NTB, UNDP discuss five-year action plan to promote sustainable tourism

KATHMANDU: Nepal Tourism Board (NTB) and the United Nations Development Programme (UNDP) held a joint discussion on Tuesday to finalise an international marketing strategy and a five-year action plan aimed at promoting sustainable tourism across the country.

The strategy, prepared by Beed, an international consulting firm based in Kathmandu, will run from 2026 to 2030 and seeks to move Nepal’s tourism approach away from a volume-driven model towards one focused on higher-value tourism, Sujeev Shakya, CEO of Beed, said. The plan incorporates market analysis, consumer behaviour studies, competitive analysis and distribution systems, and was developed after consultations with 135 stakeholders.

Participants urged a broader marketing effort to present Nepal as a leading global destination not only for adventure activities but also for culture, spirituality, wellness, nature and sustainable tourism experiences. Representatives from organisations including the Nepal Mountaineering Association and the Nepal Association of Tour and Travel Agents called for stronger international branding.

Tourism entrepreneurs highlighted the need for more effective digital marketing, promotion of new destinations and deeper cooperation between government and private-sector actors to ensure tourism growth is sustainable and inclusive.

Officiating CEO of NTB, Hikmat Singh Ayer, said that while significant investment is being channelled into tourism in border cities, a coordinated marketing strategy remains lacking. He added that the Board has organised various tourism marts to link cities outside the Kathmandu Valley into the national tourism network.

Dharma Swarnakar, representing the UNDP, said tourism is a cornerstone of national development and argued that a value-based tourism strategy is urgently needed. He also warned that the country is still failing to fully capitalise on its tourism potential.

By RSS