The new domestic marketing strategy is to promote Lesotho as a must-visit country due to the rebranding as well as tourism opportunities to be offered.
This was said by the Lesotho Tourism Development Corporation (LTDC) Chief Executive Officer (CEO), Dr Retšelisitsoe Nko when addressing press conference.
Dr Nko urged the private sector to work hard to strengthen those two pillars in order to promote tourism and attract investors to Lesotho so to improve the economy.
He revealed that their plan is to build partnerships and mobilise resources to create a resilient tourism industry so that Lesotho can generate more income and create jobs through this sector.
Dr Nko highlighted that they intend to promote Lesotho worldwide by selling her uniqueness and beauty so as to attract more tourists hence creating more opportunities for Basotho to promote domestic products.
He further revealed that they will launch a tourism levy as it was approved hence should be implemented as those funds will be used to create an environmentally friendly space.
He pointed out that to ensure the visibility of Lesotho internationally, they are to sign a Memorandum of Understanding (MoU) with different stakeholders, especially the private sector.
LTDC provides leadership in the development of a strong and vibrant tourism industry which contributes to sustainable economic growth, job creation, poverty alleviation and protection of the natural environment.
It is mandated to market Lesotho as a preferred destination for tourists.
 
Source: LENA 29/04/2022