KATHMANDU: The Nepal Tourism Board and the United Nations Development Program (UNDP) are preparing a joint five-year strategy for sustainable tourism development in Nepal.
A discussion was held on the “International Marketing Strategy and Five-Year Action Plan” aimed at establishing Nepal as a key destination in the global tourism market through effective branding and promotion.
National Project Coordinator of the Sustainable Tourism Project (STP) Khadga Bikram Shah said that a clear strategy and coordinated promotional efforts are essential for tourism development.
During the event, a strategy and five-year action plan prepared by global consulting firm BDA was presented.
BDA CEO Sujeev Shakya said the strategy, which will be implemented from 2026 to 2030, aims to transform Nepal’s tourism sector from a volume-based model to a value-based tourism approach.
The strategy includes four key components: market analysis, consumer behavior analysis, competitive assessment, and distribution systems. It was developed after consultations with 135 stakeholders.
It also analyzes global tourism trends, Nepal’s tourism landscape, and six key pillars of tourism dependency in the country.
The plan emphasizes positioning Nepal not only as an adventure tourism destination but also as a hub for culture, spirituality, wellness, nature, and sustainable tourism experiences.
Acting CEO of the Nepal Tourism Board Hikmat Singh Ayer said that although significant investment is flowing into tourism in border cities, Nepal still lacks a coordinated marketing strategy.
He added that the board has been organizing tourism marts to connect cities outside Kathmandu with the broader tourism network.
UNDP Assistant Resident Representative Dharma Swarnakar said tourism is a key pillar of Nepal’s prosperity but the country has yet to fully capitalize on it.
“Tourism has multiple dimensions in Nepal, and numbers are important. However, a value-based tourism strategy is the need of the hour,” he said.
Participants at the discussion emphasized the need to strengthen Nepal’s international branding, improve digital marketing, promote new destinations, and enhance cooperation between government and private sector stakeholders.
Representatives from various tourism bodies including the Nepal Mountaineering Association, NATA, hotel associations, ICIMOD also took part in the discussion.
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