Tourism: A beacon of hope for Nepal
In mid-Feb 2025, Pokhara, the tourism capital of Nepal, announced a ‘Pokhara Visit Year 2025’ with the goal of welcoming 2m tourists to the country in 2025. At that time, Pokhara had announced the target to draw in 1.5m tourists to the bustling metropolis alone. Recent estimates suggest that around 40 percent of tourists visiting Nepal also visit Pokhara. For 2025, the target was to increase this figure to 60 percent. The tourism capital is developing different packages to achieve this goal by attracting tourists, Indian tourists in particular.
This Visit Year program, initiated by the provincial government with support from the Nepal Tourism Board, aims to promote Pokhara’s unique natural beauty, thrilling adventure activities, and rich cultural experiences, and to further establish the image of Pokhara at the international level.
At present, domestic tourism in Nepal is gaining momentum. A culture of traveling during holidays is gradually developing, which is a positive sign for tourism. Social media platforms such as Facebook and X are playing a major role in attracting tourists. Despite various challenges facing Nepal’s tourism sector, there has been a noticeable revival of activity. The arrival of tourists to Pokhara and other major cities during Dashain and Tihar has created renewed enthusiasm in this sector.
According to 2024 statistics, France received the highest number of tourists (102m), followed by Spain (93.8m), the United States (72.4m), China (64.9m), and Turkey (60.6m). In the same year, India received 18.8m tourists, while Nepal welcomed 1.147m tourists.
France’s Eiffel Tower and Dune of Pilat paragliding attract tourists, while the desert nation Dubai draws visitors from around the world through manmade infrastructures such as Burj Khalifa, Dubai Mall, Jumeirah Burj Al Arab, and Dubai Miracle Garden. Compared to these countries, Nepal enjoys an excellent climate and extraordinary natural sites. If Nepal can invest even modestly in infrastructure and promotion, it can get attractive dividends from the tourism sector. Nepal has numerous rivers comparable to France’s Gorges du Verdon. Nepal shares many comparable geographical advantages with France and several other countries that have a thriving tourism industry.
Most tourists visiting Nepal come for religious purposes, visiting sites such as Pashupatinath, Janaki Mandir, Muktinath, and Lumbini. Other tourists make it to destinations such as the Sagarmatha region, Chitwan and Bardiya National Parks as well as Pokhara.
In recent years, China has achieved remarkable progress in information technology and infrastructure, surprising even powerful nations like the United States. From the Great Wall to the Forbidden City and cities like Shanghai’s Bund, China has attracted millions of tourists. Just as China developed tourist destinations like the Li River and Yellow Mountain, Nepal too has immense potential to attract tourists by promoting its diverse locations.
The average stay of tourists visiting Nepal is 12 days. By improving infrastructure, increasing tourist numbers, and extending their length of stay, millions of unemployed Nepalis can find employment or self-employment, playing a vital role in economic development. Tourism does not benefit only tourism businesses; it impacts the entire economy, including agriculture, industry, and banking and financial institutions, positively. Increased tourist arrivals and longer stays raise demand for human resources in tourism, generating direct employment, while increased demand for food and vegetables boosts agriculture and generates indirect employment and positive growth.
Nepal’s hotels are capable of providing international-standard services, but many food items—meat, vegetables, and other ingredients—still need to be imported. If international tourists could be served Nepal-produced meat, fish, and local dishes, and developed a taste for Nepali cuisine, food tourism could significantly support the tourism industry, increase demand for domestic products, create jobs, and positively impact the national economy.
France leads the world in food tourism; people travel there from all over the globe to enjoy local cuisine and wine. Countries such as Ireland, the Philippines, and Canada place special emphasis on attracting tourists through local food, while major cities like London, Paris, New York, Berlin, Madrid, Kuala Lumpur, Barcelona, Lisbon, and Rome have achieved strong tourism growth through culinary tourism.
According to recent studies, the world’s most visited tourist attractions include the Eiffel Tower (France), the Great Wall of China, the Taj Mahal (India), the Colosseum (Italy), Machu Picchu (Peru), the Sydney Opera House (Australia), Santorini (Greece), Petra (Jordan), and Niagara Falls (USA).
In 2024, Japan achieved a 47 percent increase in tourist arrivals, driven by currency devaluation that made travel packages cheaper, expansion of air routes to improve access from different countries, and simplified visa and administrative procedures. Saudi Arabia achieved a very impressive 73 percent growth by prioritizing tourism and diversifying away from an oil-based economy through various initiatives. In earlier years, Paraguay and Tajikistan also significantly increased tourist arrivals by prioritizing tourism.
Paraguay, whose GDP growth rate was negative until 2011–2012, has now achieved more than five percent economic growth, with tourism playing a key role. Favorable weather, clean roads, strong security arrangements, comfortable transportation, and cultural programs during travel have helped attract tourists.
Saudi Arabia attracts millions of religious tourists during Ramadan, just as India draws millions to its religious sites. Likewise, South Korea and Sri Lanka attract millions of religious tourists annually, making a major contribution to their economies.
Nepal, with its large Hindu population and as the birthplace of Gautaam Buddha, holds immense potential for religious tourism. Just as Muslims aspire to visit Mecca at least once in their lifetime, religious tourism programs can inspire Hindus to visit Pashupatinath, Muktinath, Vyas and other sacred shrines, while attracting Buddhists from around the world to Lumbini, the birthplace of the Buddha. By doing so, tourism could promote, and significantly help the nation’s economic growth. For this, it is essential that all stakeholders focus on the conservation and promotion of Nepal’s heritage to attract tourists.
Every Nepali should develop a positive mindset toward tourism, and Pokhara must play a key role in this endeavor. Tourism is not just a sector; it is the hope of the nation and the people. Therefore, let us promote this sector with the theme: Tourism that leads, planting future seeds.
