When Tsela Tours and Adventures stepped onto the buzzing grounds of KARIBU-KILIFAIR 2025 in Arusha, Tanzania earlier this month, it was not just another trade event, it was a milestone.
For the Maseru-based tour operator, this was a chance to tell Lesotho’s tourism story on a continental stage, one that brought together over 500 exhibitors from across 15 countries and hundreds of semi-hosted international buyers.
Held from June 6 to 8 at the Magereza Grounds, the KARIBU-KILIFAIR is East Africa’s premier tourism and travel fair.
It is where deals are made, partnerships are born, and the pulse of the African tourism industry beats the loudest. Among the throngs of seasoned operators, luxury safari lodges, and vibrant cultural showcases, stood Tsela Tours, a proudly Basotho company with a vision.
For Kemang Leluma, Tsela Tour’s Managing Director and founder, this was not merely an exhibition but an experience to savour.
“As a first-time participant representing Tsela Tours and Adventure from Lesotho, the Karibu-KiliFair was an extraordinary, enlightening experience. The energy on the ground was palpable, brimming with purposeful interactions, professional displays, and warm regional hospitality,” Leluma told Newsday.
He described the fair as an affirmation of shared purpose among African operators, an invitation for Southern Africa to integrate more visibly into the East African travel circuits.
“Being surrounded by fellow African operators from across the continent highlighted a shared sense of purpose: to elevate Africa’s tourism story collectively. For a Southern African operator, it was an affirming and inspiring environment that made Tsela Tours feel welcomed and seen.”
What Leluma carried with him to Tanzania was more than promotional material, it was a compelling pitch for Lesotho. Often overlooked in the shadow of its regional giants, the Mountain Kingdom offers experiences rarely found elsewhere on the continent.
“Our snow and alpine environments are a rare phenomenon in Africa offering winter holidays unlike anything available in Africa.”
He also highlighted the richness of Lesotho’s cultural authenticity, from the traditional homesteads and Basotho blanket to the mokorotlo hat and vibrant highland festivals like the Maletsunyane Braai Festival.
These, he believes, are Lesotho’s key assets in attracting East African and international travelers looking for something “unexpected, adventurous, and deeply African.”
Beyond networking and showcasing, Leluma described the fair as a kind of live masterclass in tourism business development.
From high-level workshops to candid conversations on the exhibition floor, valuable insights emerged that Tsela Tours intends to embed into its business strategy going forward.
“Karibu-KiliFair served as a masterclass in tourism business development, and several takeaways are directly applicable to Tsela Tours’ future strategy,”
Among those, Leluma emphasised the non-negotiable importance of visual storytelling. He believes that Lesotho’s beauty must be captured with high-quality images, immersive digital content, and even virtual reality.
“Product diversification” is also critical, with the future pointing toward curated experiences like cultural storytelling tours, wellness retreats, skiing adventures, and culinary trails.
He stressed the need to intensify B2B networking efforts by building on relationships forged not only at KARIBU-KILIFAIR, but also at other regional trade shows such as WTM Africa in Cape Town and Africa’s Travel Indaba in Durban.
However, the fair also held up a mirror to Lesotho’s current shortcomings in tourism branding and infrastructure.
“Lesotho needs a cohesive national brand visually and verbally… including uniforms, merchandise, and slogans like ‘Kingdom in the Sky,’ supported by powerful imagery and storytelling,” Leluma urged.
He added that developing bookable, bundled experiences and improving supporting infrastructure, from roads and signage to digital access, is essential to keeping the visitor experience seamless and satisfying.
Tsela Tours’ participation did not occur in isolation. The initiative was supported by the Lesotho Tourism Development Corporation (LTDC), the body mandated with developing and promoting tourism in the Kingdom.
LTDC’s acting Public Relations Manager, Molapo Matela, welcomed the move: “This is a step in the right direction, as the initiative jells with LTDC objectives of promoting the country’s tourism industry and fostering international partnerships.”
He described East Africa as a strategic frontier for Lesotho’s tourism aspirations and highlighted the need to diversify the origin of tourists visiting the country.
“We believe this is a golden opportunity to tap into the East African market and explore how we can attract this segment to increase the diversity of foreign tourists visiting Lesotho.”
For LTDC, the presence of local operators at international platforms like KARIBU-KILIFAIR represents more than individual business growth; it is about reshaping the image of Lesotho’s tourism sector. It sends a message that Lesotho has high-calibre, globally competitive operators capable of delivering quality, authentic experiences.
“Tsela Tours’ presence at such fairs contributes to building a positive, professional image of Lesotho’s tourism industry, depicting that the country has capable, high-quality local operators,” said Matela.
The broader strategic value, he added, lies in attracting partnerships, generating endorsements, and creating a ripple effect that can benefit other local businesses.
Founded in 2016, Tsela Tours and Adventures has steadily grown into one of Lesotho’s most respected tourism operators. With a commitment to showcasing Lesotho’s culture and natural wonders, the company has become a go-to choice for tourists seeking authenticity and adventure in the highlands.
Leluma remains optimistic that from visual marketing to cross-border partnerships, the fair has broadened his outlook and sharpened Tsela’s competitive edge. He believes that what Tsela, and by extension, Lesotho, brings to the table is unique and increasingly in demand.
Authored by our expert team of writers and editors, with thorough research.
