Nepal marked a grand and impactful participation at the China International Travel Market (CITM) 2025, held from December 19 to 21 at the Hainan International Convention and Exhibition Center, Haikou. The country’s vibrant presence, led by the Nepal Tourism Board (NTB) in collaboration with Nepal Airlines and seven Nepali travel trade companies, significantly enhanced Nepal’s visibility as a premier neighboring holiday destination for Chinese travelers and the global tourism market.
Strategic Participation to Promote Nepal in the Chinese Market
CITM 2025 provided an ideal platform for promotion, marketing, and networking, bringing together destination marketing organizations, tourism boards, airlines, hotels, tour operators, and travel businesses from China and across the world. Nepal’s participation focused on positioning the country as a destination offering “once-in-a-lifetime experiences,” ranging from cultural and spiritual journeys to adventure, nature, and wellness tourism.
NTB-led delegation actively engaged with Chinese travel trade professionals and consumers, highlighting Nepal’s proximity, diverse tourism products, and growing connectivity. The participation also supported Nepal’s broader strategy of strengthening its presence in the Chinese outbound travel market, considered one of the most valuable source markets for Nepal’s tourism recovery and growth.
Nepal Pavilion Wins “Best Booth Award”
One of the major highlights of Nepal’s participation was winning the “Best Booth Award” at CITM 2025. The Nepal Pavilion, designed with a bright and lively outlook, stood out for its creative presentation and strong branding. Showcasing the theme “Nepal – Lifetime Experiences,” the pavilion featured captivating visuals of the Himalayan mountains, scenic landscapes, adventure activities, and cultural heritage.
The pavilion design included a facade of a Buddhist stupa on both sides, along with representations of the Living Goddess Kumari, drawing strong interest from visitors. Adding to the appeal, Nepal also presented cultural performances, which were highly appreciated by fair participants and visitors alike, creating an immersive experience of Nepal’s rich traditions and living culture.
Strong Interest from Visitors and Trade Engagements
Throughout the three-day fair, the Nepal Pavilion attracted a steady flow of visitors. Many inquired about tourism activities, travel access, visa and entry regulations, and seasonal travel opportunities. The curiosity and engagement reflected growing interest in Nepal among Chinese travelers.
Members of Nepal’s private travel trade actively participated in B2B sessions, meeting hosted buyers invited by the CITM organizers. These interactions provided valuable opportunities to establish new contacts, explore partnerships, and discuss potential tour products tailored for the Chinese market.
“Explore Nepal” Evening Strengthens Promotion Efforts
In addition to the exhibition, a special “Explore Nepal” evening was organized on December 19 near the fair venue by the Office of the Consulate General of Nepal in Guangzhou. The program was attended by government officials and travel trade representatives from Hainan, along with NTB officials and Nepali private sector participants.
Ms. Lin Qian, Director General of the Haikou Municipal Foreign Affairs Office, attended the program as the Chief Guest. Welcoming the participants, Consul General of Nepal to Guangzhou, Mr. Bharat Khanal, highlighted Nepal’s strengths as a tourism destination and emphasized the age-old friendly relations between Nepal and China.
Destination Presentation and B2B Networking
During the program, Senior Manager of NTB, Ms. Archana KC Rana, delivered a comprehensive destination presentation, focusing on Nepal’s cultural heritage, natural beauty, adventure tourism, and wellness experiences. She emphasized that China is a highly important value market for Nepal and reaffirmed NTB’s commitment to strengthening tourism cooperation between the two countries.
The formal session was followed by B2B meetings and networking, allowing Chinese and Nepali tourism stakeholders to interact directly, fostering new collaborations and long-term partnerships.
Positive Outlook from the Nepali Private Sector
Participating Nepali private sector representatives expressed optimism and satisfaction with the quality of meetings and the potential outcomes of the fair. Many noted that the exposure and interactions at CITM 2025 are expected to translate into tangible business opportunities in the near future.
CITM, one of China’s largest travel trade shows, has been held annually since 2004. The 2025 edition marked the first time the fair was organized in Haikou, the scenic coastal capital of Hainan Province, adding further significance to Nepal’s successful participation and award-winning presence.
