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Tourism

To begin with came the news that neighbouring South Africa had won the bid to host the final rounds of the prestigious 2010 Soccer World Cup. As the first African country in that international football federation's long history to stage its showpiece gathering held every four years - and with several countries from central, west and north Africa likely to successfully negotiate the qualifying rounds - many thousands of our continent's soccer fans have already expressed their intentions to attend the month-plus of unbridled revelry and spending­ extravaganza.

So, too, have sports lovers from football-playing countries right around the world, and the vast majority of all arrivals will be jetting into Johannesburg - already the major springboard for air travelers arriving in southern Africa to launch their excursions into Swaziland. Frequent connecting flights plus world-class road and rail links from various points in South Africa make journeying to Swaziland a convenient transition. Thanks to a vigorous, effective marketing of the kingdom and its tourist-magnets to the international network of travel agents, many encourage our inclusion in their clients' itineraries - an easy task given Swaziland 's enviable word-of mouth reputation as a spectacularly scenic, diverse, welcoming and safe holiday destination. Concerted strategies are well in place to ensure that optimum advantage is taken of the forthcoming bonanza.

WATERSIDE
WONDER

Scheduled for completion in time for the 2010 Soccer World Cup is the outcome of the second groundbreaking announcement made during this period under review - the construction of an E1.8­billion trans-frontier (Swaziland-South Africa) resort development at Lavumisa in the kingdom's far southeast corner leeward of the picturesque Lebombo Mountains . Occupying some 11 000 hectares and incorporating Swaziland's portion of the expansive Jozini Dam renowned by sport-fishermen worldwide, the project's working-title of "Jozini Big Six" is derived from the planned addition to this famous tiger-fishing locale of a game reserve teeming with the legendary Big Five of the African bush - lion, leopard, elephant, rhino and buffalo.

SPOILED FOR CHOICE

Golfers will be invited to pit their skills against the challenging, championship-class course which is currently on the drawing board, and those with a penchant for gambling will have around-the-clock opportunities to try their luck against the house in a glittering casino destined to set new standards of sophisticated elegance for the region. Live entertainment and a tantalizing array of exotic dining venues will complete holidaymakers' 24-hour lists of 'things-to-see-and-do'. Visitors will be equally hard-pressed to choose between the accommodation options on offer - a lakeside village and marina, spa excursions, world class golfing challenges and all manner of other sporting and outdoors activities plus meaningful cultural encounters.

CULTURAL ICONS

At the vanguard of demanding more insightful, community-orientated tourism have been visitors from EU countries with a colonial history in Africa or involvement in abetting independence campaigns and granting political refuge to asylum-seekers. Noticeable growth has also been recorded in the number of African-American travellers in search of their ancestral roots, a phenomenon which gained particular prevalence after Nelson Mandela achieved Nobel Peace Laureate status, became a household name and was adopted as the icon representing almost every current human rights issue. Inspired by a new global consciousness and no longer entirely satisfied with high-tech environments within which they could be "anywhere in the world and not know the difference", tourists of all descriptions -the young and inquisitive backpacking genre in particular are more and more seeking out grassroots experiences in their quests to gain a deeper understanding of the world's diverse cultural composition.

, With culture and the arts unshakably established over many generations as the bedrock of Swazi ', society, small wonder that the kingdom proudly projects abroad an image of dignity and deep-rooted tradition, and that returning-home visitors are consistently willing `ambassadors' of this paragon of such virtues. Measures to ensure that tourists enjoy the broadest possible spectrum of authentic experiences range from widening the scope of interactions included within organised cultural tours to assisting families throughout the kingdom establish 'home-away-from-home' accommodation and catering facilities are welcome to attend part, or all of these ceremonies.

•  The Festival of the First Fruits (Ncwala)

is regarded as the most sacred of celebrations anc entails six days of feasting, song and dance, rituals and prayers for king and populace to enjoy renewed vigour during the coming year. Royal­appointed astrologers annually divine the festival's most providential realisation - usually in December or January.

