Blue Mountain Inn (BMI) has become the latest corporate organisation to support the “RE BONTŠE LESOTHO” tourism campaign, led by the Lesotho Tourism Development Corporation (LTDC).
The Teyateyaneng-based hospitality establishment has adopted Berea district under the campaign, which seeks to promote tourism capabilities, attractions and stories from across the country’s districts.
The adoption was officially unveiled on Tuesday in Teyateyaneng. Speaking on behalf of Blue Mountain Inn, ‘Mabatho Nthane said it is a privilege and an honour to be working alongside LTDC in their nationwide campaign of “RE BONTŠE LESOTHO” as they are going to adopt Berea District.
“Adoption of Berea district is based on the fact that BMI is found in Berea district and as an accommodation and service provider, our job is also incorporate the public we serve through corporate social responsibilities hence we are giving back to public as a way of creating jobs,” she said.
“BMI and its sister hotels would like to give back to the communities they operate from and through this initiative ad others, we will achieve our goals,” Nthane added.
On his part, LTDC’s Head of Strategic Marketing, Phomolo Lebotsa, said the initiative was part of the corporation’s mandate to implement the plans of the Ministry of Tourism, Sports, Arts and Culture, particularly by strengthening cooperation between the public and private sectors through tourism.
“The economy of the country is not the responsibility of the government alone but of the private sector as well through job creation and other means. Even in tourism, we will see growth and development when private sector is growing,”
Lebotsa said the campaign was also intended to encourage Basotho to explore tourism destinations within the country before travelling abroad.
“LTDC would like to see a Mosotho citizen engaging in domestic tourism to all districts of the country whether through sports, leisure or touring. We want to see Basotho willingly eager to travel inland before travelling abroad. Through “RE BONTŠE LESOTHO”, we wish to make domestic tourism the first priority of every Mosotho,” Lebotsa stated.
He further said the initiative would help international tourists learn more about Lesotho’s attractions online, potentially increasing their interest in visiting the country.
“We want Lesotho’s stories to be told by Basotho and also putting Basotho in the forefront. We wish to be the ones who tell our stories of how we live and our stories,” Lebotsa explained.
The LTDC officially launched Re Bontše Lesotho alongside the Lehakoe Photobank at the Manthabiseng Convention Centre, with the aim of promoting tourism while empowering local creatives.
The campaign was inspired by a visit by African content creator Wode Maya, whose masterclass generated interest in digital storytelling among young Basotho.
Under the district adoption model, each corporate partner sponsors a content creator from a specific district by providing equipment, training and other resources to help them produce and promote tourism-related content.
BMI joins a growing list of businesses that have adopted districts under the initiative. Standard Lesotho Bank adopted Butha-Buthe, Alliance Group Investment Holding Company adopted Leribe, Econet Telecom Lesotho adopted Mokhotlong, while Metropolitan Lesotho adopted Qacha’s Nek.
LNIG Hollard Lesotho adopted Quthing, while Vodacom Lesotho and ‘Melesi Lodge adopted Maseru.
In August, the LTDC announced the first cohort of creators, with one winner selected from each of the country’s 10 districts. The corporation subsequently invited private-sector companies to adopt creators in the remaining districts of Berea, Mafeteng, Mohale’s Hoek and Thaba-Tseka. Reitumetse Mahlaba was selected as Berea’s top creator.
LTDC’s Acting Chief Executive Officer Mamello Morojele has said the success of the pilot programme encouraged the corporation to continue with the initiative, which will become an annual programme from 2027 to 2029.
BMI’s adoption of Berea leaves Mafeteng, Mohale’s Hoek and Thaba-Tseka among the districts that the LTDC had earlier identified as awaiting corporate partners.
The campaign seeks to place Basotho at the centre of telling Lesotho’s tourism story, using local creators to showcase destinations, culture and experiences to both domestic and international audiences.
Summary
- Speaking on behalf of Blue Mountain Inn, ‘Mabatho Nthane said it is a privilege and an honour to be working alongside LTDC in their nationwide campaign of “RE BONTŠE LESOTHO” as they are going to adopt Berea District.
- “Adoption of Berea district is based on the fact that BMI is found in Berea district and as an accommodation and service provider, our job is also incorporate the public we serve through corporate social responsibilities hence we are giving back to public as a way of creating jobs,” she said.
- On his part, LTDC’s Head of Strategic Marketing, Phomolo Lebotsa, said the initiative was part of the corporation’s mandate to implement the plans of the Ministry of Tourism, Sports, Arts and Culture, particularly by strengthening cooperation between the public and private sectors through tourism.
Authored by our expert team of writers and editors, with thorough research.
