Nepal Tourism Board’s Chief Executive Officer (CEO) Deepak Raj Joshi has emphasized that the organization is prioritizing research as the foundation for promoting Nepal’s tourism sector. Speaking at a discussion program on Dr. Sushil Awale’s PhD research titled “The Impact of Tourism Promotion in Nepal”, CEO Joshi stated that tourism development must be guided by facts and studies to make it sustainable and competitive in the global market.
“The Board has been focusing on formulating policies based solely on facts and research to ensure Nepal’s tourism sector can remain sustainable and competitive,” Joshi remarked. He explained that Nepal Tourism Board (NTB), operating under a public–private partnership model, has been working for the past 27 years to position Nepal as a leading global tourist destination.
Past Strategies and Ongoing Efforts
CEO Joshi highlighted the Board’s past strategies such as Resilience Building, Revival, and Aggressive Marketing to promote Nepal’s tourism in international markets. He clarified that market promotion should not be limited to publicity campaigns alone but must give priority to research and factual analysis.
“The promotion of tourism should not only be about emotional branding but must also be deeply rooted in evidence-based strategies,” Joshi added. According to him, NTB’s future plans will be centered around making Nepal a “Premier Visiting Destination”, with research as the central pillar for policy formulation and strategic initiatives.
Research as the Foundation for Long-Term Competitiveness
Joshi stressed that to achieve long-term competitiveness in the tourism market, it is essential to design plans based on accurate data and thorough research. He also stated that Dr. Awale’s research would be treated as an asset for the Board and studied in detail for strategic policymaking.
“The Board will incorporate the findings of Dr. Awale’s study into its tourism promotion strategies so that our campaigns are not only impactful but also sustainable,” he noted.
Presentation of PhD Research Findings
During the program, Tribhuvan University Professor and Secretary of the Nepalese Marketing Association, Dr. Sushil Awale, presented his PhD research findings. His study covered various aspects of Nepal’s tourism, including tourist arrivals, spending patterns, preferred destinations, and policy weaknesses.
Dr. Awale provided detailed statistical data, revealing trends in tourism inflow, economic contribution, and market preferences over recent years. His research highlighted the need for strategic improvements in policy and marketing approaches to fully utilize Nepal’s tourism potential.
Voices from Other Experts
Other speakers at the event also underlined the importance of research for sustainable tourism development in Nepal. They suggested that market promotion programs should now move beyond emotional campaigns and adopt data-driven strategies.
They pointed out that tourism in Nepal faces both opportunities and challenges, and a lack of data-backed decision-making often leads to missed growth potential. The experts agreed that aligning promotional campaigns with research findings would help Nepal establish itself more firmly in competitive global tourism markets.
Public–Private Partnership and Global Positioning
CEO Joshi reiterated that the NTB, being a public–private partnership entity, has the advantage of engaging both government and private stakeholders in its mission. This collaborative model, he explained, has been instrumental in sustaining Nepal’s tourism even during challenging times, such as natural disasters and the COVID-19 pandemic.
Joshi credited the resilience of Nepal’s tourism sector to such coordinated efforts, backed by targeted marketing campaigns and adaptive strategies. “While aggressive marketing and revival plans have helped in the short term, sustainable growth will depend on our commitment to continuous research and evidence-based policymaking,” he emphasized.
Towards a Premier Destination Image
The NTB’s vision of making Nepal a Premier Visiting Destination involves showcasing the country’s unique cultural, natural, and adventure offerings to the world. However, Joshi noted that global competition is intense, and without research, Nepal risks falling behind emerging destinations that are already leveraging data analytics for targeted tourism campaigns.
Dr. Awale’s research findings have further reinforced the need for policy adjustments, market segmentation, and promotional diversification to attract not just more tourists but also higher-spending and longer-staying visitors.
Call for Collective Action
Speakers at the program collectively called for greater collaboration among government agencies, private tourism operators, academic institutions, and researchers to create a strong foundation for tourism planning. They also stressed the importance of continuous market studies to adapt strategies in response to changing travel trends and global economic shifts.
CEO Joshi concluded by reaffirming NTB’s commitment to research-backed tourism promotion. “Our aim is to make it’s tourism industry not only resilient but also competitive on a global scale. This can only be achieved if we integrate academic research into our strategic planning,” he said.
