ENTERTAINMENT stakeholders are hopeful that His Majesty King Mswati III’s Speech from the Throne will unlock support and growth for local artists, designers and the broader creative industry.
The Speech from the Throne, delivered annually by Mswati III to outline government priorities, is viewed by creative industry leaders as a platform to address long-standing challenges and opportunities within the entertainment ecosystem.
In separate interviews, key players highlighted expectations ranging from cultural leverage to job creation.
For Eswatini National Council of Arts and Culture (ENCAC) Chief Executive Officer Stanley Dlamini, the address presents an opportunity to cement the importance of arts and culture in national development.
“The annual Speech from the Throne is a landmark event that sets the tone for national policies and priorities. For the entertainment sector, it represents a chance to gain meaningful policy support and clarity on how arts and culture can be integrated into broader economic strategies,” Dlamini said.
He emphasised the need for the speech to highlight how the industry can leverage cultural popularity and maximise on artists who are performing exceptionally well.
“Our artists have talent that resonates beyond our borders, yet often lack structured support to fully capitalise on this. Policies that encourage investment in creative ventures or access to markets can change the landscape for many,” he added.
He noted that stronger regulatory frameworks could help formalise the creative value chain, provide financial incentives and protect intellectual property — areas he believes are critical for sustainable growth.
Meanwhile, Eswatini Events Managers and Promoters Association (EEMPA) Secretary General Banele Dlamini echoed the call for greater recognition of the entertainment sector’s economic contribution.
He welcomed the inclusive approach taken by ENCAC and government to involve local stakeholders in discussions about the sector’s future.
“We applaud the government, through ENCAC, for allowing local voices to be part of shaping the direction of the entertainment industry. It’s a positive step that recognises our sector as an economic partner, not just a social or recreational one,” Dlamini said.
He argued that the high rate of unemployment could be addressed, at least in part, by harnessing the creative sector’s capacity to generate jobs and stimulate enterprise.
“Our country is home to true talent. With the right environment, including support for skills development, event infrastructure and business growth, the entertainment sector can contribute significantly to the economy,” he stated.
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The ENCAC CEO called for concrete measures that would allow event managers, promoters and artists to thrive, including tax incentives, access to funding and strategic platforms for international exposure.
Other industry voices expressed similar hopes, pointing to the need for partnerships between government, the private sector and cultural institutions to build a resilient creative economy. Suggestions included establishing arts incubators, expanding arts education and improving performance venues across the country.
Artist Sanelisiwe Ndlovu noted that the entertainment industry had the potential to diversify the economic base, attract tourism and elevate the nation’s cultural profile globally.
However, realising this potential would require clear government commitment backed by tangible initiatives.
“As the nation awaits the Speech from the Throne, we remain hopeful that priorities — from economic inclusion to cultural advancement — will be reflected in the policy directions articulated. This is more than a speech. It’s a blueprint for how we can grow together as artists, promoters and the nation at large,” she said.
