New Horizons for Tourism in Nepal

Nepal, a country whose name is inextricably linked with the majestic Himalayas and the legendary Everest, has traditionally attracted climbers and trekkers from all over the world. This rich heritage is certainly an asset, but it also creates a somewhat one-dimensional image, limiting the perception of Nepal as a multifaceted tourist destination.¹This “mountain dependence” is both a strength and a potential vulnerability, since while it attracts a specific segment of adventure seekers, it leaves other, equally rich and attractive aspects of the country in the shadows.

To ensure sustainable growth of the tourism industry, reduce seasonal fluctuations and distribute economic benefits more evenly, Nepal needs to diversify its tourism offerings. Unique cultural heritage, distinctive gastronomy and a kaleidoscope of vibrant festivals are the keys to attracting a wider audience and generating a stable flow of tourists throughout the year.³Such diversification will not only increase the country’s income from tourism, but also distribute the tourist load, reducing environmental and infrastructural pressure on popular mountain routes and promoting a more harmonious development of the industry.

Tourism already plays a significant role in Nepal’s economy. As of mid-March 2023, the tourism sector accounted for 21.9% of all registered industries. Notably, 33% of foreign direct investment (FDI) was directed to tourism, accounting for 22.2% of the total approved FDI.⁴Tourism revenue has shown impressive growth, reaching NPR 61.5 billion in 2023, an increase of nearly 190% compared to 2022. Tourism contributed 1.1% to the country’s GDP, while its share in total merchandise exports reached 33.5%.⁴In the 2022/23 financial year, the sector contributed $548 million to the economy.⁴Tourism is also the fourth largest employer in the country, providing employment to 371,140 people, or 11.5% of total employment in all industries.⁵

Tourism recovery from COVID-19 is proceeding at a steady pace. Nepal received 1,014,882 foreign tourists in 2023⁶, and in 2024 this figure rose to 1,147,567 people, which is 96% of the pre-pandemic level.⁷The average length of stay for tourists in the country is 13.1 days, with average spending per visitor per day estimated at $41.⁵

Table 1: Nepal Tourism Key Indicators (2023-24)

Despite the positive recovery dynamics, Nepal’s hotel sector faces a serious problem. There is a significant excess of hotel capacity in relation to the current tourist flow. With the current capacity to accommodate up to 3.5 million tourists per year (and according to some estimates, even up to 6 million, given the average length of stay of 13.2 nights), the actual occupancy of hotels is only about a third of the potential.¹¹This is confirmed by information about the ongoing construction of more than 20 new five-star hotels.¹⁰This imbalance between supply and demand inevitably leads to increased competition and “price wars” between hoteliers, which negatively impacts their profitability and financial stability.¹¹In the long term, this could lead to a decline in the quality of services provided if hotels are forced to cut corners on renovations, staffing and operating costs.

The problem is compounded by heavy reliance on seasonal mountain tourism, which peaks in the spring and autumn months.⁸Outside these periods, many hotels, especially in trekking regions but also in major cities such as Kathmandu and Pokhara, experience a significant drop in occupancy. Cultural attractions, gastronomic delights and festivals, on the other hand, are available either year-round or are spread over different seasons, making them ideal tools for smoothing out seasonal fluctuations.3Actively promoting these all-season and mid-season tourism products can attract tourists during periods when mountain treks are less popular. Not only will this ensure more even occupancy of hotels throughout the year, increasing their profitability and sustainability, but it will also attract new segments of tourists – those interested in culture, gastronomy, event tourism, and who may have different travel time preferences than trekking enthusiasts. Thus, diversification of tourism offer is not just desirable, but a critical strategy for Nepal to turn a potential crisis of oversupply into a real opportunity for sustainable growth and prosperity of the entire industry.

A Treasury of Cultures: Delving into Nepal’s Diverse Heritage

Nepal is not only a country of breathtaking mountain landscapes, but also a country with an ancient and distinctive culture shaped by many ethnic groups, each with their own unique contribution to the common heritage. Promoting this cultural diversity can greatly enhance the country’s tourism appeal.

Kathmandu Valley: Living Heritage of Newari Civilization

The indigenous inhabitants of the Kathmandu Valley are the Newaris, a people who have created a unique urban civilization, original art, architecture and culture in which Hindu and Buddhist traditions are harmoniously intertwined.¹⁴Their unrivalled skill in metalworking, wood carving and stone carving reached its zenith during the Malla dynasty (1200–1769), leaving behind magnificent temple complexes, palace plazas and stupas that still inspire admiration today.¹⁴The ancient cities of the valley – Kathmandu, Patan and Bhaktapur – are real open-air museums, where every stone breathes history.¹⁶

To effectively promote this heritage, it is necessary to develop comprehensive tours that focus on the unique architecture (characteristic pagodas, majestic palace squares), numerous craft workshops where tourists can not only purchase products, but also take part in master classes. Of particular interest are such unique traditions as the veneration of living goddesses Kumari, as well as the opportunity to get acquainted with the daily rituals and life of the Newars. It is important to emphasize that the Newari culture is not frozen museum exhibits, but a living, developing tradition that can be not only seen, but also felt.

The urban character of Newari heritage concentrated in the Kathmandu Valley¹⁴, offers comfortable conditions for cultural tourism. This direction can be especially attractive for tourists who are not ready for the physical exertion of high-altitude trekking, and is available all year round, unlike seasonal mountain routes. The urban environment of the valley has a developed infrastructure – hotels, restaurants, transport accessibility, which makes visiting temples, palaces and workshops convenient for a wide range of travelers, including senior citizens and families with children. Thus, cultural tourism in the Kathmandu Valley can be an ideal product for filling the off-season.

Moreover, an emphasis on the “living heritage” of Newari, including crafts and festivals (such as the famous Indra Jatra), can create sustainable sources of income for local communities and help preserve vanishing traditions. Organizing workshops on traditional crafts (wood carving, metalworking, pottery), cooking classes on Newari cuisine, and providing opportunities to participate in or observe festivals create an interactive experience that is far more valuable and memorable than mere observation. Sales of local crafts and participation fees for such events generate direct income for the valley residents, encouraging the preservation and transmission of unique skills and knowledge to the younger generation. This transforms tourists from passive observers into active participants in cultural exchange and heritage preservation.