•  The Reed Dance (Umhlanga)

dates back to the dawn of time for all Nguni-language peoples who migrated south from the Great Lakes region of Central Africa centuries ago, and the practice of un-betrothed maidens paying homage to the King and Queen Mother continues to be revered with utmost devotion. In Swaziland this usually takes place in August or September.

•  Tinkomo Temadloti

at the beginning of April is the annual homage to and propitiation of the nation's ancestral lineage.

•  Kwetfwasa

celebrates fledgling traditional healers and soothsayers reaching the end of the apprenticeship period under their mentors. These revelries of feast and dance attract many participants and take place throughout the country at various times.

•  Sibhaca

is a vibrant, `all-purpose' celebratory dance which sees troupes of traditionally-attired men vying to outdo one another for applause - much to the delight of audiences around the kingdom.

Progress and Preservation

As a distinctive `monarchy in consultation with cabinet and traditional leaders' regime, Swaziland's Houses of Parliament with their eclectic mix of Western and traditional African influences are not surprisingly among the most visited of the country's cultural attractions. The Swaziland National Museum houses

Ceremonial Traditions

A kingdom is by definition centred on its monarch - and none more so than Swaziland. Radiating in all directions from the Royal Village is a tangible sense of national pride and unity, a defining characteristic which manifests in spectacular fashion when subjects rally in full traditional regalia to celebrate time­honoured, auspicious events. Visitors willing to respect dignified dress codes and modes of public behaviour

an all-encompassing collection of traditional artefacts and memorabilia for the benefit of future generations and today's insight-seeking tourist alike. Further to this means of preserving culture and custom is a heritage programme which includes ongoing awareness campaigns and the publishing of informative brochures. The nearby open-air Swazi Cultural Village is a fascination-filled living museum where re-enactments of every aspect of homestead and communal life vividly recall those halcyon days of a century ago which the nation strives to uphold and carry forth into the future.

ARTS & HANDCRAFTS

As imbued with deep symbolic meaning as homestead emblazonment and traditional dancing are the creations of Swaziland 's culturally-based artistic community - men and women whose vision and execution within a broad range of disciplines have earned them worldwide recognition. Such is the quality of Swaziland 's arts and handicrafts that these artefacts stand long established as tourist attractions in their own right, and in addition to substantial sales in the combined local and regional marketplace have spawned a notably successful export relationship with discerning clientele in the world's capital cities.

Two Tiers

The kingdom's arts and handicrafts sub-sector has informal and formal divisions. Dealers in uptown New York and the high streets of London for example interact with the latter's professionally organised business structures. Bilateral agreements and efforts have resulted in a consistently high profile and sustained demand for Swaziland ceramics, tapestries and rugs, creations in wood, wax and glass, knitted and hand-woven fabrics, jewellery and silk-screen designs. Adding to the benefits gained via gallery­initiated promotional and marketing campaigns abroad are buyer-incentives such as the USA 's import duty eliminating African Growth and Opportunities Act.

The predominantly rural-based men and women who comprise the informal division produce with skills handed down through the generations more customarily used `day-to-day' items such as earthenware pots, woven baskets and representations of kinfolk and animals carved in stone and wood. Many of these artefacts, too, win their place in the export market, with certain artists attaining near cult status overseas and their original works in great demand. Local retail outlets, open-air emporia and roadside stalls brim with the fruits of Swaziland 's creative endeavour - a significant contributor to employment, income, self -sustainability and the earning of vital foreign exchange.

GREAT OUTDOORS


Blessed with unsurpassed scenic splendour and a climate conducive to exploring the wonders of nature, Swaziland offers both existing activities of the highest order and opportunities for entrepreneurs to further capitalise on this vast potential - particularly when new ventures place community involvement and development at the fore and will consequently be assured of utmost official assistance. The combination of eco- and cultural-tourism has already proved its worth as a money-spinner, and from trails with overnight homestead stays for hikers, horseback riders, mountain-bike and 4x4 enthusiasts, to village­based paragliding, abseiling, caving, potholing and rafting thrills, the field is wide open for those with business acumen, a keen sense of adventure and adrenaline levels to match.

