"We are repositioning Nepal as a year-round experiential destination."

Nepal Tourism Board (NTB) recently signed a memorandum of understanding with TikTok to collaborate on promoting Nepal through the platform. As the country’s premier tourism promotion agency, NTB has allocated 70% of its budget for the current fiscal year specifically to marketing and promotional activities, signaling a more aggressive and strategic approach to tourism promotion.

With Deepak Raj Joshi assuming leadership of the board for a second term, NTB is expected to bring renewed focus to positioning and marketing Nepal in the international tourism landscape. By ensuring the timely release of the board’s annual budget for the first time, Joshi has set a promising precedent.

New Business Age’s Mukul Humagain and Tamish Giri sat down with Joshi to discuss his priorities, the new strategies planned to promote Nepal across traditional and emerging markets, the focus on digital promotion, efforts to attract high-value international visitors, and the broader goal of repositioning Nepal as a year-round experiential destination that goes beyond adventure tourism. Excerpts:

Q: This is your second term as CEO of the Nepal Tourism Board. How does this tenure differ from your first, and what are your key priorities this time?

A: Tourism is my greatest passion, and that is what motivated me to take on a second tenure. However, the situation today is undeniably more challenging than during my first tenure. Internally within the board, the working environment has become more complex. Externally, the country’s road infrastructure is expanding, which has affected the quality of experiences for some tourists.

On the supply side, Nepal’s tourism sector has grown rapidly in recent years. Our capacity has increased three to four times compared to a decade ago, with many new hotels—including numerous 4- and 5-star properties—coming into operation. Since the post-COVID period, around 20 new international chain hotels have opened. Yet tourist arrivals have not kept pace with this growth. Even in 2024, arrivals remain at only about 94 percent of 2019 levels. This imbalance between supply and demand has created pressure on the industry, as occupancy rates and revenues are not yet aligned with the scale of investments.

At the same time, expectations from the industry are higher than ever. In response, we plan to adopt a more aggressive marketing approach. Fortunately, this year we received our budget on time—a milestone after repeated delays in the past. For the first time in years, we have been able to allocate a majority—70 percent—of our budget specifically for marketing and promotional activities. In terms of market priorities, India and China remain our top focus, as always, while Bangladesh is emerging as a key regional market. In terms of products, Nepal’s mountains continue to be our most iconic and viral attractions. However, destinations like Lumbini have yet to reach their full potential, particularly among upscale visitors. To address this, we are placing a stronger emphasis on spiritual and Buddhist tourism. As part of this initiative, we are preparing to launch the Nepal–ASEAN Tourism Year, highlighting Nepal’s spiritual and cultural strengths to attract travelers from ASEAN member countries.

Q: In recent years, Nepal has seen a surge in high-end tourism properties, creating a need to focus more on attracting luxury travelers rather than just backpackers. How is the Nepal Tourism Board addressing this evolving tourist segment through its plans and programs?

A: Nepal has long been perceived primarily as a backpackers’ destination, often thought to lack quality and luxury experiences. However, this perception is changing, as numerous high-quality services and properties are now available across the country. In the past, our participation in travel marts was largely general in nature. Starting this year, we are shifting our focus to niche travel marts that specifically target high-end tourists and luxury tour operators. We plan to participate alongside our tour operators to better position Nepal within this premium segment.

We are also organizing events in major Indian metropolitan cities under the tagline “Surprising Nepal,” aiming to introduce the country to a new segment of luxury travelers. These efforts will be complemented by ongoing international forums, social media campaigns, and dedicated travel expos. At the Himalayan Travel Mart and the Buddhist International Travel Mart, we have already begun prioritizing strategies aimed at high-end buyers. Additionally, starting this year, we plan to launch a dedicated B2B Jungle Safari Mart to further diversify and strengthen our offerings for high-value tourists.

Q: NTB recently partnered with TikTok to showcase Nepal through digital storytelling. How is the board leveraging digital platforms to promote Nepal to a global audience?

A: We are now placing much greater emphasis on digital promotion. In the past, we spent over Rs 20 million annually on printed materials such as books, pamphlets, and brochures. Starting this year, that expenditure has been reduced significantly to around Rs 6.5 million. While some tour operators still prefer physical materials—hence the modest allocation—the majority of our marketing budget is now directed toward digital initiatives.