Terai and Chitwan: An Introduction to the Distinctive Culture of Tharu

The southern plains of Nepal, known as the Terai, and in particular the Chitwan National Park region, are home to the Tharu people. This ethnic group has a unique culture that is deeply connected to the natural environment.¹⁷Their distinctiveness is reflected in their vibrant and rhythmic stick dances, their distinctive style of building houses with colourfully painted clay walls (Mokha art), their unique language and their complex social customs.¹⁷

Tharu culture can be promoted through ethno-tours to their villages, offering accommodation in community homestays. This will allow tourists to delve deeper into the daily life of the Tharu, participate in cultural evenings with traditional dances and music, and learn about farming and traditional fishing methods. Safaris in Chitwan National Park can also be enriched with a cultural component, if attention is focused on the knowledge of local Tharu guides about flora, fauna and traditional land use.⁴

The Tharu culture offers a unique combination of nature and cultural tourism, which is its strength. Developing tourism in Tharu villages could not only be an addition to standard Chitwan safaris, but also a stand-alone tourism product offering a deeper immersion into local life. This would allow the economic benefits of tourism to be distributed directly to the local population, rather than being concentrated only around the main tourist areas of the park.²⁰This approach can also help reduce anthropogenic pressure on the most visited areas of the national park.

Successful Community Tourism Projects in Tharu Villages²⁰could serve as an inspiring model for other ethnic groups living in the Terai region. This would help preserve Nepal’s rich cultural diversity and create sustainable livelihoods in regions less known for their mountain scenery. Importantly, the development of such tourism could also promote gender equality, as Tharu women have traditionally played a key role in maintaining households and preserving cultural traditions, such as the art of Mokha house painting.¹⁸, and can actively participate in the management of homestays and the organization of cultural programs.

Annapurna Foothills: Hospitality and Traditions of the Gurung People

The foothills of the majestic Annapurna massif are inhabited by the Gurung people, known for their exceptional hospitality, unique dance traditions (such as Ghantu and Sorati), a rich oral history passed down from generation to generation, and glorious warrior traditions, most clearly demonstrated by the Gurungs’ service in the Gurkha regiments.²¹The Gurung culture is a fascinating interweaving of Buddhism, Hinduism and ancient animistic beliefs.²¹

Promotion of Gurung cultural heritage can be effectively integrated into popular trekking routes in the region. An example is the Annapurna Gurung Trail offered by Mountain Lodges of Nepal.²¹, or visiting villages that develop community tourism, such as Ghale Gaun.²⁰Tourists should be offered not only accommodation in Gurung villages, but also visits to local monasteries, acquaintance with their way of life, traditional crafts and culinary specialties. A key aspect of such tours should be an emphasis on authenticity and the opportunity to directly interact with local people, which will enrich the trekking experience with a cultural dimension, complementing the natural beauty of the region.

Development of cultural components on trekking routes passing through Gurung lands²¹, can attract tourists who are looking not only for physical challenges and landscapes, but also for deep cultural immersion. This, in turn, can help increase the average length of stay of tourists in the region, as a more intense program requires more time. Tourists interested in culture may be willing to spend additional days in villages, participating in workshops, learning local traditions, or simply interacting with the locals.

Successful community tourism models in Gurung villages such as Sirubari²⁰ and Ghale Gaun ²⁰, clearly demonstrate how tourism can be a powerful tool not only for economic development, but also for preserving the unique Gurung culture and language.²²These intangible assets are under threat from modernization and the outflow of young people to cities and abroad in search of work. Community tourism, by creating economic incentives and jobs directly in the villages, encourages young people to stay on their land, preserving and transmitting the cultural heritage of their ancestors. Tourist interest in the Gurung language, dances and traditions gives them economic value, motivating the younger generation to study and maintain them.

Everest Highlands: Spirituality and Resilience of the Sherpa Culture

The Sherpas, the indigenous people of the high-altitude Khumbu region at the foot of Everest, are world-renowned for their unrivaled mountaineering skills and endurance. However, their culture is also deeply spiritual and inextricably linked to Tibetan Buddhism.²³Monasteries such as the famous Thyangboche²⁵, play a central role in their lives, being not only religious centers but also guardians of cultural traditions. The life, customs and language of the Sherpas were formed under the influence of the harsh conditions of the Himalayas, reflecting their resilience and deep respect for nature.

Promotion of Sherpa culture should be delicately woven into Everest trekking programs. This may include visits to active monasteries, opportunities to learn about Buddhist rituals and ceremonies, and guides telling stories about the history, mythology, and legends of the Sherpa people. It is extremely important to emphasize the need to respect local culture, traditions, and sacred places for the Sherpas.²³

Amid growing environmental problems in the Everest region associated with mass tourism, such as waste accumulation and pollution,²⁶, the promotion of the cultural aspect of Sherpa tourism is of particular importance. Getting to know the Sherpa worldview, their deep respect for the mountains as sacred abodes of deities²³, can help to develop a more responsible and caring attitude towards fragile mountain ecosystems among tourists. Shifting the emphasis from purely sporting achievement – ​​conquering a peak or completing a route – to a deeper understanding of the region, its culture and spirituality, can attract tourists who value not only physical challenges but also cultural enrichment. Such tourists are, as a rule, more inclined to support initiatives to preserve the environment and culture.

Over-commercialization and the region’s heavy reliance on expedition tourism pose risks of eroding traditional Sherpa values ​​and way of life.²⁸The development of alternative forms of tourism, such as ethnographical and cultural tours, with an emphasis on the heritage and daily life of the Sherpas, can create more sustainable and less exploitative sources of income. This will diversify the region’s economy, reduce dependence on high-altitude mountaineering, which often involves risks to life and health, and contribute to the preservation of the unique identity of the Sherpa people. Offering tourists the experience of living in Sherpa villages, participating in their daily activities (with consent and on mutually beneficial terms), learning the language and traditions can be a valuable addition to Nepal’s tourism offer.

Lumbini: Not Just Buddha’s Birthplace, but a World Center of Spirituality and Peace

Lumbini, the sacred birthplace of Lord Buddha, is a UNESCO World Heritage Site and one of the most important pilgrimage centres for Buddhists from all over the world.⁴In 2024, Lumbini was visited by about 1.2 million people, of whom 760,000 were Nepalese citizens, more than 266,000 were Indian pilgrims and tourists, and about 111,000 were visitors from other countries, mainly from Sri Lanka, China, Thailand and Vietnam.²⁹In recognition of Lumbini’s growing importance, The New York Times included it in its list of top 10 places to visit in 2025.²⁹

Despite its enormous spiritual and historical significance, Lumbini attracts only about a million foreign and local visitors a year, which seems insufficient given that there are about half a billion Buddhists in the world.³⁰Lumbini’s slow development as a major international tourist and pilgrimage centre is due to a number of factors. These include problems with the implementation of the ambitious master plan designed by the famous Japanese architect Kenzo Tange, ineffective management by the Lumbini Development Trust, often poor quality of tourist services bordering on exploitation of pilgrims, bureaucratic obstacles and certain geopolitical complications.³⁰

