The Lesotho Tourism Development Corporation (LTDC) is mandated by the Government of Lesotho to promote the country as a unique and sought-after tourism destination locally, regionally, and internationally. In fulfilling its assigned responsibility to promote traditional handicrafts, festivals, and cultural revival and creative industries, LTDC joined forces with the Ministry of Tourism, Sports, Arts and Culture (MTSAC) and the Lesotho Copyright Society of Authors and Artists (LESCOSAA) for a pulsating roadshow in Teyateyaneng on 22 August 2025.
The activation campaign was designed to publicize the 2nd Annual National Music Awards (NMAs), whilst also offering a platform for young people to showcase their talent. The event featured performances by aspiring talent, artist sign-ups, and talent selection, with the best performers receiving the opportunity to perform at the NMAs stage at the Manthabiseng Convention Centre on 27 September 2025.
The NMAs this year double as a celebration of World Tourism Day, recognized under the theme “Tourism and Sustainable Transformation.” Being a member state of the United Nations World Tourism Organization, Lesotho champion this day by harmonizing music, arts, and tourism in a single groundbreaking celebration.
The Awards are expected to attract dignitaries from UN agencies, members of Cabinet led by the Minister of Tourism, Sports, Arts and Culture, as well as renowned artists from neighboring South Africa. With over 20 categories, the NMAs will showcase both emerging and reputable artists.
“As an inspiration winners will be awarded with monetary awards and trophies that demonstrate their hard work and devotion to the music industry,” explained Mrs. Mabokang Mokotjo, one of the event organizers from of Tourism, Sports, Arts and Culture, “This event not only acknowledge artists but also plays a significant role in molding the cultural landscape of Lesotho.” Says Mrs. Mokotjo
Speaking on behalf of LTDC, Mrs. ‘Malichaba Koetlisi highlighted the broader importance of the initiative, “The Lesotho Annual Music Awards jells well with the United Nations World Tourism theme, “Tourism and Sustainable Transformation”. This is more than a celebration, it is a catalyst for economic growth, cultural pride, and sustainable tourism development “Creative arts are a powerful drawcard that lure domestic, regional, and international tourists to experience Lesotho,” explained Mrs. Koetlisi.
LESCOSAA, a key partner in the initiative, emphasized its role in protecting the rights of artists. Spokesperson Relebohile Ramotse stated that Music is a livelihood for artists. “LESCOSAA exists to ensure that authors and artists gain financial rewards from their creativity while appreciating the significance of protecting their intellectual property.
The Teyateyaneng roadshow proved to be more than just a publicity drive it was a celebration of talent, culture, and empowerment. An aura of euphoria, jubilation and anticipation reigned wherein five new artists triumphed and as they were signed and also awarded tickets to go and share stage with the already established artists during the MNA.
The roadshow not only set the stage for an unforgettable awards ceremony but also reinforced the testimony of the transformative power of music as engine of unity, culture, and development in Lesotho , thus the activation campaign are expected to continue in all other districts.
