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Nepal Tourism Board and UNDP Develop Five-Year Sustainable Tourism Strategy

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The Nepal Tourism Board (NTB) and the United Nations Development Programme (UNDP) are collaborating on a five-year strategic plan, set for implementation from 2026 to 2030, to enhance sustainable tourism in Nepal. The strategy, developed by consulting firm Beed, aims to shift the country's tourism model from volume-based to value-based, emphasizing quality experiences and broader appeal beyond adventure tourism.

• The strategy incorporates market analysis, consumer behavior studies, competitive assessments, and distribution mechanisms, developed after consultations with 135 stakeholders.
• Stakeholders emphasized broadening Nepal's international image to include cultural, spiritual, wellness, nature-based, and sustainable tourism experiences.
• The plan seeks to strengthen Nepal's global branding and market presence, with a focus on enhancing digital marketing efforts and promoting emerging destinations.
• Despite investments in border region tourism infrastructure, Nepal currently lacks a coordinated and integrated marketing strategy.
• The strategy aims to transform Nepal's tourism sector by prioritizing quality experiences and sustainability over sheer visitor numbers.