To realise Lumbini’s full potential, a concerted effort is needed to develop it as an international pilgrimage and cultural hub. This includes building new temples and meditation centres, such as the existing Thousand Buddha Temple and the upcoming India International Centre for Buddhist Culture and Heritage.²⁹Another important project is the planned renovation of the ancient Ramagrama stupa, a UNESCO World Heritage site dating back to the 6th century BC.²⁹There is a need to develop educational and research programmes at Lumbiniya Buddhist University, which plans to expand its campus to accommodate up to 22,000 students, including a significant number of foreign students.³⁰The concept of “Greater Lumbini” as a separate tourist zone with a special status also deserves attention.³⁰The key factor for success will be attracting private investment and developing public-private partnerships (PPP) for the implementation of infrastructure and service projects.³⁰

Problems Holding Back Lumbini’s Development³⁰, in many ways reflect the general infrastructural and governance challenges facing Nepal’s tourism industry as a whole.¹¹Successful resolution of these issues in Lumbini, a globally significant site with huge potential demand, could become a model for other parts of the country. For example, effective implementation of PPP mechanisms in Lumbini³⁰could be replicated for the development of other significant cultural or natural sites throughout Nepal. Addressing the service quality and staff training issues in Lumbini could provide an impetus for raising hospitality standards nationwide.

Positioning Lumbini not just as a historical site, but as an active, living center of spirituality, education, meditation and peace²⁹could attract not only traditional pilgrims but also a wider audience of tourists. These are people interested in Buddhist philosophy, mindfulness practices, intercultural dialogue and the search for inner peace. Such activities are less seasonal than, for example, trekking and can contribute to the formation of a year-round tourist flow. Moreover, tourists coming for educational programs, retreats or international conferences tend to stay longer and spend more than short-term pilgrims, which will have a positive impact on the economic contribution of Lumbini and the entire region.

Community-Based Tourism (CBT): Authentic Experiences and Support for Local Communities

Community-based tourism (CBT) in Nepal offers travellers a unique opportunity to immerse themselves in rural life and authentic culture by staying in welcoming homestays and participating in the daily lives of locals. Notable examples of successful CBT projects include Sirubari, a Gurung village known as the pioneer of this activity in Nepal; Ghale Gaun, which also offers an introduction to Gurung culture; Barpak, a village that managed to recover and attract tourists after the devastating 2015 earthquake thanks to community efforts; Tharu villages in Chitwan region, introducing their unique culture; and initiatives in the Rara Lake area.³²

Key principles underlying successful community tourism include active involvement of local people at all stages – from planning to management; equitable distribution of the economic benefits of tourism among all members of the community; priority given to preserving unique culture and fragile environment; and a focus on improving the quality of life of communities.²⁰

CBT destinations can be promoted through dedicated online platforms such as the Community Homestay Network, which helps connect tourists with homestays across Nepal.³³It is important to create and promote authentic routes, emphasizing the uniqueness of each individual community, its traditions, crafts and way of life.

Community-based tourism offers a unique, authentic experience that is increasingly valued by modern travellers tired of standardised tourism products. However, CBT is not only a form of tourism, but also a powerful tool for the socio-economic development of rural areas and the preservation of priceless cultural heritage.³⁴It directly addresses the problem of “leakage” of income from local economies, which is often characteristic of mass tourism, where the bulk of the profits go to large tour operators and hotel chains. In the CBT model, services (accommodation, food, excursions) are provided directly by members of the local community, so that the income remains in the village and is directed to improving living standards, developing education, health care and local infrastructure.²⁰Since culture and traditions are the main “tourism product” in CBTs, there is a direct economic incentive to carefully preserve them and pass them on to future generations. This is especially important for the empowerment of women, who often play a leading role in homestay management and cultural preservation, as in the Panauti community.³⁴

Successful scaling of CBT models to new regions and communities requires addressing a number of systemic challenges. These include access to seed funding for homestays and infrastructure improvements, quality training for community members (languages, hospitality, hygiene, small business management), effective marketing and promotion in the tourism market, and the development and implementation of quality standards that ensure the comfort and safety of tourists without losing authenticity. Government support in the form of a favorable legal framework, financial assistance, and development of infrastructure in rural areas (roads, communications, internet) is critical. Equally important is the role of non-governmental organizations (NGOs) and the private sector in providing assistance with organization, training, marketing, and establishing links to the market, as demonstrated by the successful partnership between Royal Mountain Travel and the Community Homestay Network.³⁴The Chayanath Rara Municipality’s plans to impart tourism skills to youth is also a step in the right direction.³⁶Only an integrated approach that brings together the efforts of all stakeholders will enable the full potential of community tourism in Nepal to be realized.

A Gastronomic Journey: Discovering the Tastes of Nepal

Nepalese cuisine, with its rich variety of flavours and aromas, is another significant, yet under-exploited asset for attracting tourists. Moving beyond the stereotypical perception of “dal bhat” and showcasing the country’s culinary diversity could be a powerful stimulus for the development of gastronomic tourism.

More than Dal Bhat: Exploring the Diversity of Nepalese Cuisine

While dal bhat, a traditional dish of lentil soup (dal) and rice (bath), is indeed a staple of the daily diet for many Nepalese and is often offered to tourists³⁷, the country’s culinary landscape is much richer and more varied. Nepalese cuisine is replete with unique dishes such as momos (steamed or fried dumplings with various fillings), sel roti (sweet rice doughnuts often prepared for festivals), savory samosas, yomaris (sweet cone-shaped rice cakes traditionally filled with molasses and sesame seeds), dhindo (a thick porridge made from corn, buckwheat or millet flour, served with vegetables or meat) and gundruk (fermented and dried leafy vegetables that impart a distinctive sour taste to dishes).³⁷

Nepal’s cuisine also shows considerable regional variation. In the highlands, hearty dishes of yak, dried meat, barley and potatoes predominate, while Tibetan thukpa soups and the strong drink tongba (fermented millet) are popular.³⁸The cuisine of the Terai, the southern plains, is heavily influenced by Indian culinary traditions, offering hotter and spicier dishes. Overall, Nepalese gastronomy is a unique synthesis of local traditions with Tibetan and Indian influences, creating a unique palette of flavours.

Despite this wealth, Nepalese cuisine is still underrepresented in the global tourism market, and its potential as a standalone tourist attraction remains largely untapped. Actively promoting the diverse Nepalese cuisine could attract a new, ever-growing segment of tourists – gourmets, food bloggers, and simply curious travelers seeking to get to know the country’s culture through its food. It could also significantly enrich the experience of existing tourists to Nepal, increasing their satisfaction with their trip and, importantly, increasing their average expenditure. With the current average tourist expenditure at $41 per day⁵, the development of a high-quality and varied gastronomic offer is one of the obvious ways to increase this figure.

