BY SIPHOSETHU DLAMINI
MANZINI – The Eswatini International Trade Fair has outgrown the Mavuso Trade and Exhibition Centre, with His Majesty King Mswati III calling for urgent expansion of the facility as record exhibitor numbers force some businesses into temporary marquees.
Speaking during the official opening of the 58th edition of the Eswatini International Trade Fair yesterday, the King said the growing number of exhibitors was clear evidence of the event’s success, but had also exposed the limitations of the current venue.
His Majesty said the country should consider adding more pavilions to ensure that the Trade Fair can accommodate the growing number of local and international exhibitors.
He noted that the situation had reached a point where some exhibitors had to be accommodated in marquees because the existing pavilions were already full.
“The number of exhibitors has grown by leaps and bounds,” the King said, noting that this year’s figures had surpassed previous years.
He said the expansion of the facility should be treated as an urgent matter, while describing the pressure on available space as a positive indication of the confidence that businesses have in the Trade Fair. The King called on designers to explore possible ways of expanding the facility so that it could accommodate even more exhibitors in future.
He said increasing the number of pavilions would not only address the current shortage of exhibition space, but could also create room for more investors and businesses to participate in the annual event.
The 58th edition of the Trade Fair is being held under the theme ‘Unlocking Green Economy Opportunities for Sustainable Trade Promotion.’
His Majesty said the Trade Fair had become an important platform where culture, enterprise and national development meet. He drew a comparison between the Trade Fair and a piano, saying the different aspects of the country’s development and culture work together like the black and white keys needed to produce good music. The King said this was evident in the way the Trade Fair coincided with the annual Umhlanga Reed Dance, which has also attracted large numbers of participants and visitors.
He said the combination of culture and business presented an opportunity for the country to showcase its progress while creating platforms for local products and enterprises.
His Majesty welcomed exhibitors from Eswatini, the Southern African Customs Union (SACU), the Southern African Development Community (SADC) and other parts of the world.
He encouraged exhibitors to exchange contact details, ideas and business opportunities so that participation in the Trade Fair could translate into lasting commercial relationships beyond the event. The King also linked the Trade Fair to calls made during the 46th SADC Ordinary Summit and SACU engagements for countries to strengthen intra-African trade. He said countries needed to implement practical measures to improve trade among themselves and strengthen commercial relations within SACU and SADC.
His Majesty urged emaSwati to support exhibitors by visiting their stalls and purchasing or learning more about the products on display. He expressed excitement at the increase in exhibitors compared to last year, saying the growth demonstrated the importance of the Trade Fair as a business platform.
The King also applauded organisers for ensuring that the event accommodates people of different ages, including children. He said the inclusion of children allowed parents to attend the Trade Fair while their children could also enjoy themselves and interact with their peers.
New investment tagline
In a significant change announced during the opening, the King unveiled the new tagline for the Eswatini Investment Promotion Authority (EIPA).
The new tagline is ‘Unlocking Investment Opportunities, Transforming Eswatini’ (‘Sivula Kuhlangela Kwetimali, Sigucula Live Leswatini.’)
The new message places investment and transformation at the centre of EIPA’s positioning, reflecting the country’s drive to unlock opportunities that can contribute to economic development. The King’s announcement came as the Trade Fair continues to position itself as a meeting point for businesses, investors, entrepreneurs and members of the public.
His Majesty further highlighted the growing role of sport in the Trade Fair programme, saying sport should no longer be regarded merely as recreation but as a business capable of creating sustainable livelihoods.
He applauded sponsors supporting football, basketball, netball, volleyball and cultural dance competitions, saying sporting activities could help emaSwati develop talent and compete on the global stage. The King encouraged the private sector to invest in sports development and youth innovation, particularly through digital media, broadcasting, athletic branding and modern sports management.
He said the integration of sport into the Trade Fair programme demonstrated how different sectors could contribute to economic development.
His Majesty thanked the sponsors, exhibitors, international partners and all stakeholders who contributed to making the 58th edition of the Trade Fair a success.
He encouraged emaSwati to visit the Trade Fair, engage with exhibitors and support the businesses showcasing their products. The King officially declared the 58th edition of the Eswatini International Trade Fair open.
NEW EIPA TAGLINE SIGNALS NEW DIRECTION
Siyaya also welcomed the launch of EIPA’s new tagline, saying it reflected the authority’s renewed ambition and commitment to taking a more proactive role in supporting investment, trade and economic growth.
The new tagline, unveiled by His Majesty during the opening of the Trade Fair, is ‘Unlocking Investment Opportunities, Transforming Eswatini’, translated as ‘Sivula Kuhlangela Kwetimali, Sigucula Live Leswatini.’
He said the new identity marked a new phase for EIPA as it sought to strengthen its contribution to investment, trade and economic development. Siyaya said EIPA’s philosophy for the Trade Fair in recent years had been ‘Connect, Create, Grow, ’ connecting businesses to opportunities, creating enduring partnerships and growing prosperity for emaSwati.
He said this year’s theme, ‘Unlocking Green Economy Opportunities for Sustainable Trade Promotion,’ reflected EIPA’s alignment with the Sustainable Development Goals and its commitment to a just transition that creates sustainable economic opportunities for emaSwati.
Siyaya expressed gratitude to His Majesty for attending the Trade Fair and providing continued support to EIPA’s investment promotion mandate.
He encouraged visitors and exhibitors to use the Trade Fair as an opportunity to experience Eswatini’s products, investment opportunities and business potential. He concluded by wishing all exhibitors and visitors a successful Trade Fair.
TRADE FAIR STRENGTHENS REGIONAL LINKS
Siyaya said the international participation at this year’s Trade Fair demonstrated growing regional and global interest in Eswatini’s market.
He welcomed international delegations, including exhibitors from Botswana coordinated by the Botswana Investment and Trade Centre (BITC) and exhibitors from Zimbabwe coordinated by ZimTrade.
He said EIPA’s dedicated International Pavilion was providing a one-stop sourcing and engagement platform for traders and small and medium enterprises.
The Chairperson said EIPA wanted exhibitors to leave the Trade Fair with more than just contacts, but with commercial relationships and tangible business opportunities.
He disclosed that EIPA was finalising a memorandum of understanding (MoU) with Trade and Investment KwaZulu-Natal, while it also intended establishing formal long-term cooperation instruments with BITC and ZimTrade.
Siyaya said these partnerships would help strengthen cross-border business relationships and create opportunities for Eswatini enterprises to access wider markets.
He said attracting investment was only part of EIPA’s responsibility, noting that the country also needed to make it easier for investors to establish, operate and grow businesses.
Siyaya said the Business One Stop Shop (BOSS) was EIPA’s flagship investor-facilitation initiative and had been established in response to His Majesty’s directive to make it easier to invest and do business in Eswatini.
He said BOSS was designed to simplify and coordinate processes such as company registration, trading licences, work permits and visas.
“This is investment facilitation in practice: Removing friction, connecting businesses and accelerating decisions,” Siyaya said.
He said BOSS was operating at the Trade Fair, where it was facilitating business-to-business and buyer-seller engagements between foreign exhibitors and local enterprises.
Siyaya said the initiative was part of EIPA’s renewed approach to ensuring that investors not only identify opportunities in Eswatini but can also navigate the processes required to establish and grow their businesses.
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