ESWATINI is intensifying efforts to position itself as a competitive export hub by tapping into the European Union (EU) market through a new trade programme.
This initiative, developed in collaboration with the International Trade Centre (ITC) and funded by the EU, aims to unlock Eswatini’s untapped export potential, estimated at over E2 billion and create more jobs, especially for women and youth.
The ‘Promoting Growth through Competitive Alliances’ programme seeks to close the gap between Eswatini’s export potential and actual exports, which amounted to E1.8 billion in 2024.
The initiative focuses on enhancing trade capacity, policy alignment, and access to global markets.
ITC Project Operations Manager Mawenzi Dlamini expressed concern over the current trade climate in Eswatini but highlighted the opportunity to reposition the country as a stable and competitive export hub.
The programme targets smallholder farmers, artisans and youth-led enterprises, empowering local creatives and producers to meet European standards.
Brands such as Tintsaba and Indzaba Yami have already showcased Eswatini’s handmade products at international events like Paris Design Week, demonstrating the country’s growing presence in global markets.
The ITC report further highlighted that Eswatini was receiving support in developing better policies, building national dialogue platforms and mapping out clear investment strategies. Meanwhile, Consultant Owen Skae emphasised that these efforts were key to enabling a more structured and market-driven export system.
Over 6 000 entrepreneurs have already benefited from training and digital trade tools like the Export Potential Map. The results are evident, with more than 2 200 new jobs created across industries such as textiles, food processing, crafts, and tourism.
The Eswatini Investment Promotion Authority (EIPA) is aiding businesses in seizing these opportunities.
“The market is there and we are helping businesses seize these opportunities, move up the value chain and tackle unemployment head-on,” said EIPA.
Despite recent tariff hikes in the United States presenting new challenges, particularly given Eswatini’s economic ties with South Africa, officials remain optimistic that the EU partnership can drive sustainable economic growth.