The development of gastronomic tourism also has broader positive effects on the national economy. It can stimulate local agriculture by increasing demand for local, organic products, help preserve and popularize traditional recipes and culinary practices, and create new jobs in the restaurant business, hospitality and related services, especially in rural and less developed tourist areas.

Newari Culinary Traditions: Unique Dishes and Ritual Meals

The cuisine of the Newari, the indigenous people of the Kathmandu Valley, is a true gem of Nepalese gastronomy. It is distinguished by its incredible variety of dishes, the use of unique local ingredients and complex combinations of spices.¹⁵The key and most famous dishes of Newari cuisine are Samai Bhaji, a ritual set of several types of snacks, including broken rice, fried soya beans, marinated meat, ginger and other ingredients; Yomari, sweet steamed rice flour cakes in the shape of a fish or cone, filled with chaku (sugarcane molasses) or khuwa (condensed milk); Chatamari, a thin rice flatbread resembling a pizza, with various toppings of meat, egg and vegetables; Chhwela, a spicy marinated meat (usually buffalo), grilled or fried; Wo, a savory lentil flatbread that can be either plain or with the addition of egg or meat; Lakhamari, a traditional crispy cookie, often intricately shaped, covered with icing sugar; as well as various types of ayla – a homemade rice or millet alcoholic drink.³⁸It is important to note that many Newari dishes have deep ritual significance and are traditionally served during certain festivals, family celebrations and religious ceremonies.⁴⁰

To promote this unique culinary heritage, it would be useful to develop specialised food tours in Kathmandu and Bhaktapur. Such tours could include visits to authentic Newari eateries, known as bhojan griha, where traditional dishes can be sampled in a casual setting. Of particular interest to tourists may be the opportunity to participate in authentic Newari feasts, which are often accompanied by music and dance. Cooking classes, where travellers can learn how to prepare some of the iconic dishes of Newari cuisine, may also be very popular. An example of successful integration of food experiences is The Nanee Hotel in Bhaktapur, which offers specialised Newari restaurants such as Bara Shop and Community.¹⁵Newari cuisine is more than just a collection of recipes, but an integral part of a deep and vibrant cultural tradition, making it particularly attractive to culturally oriented tourists seeking authentic experiences.

Flavours of Thakali Cuisine: Specialties from the Mustang Region

Originating from the Thakali people of the Kali Gandaki Valley in the Mustang region, Thakali cuisine is highly regarded throughout Nepal for its balanced flavours and high quality. The signature dish of this cuisine is the Thakali Thali, a large set of dishes served on a single tray.³⁸A traditional thali typically includes a fragrant dal (lentil soup), rice (or dhido – a thick porridge made from buckwheat, barley or millet flour), several types of vegetable curries made from seasonal vegetables, hot and spicy achars (pickulis), and a serving of meat (usually chicken or lamb).⁴¹Thakali cuisine is characterized by the artful use of local Himalayan spices such as timur (Szechuan pepper), which imparts a distinctive citrusy-spicy aroma with a slight numbing effect, and an emphasis on fresh, locally grown ingredients.⁴¹

To promote Thakali cuisine, it is necessary, on the one hand, to support and popularize the existing Thakali restaurants that can be found in many cities in Nepal, ensuring quality control and authenticity. On the other hand, a promising direction is the creation of specialized gastronomic routes in the Mustang region itself.²⁵Such tours would allow tourists not only to sample authentic Thakali cuisine in its place of origin, but also to become acquainted with the culture and way of life of the Thakali people, and learn about the history and traditions of this unique cuisine. Thakali cuisine, with its well-deserved reputation for quality, tasty and filling food, is already very popular among Nepalese and Indian tourists. It has great potential to attract Western travelers, who are increasingly looking for an authentic and memorable culinary experience during their travels.

Development of gastronomic routes, culinary master classes and food festivals

Nepal has significant potential to create and develop specialized gastronomic tours that would cover different regions of the country and introduce tourists to the diversity of local culinary traditions, including Newari, Thakali, Tharu cuisine, as well as unique dishes of the highland regions.⁴³These itineraries can be designed for both short trips and longer journeys, combining tastings with visits to local markets, farms and meetings with food producers.

Organizing culinary master classes, where tourists can learn how to cook popular Nepalese dishes under the guidance of experienced chefs, is another promising direction. Such interactive events are in great demand among travelers who want not only to try but also to take home a piece of the local culture. Master classes can be held both in specialized culinary schools and in restaurants, hotels or even homestays, offering a more homely and authentic atmosphere.

Holding regular food festivals in major tourist centres such as Kathmandu and Pokhara, as well as in different parts of the country, can be a vibrant event that attracts both locals and foreign tourists.¹¹Such festivals may showcase the diversity of Nepalese cuisine, present products from local farmers and artisans, and include cooking competitions, tastings, and cultural programs.

Interactive gastronomic experiences, such as participating in cooking at community homestays or harvesting crops on farms and then cooking dishes from fresh ingredients, create a deeper emotional involvement in tourists and leave vivid, unforgettable impressions. This is entirely in line with modern trends in tourism, where travelers are increasingly looking not just for a “product” or “service”, but for a unique “experience”, an opportunity to touch authentic life and culture.

Kaleidoscope of Festivals: Nepal’s Festivals as a Tourist Magnet

Nepal is a country where festivals are an integral part of life, reflecting the rich cultural and religious diversity. These vibrant and authentic events have great potential to attract tourists, especially in the off-season, offering a unique experience of immersion in living traditions.

Dashain and Tihar: Immersion in the country’s premier Hindu celebrations

Dashain (Bijaya Dashami )is the longest (15 days) and most significant Hindu festival in Nepal, which usually falls in September-October. It symbolizes the victory of good over evil, in particular the victory of the goddess Durga over the demon Mahishasura.¹³Key rituals that may be of interest to tourists include:

• Ghatasthapana: The first day marks the beginning of the festival, when sacred vessels (kalash) are placed in houses and barley seeds (jamara) are sown, symbolizing harvest and prosperity.
• Phulpati: The seventh day, when a grand ceremony is held in Kathmandu Durbar Square with the participation of the army and sacred flowers and leaves are brought into homes.
• Maha Asthami and Maha Navami: The eighth and ninth days are dedicated to the goddess Durga in her formidable forms. These days, mass animal sacrifices (goats, buffalos) are held in temples across the country, especially spectacular in Kathmandu Durbar Square.
• Bijaya Dashami: The tenth and main day of the festival, when elders of the family apply tika (a mixture of rice, yogurt and vermilion) to the foreheads of the younger ones and put on jamara, blessing them. This day is accompanied by large family feasts.
• Kojagrat Purnima: The fifteenth and final day of the festival is the full moon, when the goddess of wealth Lakshmi is worshipped.⁴⁴
  
