The Eswatini Tourism Authority (ETA) continues to demonstrate its innovative approach to destination marketing by leveraging strategic partnerships with leading commercial entities, ensuring that tourism promotion delivers tangible economic benefits. During the Choose Eswatini Festive Season Campaign, the ETA collaborated with MTN MoMo Eswatini and Total Energies Eswatini to create a mutually beneficial initiative that not only enhanced consumer engagement but also supported the commercial objectives of its partners.

This partnership exemplifies the ETA’s commitment to integrated marketing strategies, where tourism promotion is seamlessly aligned with commercial outcomes. By combining the reach and capabilities of prominent brands with its own platform, the ETA was able to amplify the campaign’s impact while creating meaningful incentives for local consumers.

The collaboration focused on two primary objectives: increasing fuel volumes at Total Energies service stations and scaling up MTN MoMo Pay transactions. To achieve this, the ETA and its partners launched a consumer competition that incentivized Emaswati to engage directly with both brands. Consumers who fueled at any Total Energies station using MTN MoMo, with a minimum spend of E500, qualified for a chance to win a variety of exciting prizes.

The competition was structured to maximize participation and sustain engagement over time. Two draws were scheduled, with the first taking place on 28 November and the second on 12 December. The prize pool was thoughtfully designed to appeal to the target audience, including fuel vouchers, MTN MoMo vouchers, and accommodation or bed and breakfast vouchers. This combination of rewards ensured that participants not only benefited immediately through fuel savings or mobile money credits but also had the opportunity to enjoy experiential tourism within Eswatini, reinforcing the destination’s appeal.

To ensure broad awareness and sustained visibility, the competition was promoted across a variety of channels. Digital platforms including social media were leveraged for real-time engagement, while print media provided credibility and reach within traditional readership circles. Electronic media, including radio, further amplified the campaign’s message, ensuring that the initiative reached diverse demographics across the country. The multi-channel approach demonstrated the ETA’s understanding of media synergy, where different touchpoints work together to reinforce campaign messaging and maximize consumer participation.

Beyond immediate consumer engagement, the partnership showcased the ETA’s ability to create integrated campaigns that generate measurable economic impact. By aligning tourism promotion with the commercial objectives of Total Energies and MTN MoMo, the ETA helped drive increased fuel sales and mobile money transactions, illustrating a clear link between destination marketing activities and broader economic benefits. This approach reinforces the concept that tourism marketing is not only about attracting visitors but also about stimulating local commerce and creating value for partners.

The collaboration also highlighted the role of consumer incentives in enhancing participation. By offering rewards that are relevant and desirable, the campaign successfully encouraged behavioral change, motivating Emaswati to adopt digital payment methods via MTN MoMo while engaging with local service providers like Total Energies. This not only supported the partners’ business objectives but also fostered a culture of convenience and innovation among consumers.

From a strategic perspective, the partnership between the ETA, MTN MoMo Eswatini, and Total Energies represents a model for how destination marketing can be expanded beyond traditional promotion. By integrating commercial partners into tourism campaigns, the ETA is able to amplify reach, enhance consumer experiences, and drive measurable outcomes that benefit both the tourism sector and the broader economy. Such collaborations also reinforce the Kingdom of Eswatini as a progressive and connected destination, one that values innovation, consumer engagement, and mutually beneficial partnerships.

In conclusion, the Choose Eswatini campaign demonstrates the ETA’s ability to orchestrate strategic partnerships that deliver integrated marketing outcomes. By working closely with MTN MoMo Eswatini and Total Energies Eswatini, the ETA successfully combined destination promotion with commercial growth objectives, leveraging consumer competitions and multi-channel communications to maximize engagement. This initiative not only increased fuel volumes and mobile money transactions but also reinforced Eswatini’s reputation as a destination that creatively links tourism promotion with tangible economic impact.

Through such collaborations, the ETA continues to set a benchmark for innovative, results-driven destination marketing in Southern Africa, proving that tourism campaigns can simultaneously inspire national pride, enhance visitor experiences, and drive measurable commercial results.