After the successful ascent of Mount Everest in 1950, Nepal became a globally recognized tourist destination for mountaineers. Since then, it has attracted thousands of visitors every year to its snow-crowned mountains, national parks, and cultural and heritage sites. Despite the devastating earthquake and the COVID-19 pandemic, over 6.6 million tourists visited Nepal in the last decade (2014–2023).
In FY 2023/24, the total foreign exchange earned from the tourism sector was USD 618.8 million, contributing 1.4% to the total GDP. The Government of Nepal has declared 2023–2032 as the Tourism Decade, aiming to raise average daily tourist spending to USD 125. It also introduced the Tourism Policy 2025 for the overall development of the sector; however, the previous Tourism Policy (2008) achieved only two of its 16 targets. All political parties have prioritized tourism in their election manifestos, with most aiming to double tourist arrivals and average spending within five years. In this evolving national and international landscape, Nepal must implement a well-planned, forward-looking strategy to achieve these ambitious objectives.
Tourism policy has largely focused on attracting international visitors for foreign exchange and global recognition; however, it remains highly vulnerable to shocks such as pandemics, economic crises, natural disasters, and geopolitical instability. With rising disposable income among households in Nepal, domestic tourism is emerging as a more reliable and sustainable segment. It directly channels expenditure to local vendors, transportation, and products, while supporting micro-enterprises such as small hotels and homestays. Moreover, it is less vulnerable to external shocks.
During the COVID-19 pandemic in 2020, a study by the Ministry of Culture, Tourism, and Civil Aviation identified a two-day weekend as a potential solution to revive domestic tourism. The study reported that 116 out of 123 countries follow a two-day weekend system, while Nepal remains the only country in the SAARC region with a one-day weekend. The government should implement a two-day weekend by adjusting working hours.
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Tourist arrivals in Nepal are low during the monsoon season but rise sharply from September to November, creating high labor demand in peak seasons and underutilization during the off-season. To address this imbalance, tourism businesses can temporarily hire students from hotel management and hospitality programs during peak periods. This aligns well with the “Learn and Earn” program. Universities should also become more flexible by adjusting academic calendars, offering internships, and arranging short-term placements during peak tourism seasons. Institutions like NATHM and Nepal Mountain Academy currently offer tourism and hospitality courses; however, these should be made more diverse, relevant, and professionally oriented.
Wellness and Spiritual Tourism
Global wellness tourism expenditure reached approximately USD 894 billion in 2024 and is expected to surpass USD 1 trillion, reaching nearly USD 1.4 trillion by 2027, with an annual growth rate of 16–17% (Global Wellness Institute Report). Nepal can attract high-spending tourists by promoting wellness and spiritual tourism through yoga, meditation, fitness programs, and spa treatments. To support this, Nepal should develop infrastructure such as yoga centers and retreat facilities.
During the 1970s, Western tourists flocked to Kathmandu, partly due to its association with cannabis, which was banned in 1976. Currently, some political activists and civil society groups advocate for marijuana legalization; however, this remains complex due to political and security sensitivities, particularly concerning India and Nepal’s commitments to United Nations drug control conventions. Marijuana use is socially and religiously accepted in some rural districts such as Darchula, Bajhang, Rukum, and Rolpa. Allowing controlled use in rural areas for medical research and limited recreational purposes could support rural tourism.
To improve employee satisfaction and work-life balance, many companies are adopting hybrid “workation” models, where employees work while traveling. To promote workation tourism, businesses can offer packages combining accommodation, workspace, and leisure activities, and partner with international companies to attract remote workers.
Vloggers and social media content creators play a crucial role in tourism promotion by showcasing unexplored destinations and influencing travel decisions. Places like Manungkot, Badimalika, Panchpokhari, Tinjure Dada, and Budi Khola Dam have gained popularity due to social media exposure.
Nepal also offers rich and diverse culinary traditions, including Gundruk, Dhido, Dal Bhat Tarkari, and Newari cuisine. Promoting culinary tourism through food festivals, collaborations with international food vloggers, and global branding of Nepali cuisine can be highly effective.
In fiscal year 2080/81, a total of 488 tourism-related incidents were reported, including 370 cases of lost or missing items. Nepal must not only brand itself as a beautiful destination but also as a safe one.
The tourism sector still faces longstanding challenges. The government should urgently implement a one-door policy, simplify visa processes, strengthen aviation safety and management, and facilitate Nepal’s removal from the European Commission’s air safety list. Otherwise, these policy goals will remain distant aspirations.
The author is Faculty of Economics at Boston International College, Bharatpur, Chitwan
