Kathmandu. A final validation presentation and workshop on the “International Marketing Strategy and Five-Year Action Plan” aimed at strengthening the global promotion of sustainable tourism in Nepal was successfully held under the Sustainable Tourism Project (STP), a joint initiative of the and the .
The workshop, held on Monday at the Nepal Tourism Board hall, emphasized the importance of an effective international marketing strategy to position Nepal as a leading destination in the global tourism market. STP National Project Coordinator Khadga Bikram Shah highlighted the need for a clear strategy and coordinated promotional efforts to advance Nepal’s tourism sector.
During the workshop, global consulting firm presented the strategy and five-year action plan prepared for the period from 2026 to 2030. Chief Executive Officer said the strategy aims to transform Nepal’s tourism model from quantity-based tourism to value-based tourism. The plan includes four major components: market analysis, consumer behavior analysis, competitive analysis, and distribution systems. It was also informed that consultations were conducted with 135 stakeholders along with six focused group discussions during the preparation process.
The strategy analyzes emerging global tourism trends, Nepal’s current tourism landscape, and six pillars of tourism dependency. It also stresses the need to position Nepal internationally not only as an adventure tourism destination but also as a center for culture, spirituality, wellness, nature, and sustainable tourism experiences.
Participants in the workshop emphasized strengthening Nepal’s international branding, enhancing digital marketing, promoting new destinations, and expanding collaboration between government agencies and the private sector. Discussions also highlighted the importance of prioritizing sustainable and community-based tourism policies.
Acting Chief Executive Officer of the , , stated that although significant investments are being made in tourism infrastructure in Nepal’s border cities, there remains a lack of coordinated marketing strategies. He added that the board has been organizing various tourism marts to connect cities outside Kathmandu to broader tourism networks.
Similarly, UNDP Assistant Resident Representative remarked that tourism is the foundation of Nepal’s prosperity, but the country has yet to fully convert its tourism potential into economic capital. He noted that while tourist numbers remain important, the time has come to focus more on value-based tourism strategies.
The workshop was attended by former Nepal Tourism Board CEO along with representatives from the , , hotel associations, and other tourism-related organizations. STP Project Manager informed that suggestions collected during the workshop would be incorporated before finalizing the strategy. He expressed confidence that the plan would help refine Nepal Tourism Board’s future international marketing approach and establish Nepal more effectively as a sustainable tourism destination in the global market.
