The Nepal Tourism Board (NTB) has launched the Madhesh Travel Mart, a four-day tourism promotion event aimed at showcasing the cultural, historical, culinary, and tourism assets of Madhesh Province while strengthening tourism ties with neighboring India.
The event officially commenced on Thursday, with details of the program announced during a press conference organized by the Nepal Association of Tour and Travel Agents (NATTA) Madhesh Province in Simara, Bara. According to the organizers, activities will be held across Birgunj, Bara, and Janakpur, highlighting the region’s rich heritage, local cuisine, traditions, and emerging tourism destinations.
Promoting Madhesh’s Culture and Tourism Potential
Speaking at the press conference, NATTA Madhesh Province President Mohan Sharma said the initiative aims to connect and promote the cultural and tourism attractions of all eight districts of Madhesh Province. “The objective of the Travel Mart is to bring together the diverse tourism, cultural, and heritage assets of Madhesh and position the province as a unique destination for domestic and international visitors,” Sharma said.
He noted that Madhesh offers a distinctive blend of culture, traditions, religious heritage, hospitality, and local experiences that remain largely unexplored by many travelers. Organizers believe the event will help raise awareness of the province’s tourism potential while encouraging visitors to discover destinations beyond Nepal’s traditional tourism circuits.
Platform for Tourism Networking and Business Collaboration
The Madhesh Travel Mart is expected to serve as a key platform for tourism promotion, networking, and business development. Organizers emphasized that tourism marts play a vital role in connecting stakeholders, fostering partnerships, and creating new opportunities for tourism-related businesses. The event will bring together tourism entrepreneurs, tour operators, travel agents, content creators, and industry representatives from both Nepal and India.
More than 200 participants from various cities in Nepal and India are expected to attend the mart, providing an opportunity to strengthen cross-border tourism cooperation and develop new business relationships. Industry stakeholders believe such interactions will contribute to increased visitor arrivals and help position Madhesh as an attractive tourism destination in the regional market.
Local Governments Join Hands for Tourism Development
The event is being organized with support from several local governments, including Birgunj Metropolitan City and Bardibas Municipality, while the secretariat for the program has been established at Jitpur Simara Sub-Metropolitan City in Bara. According to NATTA Madhesh, the travel mart is being conducted through a collaborative investment model involving the Nepal Tourism Board and local governments. Organizers say the participation of local authorities reflects a growing recognition of tourism as a driver of economic development, employment generation, and cultural preservation in the province.
Aligning with National Tourism Campaigns
Speakers at the event highlighted that the Madhesh Travel Mart supports Nepal’s broader tourism development goals, including the government’s preparations for Visit Nepal Year 2085 and Nepal Wellness Tourism Year 2027. “Madhesh is rich in culture, heritage, traditions, and hospitality. It offers many unique experiences, and initiatives like this help us showcase those strengths to a wider audience,” organizers said.
They emphasized that tourism marts not only promote destinations but also facilitate collaboration among stakeholders, encourage investment, and support long-term tourism growth. The event is expected to contribute to Nepal’s national tourism vision by creating stronger connections between local tourism products and international markets.
Focus on the Indian Tourism Market
A major objective of the Travel Mart is to enhance the visibility of Madhesh’s tourism destinations in the Indian market. Given Madhesh’s geographic proximity and cultural links with India, organizers see significant opportunities to attract more Indian visitors to the region.
The program includes networking sessions, destination promotion activities, cultural showcases, and interactions between tourism professionals from both countries. Stakeholders believe increased promotion in India could boost arrivals to religious, cultural, heritage, and wellness destinations across Madesh Province while generating new economic opportunities for local communities.
Strengthening Madhesh’s Position on Nepal’s Tourism Map
The organizers expressed confidence that the Madhesh Travel Mart will help establish the province as an important tourism destination by highlighting its unique identity, rich traditions, and warm hospitality. They also thanked the Nepal Tourism Board, partner organizations, local governments, tourism entrepreneurs, and all stakeholders involved in making the event possible.
As Nepal seeks to diversify its tourism offerings beyond mountains and trekking, initiatives such as the Madhesh Travel Mart are expected to play a crucial role in bringing greater attention to the country’s cultural, heritage, religious, and wellness tourism sectors.
