Cash In On Abundant Tourism Assets

Notwithstanding huge tourism prospects, Nepal appears to have been unable to cash in on them successfully. The country that had recorded a resurgence of about 13 per cent in international tourist arrivals in 2023 after the disappearance of the COVID-19 pandemic welcomed just 1.15 million tourists in 2025, as compared to 1.14 million in the previous year. It shows that last year’s tourism growth stood at only one per cent. However, the country was able to gain about 96.8 per cent recovery in comparison with the pre-pandemic levels. In 2019, the country played host to as many as 1.2 million international visitors.

Despite being a small segment of the national economy, tourism holds much significance owing to its multidimensional and resilient nature. In Nepal, tourism contributes about 6.7 per cent to the gross domestic product (GDP). This is one of the major sectors to create employment opportunities, while it is the second-largest source of foreign exchange earnings after the remittance sector. It also supports a myriad of auxiliary sectors. So, tourism helps keep the national economy moving even amidst challenging times.        

Better prospects 

It needs no mention that India is the largest tourist source market for Nepal, with its market share of about 25 per cent. Nepal received a total of 292,438 Indian visitors last year. It is, however, sad to note that Indian arrivals logged an eight per cent year-on-year fall last year as compared to the previous year. Being home to millions of outbound tourists, the southern neighbour is a vast tourist source market for Nepal as well as many other regional and other destinations globally. As an immediate neighbour, Nepal needs to make additional endeavours to attract more tourists from India. With improved air and road connectivity between the two neighbours, there are better prospects for luring more Indians into this Himalayan country. 

In hot seasons of spring and summer, a lot of Indians are found travelling Nepal in order to evade the scorching heat. Many important pilgrimages like Pashupatinath, Muktinath, Janakpur and Pathivara are other attractions among Indian pilgrims. The Nepal Tourism Board (NTB) and other stakeholders now need to join forces to tap the vast Indian tourism market. In recent years, there has been a growing tendency among Indians to explore and experience adventure activities like mountaineering, peak climbing, and trekking. More attractive tour packages should also be created and marketed to draw additional tourists.

Following India, the United States (US) has become the second-largest source market for Nepal. In 2025, Nepal received a total of 112,316 travellers from the US. This figure accounts for about 9.7 per cent. Americans are interested in adventure as well as cultural tours. It is equally essential for Nepal to promote and market the country’s key tourist attractions in the US market in a more effective manner. In terms of tourist arrivals, China is now the biggest tourist-generating market for Nepal. Altogether 95,480 Chinese visited Nepal last year. This figure makes up about an 8 per cent share. 

Although China is an immediate neighbour with a lot of outbound tourists, Nepal seems to have failed to take advantage of this market. Over the years, Kathmandu has been connected by air with several Chinese cities. However, Chinese arrivals have not risen. Last year, the country witnessed a 6.3 per cent drop in Chinese arrivals compared to the figures of 2024. In 2013, Nepal was able to host more than 100,000 Chinese tourists. Marketing efforts and enhanced air connectivity were responsible for the rise in Chinese arrivals. It is also interesting to mention that nearly 93 per cent of Chinese travellers were first-time visitors. 

Showing its gesture of goodwill and cooperation, China had announced 2025 as the ‘Visit Nepal Year’, an event in China. The northern neighbour had wanted to help Nepal receive more Chinese tourists by highlighting the country as an important destination among potential Chinese travellers. Though the campaign could not prove to be successful in its objective, it was a commendable initiative. The Nepali side should also have joined hands with China to make the campaign result-oriented. 

Meanwhile, the United Kingdom (UK) and Bangladesh were the fourth and fifth tourist source markets for Nepal. The country welcomed a total of 58,684 and 57,545 arrivals from the UK and Bangladesh, respectively. Various other markets are vital for Nepal to receive tourists. It is also time for the tourism bodies like NTB to review their marketing strategies and efforts. What Nepal now needs to do is adopt a research-based approach to promoting and marketing the country’s unrivalled tourism resources abroad. 

Desired focus

The benefits of tourism seem to have been highlighted at every tourism forum. But this important sector does not appear to have received the desired focus. The successive governments have been unable to operate the two newly-built airports—Pokhara International Airport and Gautam Buddha International Airport—in full swing. These infrastructures could be a game-changer for the country’s tourism industry if they are brought into full operation. 

It may be worth recalling here that lots of private investments have gone down the drain in Bhairahawa and Pokhara because of the lack of operation of the airports. Many investors had invested in the hospitality business and other sectors with the start of these projects. Provinces and local levels have also not paid much attention to tourism development. Many tourist spots located across the country could be complementary to one another, considering their diverse resources and attractions. Creating more tourist spots can be helpful not only for lengthening the stay of travellers but also for increasing their spending.

(The author is a former deputy executive editor of this daily.)