There are two key reasons for this shift. First, our partnership with TikTok—and plans to collaborate with other similar platforms—reflects a broader trend. The traditional model, where travelers relied on itineraries and packages promoted by tour operators, is being replaced. Today, more travelers plan their trips based on online content, making digital media the primary driver of travel decisions. Second, while Nepal is already a strong global tourism brand, it has often been perceived primarily as a destination for mountains and adventure. Adventure will always remain a cornerstone of our identity, but we now aim to reposition Nepal as a year-round experiential destination. This includes highlighting offerings beyond adventure, such as food traditions, colorful festivals, spiritual experiences, wellness retreats, rich wildlife, and cultural immersion opportunities.

To achieve this, we are using digital platforms to showcase these diverse experiences. Our new campaign, #LifetimeExperiences, highlights Nepal’s natural landscapes, cultural heritage, and adventure activities through creator-led content for global audiences. By engaging both local creators and international influencers, the initiative shares authentic stories that inspire travelers to add Nepal to their bucket lists. By combining TikTok’s global reach with Nepal’s immersive experiences, we are confident this partnership will encourage more travelers to choose Nepal as their next destination.

Q: Post-pandemic, tourist arrivals from Nepal’s major source markets, including India, have improved. However, arrivals from China have not grown as expected, even after the country reopened for outbound travel. What do you think are the reasons behind the slow influx of Chinese tourists?

A: China remains the only major market where tourist arrivals have not yet returned to pre-COVID levels. Several factors have contributed to this slow recovery. First, China kept its borders closed for an extended period, limiting outbound travel for its citizens. Second, on our side, we were unable to run aggressive marketing campaigns specifically targeting Chinese tourists. Over the past five months, however, we have begun addressing this gap. We have participated in travel marts and sales missions, conducted joint programs with the Chinese Embassy and consular offices, and organized the Nepal–India–China Expo, targeting our two largest tourism markets. We are optimistic that these initiatives will help boost arrivals starting next year. Third, and importantly, surveys and industry feedback indicate that Chinese tourists primarily visit Pokhara, Chitwan, and Lumbini. Poor road conditions on highways connecting these key destinations have been a significant deterrent. While improvements have been made in certain sections, the overall road infrastructure still needs attention. In the meantime, we are promoting the relatively better routes and sharing this information through our campaigns to make travel easier for Chinese visitors.

Q: Which markets are currently the top priorities for Nepal Tourism Board, and why?

A: India remains our largest source market and is central to Nepal’s tourism growth strategy. Bangladesh is emerging as another key market, with rapidly rising interest and potential for longer stays and repeat visits. Both countries share strong cultural and spiritual ties with Nepal, making them highly sustainable markets. Sri Lanka has historically ranked high in visitor numbers, though many tourists come as day-trippers or short-stay visitors via Indian tour operators’ Greater Buddhist Trail packages. To enhance their economic impact, NTB is designing combined pilgrimage and cultural circuits linking Lumbini with Kathmandu, Janakpur, and other heritage sites, while promoting longer regional packages and wellness or nature-based experiences.

We continue to maintain strong traditional long-haul markets in Europe and North America, which contribute significantly to adventure and cultural tourism. China, while recovering slowly due to late reopening and connectivity challenges, holds strong long-term potential, and we are actively working to strengthen our presence there. Alongside these, NTB is expanding into niche and emerging segments. Spiritual tourism is being promoted around Lumbini and Pashupatinath, jungle and wildlife experiences are showcased through dedicated Safari Marts, and wellness and experiential travel—including yoga, meditation, cuisine, festivals, and cultural immersion—is gaining emphasis.

Q: Under your leadership, how do you envision Nepal’s tourism positioning evolving in the global market?

A: Nepal can no longer rely solely on backpackers and budget travelers. While adventure remains a cornerstone of our identity, we are repositioning Nepal as a year-round experiential destination that showcases diverse offerings, including food traditions, vibrant festivals, spiritual heritage, wellness retreats, rich wildlife, and immersive cultural experiences. This strategy targets not only traditional adventure seekers but also affluent visitors willing to spend more and stay longer, thereby contributing significantly to the economy.

