Author: explore_nepal
Kathmandu: Nepal Tourism Board (NTB) Chief Executive Officer (CEO) Deepak Raj Joshi has said that the board is prioritizing research to design effective programs for tourism promotion.
Speaking at a discussion program on the Ph.D. research of Tribhuvan University professor and Secretary of the Nepalese Marketing Association, Dr. Sushil Awale, on “The Impact of Tourism Promotion in Nepal”, CEO Joshi highlighted the importance of data-driven policies.
“The board has focused on making Nepal’s tourism sector sustainable and competitive through policies based on facts and research,” Joshi said. He further emphasized that NTB, established on a public–private partnership model, has been working for the past 27 years to position Nepal as a leading global tourist destination.
He added, “In the past, the board adopted strategies such as resilience building, revival, and aggressive marketing to promote Nepal in international markets. However, market promotion should not be limited to publicity alone, it must prioritize research.”
Joshi stated that NTB aims to make Nepal a premier visiting destination by formulating future plans centered on research. He stressed that fact-based planning is essential for long-term competitiveness in the tourism market. He also said that Dr. Awale’s research would be preserved as a valuable asset and studied while framing strategies.
On the occasion, Dr. Awale presented findings from his Ph.D. research, which covered Nepal’s tourism arrivals, spending patterns, destination preferences, and policy shortcomings, supported by detailed statistics.
Other speakers at the program also underlined the need for research in advancing Nepal’s tourism towards sustainable development. They remarked that market promotion should move beyond emotional publicity and instead be driven by data-based strategies.
