Maseru, Aug. 05 — The Lesotho Tourism Development Corporation (LTDC) and Vodacom Lesotho have launched a landmark initiative to transform the country’s tourism image by empowering young Basotho to become digital storytellers.
The initiative falls under the ‘Re Bonts’e Lesotho’ (Show Us Lesotho) campaign and will see corporate partners adopt districts across the country. Selected youth content creators will receive resources and support to produce authentic digital content promoting Lesotho’s tourism attractions, culture and heritage.
Speaking during the launch of Vodacom Lesotho’s adoption of Maseru District, LTDC Head Strategic Marketing, Mr. Phomolo Lebotsa said promoting Lesotho had become difficult due to the country’s negative online image.
“If Basotho do not tell their own stories, someone else will tell them for us, and there is no guarantee those stories will be accurate or authentic,” he said.
Mr. Lebotsa said every village and community in Lesotho has a story worth sharing, and young people are best placed to tell those stories through digital platforms.
He mentioned that under the district adoption model, each corporate partner will sponsor a content creator from a specific district by providing equipment, training and other resources.
“Our youth possess incredible creativity. Many are unemployed, but they have talent. We want to transform that creativity into an opportunity while building a positive image of Lesotho,” he said.
Vodacom Lesotho Chief Executive Officer, Mr. Mohale Ralebitso said tourism promotion extends beyond attracting visitors.
“It is equally important to ensure that visitors leave with a richer understanding of Lesotho’s people, history and culture,” he said.
He noted that while many visitors come to Maseru for business, they should also be encouraged to explore destinations like Mohale Dam and other scenic areas.
“Lesotho is a story of courage, resilience and diplomacy. These are stories worth celebrating, but if we do not tell them ourselves, others will, and too often the good stories are left out,” Mr. Ralebitso said.
He added that digital technology has created an opportunity to democratise storytelling and allow young Basotho to preserve and promote their communities.
Manager Investment Promotion at LTDC, Ms. Mamello Morojele said aspiring content creators from across Lesotho submitted videos before undergoing professional training facilitated by Limkokwing University of Creative Technology.
She stated that following a rigorous assessment, ten outstanding creators were selected to represent their districts as digital ambassadors. The private sector was then approached to adopt each district.
“Today marks more than the adoption of a content creator for Maseru District. It marks the beginning of a movement that empowers Basotho to tell the story of their own country,” Ms. Morojele said.
She said the partnership shows how collaboration between public institutions and the private sector can create opportunities for youth while strengthening tourism.
The Lesotho Tourism Development Corporation is the country’s principal parastatal responsible for promoting and facilitating tourism investment. It works to grow the tourism sector by attracting both local and foreign investors through a range of investment support services, programmes and initiatives.
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