Lesotho’s tourism promotion efforts received an unexpected boost this week through the influential presence of Ghanaian YouTuber and pan-African digital storyteller, Berthold Winkler, popularly known as Wode Maya. Initially invited by the Lesotho Tourism Development Corporation (LTDC) to create promotional content showcasing the country’s beauty, Wode Maya surprised many by voluntarily hosting a Masterclass for local content creators during his visit.
The Masterclass, held in Maseru and organised in collaboration with strategist Tokiso “Teekay” Nthebe, attracted over 500 aspiring creators and influencers. It was aimed at equipping Basotho with practical knowledge on content creation, platform growth, and digital monetisation—offering young people insight into transforming creativity into income.
The initiative comes at a critical time: the Government of Lesotho has just declared youth unemployment and job losses a national state of disaster, effective from 7 July 2025 to 30 June 2027. The Masterclass added hope and direction to an otherwise dire situation by promoting digital entrepreneurship as an alternative pathway to employment.
LTDC Acting CEO Mamello Morojele described the partnership with Wode Maya as a strategic move to position Lesotho as a destination of choice.
“Our mandate is to market Lesotho locally and internationally by highlighting our cultural heritage and natural attractions,” Morojele said. “Working with globally recognised influencers like Wode Maya helps us present Lesotho’s unique story to wider audiences.”
She explained that in just a few days, Maya’s presence had significantly increased visibility for Lesotho online. The exposure has the potential to boost the tourism economy, benefitting tour operators, guides, hospitality providers, and grassroots communities.
Morojele also urged Basotho youth to engage with the LTDC’s mission and see themselves as active participants in shaping and promoting Lesotho’s national brand.
“It’s about how we choose to tell our story. As a nation, we must be intentional about creating and owning our narrative. There will be opportunities for collaboration—and we want young people to be ready. Fortune favours the brave,” she added.
During the Masterclass, Wode Maya—affectionately given the Sesotho name Kopano—shared his own journey and professional insights. He described content creation as a career path born out of passion, likening it to “getting paid to talk.”
He broke down two key categories of content:
- Fast food content, which responds to current trends and gains quick attention, but fades quickly.
- Evergreen content, which may not perform immediately, but retains relevance and value over time.
“I posted a video about Lesotho that later went viral after global news made it relevant again. It now has over a million views on YouTube. That’s the power of evergreen content,” he said.
He encouraged Basotho creators to think beyond national borders, noting that Lesotho’s two million population is too small a market for digital growth.
“If you want to grow, create content for the world, not just for your neighbours. Africa has untapped stories—we just need to tell them right,” he said.
Wode Maya also opened up about his personal journey. Originally studying engineering in China, he faced opposition from his father, a pastor, who misunderstood his content. After reconciling with his family—with his mother playing a key role—he adopted the name Wode Maya, which means “my mother” in Mandarin.
It was his father who inspired him to begin educating Chinese audiences about Africa. Leveraging his fluency in Mandarin, Maya started producing content to counter misconceptions about Africa. That mission eventually led him back to the continent, where he now documents and promotes African countries. Lesotho marks the 33rd African country he has visited—and the only one he has returned to within a short period.
Despite YouTube’s monetisation programme not currently being available in Lesotho, Maya encouraged creators to stay authentic and committed.
“If creators here work hard, build value, and demand inclusion, change will come. The more value you add, the more platforms will pay attention.”
He expressed awe at Lesotho’s snow-covered landscape, calling it one of the most unexpected and powerful content moments of his African travels. His content from Lesotho gained him over 50,000 new followers in just one weekend.
“Lesotho is a goldmine. Basotho need to understand that you don’t have to go underground to find diamonds—sometimes you can mine them from your phone in your room. We must stop relying entirely on government. There are things we can do for ourselves,” Maya concluded.
From a planned content shoot to an impromptu Masterclass that inspired a nation, Wode Maya’s visit has left a lasting impact—not only on Lesotho’s digital landscape, but on the hearts of a generation ready to rewrite their future online.
