MTN Bushfire 2026 attracted 28 392 international visitors to Eswatini between May 27-31, a 54.5% increase compared to 2025, according to data released by the Eswatini Tourism Authority (ETA).
While the majority of international visitors were from neighbouring countries, the festival recorded growth from long-haul markets.
According to the ETA data, the US remains the leading overseas source market with an estimated 66% increase in festival attendees compared to 2025. Attendees from the Netherlands increased by an estimated 85% while UK-based attendees increased by 29%.
The diversity of source markets reflects the festival’s growing international profile and its ability to attract visitors from long-haul markets, the data indicates.
Most visitors travelled in groups with couples, families, friends and colleagues accounting for the majority of arrivals. ETA notes that group travel typically supports higher spending on accommodation, transport, food and beverages, entertainment and other tourism-related services.
Occupancy increases
Accommodation establishments along the Mbabane-Manzini corridor recorded high occupancy rates during the festival period.
Occupancy was further boosted by pre-existing bookings linked to package tours, conferences, training programmes and business events.
Many festivalgoers arrived ahead of the official opening. According to the ETA, early arrivals were driven by efforts to avoid anticipated border and traffic congestion and allowed visitors additional time to explore the destination before attending festival activities.
Average room occupancy reached 78.6% – up from 73.7% in 2025.
Hotels recorded the highest occupancy rate at 83%, followed by game and nature reserves at 78.9%. Guest houses achieved occupancy of 61.5% while bed and breakfast establishments recorded 55.8%.
Regionally, Manzini recorded the highest occupancy rate at 82.3%, followed by Ezulwini at 80.5% and Mbabane at 73%.
May arrivals increase
The festival contributed to a broader increase in international arrivals during May.
According to the ETA, Eswatini recorded 97 576 international visitor arrivals during the month – a 9.3% increase on the 90 701 arrivals recorded in May 2025.
Visitors from Europe increased by 8% largely due to a 75% increase in arrivals from France. However, growth in the French market in May contrasts with a decline in French attendance at MTN Bushfire, indicating stronger travel activity outside the festival period.
Visitor arrivals from the US increased by 13.9% while arrivals from the Asia-Pacific region grew by 27%.
ETA also attributes the month’s performance, apart from the festival, to the opening of the Ezulwini Palazzo International Convention Centre, which hosted the Organisation of African, Caribbean and Pacific States-European Union African Regional Parliamentary Meeting, attracting more than 500 delegates from Africa, the Caribbean and Europe.
