Nepal Tourism Board (NTB) has officially announced ‘Nepal–ASEAN Tourism Year 2026’, unveiling a long-term strategic campaign aimed at strengthening Nepal’s position in the fast-growing Southeast Asian travel market. The announcement was made during NTB’s 27th Anniversary Celebration, marking a major milestone in Nepal’s tourism promotion roadmap.
Delivering the welcome address, NTB Chief Executive Officer Deepak Raj Joshi described ASEAN nations as one of Nepal’s most promising tourism markets and revealed a set of targeted strategies to be implemented throughout 2026.
According to Joshi, more than 107,000 tourists from ASEAN countries have already visited Nepal, highlighting the region’s long-term market potential. “We will strongly position Nepal in ASEAN through Buddhist and spiritual tourism, nature and adventure travel, wellness and Ayurveda, as well as cultural and community-based tourism,” he stated.
High-Level Participation Highlights Government Commitment
The ceremony was held under the chairmanship of Mukunda Niraula, Secretary at the Ministry of Culture, Tourism and Civil Aviation. Minister Anil Kumar Sinha attended as the chief guest, while Minister for Women, Children and Senior Citizens Shraddha Shrestha participated as a special guest, reflecting strong governmental commitment to tourism sector growth.
Tourism Growth and 2025 Achievements
CEO Joshi shared that Nepal is projected to welcome around 1.16 million tourists in 2025, marking an estimated three percent increase compared to the previous year. During 2025 alone, NTB conducted 31 tourism marts, 12 branding and corporate promotion programs, and over 20 MICE events.
He further noted that NTB carried out live promotional broadcasts from eight major tourist destinations, published travel information in nine international languages, implemented 69 tourism infrastructure projects, and organized 41 development and promotional programs across all seven provinces.
Building Skills and Sustainable Destinations
Calling tourism a “multi-cross sectoral industry,” Joshi highlighted that 2,600 professionals from various fields were trained in 2025 to improve service quality. NTB is also implementing sustainable tourism initiatives across the Kanchenjunga, Manaslu and Api-Saipal trekking trails, focusing on destination quality, job creation, market development and long-term community benefits.
Key Travel Trends Shaping 2026
NTB also revealed seven major global travel trends that will shape Nepal’s tourism promotion in 2026:
- Preference for peace over the crowd
- Growing use of Gen-AI in administration
- Trust-based travel choices over brand-based ones
- Road journeys replacing short-haul air travel
- Highly personalized travel experiences
- Growing demand for off-grid destinations
- Culture-first travel priorities
Similarly, the Chief Guest of the program, Minister for Culture, Tourism, and Civil Aviation Anil Kumar Sinha, praised Nepal Tourism Board’s efforts in promoting the country in international markets and enhancing its global image. He stated, ‘Despite limited budget and resources, the Tourism Board has achieved remarkable results. The Board plays a crucial role in sustainable development through tourism.’
Strategic Roadmap for 2026–2035
Looking ahead, Joshi introduced NTB’s 2026–2035 Strategic Action Plan, focusing on participatory governance, digital-driven professionalism, innovative policy coordination, blending global and local experiences, eliminating ineffective programs, and prioritizing high-value tourism.
NTB Vice-Chairperson Ram Prasad Sapkota said that the Board is increasingly aligning its programs with measurable outcomes and strengthening coordination between the government and private sector.
Meanwhile, NTB Employees’ Organization President Santosh Bikram Thapa emphasized the need for reforms in staff career development, financial regulations, and timely staff recruitment.
International Recognition and Publications
The event featured video messages from PATA CEO Noor Ahmad Hamid, the World Tourism Network, and UN Tourism, underlining Nepal’s growing international tourism engagement. On the occasion, NTB also launched its annual publication ‘In-Focus’, highlighting key achievements and future plans.
With the declaration of Nepal–ASEAN Tourism Year 2026, NTB aims to deepen regional tourism ties, diversify visitor markets and promote Nepal as a meaningful, sustainable and culturally rich destination for the next decade.