  Characteristic features of Dashain include large family gatherings (people come from all over the country and abroad), shopping for new clothes, flying kites, riding on traditional bamboo swings (‘ping’) and lavish feasts, where the main dish is often goat meat.44

Tihar (Deepavali, Yama Panchak), which follows Dashain (usually in October-November), is a five-day “festival of lights” dedicated to the worship of various animals, the goddess of wealth Lakshmi, and the strengthening of brotherly and sisterly bonds.¹³Every day has its own meaning:

• Kaag Tihar: Worship of crows, considered to be messengers of the god of death Yama.
• Kukur Tihar: Veneration of dogs, symbolizing loyalty and protection.
• Guy Tihar and Lakshmi Pooja: In the morning, cows, sacred animals, are worshipped. In the evening, Lakshmi Puja is celebrated – houses are thoroughly cleaned, decorated with garlands of lights and oil lamps (diyo), and colorful rangoli patterns are painted at the entrance to attract Goddess Lakshmi. Children and young people go from house to house singing “deusi” and “bhailo” songs and receiving treats and money in return.
• Ghowardhan Puja and Mha Puja: Worship of bulls for their work in agriculture. The Newari community celebrates Mha Puja, a ritual of worshipping the self and body, and also celebrates their New Year (Nepal Sambat).
• Bhai Tika: The final and most touching day is when sisters apply colorful tika on their brothers’ foreheads, praying for their longevity and well-being, and the brothers in return give gifts to the sisters.⁴⁴

For foreign tourists, Dashain and Tihar offer a unique opportunity to witness colorful rituals, ancient traditions, and experience the atmosphere of universal celebration and hospitality. These festivals are not just religious rites, but deep cultural phenomena that reflect social ties, family values, and the worldview of the Nepalese people.

The mass character and distinctly family-oriented nature of these festivals⁴⁴create a unique atmosphere, but can also present certain logistical challenges for tourists, such as overcrowded transport or the closure of some establishments. In this regard, it is advisable to develop specialized tourist packages to comfortably immerse tourists in the festive culture. Such packages can include accommodation with families (with their consent and compliance with ethical standards), which will allow tourists to directly participate in family rituals and celebrations. An alternative can be hotels that organize their own festival programs with a demonstration of traditions, the preparation of festive dishes and cultural performances. It is also important to plan logistics in advance, taking into account possible transport restrictions.

Promoting Dashain and Tihar to foreign tourists can play a major role in cross-cultural understanding and breaking stereotypes about Nepal, showcasing it not only as a land of majestic mountains but also as a country with rich, vibrant and colourful Hindu traditions. It can also boost domestic tourism as many Nepalis living abroad are keen to return to their homeland to participate in these key national festivals, which is a form of tourism and contributes to the country’s economy.

Indra Jatra: Kathmandu’s Heritage Comes to Life

Indra Jatra is one of the most spectacular and significant festivals celebrated in the Kathmandu Valley, mainly by the Newari community.¹⁵This eight-day festival, usually held in September, is dedicated to the god of rain and king of heaven, Indra, as well as Shiva in his fearsome form as Bhairava.⁴⁶The festival marks the end of the monsoon season and the beginning of the harvest season and favourable weather.⁴⁶

The main events of Indra Jatra include the ceremonial installation of the sacred wooden pole YOSIN in Kathmandu Durbar Square, which marks the beginning of the festivities. The festival culminates in crowded processions with huge chariots carrying the living goddess Kumari, as well as the gods Ganesh and Bhairav. The streets are filled with the sounds of traditional music, and the squares come alive with exciting masked dances such as the dance of Lakhe (the protector demon) and Pulu Kisi (the elephant). Of particular interest is the ritual in which the sacred alcoholic drink (ayla or thon) is distributed to the devotees from the mouth of the giant statue of Shwet Bhairav.⁴⁶

For tourists, Indra Jatra offers a unique spectacle that allows them to immerse themselves in the atmosphere of ancient traditions, religious rituals, fiery music and dances unfolding against the backdrop of the historical scenery of old Kathmandu. Being one of the most vibrant and authentic festivals of Newar culture, Indra Jatra has every chance of becoming a “calling card” of cultural tourism in the capital of Nepal. However, to fully perceive this complex and multifaceted holiday, tourists need high-quality and accessible information about its history, the meaning of symbols and rituals.⁴⁷These could be information brochures, guides specialising in cultural aspects, or mobile apps with detailed descriptions of events.

Losar: Celebrating the New Year with Himalayan Communities

Losar is the general name for the Tibetan New Year celebration, which is celebrated with great fervor by various Himalayan Buddhist communities in Nepal, including the Sherpas, Gurungs, Tamangs and Tibetans living in the country.⁴⁸The celebration of Losar is tied to the lunisolar Tibetan calendar and usually falls in February or March, although the exact dates may vary depending on the specific ethnic tradition (for example, Tamu Losar among the Gurungs, Gyalpo Losar among the Sherpas and Tibetans, Sonam Losar among the Tamangs).⁴⁸

Traditions of Losar celebrations include thorough cleaning of homes and monasteries to remove the previous year’s misfortunes and negative energy, and to attract good fortune and prosperity in the new year. Homes and monasteries are decorated with colorful prayer flags, flowers, and oil lamps.⁴⁸An important part of the festival is prayers and religious rituals in monasteries, including the performance of ritual Cham dances in colorful masks and costumes, symbolizing the victory of good over evil. Losar is also a time for family feasts, exchanging gifts and wishes, and for folk festivities with songs and dances.⁴⁸

For tourists, Losar offers a unique opportunity to get acquainted with the original Buddhist traditions of the Himalayan peoples, witness colorful and mystical rituals, visit festively decorated monasteries such as the famous Boudhanath and Swayambhunath in the Kathmandu Valley, or monasteries in the mountainous regions, and experience a special atmosphere of spiritual renewal and joy.⁴⁸

It is noteworthy that the Losar celebrations fall during the winter period, which is traditionally considered the low season for trekking in the high Himalayas. Thus, actively promoting Losar as an attractive cultural event can help attract tourists to Nepal during this time, helping to smooth out seasonal fluctuations and promote year-round tourism. This will allow tourists to see a different side of Nepal, less associated with extreme sports, and gain a deeper understanding of the country’s cultural diversity.

Promoting a diverse regional festival calendar to attract tourists during the off-season

Apart from the big and well-known festivals like Dashain, Tihar and Losar, Nepal’s cultural calendar is filled with many other unique and colourful festivals that can be of great interest to tourists. These include, for example, Teej, a vibrant women’s festival dedicated to the goddess Parvati and family well-being, during which women in red saris fast, pray and dance.¹³; Chhath is an ancient festival of worship of the Sun God Surya, especially popular in the Terai region, with ritual bathing and offerings at sunrise and sunset¹³; Bisket Jatra is a Nepali New Year celebration in Bhaktapur, featuring grand chariot processions and ritual competitions¹⁵; Mani Rimdu is a colourful Buddhist festival with masked dances, celebrated in the monasteries of the Everest region, such as Thyangboche. In addition, there are many other regional and ethnic festivals, each with its own unique traditions and rituals.

