From Visit Nepal 2011 to Post-Pandemic Recovery: Building a Global Tourism Brand

From its early days, NTB has launched bold initiatives to bring Nepal to the world stage. One of the most iconic campaigns was “Visit Nepal 2011”, which captured international attention and positioned Nepal as a premier adventure and cultural destination. Following this, NTB spearheaded the “Visit Nepal 2020” campaign, aimed at attracting two million tourists and promoting Nepal’s diverse offerings, including trekking, mountaineering, cultural tourism, and wellness experiences. Unfortunately, due to the global COVID-19 pandemic, the campaign could not be fully realized, as international travel came to a near halt. Despite this setback, NTB’s efforts helped strengthen Nepal’s tourism brand, maintain global visibility, and prepare the groundwork for recovery, showcasing the organization’s resilience and commitment to the sector.

A Mission Rooted in Sustainability, Community, and National Pride

The mission of NTB has always been clear: to position Nepal as a premier destination while ensuring that tourism development benefits local communities, respects culture, and promotes sustainability. The Board’s efforts have diversified tourism offerings, modernized marketing approaches, and built a professional platform that continues to adapt to global trends and challenges. For those of us who have been part of this journey, NTB is not just an organization; it is a symbol of Nepal’s pride, resilience, and potential in the global tourism arena.

Personal Diplomacy in Tourism: Representing Nepal in European Markets

I feel deeply privileged to have contributed to this mission as the Honorary Public Relations Representative (HPRR) for Denmark and Malta during two terms, from 2016 to 2018 and again from 2019 to 2021. These experiences allowed me to serve as a bridge between Nepal and European travel markets, promoting our country’s unique attractions through tourism fairs, media engagements, and diaspora networks. Being part of NTB’s mission reinforced my belief that tourism is not just about numbers; it is about creating experiences, sharing stories, and building lasting connections between people and places.

Challenges Behind the Growth: Leadership, Infrastructure, and Policy Hurdles

Yet, like any growing organization, NTB has faced its share of challenges. Leadership delays, administrative hurdles, infrastructure limitations, and over-reliance on trekking and mountaineering have sometimes slowed progress. Digital transformation, seasonality, uneven regional development, natural disasters, and human resource gaps continue to test the organization. Political interference and slow policy reforms can also impact the Board’s ability to act decisively. Addressing these challenges requires vision, professionalism, and unity of purpose.

The Road Ahead: Digital Innovation, Diaspora Power and Global Partnerships

Looking ahead, there is an immense opportunity. Strengthening digital marketing through AI-driven campaigns, virtual tours, and social media storytelling can dramatically increase Nepal’s global visibility. Collaborating with the Non-Resident Nepali Association (NRNA) can harness the passion and networks of the Nepali diaspora to showcase Nepal abroad. Public-private partnerships and cooperation with embassies, consulates, and tourism councils can further amplify our presence in international markets. Importantly, NTB must be led by professionals with tourism expertise, and government authorities should respect the independence of the Board, including its leadership and members, to allow decisions based on skill, experience, and vision rather than politics.

Towards a Diversified, Future-Ready Tourism Economy

Infrastructure improvements, workforce development, crisis preparedness, and diversification of tourism products, including wellness, culinary experiences, wildlife adventures, cultural immersion, and luxury travel, will help Nepal reach new heights. By refreshing its global brand, NTB can attract digital nomads, wellness seekers, spiritual explorers, and eco-conscious travelers, positioning Nepal not only as a destination to visit but as a life-changing experience. Building on the legacy of campaigns like Visit Nepal 2011 and Visit Nepal 2020, NTB has laid a strong foundation to launch future initiatives that will further highlight Nepal’s unparalleled natural beauty and cultural richness, even in the face of global challenges.

Celebrating 27 Years of Excellence: Looking Forward with Pride and Confidence

As NTB celebrates 27 years of dedicated service, we look forward with optimism and pride. May we extend our best wishes and expect that NTB will continue to lead Nepal’s tourism onto the global stage with professionalism, innovation, and heart. Having served as HPRR for Denmark and Malta, I remain inspired by the Board’s journey and confident that the next chapters of Nepal’s tourism story will be even more remarkable. Nepal’s beauty, culture, and spirit will continue to captivate the world, and NTB will remain its proud ambassador.

Written By: Som Nath Sapkota (Entrepreneur, Tourism Promoter, and Deputy General Secretary – NRNA ICC)

Source : tourisminfonepal