Deepak Raj Joshi serves as the Chief Executive Officer of the Nepal Tourism Board (NTB), a collaborative initiative between the government and the private sector dedicated to tourism promotion. Under his leadership, the NTB has been actively engaged in positioning Nepal as a compelling investment opportunity through forward-thinking promotional and marketing strategies, adapting to the dynamic shifts within the tourism industry.
Nepal Tourism Board is optimistic that Nepal’s tourism sector, significantly impacted by the Covid-19 pandemic, is on track not only to recover but also to exceed pre-pandemic levels by 2025. The HRM Nepal recently spoke with CEO Joshi to gain insights into the NTB’s approach in promoting the country as a desirable tourism destination for travellers worldwide. Excerpts:
Q. Following the COVID-19 pandemic, tourism recovery was our foremost priority. What is our position in terms of recovery?
A. Nepal’s tourism sector is still striving to fully recover to pre-pandemic levels, particularly when compared to the benchmark set in 2019, a year that saw an impressive influx of nearly 1.2 million tourists. While global tourism has largely bounced back in 2024, Nepal is still navigating a 5% shortfall, having achieved a 95% recovery thus far.
Q. What are the obstacles to achieving full recovery?
A. Several national and international factors are influencing our recovery. Primarily, we haven’t effectively communicated through extensive international promotions that Nepal is once again ready for tourists. Nepal Tourism Board, in partnership with the private sector, had its international tourism promotion efforts largely on hold for about a year-and-a-half. However, for the past three months, we’ve significantly ramped up our promotional activities, and we are optimistic that the tourism sector will not only fully recover but also exceed the levels we saw in 2019.
Q. Where are you focusing these promotions?
A. Our primary focus is on our two most populous neighbours, India and China, which represent the largest pool of outbound travellers. Tourist arrivals from India have been steadily increasing, which is encouraging. However, we still face a significant gap in the number of tourists coming from China compared to pre-pandemic times. Before Covid, we welcomed 160,000 Chinese visitors, while in 2024, this number was around 100,000.
We’re also actively promoting Nepal in our traditional markets, but with a focus on new demographics like younger travellers. For instance, in India, where we previously targeted corporate travellers, those visiting friends and relatives, and pilgrims, we’re now placing greater emphasis on attracting young people, weekend getaways and adventure tourists. Our strategy involves reaching out to these new segments within our established markets, alongside promotional efforts in emerging markets. Consider Bangladesh and Vietnam, for example, which are proving to be new and promising sources of tourists. We also have strong air connections to West Asian (Middle Eastern) countries. The Middle East market is diverse, with affluent Indian, Pakistani, as well as European and American expatriates, and we are actively targeting these groups as well.
Q. What strategies has the NTB employed to promote tourism destinations in Nepal outside of the Golden Triangle and Lumbini?
A. Nepal’s tourism industry boasts over six decades of experience in catering to international travellers, with a particularly diverse and seasoned private sector dedicated to serving their needs. However, Nepal’s established image has predominantly been that of an adventure tourism destination, largely centred around mountaineering. This perception has led to seasonality in tourism activities, with the majority of visitors preferring the periods from September to November and mid-March to mid-June. The remaining months of the year are often considered low or off-season.
To shift this perspective, we’ve been actively promoting Nepal as a year-round destination. For instance, during the summer months, we’ve been highlighting Pokhara as an ideal getaway for visitors from North India, Bangladesh, and other regions through campaigns like ‘Garmi se behal, chalo Nepal’ (Escape the heat, let’s go to Nepal). Furthermore, Nepal’s diverse geography, with 80% of its area lying above 700 to 1000 meters in elevation and enjoying over 260 sunny days a year, allows us to promote Nepal in colder climates with the slogan ‘winter is warm’. Additionally, to attract tourists throughout the year, we’ve been emphasising our rich heritage, vibrant culture, delicious food, and other unique aspects. We’ve been showcasing cultural festivals like Seto Machchhindranath and various other celebrations to transform the traditional off-season into a popular travel period. Another significant area of Nepal’s tourism with immense potential is wildlife tourism and we are working to maximise its appeal.
Q. How is NTB promoting inclusivity and diversity within the tourism sector, and what are the perceived benefits of these efforts?
A. Despite the immense potential for tourism diversification in Nepal, we face limitations in infrastructure development. Observing global tourism trends, we see a growing preference for experiential travel over purely comfort and luxury. Today’s travellers are seeking genuine and authentic experiences. To bridge this gap, we’ve been actively exploring and highlighting more destinations within Nepal that can offer these authentic encounters.
