MBABANE- The Kingdom of Eswatini is poised to captivate the world at World Expo 2025 in Osaka, Japan, from April 13th to October 13th, 2025, with a powerful showcase of its cultural richness, investment potential, and forward-looking vision. This participation, officially announced by the Eswatini Investment Promotion Authority (EIPA) on April 1, 2025, in collaboration with key government and private sector stakeholders, underscores the nation’s commitment to global engagement and sustainable development.
Minister of Commerce, Industry and Trade Manqoba Khumalo delivered the keynote address, highlighting the strategic importance of Eswatini’s presence at the Expo. The EIPA, serving as the Expo 2025 liaison agency, has assembled a formidable team, “Team Eswatini,” under the leadership of Commissioner General and EIPA CEO, Sibani Mngomezulu.
“It is important for Eswatini to participate in such events. The essence of Expo 2025 is for countries to share their value proposition to the world all in an effort to create business and socio-economic linkages for the benefits of their citizens. As the Eswatini Pavilion, we will be showcasing the country’s business, tourism, cultural and investment landscape to the world and showing visitors to the exhibition space our uniqueness as a country,” stated Commissioner General Mngomezulu.
Expo 2025, themed “Designing Future Society for Our Lives,” provides a platform for nations to share innovations, foster cultural exchange, and address global challenges, aligning with the UN’s Sustainable Development Goals (SDGs). Eswatini’s pavilion, themed “Our History Defines Our Future Society: Originality – Heritage – Future,” will emphasise the nation’s unique blend of tradition and progress.
A Collaborative National Effort
The success of Eswatini’s participation is built upon a strong foundation of collaboration, with key partners including:
• The Eswatini Investment Promotion Authority (EIPA) – Expo Liaison Agency
• The Ministry of Commerce, Industry and Trade – Lead coordinating Ministry
• The Ministry of Tourism and Environmental Affairs and The Eswatini Tourism Authority
• The Eswatini National Trust Commission (ENTC)
• The Ministry of Youth, Sports and Culture and Eswatini National Arts and Culture Council
• The Ministry of Economic Planning and Development – SDGs Department
• The Ministry of Information, Communication and Technology
• The Royal Science and Technology Park
• The Ministry of Foreign Affairs and International Cooperation
• The Ministry of Agriculture and NAMBOARD
• The National Youth Chamber of Commerce
• Fair and Square
Showcasing Eswatini’s Unique Value Proposition
The Eswatini’s pavilion will showcase the nation’s rich cultural heritage, vibrant tourism sector, and attractive investment opportunities. This aligns with the Expo’s objective of fostering innovation, expanding trade, and promoting sustainable development.
CEO Sibane outlined three key objectives:
• Promoting Eswatini’s Participation: To position Eswatini as a premier destination for business and tourism.
• Creating Awareness: To provide insight into Eswatini’s plans for leveraging the Expo platform.
• A Window to the World: To showcase Eswatini’s heritage while embracing global innovations.
A Focus on Tourism and Investment
Minister of Tourism and Environmental Affairs Jane Mkhonta Simelane emphasised the strategic value of Eswatini’s participation in driving tourism and investment. “We express our sincere appreciation to the Government of Japan for extending this invaluable opportunity to showcase the investment potential, unique cultural heritage and natural beauty of the Kingdom of Eswatini on an international stage. Our presence at the 2025 Expo will not only foster cultural exchange but also serve as a crucial platform to attract tourism and investment, both vital drivers of our economic growth.”
The Minister highlighted Eswatini’s tourism goals, stating, “By participating in the Japanese Expo, we aim to strategically position Eswatini as a premier tourist destination, highlighting our diverse offerings, from our breathtaking landscapes and wildlife reserves to our rich cultural traditions and warm hospitality. We are confident that this exposure will translate into increased tourist arrivals, creating employment opportunities and stimulating local businesses.”
A Call for Engagement
Mngomezulu encouraged the business community and the public to engage with Eswatini’s participation: “We encourage the business community and all those with an interest to monitor activity at the Expo. We also encourage those who are able to, to attend the Expo 2025 in Osaka, Japan and see what Eswatini has in-store for guests at the stand.”
To stay informed, emaSwati can follow the Eswatini @ Expo 2025 Facebook and Instagram pages.
Eswatini’s participation at Japan Expo 2025 represents a unified national effort to showcase its unique identity, attract investment, promote tourism, and contribute to the global dialogue on sustainable development. By blending its cherished traditions with a forward-looking vision, Eswatini aims to leave a lasting and impactful impression on the world stage.
TD/today/1.4.2025
