Vodacom Lesotho has strengthened its investment in the country’s tourism and creative economy by becoming the latest corporate partner in the Lesotho Tourism Development Corporation’s (LTDC) Re Bontše Lesotho campaign.
The telecommunications company has adopted Maseru District as part of a nationwide initiative aimed at promoting the Kingdom’s tourism potential through digital storytelling.
The announcement, made at a press conference in Maseru on Wednesday, completes the campaign’s corporate adoption phase, with Maseru becoming the tenth and final district to secure private sector backing.
The Re Bontše Lesotho initiative is designed to position young Basotho as digital tourism ambassadors by pairing corporate sponsors with content creators selected to represent each of the country’s ten districts.
Through authentic storytelling, the creators will document Lesotho’s landscapes, cultural heritage, cuisine, history and lesser-known tourism attractions for audiences at home and abroad.
The partnership aligns the company with a broader national agenda that seeks to leverage digital connectivity, youth innovation and tourism to stimulate economic growth.
MohaleRalebitso, Vodacom Lesotho Chief Executive Officer said selecting Maseru carried both strategic and symbolic significance because the district serves as the country’s principal gateway and reflects much of Lesotho’s national identity.
“Maseru is where many visitors first encounter Lesotho and it carries much of our country’s history, culture and national identity,” Ralebitso said.
“As digital platforms increasingly shape how destinations are seen and experienced, we are proud to help young Basotho use connectivity to tell Lesotho’s story with confidence and pride.”
He added that the initiative complements Vodacom Lesotho’s commitment to inclusive economic development by supporting youth employment, entrepreneurship and national pride.
“Through Re Bontše Lesotho, we are supporting young creators, promoting national pride and helping to position tourism as a source of jobs, enterprise and opportunity for Basotho,” he said.
Speaking during the unveiling, LTDC Head of Strategic Marketing, PhomoloLebotsa, said the campaign demonstrated the corporation’s conviction that stronger collaboration between government, business and the country’s youth could unlock Lesotho’s tourism potential.
“Lesotho’s story must be told by Basotho, with authenticity, pride and ambition,” Lebotsa said.
“Through the creativity and digital confidence of young people, we are opening a new window for the world to discover the beauty, heritage and character of every district.”
Lebotsa explained that the six-month pilot programme would create a richer digital archive of Lesotho’s tourism assets while providing emerging content creators with practical opportunities to develop their skills and professional profiles.
Tourism has increasingly emerged as one of the sectors identified to diversify Lesotho’s economy beyond traditional industries such as textiles and agriculture. Industry stakeholders argue that stronger digital marketing and locally produced tourism content could improve the country’s visibility in highly competitive international tourism markets.
LTDC Acting Chief Executive Officer MamelloMorojele described Vodacom Lesotho’s participation as a milestone for the campaign, noting that Maseru’s adoption concludes the nationwide corporate partnership drive.
“We are delighted to welcome Vodacom Lesotho to this national campaign,” Morojele said.
“Maseru brings together so much of what defines Lesotho—our history, culture, enterprise, creativity and possibility. Through Re Bontše Lesotho, we are empowering Basotho to tell our country’s story with pride, depth and global relevance.”
Morojele revealed that the campaign attracted hundreds of submissions from aspiring content creators across the country. Following a competitive selection process, participants underwent professional digital content creation training facilitated by Limkokwing University of Creative Technology before ten finalists were selected to represent their respective districts.
She thanked Vodacom Lesotho for adopting Maseru after other corporate partners had selected the remaining districts, saying the partnership appeared “meant to be”.
“Today is more than the adoption of a content creator for Maseru district; it marks the beginning of a movement that empowers Basotho to tell the story of their own country,” Morojele said.
She explained that the Re Bontše Lesotho campaign, loosely translated as “Show Off Lesotho,” was established to inspire young Basotho to showcase the country’s breathtaking scenery, hidden attractions, cultural heritage and unique tourism experiences through authentic digital storytelling.
Recognising the initiative’s potential, LTDC sought strategic partnerships with the private sector to support content creators representing each district.
“Today we proudly celebrate Vodacom Lesotho as the official sponsor of the Re Bontše Lesotho content creator programme for Maseru district,” Morojele said.
“This partnership demonstrates the power of collaboration between the state-owned enterprise and the private sector in creating opportunities, strengthening local talent and empowering Lesotho’s tourism industry.”
She added that the ten selected content creators would serve as digital ambassadors responsible for showcasing Lesotho’s culture, adventure tourism, heritage, people and spectacular landscapes.
“As we often say, when Basotho tell the story of Lesotho, the world listens differently,” Morojele said.
She noted that Maseru offers an ideal starting point for the campaign because of its blend of history, culture, commerce, cuisine, vibrant markets and tourism attractions.
Summary
- Vodacom Lesotho has strengthened its investment in the country’s tourism and creative economy by becoming the latest corporate partner in the Lesotho Tourism Development Corporation’s (LTDC) Re Bontše Lesotho campaign.
- The announcement, made at a press conference in Maseru on Wednesday, completes the campaign’s corporate adoption phase, with Maseru becoming the tenth and final district to secure private sector backing.
- The Re Bontše Lesotho initiative is designed to position young Basotho as digital tourism ambassadors by pairing corporate sponsors with content creators selected to represent each of the country’s ten districts.
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.