NTB has identified several promising locations with significant tourist appeal. While NTB’s mandate doesn’t include direct investment in infrastructure, we’ve been working closely with local, provincial and federal government bodies to encourage infrastructure development and upgrades for better connectivity and easier access to our key identified projects. Should any new, viable destinations emerge through the collaborative efforts of various stakeholders, we are committed to promoting them comprehensively, and this is something we are already doing. Examples of such destinations include Bardiya, with its wildlife camps, and others.
Q. Considering the growing interest among young travellers in authentic experiences, Zen environments, and spiritualism alongside other activities, how is NTB planning to integrate these elements into its promotional campaigns? What are your thoughts on how tourism products can be designed to cater to these specific interests?
A. Given that India and China are significant source markets for numerous tourism destinations due to their large number of outbound travellers, our primary focus is on aggressive marketing and promotion. NTB has recently restarted these efforts in collaboration with the private sector, our diplomatic missions abroad, and the Nepali diaspora. Another crucial element is connectivity. Robust connectivity has been a concern, particularly with the Tribhuvan International Airport’s previous 10-hour daily shutdowns, which negatively impacted the tourism sector. We are encouraged by the fact that these closures have ended.
Tourists have also raised concerns about the high cost of airfare to Kathmandu, a matter that our political leaders and policymakers are considering seriously and working to address constructively. Furthermore, destination preparedness within the country is essential. When considering the Chinese market, we need to ensure an adequate number of guides, appropriate cuisine, and accessible payment gateways, among other things. Similarly, we’ve heard concerns from Indian tourists regarding immigration processes and the desire for a smoother experience when entering Nepal with Indian-plated vehicles.
Q. Given the concerns raised by diplomatic missions regarding rapid response, rescue, evacuation, and food quality, what measures do Nepali authorities have in place to guarantee tourist safety and security?
A. We believe that enhanced coordination will lead to improved preparedness and a more immediate response. The quality of services, as well as the safety and security of our visitors, are always top priorities, and NTB actively collaborates with the relevant organisations in these areas. Food hygiene is generally well-maintained in star-rated hotels and reputable restaurants, as well as in community-driven accommodations like homestays. While there have been some concerns regarding food hygiene in establishments within the lower to medium price range, we are addressing this through awareness campaigns, training programmes, and consistent monitoring to ensure improvements.
Q. The private sector has invested substantially, but the supporting infrastructure is lacking. How does NTB work with the government to attract more tourists and secure returns for these investments?
A. Hoteliers need to recognise the significant investment poured into the hospitality sector, while acknowledging the weakness of the supporting infrastructure. It’s crucial for everyone who has invested in hospitality to collaborate with us in advocating for the development of this essential infrastructure and ecosystem. Without it, the capital invested by the private sector could be at risk. Such a loss of capital would be severely detrimental to the economy and future investments. Currently, the majority of hotels and resorts are concentrated in Kathmandu Valley and its surroundings, Pokhara, Chitwan and Bhairahawa. Alarmingly, these primary destinations – Kathmandu, Pokhara, Lumbini, and Chitwan – suffer from poor connectivity at present. Completing the construction of roads linking these key areas is imperative. Developing high-quality roads would enable us to capitalise on strong connectivity with India.
Consider Uttar Pradesh, which boasts four international airports and excellent road networks to Bihar and other bordering Indian states. We have a joint working group mechanism, co-led by the Joint Secretary of the Ministry of Culture, Tourism and Civil Aviation (MoCTCA) and an Indian counterpart that includes private sector representation. To effectively promote tourism, we must reactivate various channels and fully leverage the potential of cross-border tourism.
Q. With a large number of tourists coming from North India, what public-private partnership (PPP) strategies can the private sector employ in collaboration with the government to develop hill stations in Nepal’s border regions?
A. Definitely, developing infrastructure in PPP modality is need of the hour. There has been massive attraction of casinos in the bordering towns of Terai. Along with casinos, we can promote other destination offers or side-by-side activities, such as safari, scenic drive and recreational and spiritual activities on hill stations. We’ve been designing promotion and marketing strategy from the expert panel to launch promotional campaigns in the bordering towns of India. We’ll consult with stakeholders of the bordering towns to align it with their aspirations.
