Public Diplomacy emerged as a key pillar in advancing Nepal’s global image during a high-level workshop. The Nepal Tourism Board (NTB) and the Ministry of Foreign Affairs (MoFA) have jointly organized a high-level workshop titled “Partnership for the Promotion of Nepal”, reinforcing a shared commitment to promote Nepal through an integrated approach combining tourism, public diplomacy, economic outreach, and cultural engagement. The workshop aimed to align institutions and stakeholders around a common national branding vision and to position tourism and public diplomacy as Nepal’s most effective soft power tools on the global stage.
Held in Kathmandu on Friday, the interaction brought together senior government officials, diplomats, policy experts, and tourism leaders to explore coordinated strategies that project a confident, consistent, and authentic image of Nepal worldwide.
Tourism as Nepal’s Most Tangible Global Identity
Addressing the workshop, Foreign Secretary Amrit Bahadur Rai highlighted tourism as the most visible and powerful expression of Nepal’s international image. He emphasized that confident, coherent, and credible storytelling is essential for branding Nepal in the global arena. According to him, tourism and public diplomacy together can make a concrete contribution to enhancing national dignity, international reputation, and long-term prosperity.
Rai noted that beyond economic benefits, tourism reflects Nepal’s values, hospitality, cultural richness, and natural heritage. He stressed that diplomatic missions abroad must actively integrate tourism narratives into their public engagement to strengthen Nepal’s global presence.
Role of Public Diplomacy in Tourism Promotion
NTB Chief Executive Officer Deepak Raj Joshi underscored the growing effectiveness of public diplomacy in tourism promotion. He stated that stronger institutional coordination and collaboration are necessary to fully realize Nepal’s tourism potential. Joshi emphasized that when government agencies, diplomatic missions, the private sector, and policy research institutions work toward shared objectives, Nepal can be firmly positioned as a strong and sustainable tourism destination in the long run.
He further noted that Nepal’s tourism branding should move beyond conventional promotion and focus on meaningful experiences that resonate with global travelers seeking authenticity, culture, and connection.
Commitment From Diplomatic Missions
The interaction was attended by senior officials from the Ministry of Foreign Affairs, including Joint Secretary and Chief of Protocol Kumar Raj Kharel and Head of the Public Diplomacy Division Lok Bahadur Paudel Chhetri. Diplomats present reaffirmed their commitment to promoting Nepal abroad in close coordination with the Nepal Tourism Board.
Participants agreed that Nepal’s foreign missions can play a more proactive role in tourism promotion by hosting cultural events, engaging with international media, and collaborating with local tourism stakeholders in their respective countries.
Collaborative Initiatives and Strategic Planning
From the Nepal Tourism Board, senior director Hikmat Singh Ayer, Mani Raj Lamichhane, Director of Planning, Research, and Monitoring Laxman Gautam, and Director of Public Relations Sunil Sharma shared insights into upcoming collaborative initiatives. They informed that NTB, in consultation with MoFA and Nepal’s diplomatic missions, will design targeted programs to promote Nepal’s nature, culture, and diversity.
Discussions also covered the production of joint promotional video content, the development of annual action plans, and coordinated campaigns to ensure consistent messaging across platforms and markets.
Data-Driven Promotion and Global Positioning
During the workshop, MoFA’s Public Diplomacy Division delivered a detailed presentation on Nepal promotion strategies. From NTB’s side, Senior Officer Kabindra Bhatta presented Nepal’s Tourism Fact Sheet, highlighting key data on tourist arrivals, foreign exchange earnings, and future strategies.
Following the presentations, participating institutions engaged in discussions to identify priority sectors and experiences that can position Nepal as a “Lifetime Experience Destination” in the global market. The focus remained on experiential tourism rooted in Nepal’s unique geography, culture, heritage, and adventure offerings.
Broad Institutional Participation and Shared Conclusion
The workshop also saw participation from the Directors General of the Department of Archaeology and the Department of Tourism under the Ministry of Culture, Tourism and Civil Aviation, representatives from the Policy Research Institute, and other senior government officials.
Concluding the workshop, the Nepal Tourism Board stated that the program reached a shared understanding to integrate tourism, culture, and diplomacy into a single national branding framework. Through unified and sustained efforts, stakeholders expressed confidence that Nepal’s global image can be significantly strengthened, ensuring long-term benefits for the nation’s economy and international standing.
