Known for its culture, geographical diversity, natural beauty and unique ecology, Nepal is a country for all seasons. Altitudes ranging from 59 meters to 8,848 meters from the sea level give Nepal a unique identity in the world. Not only does this small country boast of most of the high-altitude snow-clad mountains, but it is also home to tangible and intangible cultural assets rarely found anywhere else in the world. From tourism standpoint, equally important are the famous Hindu and Buddhist pilgrimage sites in the country. [break]
As you might be aware, from May 26 to May 29, the government is celebrating the diamond jubilee of the first human ascent of Mount Everest. Sir Edmund Hillary, a New Zealander, and Tenzing Norgay Sherpa, a Nepali, became the first persons to summit Mount Everest on May 29, 1953. Since then, over 4,200 climbers have already scaled the world’s highest peak. As a part of the diamond jubilee celebration, we also organized an International Mountains Conference in Khumjung with Mount Everest as the backdrop. Likewise, the government will honor families that have contributed to the promotion of Mount Everest, as well as all record-holding summiteers of the peak. They will be taken around Kathmandu in a chariot procession in recognition of their invaluable contribution to making Mount Everest known to the rest of the world. While a monument of Mount Everest is being installed on the bank of the Dead Sea, the Nepali embassy in Tokyo is hosting a separate Everest Nepal Exhibition in Tokyo Tower from June 1-3 to mark this important occasion. Additionally, the government plans to celebrate the diamond jubilee throughout the year, as this event holds special significance for the development of Nepal’s tourism sector.
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The event is expected to promote Nepal’s image as a tourist destination throughout the world, and mountain tourism in Nepal. As Nepal has witnessed significant improvement in the law and order situation after the end of the decade-long violence, this celebration can send a positive message across the global tourism market that Nepal is a safe destination. Over 14 percent of total tourists visiting Nepal come here to climb mountains. The celebration of diamond jubilee of the first human ascent of Mount Everest is expected to further promote Nepal as the first destination for mountain tourism. The celebration will help not only in the diversification of tourism products, but also bring more high-end tourists to Nepal. It can potentially lengthen the stay of tourists. Above all, this event will be helpful in creating awareness among people for the development of tourism in the country.
Nepal’s tourism prospects are mainly concentrated in three areas—nature, culture and adventure. But the scope can be further increased through different products, activities and events. Nepali culture has a unique combination of Hinduism and Buddhism. While this Himalayan nation boasts of the birthplace of Lord Buddha who spread the message of non-violence across the world through his teachings, important temples such as Pashupatinath, Mukti Nath, Janaki Temple, Lumbini, and Swyambhu are also in Nepal.
Yet there are still many more challenges to effective promotion of tourism sector in Nepal. The most critical barriers are lack of adequate investment in infrastructure and business development. Air connectivity—both international and domestic—is unsatisfactory. Lack of effective service delivery and market mismatch with only very limited tour packages in offer to visiting tourists hinders the promotion of tourism in Nepal. Lack of policy linkages, adequate infrastructures, marketing, human resource development required to provide quality services and enhancing the institutional capacity of tourism sector are equally critical issues.
In order to address these challenges in the tourism sector, the government of Nepal has made a number of efforts over the past few years. While the government introduced a separate Tourism Development Policy 2065 BS, it has also unveiled Vision 2020 that aims at bringing at least 2 million tourists a year by 2020. Nepal Tourism Board, which was established by the government as an autonomous body for the promotion of tourism sector, is currently active in promoting Nepali tourist destinations abroad. Special campaigns such as Visit Nepal Year 1998, Destination Nepal Campaign 2002-03, Nepal Tourism Year 2011, and Visit Lumbini Year 2012 have successfully promoted Nepali tourism abroad. The government has identified 18 tourism zones based on their potential as places of tourist attraction, and organized various fairs in those areas. Besides developing tourism infrastructures, concerned government authorities are also actively taking part in fairs organized both within and outside the country with a view to promoting tourism in Nepal. The government is currently in the process of procuring additional aircrafts for its national flag carrier to expand the reach of air service both at home and abroad.
Keeping in view the specific challenges Nepal faces, the government has also developed future strategies aimed at increasing connectivity, both within and outside the country, and infrastructures such as tourism destinations, sanitation, entertainment, safety, and effective information dissemination. Also, the government has given special emphasis to expanding tourist destinations, diversifying tourism products, and marketing them in the global tourism market. Besides adopting a responsive service approach in the tourism sector, the government has also brought long-term strategic plans to address a host of challenges Nepal faces in promoting tourism. These initiatives are expected to yield positive results in the next few years.
The author is chief of Tourism Industry Division under the Ministry of Culture, Tourism and Civil Aviation
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