Q. How can we increase the average length of tourist stays and the revenue generated per tourist?
A. The average duration of tourist stays in Nepal is quite satisfactory when compared to the global average, hovering around 12 to 14 days. We’re also seeing an encouraging increase in the frequency of visits. However, the length of stay is directly influenced by the range of activities we can offer. Furthermore, attracting high-yield tourists is a key priority for us, and we are actively exploring strategies to encourage them to spend more at the destinations they visit. According to data released by Nepal Rastra Bank, the average daily expenditure per tourist is only around $40-42, which is significantly lower than the global average.
Q. Do you believe Nepali diplomatic missions abroad have played a constructive role in promoting tourism?
A. Our diplomatic missions are strongly encouraged to engage in economic diplomacy. The government has directed them to actively promote investment, tourism and exports. However, these missions have expressed concerns about insufficient funding, which has hindered their ability to fully deliver on these responsibilities. Recently, we’ve initiated collaborations with the diplomatic missions of key source countries, utilising resources from NTB. In the past three months alone, we’ve partnered on promotional and marketing activities in eight major source countries.
Given the government’s increased emphasis on economic diplomacy, we are optimistic that the necessary resources will be allocated to support these efforts. Ambassadors and other high-ranking officials within our diplomatic missions are showing proactive engagement in tourism promotion. The tourism board has begun sending promotional materials to these missions, including videos and templates. We have high expectations for the role our diplomatic missions and the Nepali diaspora can play in promotional activities within source countries. Furthermore, we’ve been coordinating with diplomatic missions to facilitate visits by celebrities and public figures to Nepal, which will significantly help in showcasing Nepal as an attractive tourism destination. In our promotional endeavours, it’s crucial to focus on building strong B2B (business-to-business) relationships between counterparts in source and destination countries, fostering G2G (government-to-government) relations, and leveraging mass media publicity to generate consumer demand.
Q. What are the key tools for demand creation within the B2B, G2G, and mass media publicity channels?
A. We’ve been launching a variety of initiatives to promote tourism in international markets. For instance, we’ve been participating in international tourism fairs and expos alongside the private sector, providing them with opportunities to forge B2B connections. Another approach is organising sales missions in specific target cities, where we invite select tour operators from the source country to meet with our own. Recognising that travel to source countries can sometimes be challenging for tour operators due to resource limitations or other factors, we also conduct tourism and travel marts that facilitate direct interaction between buyers and sellers. Recently, we organised the Nepal, India and China Expo, a groundbreaking trinational event that brought together tour operators from our largest outbound markets right here in Nepal, connecting them with key players in Nepal’s tourism industry.
Looking ahead, we’re planning the Himalayan Travel Mart in June to position Nepal as the gateway to the Himalayas, anticipating the participation of 80-100 international buyers. Furthermore, we’re organising the Buddhist International Travel Mart in May to promote Nepal as the land of peace and the birthplace of Gautam Buddha, and a Safari Mart in the near future to highlight Nepal as a premier wildlife tourism destination. This Safari Mart is a first-of-its-kind event, initially taking place in Chitwan and subsequently in Bardiya, with plans to hold this flagship promotion event in these two locations on an alternating yearly basis. Additionally, in instances where governments have influence over or provide guidance to their citizens regarding travel, our government leaders and ministers actively engage with their counterparts during state visits and various other meetings to promote Nepal as a destination.
Q. Could you elaborate on the nature of the facilitation the NTB requires from government agencies to successfully meet its targets?
A. We’ve been finding ourselves overwhelmed with numerous individual project proposals and programmes, which unfortunately hinders our ability to lay the groundwork for truly impactful initiatives that would create a synergistic effect. Without these impactful programmes, we risk wasting valuable resources. We’ve been actively seeking support from both the public and private sectors to undertake transformative projects. One challenge we face is a lack of in-depth understanding of the tourism sector, a technical field, at the decision-making level.
Over the past decade or two, despite individual efforts, we’ve seen a somewhat disorganised approach, lacking clear direction. Countries that have successfully prioritised tourism develop comprehensive action plans to realise their vision, recognising that targets cannot be achieved through ad-hoc measures. Continuing with such an approach would inevitably lead to a waste of human effort and resources. We’ve received clear directives from our political leaders to concentrate on implementing synergistic and impactful programmes to achieve our overarching vision. While we had initially announced the Visit Nepal Decade, following consultations with stakeholders, the ministry has decided to prioritise immediately addressing critical gaps – such as infrastructure, human resources, and coordination issues – to accelerate the growth of the tourism sector.
