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Alliance in tourism promotion drive


Thabiso Makibinyane

Insurance giants Alliance Insurance recently announced a new initiative dubbed Ke Lapeng, aimed at promoting the country’s key tourism points.

The initiative, which involves the erection of landmark frames at identified points for tourists to use when shooting photographs, is implemented in partnership with Lesotho Tourism Development Corporation (LTDC).

LTDC is the country’s tourism promotion agency.

The first landmark frame has been constructed between two key strategic points with the first being Thaba Bosiu, a fortress for Basotho nation founder King Moshoshoe I.

The second pointe is the iconic Qiloane hill, whose conical shape is widely believed to be the inspiration behind the design of Basotho’s traditional hat, mokorotlo.

The initiative was officially launched in Thaba Bosiu last week by the two partners.

‘Makeabetsoe Mabaleha, Alliance Group’s head of marketing and corporate communications, said the initiative was meant to amplify the country’s rich heritage, which is critical in tourism development.

Mabaleha said the initiative was part of activities to commemorate Alliance company’s 30th anniversary.  

“Ke Lapeng is a promotion initiative to recognise the country’s tourism potential based on its rich cultural history, we want Basotho to take pride in what their country can offer on tourism,” she said.

She said the initiative was meant to drive economic activity within the tourism sector.

“The promotion is meant to stimulate Basotho’s interest in touring their country. We want to see Basotho taking the initiative to visit their own country to develop our economy.

“Most importantly, we want the people to experience the landmark frames that we are launching today with the LTDC. We are going to erect more frames around the country.

“We have already identified many places to erect the frames for tourists to use when taking photographs, and we will be expecting them to tag Alliance and LTDC whenever they post the pictures on social media.”

On his part, LTDC’s acting chief executive officer, Tebello Thoola, said partnering with Alliance in the Ke Lapeng initiative, would advance part of their mandate of promoting domestic tourism.

“The initiative perfectly aligns with our Visit Your Country First domestic tourism campaign.”

Thoola said Ke Lapeng has the potential to boost the country’s tourism receipts, thereby helping to generate jobs as tourism is one of the key sectors earmarked to drive economic development in the National Strategic Development Plan (NSDP).

“Our partnership with Alliance is intended to address the government’s call to use tourism as a source of livelihood for many Basotho and the development of the economy.”

Thaba Bosiu Principal Chief, Khoabane Theko, commended Alliance for its social intervention efforts.

Chief Theko further indicated that Lesotho tourism’s online is going to be boosted by the initiative, as it is currently poor.

“What concerns me most is the budget allocation for tourism whenever the minister tables the estimates in parliament.

“Our biggest challenge is the infrastructure to reach some of these amazing tourist attractions we have. If we can construct roads to reach these places, we can generate a lot of revenue from tourism to help Lesotho fight poverty,” Chief Theko said.

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