Econet Telecom Lesotho (ETL) has strengthened its strategic positioning within Lesotho’s tourism economy by adopting Mokhotlong District under the “Re Bontše Lesotho” campaign.
The move positions ETL to leveraging its connectivity infrastructure to unlock value in one of the country’s untapped highland destinations.
Speaking at a recent official signing ceremony, ETL’s Chief Executive Officer Dennis Plaatjies said the company is proud to partner with Lesotho Tourism Development Corporation (LTDC) in advancing a campaign that encourages Basotho to tell their own stories through creativity and digital platforms.
“Lesotho is a nation rich in history, culture and breathtaking landscapes. Our mountains, traditions and communities tell a powerful story of resilience, identity and pride,” Plaatjies said, noting that these attributes position the country as a unique destination for global visitors.
He emphasised that tourism is no longer solely about destinations, but about people, culture and narratives that shape national identity.
“Today, ETL is proud to announce that we have adopted the Mokhotlong District as part of this exciting national campaign.”
Mokhotlong, located in the highlands of Lesotho, is widely regarded as one of the country’s most distinctive tourism regions. The district is home to iconic attractions such as Thabana Ntlenyana and Sani Pass, both of which draw adventure tourists seeking authentic high-altitude experiences.
From a business perspective, ETL’s adoption of Mokhotlong represents a targeted investment in a high-value, niche tourism segment, adventure and eco-tourism, which continues to attract premium international travellers.
Plaatjies highlighted that Mokhotlong’s dramatic landscapes and rich highlands culture, combined with developments like the Lesotho Highlands Water Project Phase II, present significant opportunities to elevate the district’s tourism profile.
“By supporting storytelling from Mokhotlong, we are shining a spotlight on a district that embodies the true essence of Lesotho’s identity and heritage,” he said.
By amplifying visibility of such assets through digital platforms, ETL is effectively contributing to demand creation, an essential driver for increased tourist arrivals, longer stays and higher local spending.
A key pillar of the Re Bontše Lesotho campaign is the empowerment of local content creators. ETL has committed to sponsoring a digital storyteller from Mokhotlong who will document and share the district’s cultural and tourism experiences with global audiences.
This approach reflects a shift towards content-driven destination marketing, where digital storytelling becomes a low-cost, high-impact promotional tool capable of reaching global markets in real time.
According to Plaatjies, the initiative aligns with ETL’s broader mission to expand connectivity and enable participation in the digital economy. “Digital connectivity allows stories from even the most remote parts of our country to reach audiences across the world,” he said, adding that ongoing investment in network infrastructure will ensure inclusivity.
For the local economy, this creates new income streams for youth through content monetisation, brand partnerships and freelance digital work, broadening the economic base beyond traditional tourism jobs.
LTDC’s Acting Chief Executive Officer (CEO) Mamello Morojele welcomed the partnership, describing it as a milestone in repositioning Lesotho’s tourism sector.
“When Basotho tell the story of Lesotho, the world listens differently. This campaign places the power of destination storytelling in the hands of our own people.”
Conceptualised by LTDC, the campaign targets all ten districts and encourages young creatives to produce compelling digital content showcasing landscapes, culture and hidden tourism gems.
Participants were tasked with creating 120-second promotional videos, attracting around 100 submissions nationwide. From this pool, ten finalists, each representing a district, will be selected.
The initiative is aligned with Lesotho’s National Strategic Development Plan II (NSDP II), which identifies tourism as a priority sector for economic growth, employment creation and poverty reduction.
ETL’s involvement therefore reflects a broader private sector response to government’s call for investment in high-impact sectors, particularly those capable of driving inclusive growth in rural areas.
Beyond destination marketing, the campaign is expected to stimulate enterprise development across the tourism value chain, including accommodation providers, tour operators, transport services and cultural enterprises in Mokhotlong.
Improved digital visibility is also likely to enhance investor confidence by positioning Mokhotlong as a viable tourism investment destination, particularly for eco-lodges and adventure tourism ventures.
Through their partnership, ETL and LTDC aim to cultivate a new generation of digital ambassadors capable of positioning Lesotho competitively within the SADC region and beyond.
“By combining technology, creativity and storytelling, we believe we can showcase Lesotho in a way that inspires pride at home and interest from visitors abroad,” Plaatjies said.
Summary
- Speaking at a recent official signing ceremony, ETL’s Chief Executive Officer Dennis Plaatjies said the company is proud to partner with Lesotho Tourism Development Corporation (LTDC) in advancing a campaign that encourages Basotho to tell their own stories through creativity and digital platforms.
- Our mountains, traditions and communities tell a powerful story of resilience, identity and pride,” Plaatjies said, noting that these attributes position the country as a unique destination for global visitors.
- From a business perspective, ETL’s adoption of Mokhotlong represents a targeted investment in a high-value, niche tourism segment, adventure and eco-tourism, which continues to attract premium international travellers.
Seabata Mahao is a general news reporter with special focus on Business and Sports. Started working at Newsday in 2021. Working in a team with a shared goal is what I enjoy most and that gives me the motivation to work under any environment leading to growth.
