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What the Hell?

Swazilandflagpicture1By official decree of the King, Swaziland is now eSwatini.

The official rationale is that the Southern African country was being confused with Switzerland. Another reason might be that the country has the highest rate of HIV in the world (26%) and, thus, one of its lowest life expectancy levels. Dropping the Swaziland name effectively eliminates these negative connotations.

But, here's the thing: For existing customers whom the health issues didn't cause to turn away from the destination, does the new name serve to confuse? Or, is the opportunity to start over so great that such confusion is worth it?

Regardless...they're gonna need a boatload more money than they are currently investing to effectively message the reasons for a visit.

Bill Geist

Bill GeistBill Geist

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