Nepal Tourism Board and UNDP Collaborate on Five-Year Sustainable Tourism Strategy

Kathmandu. A five-year strategy for sustainable tourism in Nepal will be prepared through the joint initiative of the Nepal Tourism Board and the United Nations Development Programme (UNDP).

For this, a discussion was held between the two bodies on 'International Marketing Strategy and Five Year Action Plan'. In the discussion, emphasis was placed on the indispensability of an effective marketing strategy to establish Nepal as a major destination in the global tourism market.

Khagrabikram Shah, National Project Coordinator of the Sustainable Tourism Project (STP), stated that a clear strategy and coordinated promotion are necessary for tourism promotion. On that occasion, the strategy and five-year action plan prepared by the global consulting firm 'B&D' were presented. Sujeev Shakya, Chief Executive Officer of B&D, informed that the strategy, which will be implemented from 2026 to 2030, aims to transform Nepal's tourism from a quantity-based model to value-based tourism.

The strategy includes four main aspects: market analysis, consumer behavior analysis, competitive analysis, and distribution system. It is informed that 135 stakeholders were consulted in the planning process. The strategy analyzes new trends in global tourism, Nepal's tourism situation, and six pillars of tourism dependency. Emphasis has been placed on establishing Nepal in the international market not only as an adventure tourism destination but also as a center for cultural, spiritual, wellness, nature, and sustainable tourism experiences.

Hikmat Singh Ayer, Acting Chief Executive Officer of the Nepal Tourism Board, stated that although significant investment is being made in the tourism sector in Nepal's border cities, there is a lack of a coordinated marketing strategy. He informed that the board organizes various tourism marts to connect cities outside Kathmandu to the tourism network.

UNDP's Assistant Resident Representative Dharma Swarnakar commented that tourism is the basis of Nepal's prosperity, but it is still failing to convert it into capital. He said, 'Nepal's tourism has diverse dimensions, so the number is equally important. However, a value-based tourism strategy is still the need of the hour.'

Participants in the discussion emphasized the need to strengthen Nepal's international 'branding', make digital marketing effective, promote new destinations, and expand cooperation between government bodies and the private sector. Various tourism sector organizations including Nepal Mountaineering Association, Nepal Association of Tour and Travel Agents (NATA), Hotel Association, ICIMOD, and NARA participated in the discussion.