For the first time in Nepal, the Trilateral Tourism Expo, Nepal-India-China Expo (NICE-2025), was organized to promote Nepal’s tourism industry. The event, held in Pokhara from February 24 to 26, aimed to attract more tourists from neighboring India and China while enhancing coordination and collaboration in tourism promotion.
The Pacific Asia Travel Association (PATA) Nepal Chapter organized the expo in collaboration with the Nepal Tourism Board, Pokhara Tourism Council, and other government and private sector stakeholders.
The event saw participation from over 100 international attendees and more than 600 representatives from 14 countries, including key figures from Nepal’s tourism sector. The expo brought together government and private tourism and hospitality organizations from all three countries, fostering networking, business opportunities, and knowledge sharing.
Nepal Tourism Board CEO Deepak Raj Joshi highlighted the significance of hosting a trilateral tourism exhibition in Nepal, stating that it plays a crucial role in showcasing the country’s tourism potential.
“The primary goal of the expo is to connect Nepal with two of the world’s largest outbound tourism markets and leverage the benefits of tourism,” he said. “Additionally, the event serves as a platform to enhance Nepal’s capacity by organizing international events. It also provides a valuable opportunity for renowned travel operators, media, and influencers to explore and promote Nepal’s tourist destinations.”
Originally conceptualized in 2019 by the Nepal Tourism Board as part of the Visit Nepal Year 2020 campaign, the NICE program was postponed due to the COVID-19 pandemic. However, with the support of PATA Nepal, Pokhara Tourism Council, and other stakeholders, the expo was successfully conducted this year. CEO Joshi emphasized that NICE would play a crucial role in attracting tourists from Nepal’s two largest neighboring countries in the future.
India and China are among the largest source markets for global tourism. The PATA Nepal Chapter stated on Saturday, highlighting that the expo successfully promoted Nepal as a travel destination and contributed to bringing in more tourists from India and China. Tourism entrepreneurs also expressed optimism that the exhibition would significantly boost Nepal’s tourism industry.
During the inauguration of the expo, Nepal’s Minister for Culture, Tourism, and Civil Aviation, Badri Prasad Pandey, stated that NICE-2025 reflects the deep historical, cultural, and economic ties between Nepal, India, and China. He emphasized Nepal’s strategic role as a bridge between its two giant neighbors and the potential to benefit from their large populations and rapidly growing economies.
Minister Pandey reiterated the government’s commitment to strengthening Nepal’s tourism sector by improving infrastructure, addressing challenges at international airports, resolving the European Union’s aviation safety ban, streamlining visa processes, enhancing connectivity, and ensuring world-class tourism services.
Gandaki Province’s Minister for Industry and Tourism, Mitra Lal Basyal, stated that the expo would help highlight the province’s vast tourism potential and attract more international visitors. Similarly, Pokhara Metropolitan City spokesperson Motilal Timilsina noted that NICE would significantly contribute to tourism promotion.
PATA Nepal Chapter Chairman Khem Lakai emphasized the importance of capitalizing on India and China as major tourism source markets and positioning Nepal as a prime destination. Meanwhile, PATA CEO Noor Ahmad Hamid congratulated Nepal on hosting the expo, stating that the event would help strengthen strategic partnerships and unlock new tourism opportunities.
