…adopts LTDC’s Re Bontse Lesotho campaign
Moroke Sekoboto
ALLIANCE Insurance has adopted Leribe under the ongoing Lesotho Tourism Development Corporation (LTDC)’s Re Bontse Lesotho (Show Us Lesotho) campaign and competition, reaffirming the company’s commitment to uplifting national tourism.
Alliance Insurance and LTDC announced the sponsorship on Thursday in Hlotse.
The partnership will see Alliance sponsoring the Leribe content creators contest, equipping winners with the resources they need to showcase the district’s beauty to the world. The overall Re Bontse Lesotho winners will be unveiled next week Friday.
Speaking at the event, Alliance Insurance Head of Group Marketing and Communications, Makeabetsoe Mabaleha, said Alliance signed a Memorandum of Understanding (MOU) with LTDC in 2023 when they introduced the Ke Lapeng campaign to encourage Basotho to explore their own country by offering travel tips and promoting local destinations. She said LTDC was identified as an ideal partner in driving tourism-led economic growth.
“We signed the MOU with LTDC in 2023 as we identified tourism as a key driver of economic growth. We wanted to sell Lesotho to the world by launching the Ke Lapeng campaign to encourage Basotho to explore their own country, offering travel tips and promoting local destinations. By supporting this (Re Bontse Lesotho) campaign, we are reaffirming our commitment to promoting domestic and international tourism,” Ms Mabaleha said.
She added that Alliance selected Leribe because of its rich cultural heritage, history and tourist attractions.
“Our Leribe offices are at the heritage site Leribe Post Office, which was built in 1948 during the colonial era. This by itself shows our commitment towards preserving history and heritage sites.”
Ms Mabaleha also said supporting the Leribe winner would help create income opportunities for the selected content creator, especially in a climate of high youth unemployment.
LTDC Head of Marketing, Phomolo Lebotsa, said the corporation launched the Re Bontse Lesotho campaign to promote domestic tourism by empowering local content creators to showcase the beauty, culture, and hidden gems of the country. He said creators were invited to choose any tourism-related focus area, from scenic sites and cultural experiences to traditional dishes, and produce a video explaining its location and why it is worth visiting.
“As part of its strategy to collaborate with storytellers, LTDC recently hosted renowned African content creator, Wodemaya, who led a Content Creation Masterclass to sharpen the skills of local influencers. This initiative was inspired by the belief that Basotho creatives, when equipped with the right tools, can play a powerful role in promoting their own country,” Mr Lebotsa said.
He added that the campaign will select one winner from each of Lesotho’s 10 districts, with exciting prizes sponsored by corporate partners to be revealed at the campaign launch.
“Re Bontse Lesotho is more than a competition; it’s a celebration of national pride and a push to inspire Basotho to visit Lesotho first,” he said.
Mr Lebotsa said LTDC aims to promote Lesotho’s tourism by leveraging youth creativity in digital content creation to showcase local culture and attractions.