Refiloe Molise
Metropolitan Lesotho has affirmed its commitment to tourism development and youth empowerment through the Re Bontšé Lesotho campaign by adopting Qacha’s Nek under the national ‘adopt-a-district’ initiative.
Re Bontse Lesotho is an initiative designed to showcase the country’s tourism potential while unlocking economic opportunities at grassroots level.
Launched by the Lesotho Tourism Development Corporation (LTDC), the campaign seeks to promote both domestic and international tourism, while encouraging Basotho, particularly young people, to tell authentic stories about their communities through digital content.
Speaking at the official launch held at ‘Manthabiseng Convention Centre, Metropolitan Lesotho’s Managing Director, Rethabile Motsoahae, announced that the company has adopted Qacha’s Nek under the initiative.
Motsoahae said the move reflects Metropolitan’s long-term strategy of investing in people and communities beyond its core financial services offering.
“This initiative deeply aligns with what we stand for as Metropolitan Lesotho. It is about investing in our people, uplifting communities and shaping a better future,” he said.
He highlighted Qacha’s Nek as one of Lesotho’s most distinctive tourism destinations, with strong potential to attract visitors due to its scenic landscapes, cultural heritage and resilient communities.
“By adopting Qacha’s Nek, we are saying we see its value, we celebrate its people, and we want both Basotho and international visitors to experience what we see,” he added.
From a development perspective, the adoption of Qacha’s Nek signals a targeted effort to stimulate rural tourism and integrate local communities into the broader tourism value chain.
Motsoahae emphasised that the campaign goes beyond destination marketing, focusing on equipping young people with digital and creative skills that can translate into income-generating opportunities.
Through the initiative, youth will be encouraged to produce short-form video content showcasing local culture, heritage and untold stories, while also receiving training to strengthen their storytelling capabilities.
He said this approach is expected to support the emergence of new digital entrepreneurs and content creators in the district.
“When we empower young people, we do not just create opportunities, but we also build hope and unlock potential,”
Motsoahae further noted that for nearly six decades, Metropolitan has supported Basotho families through financial services, education support and business development, and that the initiative builds on this legacy.
“We want to be a long-term partner in building dreams and protecting the future of Basotho. When we invest in our people and communities, we build a stronger nation,” she said.
Meanwhile, LTDC’s Interim Chief Executive Officer, ’Malichaba Koetlisi, said the campaign is aimed at positioning Lesotho as a competitive travel destination while strengthening domestic tourism uptake.
She noted that previous collaborations with international content creators have demonstrated the growing influence of digital storytelling in attracting visitors and reshaping perceptions about Lesotho.
Koetlisi added that the Re Bontšé Lesotho campaign is structured to ensure that tourism revenues benefit local communities directly by supporting small enterprises, creating employment and retaining income within the country.
Phomolo Lebotsa, representing LTDC leadership, underscored the importance of youth participation in shaping the country’s digital tourism narrative.
“Young people do not always need to wait to be employed. They can create opportunities by telling stories about their surroundings,” he said.
He added that increased online visibility of destinations such as Qacha’s Nek will improve accessibility for tourists while boosting demand for local services, including accommodation, transport and cultural experiences.
Summary
- Metropolitan Lesotho has affirmed its commitment to tourism development and youth empowerment through the Re Bontšé Lesotho campaign by adopting Qacha’s Nek under the national ‘adopt-a-district’ initiative.
- It is about investing in our people, uplifting communities and shaping a better future,” he said.
- From a development perspective, the adoption of Qacha’s Nek signals a targeted effort to stimulate rural tourism and integrate local communities into the broader tourism value chain.
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