of the UN Tourism Statutes in 1970, a critical milestone that paved the way for modern international tourism governance. Additionally, the date corresponds with a major seasonal transition in global travel, the end of the peak tourism season in the Northern Hemisphere and its commencement in the Southern Hemisphere.
The primary purpose of World Tourism Day is to foster global awareness regarding the social, cultural, political and economic value of tourism. The sector serves as a crucial driver of economic development, job creation, local community empowerment and heritage preservation worldwide.
Each year, UN Tourism selects an official overarching theme to address pressing opportunities and challenges in global travel, ranging from sustainability, digital transformation and green investments to rural development, peace and human capital. Host nations and international destinations observe the day through conferences, cultural exhibitions, policy forums and educational workshops.
A Strategic Imperative for National Growth
Delivering the closing address, Mr. Vusie N. Dlamini, Chief Executive Officer of the Eswatini Tourism Authority (ETA), underscored that artificial intelligence has evolved from an emerging technology into an indispensable driver of international competitiveness.
“We are living in an era where technology is no longer an optional add-on; it is the fundamental engine driving global travel choices, customer engagement, and operational efficiency,” stated Mr. Dlamini. “The integration of Artificial Intelligence into our destination ecosystem allows us to reimagine how we tell the Eswatini story, how we serve our visitors and how we measure our growth.”
The CEO emphasised that adopting AI is essential to ensuring that Eswatini’s rich cultural heritage, pristine nature reserves, and signature brand promise- “A Royal Experience Awaits” remain vibrant and accessible to modern, tech-savvy global travellers.
Practical Applications Across the Tourism Value Chain
The training provided participants with hands-on exposure to generative AI models, data analytics, predictive booking algorithms and automated customer engagement platforms tailored for local application:
Tour Guides & Cultural Heritage: Facilitators demonstrated how AI tools can assist guides in building hyper-personalised, multilingual itineraries and enriching oral storytelling with detailed historical context for international tourists.
Tour Operators & Travel Agencies: Industry managers explored predictive tools to optimize tour packages, dynamic pricing models, and automated administrative systems to streamline operational workflows.
Hospitality Marketing & Compliance: Social media managers and digital marketers learned advanced techniques in AI-assisted content generation, sentiment analysis and online reputation management. Mr. Dlamini praised the commitment of bed-levy compliant establishments, noting that their contributions directly fund national marketing endeavours, which are now being amplified through AI-driven target marketing.
Data-Driven Destination Marketing: For the ETA’s internal team, the training reinforced a strategic pivot toward data-centric campaigns, ensuring every Lilangeni invested yields measurable economic returns.
Academia and Industry: A Synergistic Partnership
The collaboration between the Eswatini Tourism Authority and the UNESWA AI Academy showcases the powerful potential of pairing academic expertise with practical industry needs. By bridging advanced research with day-to-day hospitality operations, the UNESWA AI Academy continues to cement its role as a key catalyst for national digital literacy and economic development. Representing the facilitation team, Professor Sandile Motsa and Mr. Wiseman Nyembe highlighted that equipping professional with practical generative AI skills enhances decision-making and fosters sustainable local innovation.
Paving the Way for the Future
As delegates concluded the session at SibaneSami Hotel, the call to action was clear; immediate implementation. Industry stakeholders were urged to transition from concept to practice by integrating AI tools into their daily workflows without delay. By building digital capacity across all tiers of the sector, Eswatini is positioning itself as a forward-thinking leader in regional tourism. Through sustained collaboration between government, academia, and private enterprise, the Kingdom is actively building a resilient, innovative and digitally empowered tourism economy.
Happy World Tourism Day!