The creation and active international promotion of a detailed, well-structured calendar of Nepalese festivals is an important task for tourism authorities. Such a calendar should contain not only the dates and locations of the festivals, but also fascinating descriptions of their history, traditions, key rituals, and practical advice for tourists wishing to visit them.

The diversity of festivals spread across the seasons and geographical regions of Nepal represents a powerful, yet under-utilized, resource for combating the problem of seasonality in tourism. Promoting these events can attract tourists during the off-season, when the weather may not be ideal for trekking but is still suitable for cultural events. It will also help attract tourists to lesser-known and under-developed areas of the country, helping to distribute the economic benefits of tourism more evenly.

Table 2: Calendar of Key Festivals in Nepal

This calendar will provide potential tourists and tour operators with a visual tool for event-based travel planning, demonstrating the exciting opportunities to visit Nepal in different seasons of the year and helping to achieve the goal of attracting tourists all year round.

Expanding Horizons: Wellness, MICE and Niche Tourism

In addition to its rich cultural heritage, diverse gastronomy, and vibrant festivals, Nepal has significant potential to develop other promising tourism destinations. Focusing on wellness programs, attracting business events (MICE), and developing niche tourism types such as sustainable and eco-tourism can significantly expand the country’s tourism offering and attract new segments of travelers.

Nepal as a center of spiritual and health tourism

With its tranquil natural landscapes, deep spiritual traditions rooted in Buddhism and Hinduism, and proximity to the majestic Himalayas, Nepal has enormous and largely untapped potential for wellness tourism.⁴Offerings in this area can be quite varied and include yoga retreats of varying lengths and levels of difficulty, meditation centers (including those with teacher training programs), Ayurvedic clinics and spas offering traditional treatments using local herbs and Tibetan medical principles.⁴Sacred places such as Lumbini (the birthplace of Buddha) and Pashupatinath Temple (one of the main Shaivite temples) can serve as powerful spiritual “anchors” for such programs.⁴

Modern eco-resorts and dedicated wellness hotels can complement these offerings by providing guests with comfortable accommodations, spa services, organic food from locally sourced ingredients, and opportunities for relaxing walks in nature.⁴Potential wellness products include high-altitude wellness retreats that combine yoga and meditation with acclimatization and training at altitude; Ayurvedic centers that focus on detoxification and rejuvenation; spiritual healing tours that include visits to holy sites and meetings with spiritual teachers; stays in active monasteries for deep immersion in meditation practices; and culinary retreats that focus on healthy eating, learning the principles of Ayurvedic cooking, and preparing dishes from organic products.⁴Already today in Nepal there are hotels successfully operating in this segment, such as Dwarika’s Resort in Dhulikhel, Begnas Lake Resort and The Pavilions Himalayas in Pokhara, Neydo Monastery Guest House in Pharping and Hotel Mystic Mountain in Nagarkot.⁵⁰

Nepal’s spiritual heritage and natural beauty create ideal conditions for wellness tourism to flourish. Importantly, this trend can become an important component in ensuring a year-round tourist flow. Many wellness practices, such as yoga, meditation, and Ayurvedic treatments, are not strictly seasonal and can attract tourists during the off-season when traditional trekking is less popular.⁴In addition, wellness tourism often targets a wealthier audience willing to pay for quality, specialized programs and comfortable accommodations. Attracting such tourists can help increase the average check, which currently stands at about $41 per day.⁵, and the overall profitability of the tourism industry.

The development of wellness tourism, in turn, will require significant investments in the creation of specialized infrastructure, such as retreat centers, high-class spa hotels, as well as in the training and certification of qualified specialists – yoga and meditation instructors, Ayurvedic doctors, massage therapists, Tibetan medicine specialists and chefs specializing in healthy nutrition.⁴This will not only create new jobs, but can also stimulate the development of related industries, such as the cultivation and processing of medicinal herbs, the production of organic food, natural cosmetics and souvenirs related to spiritual practices. Thus, investments in wellness tourism have a significant multiplier effect on the economy and labor market of Nepal.

MICE Tourism Potential: Business Events Against the Backdrop of the Himalayas

The MICE (Meetings, Incentives, Conferences, and Exhibitions) sub-sector in Nepal has been showing steady growth and has significant potential. In 2016 alone, the country attracted around 13,000 visitors through MICE events.⁴Nepal’s strategic geographical location between two giant markets, India and China, makes it an easily accessible and attractive destination for international business meetings and conferences.⁴The country is actively building new hotels and modern conference centers, and international and domestic air traffic is improving, which contributes to the development of this segment.⁴The Government of Nepal also recognizes the importance of MICE tourism and is taking steps to actively promote the country as a promising destination for business events.⁴³The recent NICE (Nepal India China Expo) 2025 held in Pokhara, which attracted around 800 delegates from the three countries, vividly demonstrated this growing potential and interest in Nepal as a platform for international cooperation.⁵²

To successfully promote MICE tourism, Nepal should focus on its unique selling points. This could include offering exclusive event venues, such as hotels with panoramic views of the Himalayas or conference rooms located in historic buildings with a unique atmosphere. An important competitive advantage could be the ability to combine business programs with unique cultural experiences, adventure holidays or health and wellness programs, allowing event participants not only to work productively but also to get to know the multifaceted Nepal.

MICE tourism can attract a high-income segment of travelers to a country, who tend to spend significantly more than regular tourists. In addition, business events are often scheduled outside of peak tourist seasons, which can help to more evenly distribute the occupancy of hotels and other tourism infrastructure throughout the year, helping to combat the problem of seasonality.

Sustainable and Eco-tourism: Preserving Nepal’s Unique Resources

In today’s world, the principles of sustainable development and responsible tourism are gaining more and more importance. The Hotels Association of Nepal (HAN) actively emphasizes the need to integrate eco-friendly practices into the hotel sector, minimize carbon footprint and actively involve local communities in tourism activities to preserve the natural and cultural heritage of the country.¹¹There are already some shining examples of hotels in Nepal that are successfully pursuing sustainability principles, including The Pavilions Himalayas, which runs entirely on solar energy, has its own organic farm, and actively supports local communities through its Right4Children foundation.⁵⁴Another example is Tiger Mountain Pokhara Lodge, which places great emphasis on preserving the biodiversity on its property, supporting local schools and farmers, and using traditional building methods.⁵⁷Many tour companies, such as Above the Himalayan Trekking, are also increasingly focusing on offering eco-tours and responsible travel.³²

However, along with positive examples, there are also serious challenges. Environmental problems in the Everest region, associated with the huge amount of garbage and household waste left by mountaineering expeditions and trekkers, require immediate and decisive measures.²⁶There is even talk of moving Everest Base Camp to a lower altitude to reduce the anthropogenic load on the Khumbu Glacier.²⁷

To promote sustainable and eco-tourism, Nepal needs to develop a certification system for green hotels and tour operators that meets international standards.⁶¹It is important to develop specialized eco-routes that pass through areas least affected by human activity and introduce tourists to the unique flora and fauna of Nepal. No less important are educational programs for tourists aimed at developing responsible behavior, respect for local culture and nature.

