Ithabeleng Qhasho
METROPOLITAN Lesotho has adopted the district of Qacha’s Nek under the national tourism initiative “Re Bontše Lesotho”, which is spearheaded by the Lesotho Tourism Development Corporation (LTDC).
The initiative seeks to showcase Lesotho’s beauty, cultural richness, and untold district-level stories through youth-driven digital storytelling.
The agreement was signed yesterday at the ‘Manthabiseng Convention Centre in Maseru, marking a significant step in the campaign’s “Adopt a District” programme, which encourages corporate organisations to support young Basotho content creators in promoting their districts.
Metropolitan Lesotho, Managing Director, Rethabile Motsoahae, said adopting Qacha’s Nek reflects the company’s commitment to its brand promise which states: “Rea aha le ho sireletsa litoro tsa Basotho” ( building and protecting the dreams of Basotho).
“Lesotho is blessed with extraordinary landscapes and a rich cultural heritage. By adopting Qacha’s Nek, we are celebrating its remarkable beauty and investing in the potential of our young people,” said Mr Motsoahae.
He emphasized that initiatives like this create opportunities for youth to develop creative and digital skills while contributing to the growth of tourism.
“For us, building dreams goes beyond financial services. It is about uplifting communities, empowering youth, and shaping a better future for our country.”
The campaign positions young Basotho as ambassadors of their own districts, giving them platforms to tell authentic stories via social media while honing skills that can lead to sustainable livelihoods.
LTDC’s Acting Chief Executive Officer, Phomolo Lebotsa, highlighted that tourism was a key tool in Lesotho’s fight against poverty, but achieving its full potential requires partnerships with private companies and the youth.
“Through this initiative, we hope to showcase our districts to both local and international audiences, using social media and digital content as the main drivers,” Mr Lebotsa said.
Malichaba Koetlisi, also from LTDC, added that the campaign draws inspiration from travel influencers like Ghanaian Wodemaya, who had successfully rebranded African destinations online. The campaign features a competition for aspiring travel influencers to submit content promoting their districts. This stage sees private companies like Metropolitan Lesotho adopting districts to support their promotion.
The official launch of the campaign is scheduled for today at the same venue. The event will bring together content creators, tourism stakeholders, and corporate partners to celebrate the district-focused initiative aimed at boosting Lesotho’s tourism through youth-led storytelling.
