Lesotho Launches “Re Bontše Lesotho” and Lehakoe Photobank to Promote Tourism and Creativity

The Lesotho Tourism Development Corporation (LTDC) has officially launched the “Re Bontše Lesotho” and Lehakoe Photobank campaigns at the Lesotho National Convention Centre, signaling a new era in tourism promotion and creative engagement. The initiatives are designed to showcase Lesotho’s landscapes, culture, and untold stories while empowering local content creators to share their work with a global audience. By combining tourism promotion with creative industry development, these campaigns aim to strengthen the country’s cultural identity and economic growth simultaneously. The launch attracted content creators from across Lesotho, providing a platform to connect, collaborate, and explore opportunities in digital storytelling. With strong support from both public and private sectors, the campaigns position Lesotho as a modern, digitally-savvy destination with rich cultural and natural assets.

Speaking on behalf of the LTDC Chief Executive Officer, Mrs ‘Manchafalo Motšoeneng explained that the Lehakoe Photobank is intended as a living archive of Lesotho’s identity. It will preserve authentic images of the country’s landscapes, traditions, and daily life while promoting them internationally. The platform provides photographers, artists, and content creators a space to share their work, engage in research, and collaborate with peers. Mrs Motšoeneng highlighted that the initiative also supports the local creative economy through partnerships with institutions such as LNIG Hollard, Alliance Insurance, Standard Lesotho Bank, Metropolitan Lesotho, Econet Telecom Lesotho, and ’Melesi Lodge. By bridging creativity and commerce, the Photobank is positioned to grow both artistic opportunities and tourism-driven revenue.

Minister of Tourism, Sport, Arts and Culture, Mr. Motlatsi Maqelepo, emphasized that the campaigns will strengthen Lesotho’s position as a leading eco-tourism destination in Africa. He noted that the digital Photobank functions not only as a repository of images but also as an online marketplace where local artists can reach national and international audiences. The “Re Bontše Lesotho” campaign will see young people act as ambassadors, sharing stories, imagery, and experiences that highlight the country’s unique offerings. Mr. Maqelepo stressed that the future of tourism is digital and relies on creative storytelling to engage audiences worldwide. The campaigns therefore aim to equip youth with the tools and platforms to shape Lesotho’s tourism narrative while gaining practical skills in content creation.

Support from international partners reinforces the campaigns’ potential impact. United Nations Development Programme (UNDP) Representative Dr. Jacqueline Olweya confirmed that the organisation will collaborate with government and private sector partners to expand the initiative. Plans include pilot projects such as virtual reality experiences that allow visitors to explore iconic sites like Thaba-Ntšo remotely. Dr. Olweya noted that these efforts will boost tourism, generate jobs, and contribute to economic growth across Lesotho. By integrating technology with culture, the campaigns create innovative ways for audiences to experience the country, while offering content creators new avenues for professional development and exposure.

Content creators involved in the launch expressed excitement about the opportunities the campaigns provide. Ms. Seipati Ntholeng from Mafeteng shared that the initiative has helped her recognize her role as a content creator and opened pathways to promote Lesotho professionally. As a student of African Languages and Literature, she highlighted that the project connects her academic background with her passion for culture, identity, and storytelling. Participants like Ms. Ntholeng will play a central role in shaping the digital narrative of Lesotho, using their creativity to attract visitors and build sustainable careers. The launch represents a turning point in promoting Lesotho through local voices, digital innovation, and cultural pride, ensuring that both tourism and creative industries grow in tandem.