Reviving Tourism

The latest data from the Nepal Tourism Board (NTB) shows that 72,719 foreign tourists entered Nepal in August 2024, marking an 8.29 per cent increase from the same month in 2023. This figure remains 23.85 per cent lower than the tourist arrivals in August 2019. This difference highlights a sluggish recovery, especially considering the rapid rebound seen in other global destinations post-COVID-19 pandemic. The underlying issues affecting Nepal’s tourism revival are multifaceted. One of the most pressing concerns is the country’s air safety record. Frequent air accidents have not only tarnished Nepal’s image as a safe destination but have also led to a noticeable decline in the number of American and European tourists.

This decrease is worrying, given that the markets are traditionally high-spending and contribute significantly to tourism revenue in Nepal.  The potential visitors seem discouraged by safety concerns, overshadowing the allure of Nepal’s natural beauty and cultural richness. The NTB’s data also reveals that tourists from India accounted for 35 per cent of the total arrivals in August 2024. While the strong inflow of Indian tourists is encouraging, it also shows a reliance on regional visitors. This is evident as nearly half of all tourists visit Nepal from SAARC countries, with Asian nations outside this region contributing another 17. 34 per cent. In contrast, tourists from Europe and the Americas accounted for just 13.7 per cent and 8.8 per cent respectively.

Given this scenario, it is clear that a concerted effort is needed to revive Nepal’s tourism industry fully. The first step must be addressing the safety concerns that are driving potential visitors away. The government must prioritise improving both air and road safety to restore confidence among international travelers. This includes stricter regulations, better enforcement, and transparent communication about safety measures to reassuring the visitors. In addition to safety concerns, the government needs to reinvigorate its marketing efforts, particularly in Western markets. The NTB and private sector stakeholders must collaborate to craft compelling campaigns that not only highlight Nepal’s unique attractions but also directly address and mitigate the concerns that have led to a decline in visitors from the American and European countries. Digital marketing, targeted advertising, and partnerships with international tour operators could play crucial role in this strategy.

Moreover, the government must work to diversify the tourism sector. While the country is renowned for its trekking routes and cultural heritage sites, expanding into niche markets such as adventure tours, yoga meditation, organic foods, local people, wilderness, wellness retreats, and eco-tourism could attract a broader range of visitors. The tourism sector has immense potential in Nepal, but realising this requires addressing safety concerns, revitalising marketing efforts, and diversifying the tourism portfolio. The comprehensive measures are essential to restoring its tourism industry to its former glory and ensuring sustainable growth in the years to come.

Tourism industry is a vital contributor to foreign exchange earning and national economy of Nepal. Rich in ancient cultures and mesmerising natural beauty, the Tarai, hills and mountains attract visitors from around the world. The unparalled diversity, spanning from the steamy jungles to the icy peaks of the world’s highest mountains, offers a vast array of attractions that are unique to Nepal. Nepal is renowned for its adventure activities like white water rafting, bungy jumping mountain climbing, trekking, jungle safari, paragliding, canyoning, sky diving, rock climbing, zip-lining, sky cycling and so on. In addition, sight-seeing, cultural and heritage tours and mountain flights are also liked by Nepal visitors. Despite all these attractions, COVID-19 pandemic had a detrimental impact on this industry. Lately, tourism is recovering and thriving  which is a positive thing for the economy.