LEVERAGING AFRICA TOURISM INDABA 2026 TO PROMOTE LESOTHO’S TOURISM POTENTIAL
As part of the Lesotho Tourism Development Corporation’s ongoing destination marketing strategy aimed at positioning Lesotho as a destination of choice both regionally and internationally, the Corporation participated in the Africa Tourism Indaba 2026 from 11–15 May 2026 in Durban, South Africa
The delegation was led by the former Minister of Tourism, Sports, Arts and Culture, Motlatsi Maqelepo, and comprised the Acting Chief Executive Officer of Lesotho Tourism Development Corporation (LTDC), members of the LTDC Management Team, representatives from the Ministry of Tourism Management Team, as well as key stakeholders from Lesotho’s private tourism sector. The private sector representation included accommodation establishments, attractions management entities, travel agencies, tour guides, tour operators, and event management companies, reflecting a strong and coordinated national effort to promote Lesotho’s tourism industry.
Recognized as one of the continent’s premier tourism trade exhibitions, the Africa Tourism Indaba provided the Lesotho Tourism Development Corporation with a strategic platform to showcase Lesotho’s unique tourism offerings, strengthen the country’s positioning within the global tourism market, and foster meaningful engagement with international buyers, media representatives, tour operators, investors, and destination marketers.
LTDC’s participation therefore formed part of broader strategic efforts to enhance destination visibility, promote sustainable tourism growth, and establish long-term partnerships and collaborations that will contribute towards increased tourist arrivals, investment prospects, private sector growth, and the overall advancement of Lesotho’s tourism sector.
A key highlight of the 2026 Africa Tourism Indaba was the Maloti-Drakensberg Transfrontier Conservation and Development Area (MDTFCA) winning the Gold Award for the Best TFCA Promotional Video 2025. Supported by Boundless Southern Africa, the achievement reflected strong collaboration in positioning the MDTFCA as a leading cross-border tourism destination. Mr. Refiloe Ramone, Chairperson of the MDTFCA Tourism Working Group, represented the Government of Lesotho under the Ministry of Tourism, Sports, Arts and Culture, further reaffirming Lesotho’s commitment to regional tourism development and cross-border cooperation in Southern Africa.
Speaking on the achievement, Mr Refiloe Ramone highlighted Lesotho’s important role in advancing regional tourism collaboration and promoting the MDTFCA as a premier cross-border destination. He noted that the award reflects the country’s continued commitment to sustainable tourism development and strengthening partnerships within Southern Africa.
Mr. Motlatsi Tsatsi of T-Vibes Travel & Tours (a tour operation business)., described the 2026 Africa Travel Indaba as a valuable platform for networking, business growth, and learning within the global tourism industry. Participating alongside the Lesotho Tourism Development Corporation, he highlighted that Lesotho’s exhibition stand attracted significant international interest, particularly in the country’s snow experiences, mountainous landscapes, and unique Basotho culture.
He noted that the event created opportunities to engage with international buyers, tour operators, and investors from Africa, the Middle East, and Asia, while also encouraging other local tourism businesses to participate in international tourism platforms to expand partnerships and market access.
Advocate Makhetha Motsoari, Chairperson of the Lesotho Council for Tourism, described Lesotho’s participation at the 2026 Africa Tourism Indaba as highly successful, noting increased visibility, meaningful business engagements, and growing international interest in the country’s tourism products. He emphasized the importance of strengthening cultural tourism, digital marketing, partnerships, and sustainable tourism development to position Lesotho as a competitive destination within Africa and beyond.
He further highlighted that international tourism exhibitions such as the Africa Tourism Indaba remain vital platforms for marketing Lesotho, attracting investment, building partnerships, and keeping the country visible within the global tourism industry.
Speaking at the ongoing, Head of Strategic Marketing, Mr. Phomolo Lebotsa, said Lesotho Tourism Development Corporation is using Africa Tourism Indaba as a platform to promote Lesotho’s tourism products, including its mountain landscapes, cultural heritage, adventure tourism, and Basotho hospitality, while engaging international buyers, investors, and tourism partners.
He added that the response from visitors and buyers to the Lesotho stand has been highly positive, with growing interest in the country as a unique and emerging tourism destination with many expressing keen interest in discovering more about the country as an emerging and relatively unexplored tourism destination.
“We invite tourists from across the world to come and experience the unparalleled beauty, rich culture, warm hospitality, and unforgettable adventure that Lesotho has to offer,” he concluded.
In an exclusive interview with Ms. Mamello Morojele, Chief Executive Officer (Acting) of the Lesotho Tourism Development Corporation, said LTDC’s participation at the 2026 Africa Travel Indaba reaffirmed Lesotho’s commitment to aggressively market the country as a premier adventure and winter tourism destination. She noted that the exhibition provided a strategic platform to promote Lesotho’s snow-capped mountains, skiing experiences, culture, heritage, and outdoor adventure activities, particularly as the country prepares to celebrate 60 years of Independence.
She further emphasized the importance of regional collaboration in growing Southern Africa’s tourism market, highlighting partnerships within the Maloti-Drakensberg Transfrontier Conservation Area (MDTFCA) and broader African tourism initiatives under the AfCFTA framework. Ms. Morojele also indicated that LTDC aims to diversify tourism products and strengthen digital marketing, youth participation, and destination development to attract more international and regional visitors to Lesotho.
The former Minister of Tourism, Hon. Motlatsi Maqelepo, was invited as a panelist in a discussion on ‘Digitalisation for Africa’s Tourism Growth’ by African Tourism Ministers at the Africa’s Travel Indaba 2026. Speaking during the panel discussion, the then Minister of Tourism, Hon. Motlatsi Maqelepo, said one of the biggest impediments to growing tourism in Africa is the issue of visas and travel restrictions between African countries.
The Minister emphasized the need for African countries to collaborate and make travel easier in order to strengthen regional tourism growth. He noted that digitalization and technology can also help improve destination marketing and increase Africa’s competitiveness in the global tourism market.
Hon. Maqelepo further highlighted that embracing innovation and cooperation can help create more tourism opportunities and contribute to economic growth across the continent.
