Deepak Raj Joshi
Chief Executive Officer,
Nepal Tourism Board
Nepal's tourism sector
is severely marred by lack of infrastructure and proper promotion of tourism
products. Despite having world class tourist attractions like Lumbini, Mt.
Everest, eight peaks measuring above 8,000 metres, rich flora and fauna, and
natural as well as cultural attractions, Nepal's efforts at welcoming a million
tourists has not materialised for the last two decades since it celebrated
'Visit Nepal Year 1998'.
The country witnessed
record tourist arrivals last year after 2012, and hopes are high that the
number will reach a million this year. Modnath Dhakal of The Rising Nepal talked to Deepak Raj Joshi, Chief Executive
Officer of the Nepal Tourism Board (NTB), responsible for promoting Nepal's
tourism destinations both in the domestic and international markets, about the
prospects of tourism, challenges, revival of the tourism sector after the earthquake
and promoting new destinations. Excerpts:
Nepal Tourism Board recently finalised its budget
for the current fiscal year. For the past many years, the budget has included
traditional programmes and projects. Have you made it different this year?
I agree that in the
past we used to implement traditional programmes, such as participating in
travel and trade fairs, organising sales missions and fam-trips. But we’ve
changed the direction since last year. The board organised the largest ever
mass media campaign, allocated separate budget for a social media campaign that
included Facebook ad to reach the Nepali diaspora. We have signed a Memorandum
of Understanding (MoU) with the Non-Resident Nepali Association (NRNA), and
with the support of the NRA, public relations representatives and Nepali missions
abroad, Visit Nepal Europe Year 2017 was promoted. Although it was a general
promotion strategy, it has been very effective. Most of the Nepalis in Europe
supported the campaign. In addition to it, we educated the tour operators on
how to sell Nepal, organised Webinar and many orientation programmes.
After the record tourist arrival in 2012, Nepal is
hoping to bring in about a million tourists this year. What is contributing to
this soaring number of tourists?
We are confident that
the target of a million tourists will be met this year. There have been
rigorous efforts on the part of the NTB, government and private sector. We launched
a media campaign through BBC, Trip Advisor and other international media
outlets. Rs. 60 million and Rs. 25
million were spent on the BBC and TripAdvisor. We are working in close
collaboration with the private sector business associations, such as Pacific
Asia Travel Association (PATA), National Association of Travel and Tour Agents
(NATTA) and (Hotel Association of Nepal (HAN). Capacity building programmes for
the private sector entrepreneurs were organised in Kathmandu, Pokhara and
Chitwan.
Another major
contribution to the growing number of tourists was made by the Gorkha
Earthquake 2015 because it brought Nepal at the forefront of the international
community. Nepal was portrayed by the international media as a beautiful
country devastated by the quake. At the same time, we were successful in informing
the world that the quake had affected only a small part of the country and the rest
of the country was fine to visit and also observe the reconstruction of the
world-famous monuments, many of which are listed in UNESCO's World Heritage Sites.
There have been changes
in the promotional strategies, too. For long, Nepal's main focus was India and
China, but now we have reached out to Europe, especially Eastern Europe and
Russia, the United States, Indonesia and Vietnam. As a result, the US is
becoming the third largest market for us while Nepal has become the choice for
the youths in Malaysia, Indonesia and other East Asian countries that seek soft
adventure.
The government and the private sector consider
tourism as the major vehicle for economic growth. But this sector is marred by
lack of proper infrastructure and other facilities. What should Nepal do in
this regard?
The major bottleneck in
Nepali tourism is the lack of basic infrastructure. I think we need to attract
more Foreign Direct Investment in this sector. We are not poor in the service
sector, we have strength in terms of products, too. Therefore, we need to
develop basic infrastructure and communicate differently. Tourists always seek
new tastes and benefits during their visit. It is a very positive sign that
despite stagnant growth in infrastructure, the number of tourists visiting
Nepal is very encouraging. I am hopeful that political stability will address
such challenges.
Nepali tourism is primarily limited to the Kathmandu-Pokhara-Chitwan
triangle. What has the Nepal Tourism Board done to promote other attractive
destinations, especially in the east and west?
