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Lesotho Tourism Development Corporation Promotes Tourism Awareness in Butha-Buthe Lesotho Tourism Development Corporation Promotes Tourism Awareness in Butha-Buthe

The Lesotho Tourism Development Corporation (LTDC) recently took a significant step in promoting tourism by organizing an awareness campaign in Butha-Buthe. Held at Moteng RC Primary School and Phelandaba Primary School, the initiative targeted students and local communities, including Tomaketsa, Khau, Ha Tlebere, Phakela, Linotsing, Ha Mpotla, Vukazenzele, and Phelendaba, to educate them on the importance of tourism as a driver of economic growth and community development.

Led by the LTDC’s Public Relations Officer, Molapo Matela, the event underscored the critical role tourism plays in Lesotho’s economy. By showcasing the region’s unique attractions and providing training on hospitality and customer service, the LTDC aimed to instill pride among community members and inspire them to actively participate in promoting tourism in Butha-Buthe.

Spotlighting Butha-Buthe’s Attractions

Butha-Buthe, located in the northern part of Lesotho, boasts stunning attractions such as the Maluti Mountains, rich cultural heritage, and vibrant local crafts that serve as key draws for tourists. During the event, Mr. Matela encouraged students and community members to appreciate these features and explore ways to promote them to visitors.

“Attraction refers to the unique features that draw visitors to a destination,” Matela explained, emphasizing the importance of tourism in boosting local economic activity. The LTDC used engaging presentations to highlight the region’s tourism potential, particularly its natural beauty and cultural identity.

Infrastructure: A Key to Unlocking Tourism

A critical topic of discussion during the campaign was the need for infrastructure improvements in Butha-Buthe. Matela stressed the importance of developing roads and transportation networks to facilitate easier access to the region’s tourist attractions. Enhanced infrastructure would not only improve visitor experience but also encourage investment and economic activity in the area.

Additionally, the LTDC urged local businesses to refine their offerings to meet the expectations of tourists. Workshops focused on essential skills such as hospitality and customer service, preparing community members for tourism-related jobs and fostering a visitor-friendly environment.

Building Awareness and Pride

The LTDC’s outreach efforts also aimed at raising awareness of the economic and social benefits of tourism. By educating communities about the opportunities tourism presents, the initiative sought to inspire pride and ownership in promoting Butha-Buthe as a destination. Inspector Mokoena Natlane of the LMPS Crime Prevention Unit also addressed the gathering, urging parents to discourage children from soliciting money or sweets from tourists, a practice that he highlighted as illegal and damaging to the destination’s image.

Tourism as a National Priority

This initiative aligns with the government’s National Strategic Development Plan (NSDP) II, which identifies tourism as a key sector for achieving economic transformation. Spanning from 2023/2024 to 2027/2028, the plan envisions shifting Lesotho’s economy from being consumer-based to one that is producer- and export-driven, with tourism playing a pivotal role in job creation, poverty reduction, and economic diversification.

The NSDP II outlines several key initiatives to boost Lesotho’s tourism sector:

  • Infrastructure Development: Improving roads, airports, and transport networks to make tourist sites more accessible.
  • Cultural and Heritage Tourism: Promoting Lesotho’s traditional music, dance, crafts, and historical sites to attract cultural enthusiasts.
  • Eco-Tourism: Leveraging Lesotho’s natural beauty, including its mountains, waterfalls, and national parks, to appeal to eco-tourists.
  • Marketing and Promotion: Enhancing local and international campaigns to raise awareness of Lesotho as a tourist destination.
  • Capacity Building: Providing training and skill development programs to improve service quality and enhance visitor experiences.
  • Public-Private Partnerships: Encouraging collaboration between the government and private sector to invest in and develop tourism projects.

Opportunities for African Travel Professionals

For African travel agents and tour operators, the LTDC’s efforts present an opportunity to promote Butha-Buthe and other parts of Lesotho as emerging destinations for both domestic and international travelers. The region’s unique attractions, such as the Maluti Mountains and cultural experiences, offer a rich canvas for crafting exciting itineraries that cater to adventure seekers, cultural enthusiasts, and eco-tourists.

Agents can also capitalize on the growing focus on eco-tourism and self-sustainable travel, leveraging Lesotho’s natural assets to attract environmentally conscious travelers. Additionally, with infrastructure improvements and skill development initiatives underway, the region is poised to offer an enhanced visitor experience, making it an attractive addition to travel portfolios.

Looking Ahead

The LTDC’s campaign in Butha-Buthe signals a broader commitment to unlocking the potential of tourism as a driver of economic growth and community empowerment in Lesotho. By focusing on infrastructure, local engagement, and skill building, the LTDC is laying the groundwork for a more vibrant and sustainable tourism sector.

For travel professionals, now is the time to tap into Lesotho’s growing appeal by promoting its unique attractions and supporting community-driven tourism initiatives. As the country positions itself as a rising star in African tourism, the opportunities for collaboration and growth are abundant.