To support this vision, nearly 70% of our marketing budget is now allocated to digital platforms, recognizing that travelers today are primarily influenced online. We are shifting away from generic large-scale travel fairs and focusing on luxury and niche markets where Nepal’s unique experiences can stand out. Campaigns are tailored to specific regional source markets such as India, Bangladesh, and China, which hold tremendous growth potential. This approach creates a balanced, resilient tourism portfolio—sustaining traditional markets while expanding high-value segments that will define the future of Nepal’s tourism.

Q: The Ministry of Tourism has introduced the new Tourism Policy 2082 after 17 years. How does it differ from the previous policies?

A: In the past, Nepal’s tourism policies were largely framed from the perspective of the government, bureaucracy, and policymakers. The newly introduced Tourism Policy 2082 (2025), however, marks a clear departure from this approach. It was drafted with the broader tourism ecosystem in mind—placing tourists, investors, communities, and private stakeholders at the center, even ahead of government priorities. Unlike previous policies, this one is not merely a guiding document; it also includes a concrete action plan, making the vision practical and results-oriented. The policy highlights high-potential areas such as wellness tourism, addresses earlier challenges related to digital promotion, and emphasizes Nepal’s repositioning as an experiential tourism destination. These features set the new policy apart from its predecessors. Its inclusive approach, actionable framework, and forward-looking priorities have been strongly welcomed by the private sector.

Q: Domestic tourism saw a significant surge during COVID-19. What role do you see it playing in Nepal’s tourism sector going forward?

A: Domestic tourism played a vital role in sustaining Nepal’s tourism industry during the COVID-19 pandemic. With international arrivals limited, Nepalese travelers explored trails, national parks, heritage sites, and regional destinations, helping businesses stay afloat. While this trend is encouraging, the current challenge is to increase the average spending and length of stay of domestic tourists to maximize their economic contribution. Equally important is promoting responsible travel habits among domestic visitors to ensure that growth remains sustainable and does not strain fragile ecosystems or local communities. By creating tailored packages, enhancing infrastructure, and offering immersive experiences, domestic tourism can be developed into a key contributor to overall tourism revenue. In doing so, it will complement international arrivals and help Nepal build a more resilient and diversified tourism sector.

Q: Are you also working on a new branding campaign for Nepal?

A: We believe a single master brand cannot effectively cater to all market segments. As part of our overall experiential tourism strategy, we are positioning Nepal under the theme “Nepal: A Lifetime Experience.” Within this framework, we are developing sub-brands tailored to specific market segments, using targeted slogans and messaging. These sub-themes vary across regions—Europe, Southeast Asia, East Asia, and South Asia—allowing us to connect more meaningfully with each audience. This approach builds on insights from our previous campaign, “Natural Nepal: Once is Not Enough,” which remains relevant but had one key limitation: travelers primarily perceived Nepal only as a nature destination. In today’s global tourism landscape, travelers increasingly seek immersive experiences.

Q: Post-COVID, new domestic tourism destinations have emerged across Nepal, from east to west. How are you planning to promote these destinations and support tourism entrepreneurs investing in these areas?

A: For too long, Nepal’s tourism has been concentrated around Kathmandu, Pokhara, and Chitwan. This centralization has limited the distribution of tourism benefits and left many high-potential regions underutilized. Our current focus is to decentralize tourism and create vibrant regional hubs. To achieve this, we are working closely with provinces and municipalities to establish regional travel marts using local resources. Initiatives such as the East Travel Mart, West Travel Mart, and Madhes Tourism Meet and Mart have already been launched, providing local stakeholders a platform to showcase their offerings, network with national and international buyers, and directly promote their destinations.

New business clusters are also emerging in places like Jhapa, Ilam, Kanyam, Bardiya, and other parts of eastern and western Nepal. Investors are developing hotels, resorts, and homestays, while domestic and regional tourists—particularly from India and Bangladesh—are showing increasing interest.

The Tourism Board supports these emerging clusters through smart marketing, collaboration with tour operators, and engagement with nearby cross-border markets. Digital storytelling campaigns showcase the unique food, culture, and landscapes of these regions. At the same time, we are linking these destinations to broader experiential themes such as wellness, spiritual circuits, agro-tourism, and wildlife tourism, helping them become an integral part of Nepal’s evolving tourism identity.

The interview was published in New Business Age magazine, September 2025 issue.