The Nepal Tourism Board (NTB) said that its Executive Committee meeting Tuesday, July 15, approved a Rs 1.59 billion budget for the fiscal year 2025/26, which began on July 17.
The annual budget prioritises enhancing Nepal’s global tourism profile and fostering sustainable sectoral growth, said Rishi Ram Bhandari, coordinator of NTB’s Budget Formulation Sub-committee.
The annual financial plan targets at least 15 percent growth in both tourist arrivals and tourism earnings, with a focus on attracting high-spending travellers.
Key allocations include Rs 436.1 million for tourism market management and promotion; Rs 186.35 million for heritage and resource development; Rs 129.5 million for public relations and media; Rs 116.6 million for setting up and operating new provincial offices; Rs 46.2 million for flagship promotional events including the Buddhist Travel Mart, Himalayan Travel Mart, Adventure Travel Mart, Sagarmatha Honour Programme, and Safari Tourism Mart; and Rs 26.7 million for research, planning, and monitoring.
NTB CEO Deepak Raj Joshi said the budget aims to expand tourism enterprises to increase national output, earn foreign currency, create jobs, and promote long-term sustainability.
Seventy percent of the total budget will go toward international marketing. NTB is also set to open a permanent office in India—Nepal’s largest tourist source market, which sent over 400,000 visitors in 2024. The office, likely to be located in Delhi or another major city, is in the final stages of planning.
The budget includes initiatives to promote Nepal as a key destination during the ASEAN Tourism Year 2026. NTB plans promotional campaigns in at least 50 source markets, aims to train 5,000 additional skilled tourism workers, and conserve at least 25 tourism-related infrastructures.
NTB will also conduct marketing in the US, China, Japan, Korea, Australia, Bangladesh, Sri Lanka, Malaysia, Thailand, and across Europe. Under the theme “Nepal: A Lifetime Experience”, the Board will participate in major travel fairs and prioritise digital campaigns, international media collaboration, blogger engagement, and media familiarisation tours.
On the domestic side, NTB said it would promote emerging destinations, particularly in eastern and far-western Nepal, in partnership with provincial governments, local authorities, and the private sector.
The budget emphasises digital infrastructure, research, and tourism workforce development. Funds have been allocated for tourism studies, training, and expert programmes. Key initiatives include participation in international expos, sales missions, cine tourism, diaspora engagement, branding, and high-impact promotional programmes.
Destination development and local empowerment will be advanced through infrastructure upgrades, trail improvements, Buddhist site promotion, mountain tourism training, green hospitality certification, and domestic campaigns. Cultural and adventure attractions such as Mithila art festivals, paragliding competitions, elephant festivals, and jungle safaris will also be promoted.
Through its Pokhara office, NTB will organise the Pokhara Travel Mart, street festivals, promotions along the Annapurna and Manaslu trails, tourist police training, basic and advanced canyoning courses, and support for the mountain museum. Aggressive marketing drives are also planned in India, China, and other South Asian countries.
The budget reflects a long-term vision for sustainable tourism. It prioritises implementation of the Tourism Information Management System (TIMS), disaster preparedness, climate resilience, research, and global collaboration.
CEO Joshi said, “We have crafted market-specific strategies and will work with both local and global partners to drive sustainable growth.”
NTB Chair and Secretary at the Ministry of Culture, Tourism and Civil Aviation, Hari Prasad Mainali, added that the Board would pursue the “Smart Tourism Nepal” concept through stronger private sector engagement, local coordination, and international partnerships.