Growing global demand for sustainable and responsible tourism, including such practices as glamping in eco-friendly areas⁶³, offers Nepal a unique opportunity to position itself as a destination that not only has stunning natural and cultural resources, but is also committed to preserving them for future generations. Such an image could become an important competitive advantage in the global tourism market, attracting conscious and affordable travelers.

Strategic Steps to Year-Round Success

To transform Nepal into a multifaceted and all-season tourist destination, it is not enough to simply have rich cultural, gastronomic and festival resources. Targeted strategic steps are needed in the areas of marketing, infrastructure development, improvement of public policy and introduction of modern technologies.

Building a New Tourism Brand: Marketing Beyond the Mountains

The key challenge for Nepal is to move away from its long-standing but one-dimensional image as the “country of Everest” and actively promote the full diversity of its tourism offerings, including cultural heritage, unique gastronomy, vibrant festivals and other niche products that can attract tourists throughout the year.¹

Historically, Nepal has used various marketing slogans, such as “Naturally Nepal, Once is not enough.”⁶⁵The massive Visit Nepal 2020 campaign with the theme of “Lifetime Experiences” had an ambitious target of attracting two million tourists, but it was criticized for poor infrastructure, poor promotion and unrealistic targets even before the COVID-19 pandemic, which eventually led to its cancellation.⁶⁷Currently, the Nepal Tourism Board (NTB) is aiming to fully restore tourism to pre-pandemic levels and reach 1.5 million foreign visitors by 2025, with a special focus on developing Nepal into a year-round tourism destination.⁸The Hotels Association of Nepal (HAN) is also actively calling for the country to be rebranded as an all-season destination.³

To successfully form a new brand, the following strategic actions are necessary:

• Developing targeted marketing campaigns: Instead of a single, overarching message, separate campaigns should be created to target different segments of tourists – culture lovers, foodies, pilgrims, wellness seekers, MICE event organisers. Each campaign should highlight those aspects of Nepal that are most relevant to the specific target audience.
• Active use of digital marketing: In today’s world, digital channels are key to promoting tourism destinations. This includes creating quality websites, being active on social media, collaborating with international media, popular travel bloggers and influencers who can convey information about Nepal’s diversity to a wider audience.⁸
• Creating high quality content: Visual appeal plays a huge role. Invest in creating professional photographs, videos, engaging articles and guides that showcase the beauty and diversity of Nepal’s cultural sites, gastronomic delights and festival traditions.

Effective marketing should not just announce new offers, but reflect real changes and improvements in the country’s tourism product. Failures of past campaigns such as “Visit Nepal 2020″⁷⁰, clearly demonstrate that creative slogans and advertising budgets cannot compensate for insufficient infrastructure, poor service quality or poorly thought-out tourism offerings. Any new brand and marketing strategy must be closely linked to concrete plans to improve roads, airports, service standards, address environmental issues and develop new tourism products. If a new brand promises a “multifaceted Nepal” and tourists continue to face difficulties in accessing cultural sites due to poor roads or poor service quality outside the main trekking routes, this will inevitably lead to disappointment and negative reviews, undermining trust in the destination.

Moreover, successful rebranding of Nepal may require changing the perception of the country not only among foreign tourists but also among Nepalis themselves, including representatives of the local tourism industry. Many of them may still focus on familiar and well-developed mountain routes. Therefore, educational programs, seminars and government incentives for tour operators are needed to encourage the development and promotion of new, diversified tourism products covering cultural heritage, gastronomy, festivals and other types of tourism that are not traditional for Nepal. Without the active participation and support of the local tourism industry, rebranding efforts at the international level may not be effective enough.

Infrastructure development: improving accessibility and quality of service

The lack of development of transport infrastructure, especially the road network, is one of the main obstacles to the development of tourism outside the traditional centres of attraction such as the Kathmandu Valley and popular trekking routes.¹¹Many potentially attractive cultural, natural and gastronomic sites remain difficult for most tourists to access. The new international airports in Pokhara and Bhairahawa are not yet operating at full capacity, limiting the scope for increasing international air traffic and diversifying entry points into the country.¹¹Domestic air travel safety issues, which have led to Nepal being blacklisted by the European Union, are also hurting the country’s image and tourist confidence.¹¹Another often overlooked but important issue is the lack of modern and hygienic public toilets on major tourist routes.¹¹

However, some steps are being taken to improve infrastructure. The World Bank has allocated $150 million for a project to strengthen the resilience and modernize Nepal’s bridge network, which should improve connectivity.⁷⁵Construction of new hotels continues, indicating expectations of increased tourist flow.¹⁰

To ensure sustainable development and diversification of tourism, the following measures are necessary:

• Priority investment in the construction and reconstruction of roads leading to key cultural, gastronomic and festival centres, as well as to eco- and agro-tourism sites.
• Ensuring full operational capacity of the new international airports in Pokhara and Bhairahawa, including attracting new airlines and opening new routes.
• Systematic work to improve safety standards in civil aviation in order to exit the EU “black list” and strengthen the trust of international carriers and tourists.
• Development of high-quality tourism infrastructure (hotels of various categories, restaurants, cafes, information centers, equipment rental points) in regions with high potential for new types of tourism.
• Radical improvement of sanitary conditions on tourist routes, including the construction and maintenance of modern public toilets.

Improving the infrastructure will not only increase the attractiveness of Nepal as a tourist destination, but will also make travel around the country more comfortable, safe and enjoyable. This is especially important for attracting such segments of tourists as families with children, senior citizens, and for the development of MICE tourism, where the requirements for the quality of infrastructure and logistics are traditionally high.

