What You Need to Know
The Lesotho Tourism Development Corporation has launched the “Re Bontše Lesotho” and Lehakoe Photobank campaigns to promote tourism and empower local creatives. These initiatives aim to showcase Lesotho’s beauty and culture while providing a platform for photographers and artists to share their work globally, fostering economic growth and collaboration.
Africa-Press – Lesotho. The Lesotho Tourism Development Corporation (LTDC) has officially launched the “Re Bontše Lesotho” and Lehakoe Photobank campaigns at the Lesotho National Convention Centre, bringing together content creators from across the country.
The initiatives aim to promote Lesotho’s tourism while empowering local creatives to showcase the country’s beauty, culture and untold stories to the world.
Speaking on behalf of the Chief Executive Officer, Mrs ‘Manchafalo Motšoeneng said the Lehakoe Photobank is designed as a living archive of Lesotho’s identity.
Mrs. Motsóeneng explained that it will preserve and promote authentic images of the country’s landscapes, traditions and daily life.
“This platform will give photographers, content creators and artists a space to share their work globally, while encouraging learning, research and collaboration,” she said.
She added that the project will also support the local creative industry and help grow the economy through partnerships with institutions such as LNIG Hollard, Alliance Insurance, Standard Lesotho Bank, Metropolitan Lesotho, Econet Telecom Lesotho and ’Melesi Lodge.
Minister of Tourism, Sport, Arts and Culture, Mr. Motlatsi Maqelepo welcomed the initiative, saying it will help position Lesotho as a leading eco-tourism destination in Africa.
Mr. Maqelepo noted that the digital Photobank will also serve as an online marketplace, allowing local artists to reach both national and international audiences.
He highlighted that young people will play a key role through the “Re Bontše Lesotho” campaign, acting as ambassadors of the country. He said the future of tourism is digital and driven by creative storytelling.
United Nations Development Programme (UNDP) Representative Dr. Jacqueline Olweya said the organisation is ready to support the initiative through partnerships with government and the private sector.
Dr. Olweya explained that plans are underway to introduce pilot projects, including virtual reality experiences that will showcase places such as Thaba-Ntšo.
She added that such efforts will help boost tourism, create jobs and support economic growth across the country.
One of the content creators, Ms. Seipati Ntholeng from Mafeteng, shared her excitement about being part of the campaign.
Ms. Ntholeng said she had not realised she was a content creator before, but now sees it as an opportunity to promote Lesotho and build a career.
As a student of African Languages and Literature, she said the initiative connects her academic journey with her passion for promoting culture and identity.
The launch marks a new chapter in telling Lesotho’s story, using local voices to share its beauty with the world while creating opportunities for Basotho.
Lesotho, known for its stunning landscapes and rich cultural heritage, has been working to enhance its tourism sector. The LTDC has previously initiated various campaigns to attract visitors and support local artists. The introduction of the Lehakoe Photobank represents a significant step towards leveraging digital platforms to promote the country’s identity and creative industries, aiming to position Lesotho as a key player in eco-tourism in Africa. This initiative aligns with global trends where storytelling and digital engagement are crucial for tourism growth.
