MASERU — Stronger collaboration between the sports and tourism sectors, government and the private sector could help Lesotho unlock the economic potential of sports tourism, stakeholders said.

Speaking at the first Tourism Pitso in Maseru on Thursday, African Union Sports Council Region 5 Chief Executive Officer (CEO), Mr. Stanley Mutoya said Lesotho already has the natural and sporting resources needed to develop sports tourism and do not need to create a new product.

He said the country needs to package, position and commercialise what already existed, citing the Roof of Africa Rally as one of the events with potential to attract international visitors.

Mr. Mutoya said Lesotho's mountains, high altitude, landscape and culture can be combined with sporting activities such as mountain and road running, cycling, hiking and adventure sports.

He proposed the development of an integrated international sports tourism strategy jointly driven by the sports and tourism sectors, an annual sports tourism calendar with signature events, positioning Lesotho as a high-altitude training and adventure sports destination, developing tourism packages around sporting events and ensuring that communities and small businesses participate in the tourism value chain.

Mr. Mutoya said sports tourism can translate the social value of sport into economic value through job creation, investment and enterprise development.

He said partnerships with the private sector can also help commercialise and maintain sports infrastructure.
He said private-sector partnerships can allow facilities to have dual uses, including hosting corporate activities, while companies could contribute towards their maintenance.

Meanwhile, Lesotho Sports and Recreation Commission (LSRC) President Mr. Baba Malephane said lack of coordination between sports and tourism stakeholders is among the challenges affecting the development of sports tourism.
He said there is a need for regular sporting activities throughout the year to attract visitors and create opportunities for young people.

Mr. Malephane said activities such as marathon , volleyball, basketball and dance can complement major events such as the Roof of Africa Rally and Maletsunyane Braai Festival.
He said the LSRC is working towards developing an events calendar aimed at using sport to contribute to tourism development.

Mr. Malephane also called for increased private-sector investment in sports infrastructure, saying sports organisations need access to facilities that are properly maintained and available for use.
He said Setsoto Stadium, for example, faced maintenance challenges and restricted access, which affected the ability of sporting federations to use the facility.

He urged government to create opportunities for companies to invest in sports infrastructure and called for cooperation between the public and private sectors to create employment and develop the sports industry.
Hospitality and Tourism Entrepreneur Ms. Hopolang Letsunyane said gaps in transport, accommodation and hospitality services also need to be addressed if Lesotho is to benefit fully from sports tourism.

She said visitors should be offered tourism packages that combine sporting events with cultural experiences, food, horse riding and other activities.

Ms. Letsunyane said accommodation capacity, particularly in rural areas, is not sufficient to accommodate large numbers of visitors, while transport services are not adequately connected to hotels and guest houses.
She also called for improved customer-service training in the hospitality sector and greater involvement of rural communities in tourism.

She said communities can benefit by providing accommodation, catering, guiding and crafts, among other services.
Ms. Letsunyane further suggested that graduates be supported to work as tour guides and in hospitality, saying this can create employment while ensuring that Basotho culture is presented as an authentic experience rather than merely entertainment during events.

The Tourism Pitso is a two-day event held from September 16 to 17 as part of Tourism Month, aimed at creating a platform for dialogue on the development and promotion of Lesotho’s tourism sector.

The Pitso focuses on exploring ways to transform the country’s tourism potential into sustainable economic opportunities, while strengthening collaboration between key players in the sector.