Vodacom joins ‘Re Bontše Lesotho’ campaign

Seithati Motšoeneng

TELECOMMUNICATIONS giant, Vodacom Lesotho, has officially adopted Maseru District under the Lesotho Tourism Development Corporation’s (LTDC) Re Bontše Lesotho campaign, pledging connectivity, resources and mentorship to help transform the capital from a mere transit point into a vibrant tourism destination.

The partnership was unveiled yesterday in Maseru, where Vodacom Chief Executive Officer, Mohale Ralebitso, and LTDC Acting Chief Executive Officer, Mamello Morojele, announced that Maseru would join the campaign’s flagship districts in a new wave of digital storytelling aimed at showcasing Basotho culture, heritage and tourism to local and international audiences.

Launched in March this year, the Re Bontše Lesotho campaign is a domestic tourism initiative that empowers young content creators and digital storytellers from all 10 districts to promote Lesotho’s scenic landscapes, cultural heritage, adventure experiences and hidden gems. The initiative seeks to encourage Basotho to explore their own country while positioning Lesotho as an attractive tourism destination within the SADC region and beyond.

LTDC has described the campaign as one which places local storytellers at the centre of destination marketing, strengthening national pride while creating economic opportunities for young people.

Aligned with the National Strategic Development Plan II (NSDP II), which identifies tourism as a key driver of job creation and poverty alleviation, the campaign also enables participants to build professional portfolios, monetise their social media platforms and gain valuable industry exposure.

Around 100 contestants from all 10 districts submitted 120-second promotional videos highlighting tourism attractions and unique cultural experiences in their respective districts.

To support the initiative, LTDC invited corporate partners to adopt individual districts by sponsoring the selected content creators. Vodacom has now adopted Maseru, joining other corporate sponsors backing the remaining districts.

Addressing the signing event, Mr Ralebitso said the campaign begins where most visitors’ journeys into Lesotho start, being Maseru.

“Most often, that journey commences in Maseru, and we pledge our unwavering partnership in narrating the stories of Lesotho’s future, starting with Maseru, yet by no means confined to it,” he said.

Mr Ralebitso urged creators to capture the country’s unique identity, from its music and cuisine to its cultural traditions.

He said visitors increasingly seek authentic experiences rather than picturesque scenery alone.

“They will journey here to immerse themselves in all that is uniquely Lesotho and Basotho. Therefore, we must be conscientious and deliberate curators of the experiences we wish the world to embrace about Basotho culture,” he said.

He also challenged the hospitality industry to take greater pride in local products, questioning why restaurant menus often overlooked traditional Basotho food and beverages.

“If we exclude them, we fail to invite engagement and deny the opportunity for these individuals to participate with us. Our culture risks stagnation. And anything that stagnates inevitably ceases to thrive,” he warned.

Mr Ralebitso said meaningful destination marketing required deliberate investment, noting that content creation demands data, logistics and technical support.

He said Vodacom would provide connectivity, resources and access to its marketing and brand development teams to help the selected creators produce and share high-quality content.

“The most pivotal ingredient of this initiative is the invaluable mentorship each individual will gain through their involvement with Vodacom, truly making this a robust capacity-building programme,” Mr Ralebitso said.

Ms Morojele welcomed Vodacom as the official sponsor for Maseru District, saying the partnership came at the right time to reposition the capital as a destination in its own right.

“Today represents more than just the adoption of a content creator for Maseru District. It marks the inception of a movement that empowers Basotho to tell the story of their country,” she said.

She added that every story shared had the potential to attract more visitors, strengthen local livelihoods and drive investment in tourism infrastructure.

LTDC is expected to officially announce the 10 district winners tomorrow, while the remaining nine districts have already secured sponsorship from various corporate partners.

The 10 district ambassadors will serve as digital storytellers, producing authentic video content designed to inspire travel, reshape perceptions of Lesotho and stimulate economic growth through tourism and local enterprise.

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