Makananelo Manamolela
STANDARD Lesotho Bank (SLB) has signed a sponsorship agreement with the Lesotho Tourism Development Corporation (LTDC), committing M60 000 towards supporting a Botha-Bothe-based content creator under the LTDC’s VisitLesotho – Re Bontše Lesotho initiative.
The Re Bontše Lesotho campaign was officially announced at a press conference in Maseru this week and is scheduled to be launched on 19 March 2026 at the ‘Manthabiseng Convention Centre.
The initiative is aimed at marketing Lesotho’s tourism offerings internationally through youth empowerment and job creation, with content creators from all 10 districts promoting their local tourism assets.
Botha-Bothe becomes the fourth district to secure sponsorship for a content creator under the initiative. Other districts include Quthing, sponsored by LNIG; Maseru, sponsored by ‘Melesi Lodge; and Leribe, sponsored by Alliance Insurance.
Explaining the bank’s decision to sponsor Botha-Bothe, SLB’s Marketing Manager for Public Relations, Communications and Sponsorships, Manyathela Kheleli, highlighted the district’s rich heritage and its contribution to the national economy.
Mr Kheleli said tourism is of strategic importance to the bank as increased tourist arrivals translate into demand for financial services such as foreign exchange and currency exchange.
“We also believe it is important for Basotho to know their culture and understand their roots. We are reclaiming ownership of our heritage, our spaces and our future as a country, and we are pleased as a bank that we bought into this idea,” Mr Kheleli said.
He stressed that the initiative goes beyond the bank and LTDC, adding that it also involves communities.
Mr Kheleli further described Botha-Bothe as a cornerstone of Basotho nation-building, noting that Menkhoaneng, located in the district, is historically recognised as the place from which King Moshoeshoe I departed for Thaba-Bosiu.
He said the district also boasts significant economic assets, including a busy border post frequented by tourists, particularly during winter when visitors travel to Afriski. Other economic contributors include mining operations such as Kao Mine, as well as the district’s role as a gateway to Mokhotlong.
Mr Kheleli emphasised that youth empowerment, growth and development remain central to the bank’s brand and strategy, as part of its broader vision to stimulate economic growth across all sectors.
The LTDC acting Public Relations Manager, Molapo Matela, echoed the importance of collective storytelling, urging Basotho to actively participate in growing the country’s tourism sector.
“We want to see tourism thriving, and that requires everyone to get involved in telling Lesotho’s story,” Mr Matela said.
Speaking on behalf of the LTDC Executive Director, Phomolo Lebotsa, said the Re Bontše Lesotho campaign was informed by the growing influence of digital platforms.
“Life today is driven by the internet. If we do not get involved, what kind of online profile does Lesotho have? What is the current narrative about our country online?” Mr Lebotsa asked.
He said the campaign was designed to create a positive digital presence by providing accurate and engaging information about Lesotho’s tourism activities and sites.
Mr Lebotsa added that the initiative positions tourism as a backbone of economic growth and has the potential to elevate Lesotho among top travel destinations. He further stressed that young people are best suited to drive the campaign, as it creates employment opportunities while nurturing their skills.