Policy and Investment: Creating a Conducive Environment for Diversification

Government policies and investment climate play a key role in stimulating tourism diversification. Nepal currently generally encourages foreign investment, including in the tourism sector.⁷⁶Current legislation, in particular the Law on Foreign Investment and Transfer of Technology, guarantees foreign investors the opportunity to repatriate profits and dividends.⁷⁶The procedures for registering Foreign Direct Investment (FDI) depend on the size of the planned investment: if the asset size does not exceed 1 billion Nepalese rupees, an application is submitted to the Ministry of Industry; if the investment size is higher, permission from the Industrial Promotion Board is required.⁷⁶A minimum threshold of 20 million Nepalese rupees (approximately $150,000) has been set for FDI, with the exception of IT companies, for which this threshold is exempted.⁷⁷

To encourage investment in the tourism sector, certain tax incentives are provided. This is especially true for large investment projects (over 2 billion Nepalese rupees) and companies established in special economic zones (SEZs), which can count on full or partial exemption from income tax for a certain period, as well as VAT and customs duty incentives.⁷⁹

However, despite these positive aspects, there are also certain barriers and restrictions. Some sectors of the economy, including some tourism services (for example, travel agency activities, handicraft industry), remain closed to foreign direct investment.⁷⁶Tax policy also raises questions: the tourism sector is taxed on profits at a higher rate (25%) than most other industries (20%) and does not receive government subsidies for electricity, which increases the operating costs of hotels.¹¹In addition, the main legislation regulating tourism activities, the Tourism Act of 1978, is outdated and does not meet modern realities.¹¹

To create a truly favourable environment for tourism diversification and attracting investment in new promising areas, the following steps are necessary:

• Revision and modernization of tourism legislation taking into account modern trends and needs of the industry.
• Official recognition of tourism as a “priority sector” of the economy, which will ensure its right to receive comprehensive state support and simplify the resolution of interdepartmental issues.¹¹
• Further simplification of procedures for foreign and domestic investors wishing to invest in the development of cultural, gastronomic, wellness and MICE tourism.
• Consideration of the possibility of reducing the tax burden on the tourism sector or providing targeted subsidies and benefits for projects that contribute to the diversification of the tourism product and attracting a year-round flow of tourists.
• Removing barriers to entry of international hotel brands into the Nepalese market, for example by revising the existing 5% ceiling on royalty payments.¹¹

Creating a predictable, transparent and attractive investment climate, supported by a modern legal and regulatory framework, is critical to attracting both foreign and domestic investment in new tourism products, infrastructure and services that are needed to successfully diversify Nepal’s tourism offering.

Digital Transformation: Using Technology to Drive Growth and Engagement

In the modern era, digital technologies provide powerful tools to revolutionize the way Nepal’s cultural heritage, gastronomic delights, and unique festivals are promoted. Effective use of these technologies can greatly expand the reach of audiences, increase the engagement of potential tourists, and simplify travel planning.⁷²

The potential for digital transformation in tourism is enormous. It includes the creation of interactive and information-rich websites, the development of user-friendly mobile guide applications, the active use of social networks for communication and promotion, the creation of virtual tours of attractions, as well as the introduction of online booking systems for tours, excursions, master classes and tickets for events.⁷²

Some steps have already been taken in this direction. For example, the Nepal Tourism Board has an official mobile application “Visit Nepal Official Guide” designed to provide information to tourists.⁸¹There are also other mobile apps on the market that target Nepal travelers, offering maps, navigation, weather information and other useful features.⁸⁵

For a complete digital transformation of Nepal’s tourism industry, the following steps are recommended:

• Development of a unified national digital tourism platform: It could be an integrated website and mobile app that provides comprehensive, up-to-date and reliable information on all aspects of tourism in Nepal: cultural sites with their history and description, gastronomic establishments with menus and reviews, a detailed calendar of festivals and events, as well as the ability to directly book tours, accommodation, workshops and tickets.
• Using storytelling and high-quality visual content: Instead of a dry presentation of facts, you should actively use storytelling methods – tell fascinating stories about places, people, traditions. This, combined with professional photos and videos, creates a strong emotional connection with potential tourists and makes them want to visit the country.⁷²
• Implementation of immersive technologies: Augmented (AR) and virtual (VR) reality technologies can greatly enrich the experience of visiting cultural sites, allowing, for example, to “bring to life” historical ruins, see reconstructions of ancient events, or obtain additional information about museum exhibits in an interactive form.
• Active promotion through international online platforms: There is a need to ensure the presence and active promotion of Nepalese tourism products on leading international online travel platforms (OTAs), as well as to establish systematic cooperation with influential travel bloggers, journalists and influencers who can tell their audience about the multifaceted Nepal.⁷³
• Collection and analysis of data on tourist behavior: The use of digital tools allows collecting large amounts of data on tourists’ preferences, interests and behavior. Analyzing this data will help to better understand the target audience, personalize tourist offers and increase the effectiveness of marketing campaigns.

Digital transformation is not just a fad, but a necessity for Nepal to effectively compete in the dynamic global tourism market and successfully communicate its diverse and unique offerings to a wider international audience, especially the younger generation of tourists who are actively using digital technologies to plan their travels.

Conclusion: Nepal’s Path to a Multifaceted All-Season Destination

An analysis of Nepal’s tourism potential clearly shows that the country has much more to offer than just mountain climbing and trekking routes. Nepal is a treasure trove of ancient culture, unique gastronomic traditions and a kaleidoscope of original festivals. These assets, if approached correctly, can turn the country into an attractive tourist destination that is in demand all year round, and not just during short peak seasons. The majestic Himalayas will certainly remain an important and integral part of Nepal’s tourism brand, but they should become just one of the many sparkling facets of its tourism diamond.

Successful diversification of tourism offerings and transition to a year-round tourism model require coordinated and targeted efforts from all stakeholders. The Government of Nepal needs to ensure the development and implementation of forward-looking public policies aimed at developing infrastructure (transport, utilities, tourism), creating a favorable investment climate, and modernizing the regulatory framework. The Nepal Tourism Board (NTB) has a lot of work to do to form a new, multifaceted brand of the country and actively promote it in target international markets using modern marketing tools. The private sector – tour operators, hoteliers, restaurateurs, artisans – should take the initiative in developing new, high-quality and authentic tourism products that meet the needs of modern travelers, and constantly improve the level of service. Local communities play a key role in preserving cultural and natural heritage, as well as in developing community-based tourism, which offers tourists a unique experience and ensures fair distribution of benefits. International partners, in turn, can assist by providing investment, transferring experience and technology.

Despite the challenges, the outlook for the future of tourism in Nepal can be optimistic. With political will, strategic planning, effective management and consistent implementation of the planned measures, Nepal can significantly increase tourism flows, increase tourism revenues, create new jobs in urban and rural areas, and ensure sustainable development of the industry for many years to come. The World Bank Economic Outlook for the coming years (FY24-FY26), predicting economic growth in Nepal, including due to the activation of the tourism sector and the commissioning of new hotel facilities10, creates a favorable macroeconomic backdrop for these much-needed transformations. By offering the world “more than just mountains,” Nepal can open a new, vibrant page in its tourism history.

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