Natural Abundance

The almost-all-in-one diversity of Swaziland 's landscapes provides the visitor with an enticing variety of eco-systems and wildlife among its nature reserves in the kingdom's four quarters. Delights await around every turn for the avid Big Five photographer, birdwatcher and indigenous flora enthusiast. The choice of accommodation within these game parks - from well-appointed camping grounds to ultra-sophisticated chalet clusters-further ensures that all preferences are suitably catered for.

• Hlane Royal National Park

in the country's northeast is strategically ideal for visitors on the much frequented Kruger National Park ( South Africa ) - Swaziland - Maputo ( Mozambique ) tourist route. An enduring legacy of King Sobhuza II and presently held in trust by King Mswati III, the vast and predominantly flat reserve dotted with large, shallow pans and thousand­year-old hardwood conservancies has for the past three decades been the focal point of concerted species-reintroduction. Hlane today boasts the kingdom's most extensive game herds and largest numbers of southern Africa 's fabled ' birds of prey, all viewed in comfort and total safety from its well-maintained network of roads.

• Mkhaya Game Reserve

lies just a few hours' drive due south of Hlane and presents yet another ; of Swaziland 's success stories on the sustainable land use/protection of endangered species front. ' Initially the ecosphere which witnessed the country's much lauded campaign to save from extinction the distinctive breed of cattle which had accompanied Nguni-speaking tribes on their `exodus' from central Africa during the mid-1 8 th century, Mkhaya evolved into the centre of conservation for elephant, buffalo, black and white rhino, plus several variants of antelope. Visitors are escorted by trained wildlife personnel aboard customised game-viewing vehicles.

• Mlilwane Wildlife Sanctuary

is the kingdom's longest-established reserve and - as its 4 450 hectares are situated virtually alongside the Mbabane-Manzini highway - is the park most frequented by visitors on shorter stays incorporating only the kingdom's legislative/ spiritual/commercial axis. A blend of forested mountain slopes and open grasslands provides excellent photo-ops of giraffe, antelope, small predators and bird-life including different species of wild fowl. Ongoing-maintenance income generated from entrance fees, accommodation, guided tours and so forth is administered by a non-profit trust.

•  Phophonyane Reserve

on the middleveld escarpment is the lush, forested zone named after the river which flows through it, and together these elements have created an ideal home for some 250 recorded bird species and many types of small animal. Waterfalls and pools are of more than picturesque, relaxing value - geologists will find along the river's course rocks dating back millions of years.

•  Malolotsha Game Park

in the northeast and extending almost as far as Pigg's Peak boasts the country's highest waterfall among mountain scenery regarded by many as southern Africa's answer to the Alps. An impressive array of habitats are encompassed within this premier highveld conservation area and the nature trails which traverse it rank among the kingdom's most popular.

•  Hawane Nature Reserve

lies between the southern sector of Malolotsha Game Park and the city of Mbabane, which is supplied with water from a dam within the reserve. The relatively small area includes part of the habitat of Swaziland's endemic and rare `red-hot poker' succulent plant.

Healthy Competition

As an integral component of the "healthy body, health mind" equation for achieving and maintaining a well balanced, grounded nation, government has in plac long-established mechanisms which serve as tool for human and community development. The forme is attained through realising physical and mental benefits - in recent years among those living with HIV/AIDS in particular-while the latter results fror prime contributions to social improvement programmes such as urban renewal, non-exclusior crime prevention, skills development, higher graduation figures and heightened employment prospects.

