KATHMANDU: The Nepal Tourism Board (NTB) and the United Nations Development Programme (UNDP) have collaborated to draft the ‘International Marketing Strategy and Five-Year Action Plan (2026–2030)’ to transition Nepal from mass tourism to a high-value, sustainable tourism model.

Formulated by the global consulting firm ‘Beed’ after consulting 135 stakeholders, the strategy focuses on market and consumer behavior analysis across six foundational pillars.

It aims to rebrand Nepal beyond just an adventure destination, highlighting its cultural, spiritual, wellness, nature, and sustainable tourism experiences.

During a joint discussion, officials—including NTB Officiating CEO Hikmat Singh Ayer and UNDP Assistant Resident Representative Dharma Swarnakar—stressed that while Nepal possesses vast tourism potential and growing infrastructure, it heavily lacks coordinated international marketing.

Tourism leaders from organizations like NMA, NATTA, and ICIMOD agreed on the urgent need to strengthen digital marketing, tap into border-town investments, and solidify public-private partnerships to effectively convert Nepal’s natural and cultural assets into economic prosperity.(RSS)