Tourism is a sector
which should be led by the private sector not by the government. Similarly, you
can't force a tourist to visit certain places in the country. Many beautiful locations
in the east and west lack accessibility, basic amenities and infrastructure. We
are trying to convince the tourism entrepreneurs in the west that their market
lies in the nearby Indian cities and the Indian capital, New Delhi, so they
should be marketing there. We tried to organise a meeting of Nepali and Indian
businesses, highlight Nepal's products in India and train Nepali entrepreneurs.
Similarly, we are creating a link with Bihar's market. The most important fact
is that domestic tourism has high potential. Ghumfir Year 2073 was a success.
Many Nepalis reached new destinations across the country. Businessmen are
investing Rs. 100 to 200 million in hotels and resorts from Surkhet to Jumla.
How has
the tourism sector revived after the devastating Gorkha Earthquake 2015?
A committee was formed that
included representatives from the Ministry of Culture, Tourism and Civil
Aviation, Tourism Department, NTB and the private sector. The private sector
had lost its confidence and was afraid that the sector would not revive for the
next five years. We sought technical support from the Pacific Asia Travel
Association (PATA), and it developed a manual with the slogan 'Nepal back on
top of the world'. We launched a new campaign 'Nepal Now'. We were successful in
conveying the message that only 10-12 districts around the Kathmandu Valley
were affected by the quake. We highlighted user generated content of the
tourists, collaborated with the NRA, didn't lower the charges for the tourists
and launched a mass media campaign. Nepal is a success story that achieved one
of the quickest recoveries in the tourism sector.
China is becoming a major tourist source country
globally. What should Nepal do to attract more Chinese tourists?
Our highest growing
market is China. A new strategy has been developed to attract more Chinese
tourists. As per the strategy, Nepal waived off the visa fee and provided visa
on arrival, and opened new visa offices in major Chinese cities. But aviation
is a challenge with the high fares. Many tourists come to Nepal via the land
route. The Himalayan highway itself is a tourism product. Cooperation with the
Chinese tour operators, mass media promotions and outdoor promotions in Chinese
cities are going on. About 70 journalists from the Chinese media had visited
Nepal and generated positive media contents on Nepal's tourism industry.
Nepal's efforts to promote MICE tourism miserably
failed. Whom should we blame?
Lack of infrastructure
is the main cause. We don't have an international standard convention centre.
However, we are trying to promote incentive and meeting tourism. If a group of
1,000 people comes to Kathmandu for a convention, there is neither a venue nor
hotel rooms.
Though Nepal has world-class tourism products, it
couldn't promote them in the global market. You said that the NTB is adopting
new approaches to promote Nepal's tourism. But what is the NTB doing to attract
high-end tourists?
Kathmandu, Pokhara and the
Everest Region have facilities and amenities for high-end tourists. But we
shouldn't forget that Nepal is the choice of backpackers who come here to have
lifelong experiences. Yes, it is the area that we should be focusing on as it
contributes to higher revenue.
Have there been any efforts at training and providing
orientation to the tourism entrepreneurs, hoteliers and other stakeholders
along the trekking routes, such as the Annapurna Circuit and Everest Base Camp
trekking route?
Service quality in the tourism
sector should be enhanced. The NTB recently realised the fact that tourism
entrepreneurs needed to be trained on delivering quality tourism and
hospitality services, such as hygiene. Similarly, businesses must increase
their digital presence because most of the tourists go online to search for services
and facilities. The board will soon organise a training for entrepreneurs in the
new tourist destinations on increasing their digital presence. They should be
found while searching online.
Shouldn't Nepal also implement the per day expenditure
ceiling for tourists as in Bhutan?
Nepal is a different
market. I think it is not possible to implement such a measure here. We have adopted
a liberal economic policy unlike Bhutan's controlled governance. We also have
products like Lomanthang and Upper Dolpa, where tourists have to pay US$ 500 to
visit and follow a certain code of conduct. You can even visit a European
country for about $1500. Therefore, a mixed tourism strategy is fine with
Nepal.
The government was preparing to celebrate 2018 as
Visit Nepal Year but has been postponed till 2020, why?
It was because of
political reasons. We are just having the elections for the federal and provincial
parliament. It may take about a year for the new federal set-up to come into
effect. Similarly, we can't develop infrastructure in a couple of months. Expansion
of the Tribhuvan International Airport and Bhairahawa Airport and upgrading the
major highways will be completed by 2020.
(Published in The Rising Nepal, 27 November 2017.)