Tourism as a source of growth in Swaziland

In 2010, as part of a team of nine experts in fields such as agriculture, mining retaining, finance and tourism, Professor Marina Novelli was commissioned to conduct research investigating the Swaziland tourism value chain.

The study was aimed at identifying ways to diversify Swazi tourism from being mainly of a transient nature to a more economically sustainable one, though the identification of ways to extending visitors’ stays in the destination.

A Tourism Policy Note, which later informed National Government policy was produced addressing issues such as transient tourism, seasonality, product and service quality, product versus value for money, product diversification, promotion and marketing, source market diversification and destination development.