•  Compulsory physical education and sporting activities at all primary and secondary schools

•  Organisation of regularly hosted inter-school

matches and tournaments

•  Facilities provided throughout tertiary and

technical college campuses

•  Assistance afforded to community sporting

venues for facilitation of fixtures

• National venues maintained to international standards, with all representative individuals and teams receiving dedicated attention via provision of equipment, training time and facilities plus logistical support whenever necessary.

Worthwhile Endorsements In addition to domestic leagues and tournaments involving most of the best-known codes, Swaziland hosts contests which feature prominently on regional and international sporting calendars. The latter range from time-honoured and highly formalised gatherings such as equestrian events and athletics meetings to the avant-garde of adventure sports including mountain-biking and white-water rafting. Opportunities abound for new investors to gain invaluable brand exposure through sponsoring existing competitions or adding to the roster of events -

Swaziland's terrain would, for example, make an ideal venue for world-class determination of the bes among foremost hang- and paragliding exponents. Such endorsements would, in turn, benefit the countr) through additional employment and community spending-power, increased tourism and foreign exchange, plus heightened media coverage and promotion of Swaziland for yet further such events The entrepreneur can be assured of keen and professional assistance from the highest levels as sport and recreation receive top government priority with the Swaziland National Sports Council administered and overseen by the Department of Youth, Sports and Culture under the auspices of the Ministry of Home Affairs. The marketing aspect of potential tourist-attracting championships would in turn fall within the domain of Swaziland's well-oiled promoting and facilitating mechanisms.

MARKETING AVENUES

A high profile of the kingdom - along with detailed descriptions of the pleasures and possibilities awaiting the holidaymaker and entrepreneur - is consistently maintained via professionally produced multimedia presentations at all regional and major global travel expositions plus the means afforded by Swaziland's far-flung consulates, embassies and trade mission: worldwide. Strategies are planned by government in consultation with and implemented by an effective combination of parastatal, NGO and private sector groupings. The country is in addition a member of key alliances within the international tourism industry.

• The Regional Tourism Organisation of Southern Africa

is the destination marketing wing of the Southern African Development Community and serves - as implicit in its title - to promote an intra-regional flow of visitors through cross-border promotional activities among member countries. This includes both internal travellers and the encouragement of visitors from further abroad to expand their horizons and itineraries. The latter refers in particular to South Africa, by far the most popular `prime' destination and from which other countries in the region attempt to glean `piggy­back' markets. And based on figures released during the last week of 2005, Swaziland will be intensifying efforts to attract arrivals in South Africa, for that country recorded an 18 percent increase on the previous 12 months - including some 400 000 visitors from throughout continental Africa - and its most prosperous tourism year since 2001, when tourists enjoyed exchange rates almost double those of the current period.

provision of relevant skills for new entrants to the implementation of comprehensive market research plus the gathering and administering of levy- and registration-derived development revenue.

BONUS POINTS

While certain differences in approach are adoptedwhen marketing Swaziland to potential visitors fromwithin the southern African region or from abroad,

the kingdom's core strengths are common to all:

•  Safe Destination: Swaziland boasts a low crime rate which is the envy of many countries. Furthermore, the Swazi nation lives in harmony and within a stable political climate - visitors do thus not face threats posed by internecine strife or other forms of domestic turmoil.

•  Cultural Wonderland: Traditions dating back beyond the first migrations south from the Great Lakes of central Africa are not only kept vibrantly alive, but also continue to inform and influence the collective psyche of this proud and fascinating nation.

•  Royal Reign:

At the pinnacle of this deep and ancient cultural heritage sits the monarchical lineage - unbroken and bestowing on the Swazi people an even greater sense of regal dignity. While an actual ruler and thus far from holding mere figurehead status, the ceremonial duties of HM King Mswati III are filled with unique pomp and circumstance - at which visitors are welcome to marvel.

•  Friendly Reception:

A happy outcome of political stability, aversion to crime, ancient traditions and an all-pervasive monarchy is that the Swazi nation ranks among the most inviting and welcoming that any traveller could hope to encounter.

