Local diplomats urged to market Eswatini abroad

MINISTER of Foreign Affairs and International Cooperation Pholile Shakantu has encouraged the country’s ambassadors and diplomats in foreign missions to continue marketing Eswatini.

She said this they should do as part of their mandate in their designated foreign missions.

Shakantu further revealed that her ministry would soon present a proposal to government outlining how diplomatic missions and ambassadors could assist in also marketing facilities like Ezulwini Palazzo internationally and attracting conferences, summits and investment forums.

“We will be presenting a proposal to government to outline how the ministry of foreign affairs and international cooperation can participate and make sure that the facility is operated at full capacity with the assistance of our ambassadors,” Shakantu said.

The minister said her ministry had a critical role to play in ensuring that the newly-opened Ezulwini Palazzo operates at full capacity.

She said this could be achieved through strategic diplomatic engagements and international partnerships that would enable the ministry to effectively connect and collaborate with stakeholders.

The minister was speaking during a consultative forum between Eswatini’s ambassadors to other countries and Prime Minister Russell Mmiso Dlamini, which was held at The Royal Villas yesterday.

A total of 13 ambassadors were in attendance.

The forum was held under the theme, ‘Aligning Eswatini’s diplomatic missions with government development priorities while strengthening governance, compliance and institutional effectiveness.’

Addressing attendants, the minister highlighted the recent opening of the Ezulwini Palazzo International Convention Centre (ICC), which was officially inaugurated by His Majesty King Mswati III last Saturday, as a major milestone for the country’s international engagement ambitions.

She described the state-of-the-art facility as evidence of Eswatini’s intention to position itself as a preferred destination for high-level diplomatic, business and international events.

“The opening ceremony not only highlighted the kingdom’s warm hospitality, but also extended an invitation for global collaboration and investment,” she said.

The minister said the development came with both opportunity and responsibility for her ministry, adding that government would need coordinated diplomatic outreach strategies to ensure the convention centre remained active throughout the year.

“We are committed and dedicated to ensuring that the convention centre remains a vibrant hive of activity as witnessed during the official opening, by consistently sourcing a diverse portfolio of engagements,” she said.

Adding, she noted that the consultative engagement with the prime minister was both timely and necessary in aligning diplomatic efforts with the country’s broader development agenda.

In this regard, the minister said the world was undergoing major geopolitical and economic transformations, which required countries such as Eswatini to adopt purposeful and strategic diplomacy.

“We are meeting at a time when there are many transformations in our global landscape. The international system continues to evolve in ways that demand agility, foresight and strategic clarity,” she said.

Shakantu noted that diplomatic missions should no longer focus solely on representation, but actively contribute towards national development by attracting investment, facilitating investment trade and strengthening bilateral and multilateral cooperation.

“In such a context, diplomacy can no longer be routine; it must be purposeful, coordinated and firmly anchored in national priorities,” she said.