POKHARA, April 1: Until about 25 years ago, foreign tourists dominated Pokhara's tourism scene, with domestic visitors making up a maximum of five percent of arrivals. Back then, few domestic tourists came, and businesses paid little attention to them.
Even those who did visit often stayed in hotels near Prithvi Chowk rather than in the Lakeside area, which was unfamiliar to them. A typical itinerary included boating in Phewa Lake and returning to the same hotels near Prithvi Chowk.
The Maoist insurgency hit foreign arrivals hard, and domestic tourists were also scarce, leaving businesses struggling to survive. To address the crisis, operators launched the "Jaun Hai Pokhara" (Let's Go to Pokhara) campaign to attract more domestic visitors. That initiative has since become the strongest foundation of Pokhara's tourism sector.
"Domestic tourists have now become the main pillar sustaining our business," said Laxman Subedi, president of the Pokhara Hotel Association. "They have maintained the reputation of the tourism industry. Businesses have started giving importance to domestic visitors and inviting them to explore Pokhara."
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According to tourism operators, domestic visitors now make up at least 40 percent of Pokhara's total tourism. During peak seasons, their share can reach 70 percent. In the off-season, it drops to 15–20 percent.
"Without domestic tourists, the industry would face serious difficulties," Subedi said.
Operators note that domestic tourists need little incentive to visit. Even a simple two-day public holiday is enough to bring them in, often with their families. "After the earthquake, blockades, and COVID-19, domestic visitors became the backbone of the business," Subedi added.
The "Jaun Hai Pokhara" campaign, which has been promoted in cities across the country, is credited with the rise. When it started, domestic arrivals were just five percent. Today, the average share is around 40 percent, and efforts continue to increase it further.
According to operators, domestic arrivals now occur year-round, and the numbers have steadily increased as access becomes easier. Hotels of all sizes, from small lodges to large establishments, are now preferred by domestic visitors. "Domestic tourists also spend well," Subedi said.
Maniraj Lamichhane, head of the Gandaki Tourism Board, said domestic visitors have helped keep off-season tourism alive. "It's not just hotels and restaurants; all tourist products here have benefited," he said. According to him, domestic tourists now occupy around 50 percent of Pokhara's tourism sector.
"Domestic arrivals are not constant, but around 50 percent of the tourism business here remains active because of them," Lamichhane said. "Sometimes, the number rises sharply. Domestic tourists also spend generously."
Adventure tourism destinations in Pokhara now largely depend on domestic visitors, and surrounding areas across Gandaki Province also benefit from the spillover effect.
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