In a groundbreaking step toward global tourism promotion, the Nepal Tourism Board (NTB) and TikTok signed a landmark agreement on Tuesday to highlight Nepal’s breathtaking landscapes, vibrant cultural heritage, and thrilling adventure experiences to a worldwide audience. The signing ceremony took place at the NTB headquarters, where NTB’s Chief Executive Officer (CEO) Deepak Raj Joshi and Maria Kom, Deputy Head of TikTok South Asia, formally endorsed the memorandum of understanding.
This collaboration aims to bring Nepal’s unique beauty and cultural wealth to millions of viewers worldwide through the dynamic reach of TikTok, one of the world’s most influential social media platforms.
Leadership Voices at the Signing Ceremony
The ceremony was attended by Nepal’s Minister for Culture, Tourism, and Civil Aviation, Mr. Badri Prasad Pandey, as the Chief Guest. Expressing his enthusiasm, the Minister said that this partnership would not only showcase Nepal’s natural charm to the global stage but also empower local businesses and content creators. He emphasized that tourism is the backbone of Nepal’s economy, and initiatives like this play a critical role in attracting international visitors.
Minister Pandey further stated that authentic experiences captured and shared by creators would inspire more travelers to explore Nepal, boosting both tourism and local livelihoods. He assured continued government support for such positive initiatives that elevate Nepal’s image globally.
The #LifetimeExperiences and #VisitNepal Campaigns
Central to the partnership is TikTok’s #LifetimeExperiences campaign, designed to inspire travelers to discover Nepal’s must-visit sites, hidden gems, and authentic cultural encounters. Alongside, the #VisitNepal campaign will encourage creators to document their journeys through captivating short-form videos that celebrate the country’s rich geography, traditions, festivals, cuisine, and community lifestyle.
Under this campaign, TikTok will collaborate with both local and international travel creators, encouraging them to explore diverse destinations across Nepal. These creators will share their experiences on TikTok, enabling global audiences to witness Nepal’s beauty firsthand and motivating them to plan their own visits.
Empowering Local Creators and Tourism Entrepreneurs
Beyond showcasing Nepal to international audiences, the partnership also places a strong emphasis on building local capacity. TikTok and NTB will jointly organize three capacity-building workshops in September to train Nepali travel content creators. These workshops will cover essential skills in digital storytelling, audience engagement, and brand collaboration, empowering domestic creators to share Nepal’s treasures more effectively.
Additionally, Nepali small and medium-sized enterprises (SMEs) and tourism operators will receive specialized training on how to leverage TikTok to promote their products and services to wider audiences. This initiative will strengthen local businesses, helping them tap into the opportunities presented by digital marketing.
Voices from the Partners
Deepak Raj Joshi, CEO of NTB, called the partnership “an exciting new chapter in how Nepal shares its story with the world.” He added that blending TikTok’s global reach with Nepal’s transformative travel experiences would inspire more travelers to choose Nepal as their destination.
Ferdous Mottakin, Head of Public Policy and Government Relations, South Asia at TikTok, echoed this sentiment, stating that TikTok is a hub for travel inspiration where users seek authentic experiences and recommendations. He praised Nepal’s awe-inspiring landscapes and cultural richness, expressing confidence that TikTok would be a powerful medium to share these with the world.
Similarly, TikTok representative Umais Naveed remarked that audiences today prefer real, experience-based content over traditional guidebooks, making TikTok the perfect tool to promote Nepal’s tourism.
Timeline of the Campaign
The campaign is structured to roll out in several phases. Following the September workshops, October will see selected creators embarking on curated journeys across Nepal. Their experiences will be documented through engaging short videos, highlighting iconic and lesser-known destinations alike.
In November, a special promotional event will be organized in Kathmandu, featuring creators, cultural ambassadors, and tourism stakeholders. From mid-November onward, content will begin streaming on TikTok under the dedicated hashtags. By December, the first phase of the campaign will conclude, with plans already in place to extend the partnership into the following year.
This strategic timeline ensures sustained engagement with audiences, keeping Nepal at the forefront of global travel inspiration throughout 2025.
A Triangular Partnership for Economic Impact
Highlighting the broader significance, TikTok South Asia’s Public Policy Head, Ferdous Mottakin, described the initiative as an exemplary triangular relationship between government, digital platforms, and citizens. He noted that this partnership would not only boost Nepal’s tourism visibility but also generate wider economic benefits by creating new opportunities for local businesses, service providers, and creators.
The collaboration aligns with Nepal’s vision of promoting sustainable and inclusive tourism. By involving grassroots-level creators and entrepreneurs, the campaign ensures that the benefits of increased tourism flow across communities, reinforcing tourism’s role as a driver of economic development.
Looking Toward the Future
The NTB–TikTok partnership represents a strategic fusion of tradition and technology. On one hand, it showcases Nepal’s timeless cultural and natural assets; on the other, it leverages modern storytelling platforms to share these treasures globally.
As Nepal prepares for upcoming tourism campaigns, including Visit Nepal initiatives, this collaboration is expected to act as a catalyst, inspiring a new wave of travelers. With captivating short videos capturing both iconic landmarks and hidden gems, Nepal is set to strengthen its position as one of the most attractive destinations in the world.
The signing of the agreement between TikTok and the Nepal Tourism Board marks a significant milestone in Nepal’s tourism journey. Through the #LifetimeExperiences and #VisitNepal campaigns, the world will witness the country’s breathtaking mountains, serene landscapes, diverse culture, and warm hospitality. By empowering both global creators and local entrepreneurs, this initiative ensures that Nepal’s tourism message resonates far and wide.
As Minister Badri Prasad Pandey rightly stated, this collaboration is more than just promotion—it is an opportunity to strengthen Nepal’s identity on the world stage and to invite travelers not just to watch Nepal on screens but to experience it in person.