• The Swaziland Tourism Authority (STA)

actualises via strategies and plans the national tourism policy's specific and general aims as laid down by the Ministry of Tourism, Environment and Communications. The latter additionally devises attractive incentives for potential private sector investment along with methods of inconvenience-free facilitation and implementation. Feedback from the STA ensures . Scenic Delights: With the exception of desert, Swaziland presents to the visitor a picture-perfect geographic microcosm of Africa.

•  Flora and Fauna:

Detailed within these exciting shifts in landscape are rare and protected indigenous plant species to capture the imagination, along with a birdwatcher's dream­come-true and nature reserves teeming with wild animals which range from small, subtropical forest-floor dwellers to the much vaunted Big Five which roam among classic African bush settings.

•  Outdoors Adventures:

In between the protected making conferences and think-tanks, and is now additionally equipped to showcase goods and services at international trade fair level.

•  Easy Reach: Thanks to access via road, rail and air - plus convenient geographical positioning within southern Africa -the kingdom possesses numerous strategic/logistical advantages for both the regional and international entrepreneur and holidaymaker. Visa requirements and other formalities are being streamlined through constant reappraisal by relevant government departments.

INVESTMENT SCENARIOS

As arguably the largest single tourist-oriented development in Swaziland's history - and still in its infancy - the "Jozini Big Six" project at Lavumisa in the far southeast corner with its enormous range of planned attractions presents without question the widest array of current opportunities. Spin-off potential undoubtedly exists, particularly among the culturally rich inhabitants of an area thus far not afforded its fair due of exposure. And with government for obvious reasons aiming its investment-incentive programme with a preferential view towards community­participation and subsequent benefits, entrepreneurs would do well to observe prime existing community projects.

•  The Swazi Cultural Village

at Mantenga in theEzulwini Valley between Mbabane and Manzinipresents the visitor with an authentic andinteractive hands-on means of experiencing thekingdom's traditional way of life. The need foradditional such venues has been identified, alongwith sites for pursuing modern forms of entertainment, amusement, recreation and relaxation.

•  Shewula Mountain Camp

lies adjacent to the Mlawula Nature Reserve in the foothills of the northeast's Lebombo range and is favourably mentioned in all publications geared towards the ever-burgeoning backpackers market. Throughout the kingdom exists also the demand for accommodation of the upmarket 'international-meets-traditional' variety - to enhance the appeal of lesser travelled routes and add to the capacity of existing establishments.

• Ngwempisi Gorge

cuts through the southern region's scenic drive area in the vicinity of Shiselweni. With its tall cliffs and deep gorges, cool rivers and hot springs, indigenous forest and deep-rooted community - plus a choice of overnight accommodation which includes a fitted­out, ancient cave - here lies a notable landmark pointing the way towards one of Swaziland's greatest potential money-spinners ...trekking.

GREAT EXPECTATIONS

The last-mentioned area - along with the "Jozini Big Six" project and improved road access into Swaziland j via the northwest corner near Pigg's Peak - gives clear evidence to the prospects of long-distance, trans-frontier trekking along the lines of the Himalayan model in existence for decades. Countries involved in that example have witnessed a mushrooming of locally-owned and operated hospitality stops along their hiking routes, with many of those establishments resulting from start-up foreign direct investment.

For the kingdom of Swaziland, with cross-border cooperation in place and boasting sufficient natural splendour, unique cultural attractions and potential theme-trails to qualify as a tourist destination in its own right, a new southern African phenomenon spearheaded by `The Swaziland Experience' is waiting in the wings.

Habitats of Swaziland's plant and animal kingdoms are boundless opportunities for the visitor to revel in open-air excitement - from the playing fields of various sporting codes to the rivers and mountainsides favoured by adventure­sports enthusiasts - along with equally plentiful vistas within which the entrepreneur may prosper while assisting in the development of local communities.

Indoors Expos

Equipped with world-class facilities, physical infrastructure and communications networks, Swaziland is a long­time regional favourite for the hosting of decision