Nepal is a land that unlike any other a place where towering mountains meet spiritual peace, and a rich cultural heritage beckons visitors from all walks of life. From the mighty Himalayas to the birthplace of Lord Buddha, Nepal’s appeal is universal, attracting adventure seekers, spiritual travelers, and culture enthusiasts. Despite its extraordinary beauty, Nepal’s tourism industry often falls short of reaching its full potential, hindered by gaps in infrastructure, inconsistent promotional efforts, and limited global visibility.
This is where the Non-Resident Nepali Association (NRNA) steps in. Founded with the motto “For Nepali by Nepali,” NRNA has created a global network that spans over 79 countries through its National Coordination Councils (NCCs). This vast network allows NRNA to serve as a powerful advocate for Nepal’s tourism, working tirelessly to connect the country to the world. Under the leadership of Deputy General Secretary Som Nath Sapkota, who also chairs the Nepal Tourism Promotion Committee (NTPC), NRNA has taken on the mission of making Nepal a globally recognized destination for adventure, heritage, and wellness tourism.

Nepal is not just a destination; it’s an experience. It is home to eight of the world’s ten highest peaks, including the iconic Mount Everest. For thrill-seekers, Nepal offers some of the most stunning trekking and climbing experiences. For those in search of spiritual serenity, the birthplace of Lord Buddha in Lumbini and its ancient temples provide an atmosphere of peace and reflection. Nepal’s vibrant culture, colorful festivals, and warm-hearted people make it a place that stays with you long after you leave.
However, these treasures often remain hidden behind barriers. Poor road networks, limited flight connections, outdated immigration policies, and a lack of high-quality promotional materials make it harder for Nepal to compete with other global tourism hotspots. Furthermore, there is a disconnect between Nepal’s tourism-related institutions, government bodies, and organizations like NRNA, which hinders the collective effort needed to elevate Nepal’s tourism.

The NRNA is dedicated to overcoming these challenges. The Nepal Tourism Promotion Committee (NTPC), led by Som Nath Sapkota, is working with a clear purpose: to position Nepal as a top destination for adventure and cultural tourism. Through its vast network of NCCs, NRNA has been mobilizing the global Nepali diaspora to raise awareness of Nepal’s unique offerings, while hosting cultural events and establishing partnerships with tourism stakeholders worldwide.
But the road ahead is not without its hurdles. One of the biggest challenges is the lack of impactful promotional materials. Brochures, videos, and digital campaigns often fall short in capturing the full spectrum of Nepal’s beauty and diversity. Additionally, limited collaboration between Nepal’s tourism institutions like the Nepal Tourism Board and global organizations creates fragmented efforts, which makes it harder to create a unified global marketing strategy.

Infrastructure issues also remain a key barrier. Poor road conditions, limited air connectivity, and outdated airport facilities can discourage potential tourists. Bureaucratic delays and inefficient policies further complicate matters. Even among the Nepali diaspora, many lack the resources and training to fully act as tourism ambassadors for their homeland.
Despite these obstacles, the NRNA is determined to make a difference. One of the association’s boldest goals is to increase the number of tourists to Nepal by 30% in 2025, building on the 1.14 million tourists who visited the country in 2024. This ambitious target aims to bring more visitors to Nepal by empowering the Nepali diaspora to promote Nepal’s culture and attractions in their respective countries.

The NRNA’s work is powered by 40 key campaigns and events, each designed to showcase Nepal’s unique offerings to the world:
- Global Nepal Festival – Celebrating Nepal’s culture and heritage around the world.
- Nepal Travel Expo – Promoting Nepal as a tourism destination with special travel packages.
- International Wildlife Safari Mart – Highlighting Nepal’s incredible biodiversity.
- Nepal Heritage Marathon – A unique blend of sports and history.
- Nepal Adventure Summit – Showcasing Nepal as an adventure hub.
- Spiritual and Wellness Tourism Forum – Promoting Nepal as a destination for wellness and meditation.
- Nepalese Culinary Week – Sharing the delicious flavors of Nepal.
- Visit Nepal Campaign – A focused effort to bring more tourists to Nepal.
- Run for Nepal Program – Mobilizing global communities to celebrate Nepal.
- Digitally Nepal Event – Strengthening Nepal’s presence online.
- Nepali Mela – Bringing Nepali culture, food, and traditions to local communities across the globe.
- Nepal Parade – A vibrant celebration of Nepali culture, fostering global awareness.
Other key initiatives include yoga retreats, trekking challenges, cultural exchange programs, international film festivals, and the “Send Home a Friend” campaign, which encourages the diaspora to invite international friends to experience Nepal. These campaigns not only attract tourists but also foster global connections and cultural appreciation.

One of NRNA’s greatest strengths is its global network of NCCs, which allows it to organize Nepal-focused events and festivals in diverse cultural settings. For example, Nepali cultural festivals showcasing music, dance, cuisine, and art help spread awareness about Nepal’s offerings while fostering deeper connections with local communities. The association also works closely with diplomatic missions, Nepali restaurants, and community organizations to keep Nepal in the global spotlight.
Initiatives like the Nepal Day Celebrations and Atithi Devo Bhava (Guests are Gods) Campaign emphasize Nepal’s legendary hospitality. By equipping the Nepali diaspora with training, resources, and promotional materials, NRNA ensures that every Nepali abroad can be a passionate advocate for their homeland.

Collaboration is central to NRNA’s mission. The organization works hand-in-hand with Nepal’s Ministry of Culture, Tourism, and Civil Aviation, the Nepal Tourism Board, and various tourism-related institutions to align Nepal’s tourism strategies with international standards. These collaborations also help advocate for infrastructure improvements, such as better road connectivity, upgraded airport facilities, and streamlined immigration policies, which would make Nepal more attractive to international tourists.
Additionally, NRNA maintains strong relationships with Nepal’s diplomatic missions worldwide, ensuring that Nepal’s tourism potential is promoted on the global stage. By working together with embassies, private sector stakeholders, and local communities, NRNA is creating a unified approach to branding Nepal as a must-visit destination.

Digital marketing plays a key role in NRNA’s strategy. Campaigns like the Short Video Challenge Compilation are designed to create engaging content that can capture global attention. The organization is also focusing on promoting Nepali restaurants abroad as hubs of tourism promotion, bringing Nepal’s flavors and stories to new audiences.
Of course, promoting tourism is about more than just marketing campaigns; it’s about tangible improvements in infrastructure. NRNA is advocating for better road networks, increased domestic and international flights, modernized airports, and eco-friendly tourism facilities. Simplifying immigration processes is also high on the agenda.

The journey to making Nepal a top global destination may be long and challenging, but the rewards are immense. Tourism has the power to uplift local communities, preserve cultural heritage, and contribute significantly to Nepal’s economy. With the guidance of Som Nath Sapkota and the collective efforts of the Nepali diaspora, NRNA is laying the groundwork for a brighter future.
With its extensive global network, unwavering commitment, and ambitious campaigns, NRNA’s goal of increasing tourist arrivals by 30% in 2025 is within reach. Together, we can ensure that Nepal not only attracts more visitors, but that the world falls in love with it, time and time again.
Written By: Som Sapkota (Tourism Promoter for Wales, Ministry of Culture, Tourism, and Civil Aviation, Nepal)