By Seleoe Nonyane
The Lesotho Tourism Development Corporation (LTDC) and renaissance group Selemo Association have joined forces to drive a campaign dubbed ‘Moea oa Selemo sa Basotho’ and also to commemorate the beginning of the Basotho New Year in August.
The New Year (Selemo sa Basotho) will be commemorated on July 20, 2023. It will be the second year in succession celebrating this event jointly with Selemo Association.
In the prehistoric times before the colonial rule and the arrival of the missionaries in Lesotho, the Basotho had their unique culture, beliefs and way of life.
Basotho have their own calendar through which they celebrate the beginning of the New Year, and it’s usually celebrated at the beginning of Phato (August).
It is against this backdrop that the LTDC considered to take part in the revival and celebration of the New Year and new season, spring (or Selemo), as this is in sync with the functions delegated to the corporation.
One of the responsibilities entrusted to LTDC is the promotion, revival and development of traditional handicrafts, festivals and culture.
On the other hand, Selemo Association was formed to revive the culture and heritage of Basotho and, among others, to educate Basotho about the time Basotho celebrate the New Year; thus, the season is earmarked as the festive period as interpreted by the ancestors.
Speaking at a press briefing this week, LTDC’s acting chief executive officer, Tebello Thoola, said the organisation’s mandate is to promote tourism as one of the key economic sectors through private partnerships and community development. Its key role is to ensure that Lesotho becomes a first choice for domestic and international tourism destination.
“Authentic culture and heritage can be used as a drawcard to lure domestic and international visitors to Lesotho to learn and explore our traditions as the Basotho Nation
“The concept has received acknowledgement from the government, community at large, tertiary institutions and more especially private sector and government agencies who are willing to support this endeavour financially,” he said.
The main sponsor of this initiative is the Petroleum Fund which injected M61 000 to make it a success.
The theme for this year’s Selemo campaign is, ‘Solidarity’.
It is believed that celebrating the Basotho new year kindles rapport and dialogue around issues of Basotho culture and cements a strong base for identity as the Basotho Nation.
This results in formation of a culture-based economy in which Basotho support Basotho initiatives, encourages patriotism and leads to conservation and celebration of the country, as well as preservation of culture and heritage.
After successful dialogue and persuasion with the public and relevant stakeholders and buy in from the powers that be, the LTDC said it would like to propose for a holiday to commemorate Selemo.
The Selemo Association’s main objective is to build the country’s identity and improve Basotho’s devotion to their own values, as well as to differentiate them from other nations.
The Association also aims to improve and implement proactive, coordinated marketing and communications reputation management strategies for Lesotho through various platforms and mediums, particularly the arts and other creative industries.
It also aims to promote Lesotho to both domestic, regional and international audiences; positioning the country as a competitive tourism and investment destination. It further seeks to promote a spirit of patriotism amongst Basotho. A series of activities will take place as part of campaign before the culmination of the main event in celebration of the Selemo festive season.
