KING Letsie III launched the Lesotho Nation Brand yesterday which he says has identified four main pillars which form the foundation of the national vision for a prosperous and thriving Lesotho. These pillars are investment, trade, tourism, development of local products, and patriotism.
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“They will be the cornerstones upon which we will build a brighter future for our children and grandchildren,” the King said.
“In investment we recognise the vital role that it plays in driving economic growth and creating opportunities for our people,” he said.
“By fostering a conducive environment for investment, we will attract both domestic and foreign capital, fuelling innovation, job creation, and accelerated growth across all sectors of our economy.”
The king said trade, in this increasingly interconnected world, serves as a catalyst for progress and prosperity.
He said through strategic partnerships and trade agreements, we will expand our market reach, promote our unique offerings, and ensure that Lesotho-made goods and services are attractive, competitive and sought after in global markets.
He said Basotho will continue to harness their God-given natural resources to drive economic growth and social transformation, and where appropriate, utilise those natural resources to create industries and businesses that can expand export offerings.
“We have always believed that our country is blessed with an array of breath-taking landscapes, rich cultural heritage, and a people whose hearts are warm and hospitable,” he said.
The King said all of these qualities and attributes are valuable ingredients for building a prosperous tourism industry.
Under this pillar, he said, Basotho will endeavour to showcase the beauty and diversity of Lesotho with the aim of attracting visitors from far and wide.
He said this will undoubtedly generate growth in Lesotho’s tourism industry and will create much needed economic opportunities for local communities.
“I am very much aware that we take immense pride in the craftsmanship and ingenuity of our people,” he said.
“This pride has to be supported and matched by a strong commitment to champion local products and industries in order to empower Basotho entrepreneurs, promote sustainable livelihoods and preserve our heritage for generations to come.”
Speaking at the launch, Prime Minister Sam Matekane said for Lesotho to truly prosper as a serious contender on the world stage, “we need all Basotho to stand united behind Lesotho Nation Brand”.
The Lesotho Nation Brand was spearheaded by the Lesotho National Development Corporation (LDNC), which is mandated to promote trade and industry for Basotho.
Staff Reporter
