MBABANE – Eswatini has officially entered the lucrative Meetings, Incentives, Conferences and Exhibitions (MICE) tourism market, with the opening of the Ezulwini Palazzo International Conference Centre already reshaping the country’s hospitality sector.
According to Karol Joszkowski, General Manager of Royal Villas, the development marks a major shift for the tourism industry, with Eswatini now firmly positioning itself within the global business tourism space.
“Eswatini has entered the MICE tourism market,” Joszkowski said, noting that the opening of the Ezulwini Palazzo had already created visible benefits for nearby accommodation establishments.
Joszkowski stated that there had already been a benefit since the official launch of the Ezulwini Palazzo, adding that even during the construction phase of the facility, surrounding hotels had already begun seeing increased occupancy from contractors and workers involved in the project.
He further said the ongoing Organisation of African, Caribbean and Pacific States (OACPS) and European Union (EU) meetings in Ezulwini had significantly boosted bookings across the hospitality sector. “We have seen an increase in bookings because of the meetings currently taking place,” Joszkowski said.
He added that while there had been questions about whether the new convention centre would create competition for existing hotels, the short-term impact had been largely positive.
Joszkowski stated that in the short term, it is actually working to the hotel’s advantage because of the proximity to the convention centre, describing the Ezulwini Palazzo as a world-class facility in a completely different league.
He said the development effectively places Eswatini among countries capable of hosting large-scale international conferences and diplomatic gatherings, a key characteristic of MICE tourism.
Meanwhile, Eswatini is increasingly positioning itself as a growing player in the global MICE tourism industry, as hotels continue to report increased bookings driven by international conferences and large-scale events. The opening of the Ezulwini Palazzo, which includes a state-of-the-art international conference centre (ICC), is widely seen as a turning point for the country’s tourism and hospitality sector.
The facility is currently hosting more than 500 delegates from the OACPS and EU, who are participating in high-level meetings that have attracted visitors from across Africa and beyond.
The international engagements are among the largest events hosted in Eswatini since the official launch of the Ezulwini Palazzo, which has already begun transforming the tourism landscape in the Ezulwini Valley. Hotels in the area have reported strong demand for accommodation, with some already fully booked during the conference period.
Meanwhile, according to Langelihle Gwebu, responsible for commercial marketing at Hilton Garden Inn, several dates between May 7 and 15, 2026 were fully booked due to the ongoing international meetings and the opening of the new conference facility. “Some of the days are fully booked because of the meetings taking place in the country,” she said.
Gwebu added that major national events, including the recent 40-58 celebrations, had also substantialy boosted the hospitality sector, with hotels operating at near full capacity. “Even during the 40-58 celebrations, the hotels greatly benefited. Many hotels, including Hilton Garden Inn, were full,” she said.
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SibaneSami Hotel benefitting
MBABANE – SibaneSami Hotel Marketing Officer Temakhonkosi Mndzebele said the hotel experienced strong demand during the Ezulwini Palazzo launch and the 40-58 celebrations.
“During the 40-58 celebrations, we were fully booked,” she said.
However, she noted that while the ongoing Organisation of African, Caribbean and Pacific States (OACPS) and European Union (EU) meetings had attracted more than 500 delegates to the country, the hotel was currently hosting mainly tour groups.
Despite this, industry players remain optimistic that the growing calendar of international events will continue to boost occupancy rates across the sector.
Tourism analysts say countries that invest in conference infrastructure often see long-term gains, including increased demand for hotels, restaurants, transport services and retail businesses.
Across Africa, many countries are increasingly prioritising MICE tourism as a strategy to diversify their tourism sectors and reduce reliance on traditional leisure travel markets.
Regional and continental bodies, including the African Union (AU), have consistently encouraged investment in conference facilities and business tourism infrastructure to attract international events.
With Eswatini now hosting major regional and international gatherings, stakeholders believe the country is well on its way to establishing itself as a recognised MICE destination on the continent.
Restaurant owners and guesthouse operators across Ezulwini and surrounding vicinity have also reported a noticeable shift in business activity linked to the growing MICE tourism wave, saying the impact is being felt well beyond major hotels.
Some restaurant owners said they have seen increased lunchtime and evening traffic during major conferences, particularly from international delegates and support staff who often seek local dining experiences outside their conference venues.
One owner noted that group bookings and walk-in customers have become more frequent during large-scale meetings, creating a more predictable flow of customers even on weekdays, which are traditionally quieter.
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