Kathmandu- The Nepal Tourism Board (NTB) and the UNDP have jointly conducted a discussion to devise a five-year strategic plan for promotion of sustainable tourism. During the discussion on the ‘International Marketing Strategy and Five-Year Action-plan’ organized here on Tuesday, participants stressed the need for an effective global marketing approach to position Nepal as a leading tourism destination. The strategy is prepared by the Beed, an international consulting firm based in Kathmandu. It will be implemented from 2026 to 2030 with an aim to shift Nepal’s tourism strategy from volume-based to value-based tourism, shared Sujeev Shakya, CEO of Beed.
The strategy includes market analysis, consumer behavior, competitive analysis, and distribution systems. It was developed after holding consultations with 135 stakeholders, it was told. During the discussion, stakeholders and authorities underscored the need to promote Nepal not only as an adventure tourism hub but also as a destination for culture, spirituality, wellness, nature and sustainable tourism experiences.
Representatives of tourism organizations such as Nepal Mountaineering Association, Nepal Association Tour and Travel Agents among others highlighted the need to strengthen Nepal’s international branding. Tourism entrepreneurs also saw the need to make digital marketing more effective, promote new destinations and expand cooperation between government and private sectors for sustainable tourism.
Officiating CEO of NTB, Hikmat Singh Ayer, said that although significant investment is being made in the tourism sector in Nepal’s border cities, there is still a lack of a coordinated marketing strategy. He informed that the Board has been organized various tourism marts to connect cities outside the Kathmandu Valley to the tourism network.
Likewise, Dharma Swarnakar, representing the UNDP, asserted that tourism is the cornerstone of national development and argued that value-based tourism strategy is the need of the hour. He, however, remarked that the country is still failing to capitalize on its tourism potential.
