Government of Nepal in consultation with Nepalese travel trade sector and concerned organizations/experts dNepal Tourism Year 2011 Logoecided on October 25, 2008 to launch a national tourism campaign "Nepal Tourism Year 2011". This announcement reflects the government’s anticipation to bring into Nepal at least one million international tourists by the year 2011 and tourism industry’s exigency to organize a tourism promotion campaign for wider impact.
With the badge of adventure destination glittering and the adage “Atithi Devo Bhava” (Guests are Gods) embedded in our culture, the portfolio of tourism products never cease to mesmerize the visitors. The unparallel cultural, geographical, ethnic and bio diversities of the country allure visitors to Nepal time and again which truly substantiates the spirit of Nepal tourism brand ‘Naturally Nepal, once is not enough !'
The concept of Nepal Tourism Year 2011 envisions harnessing these opportunities and strengths and bringing together the commitment of the government, expertise and experiences of the organizations like Nepal Tourism Board, aptitude and dynamism of the private sector and communities for further tourism development in the country. Representation and active participation from the major political parties, members of the Constitution Assembly and Right groups is always taken into prominence in order to make the campaign inclusive and participatory in modus operandi and effective in result. The campaign will also focus on mobilizing the networks of the Non-Resident Nepalis (NRN) communities, Nepalese diplomatic missions abroad, INGOs and NGOs, airlines and national and international media. Similarly, friends and well-wishers of Nepal, tourism academicians and celebrities will be approached in order to highlight the campaign internally as well as internationally.
Objectives of the campaign
- Establish Nepal as a choice of premier holiday destination with a definite brand image,
- Improve and extend tourism related infrastructures in existing and new tourism sites,
- Enhance the capacity of service renders,
- Build community capacity in the new areas to cater the need of the tourists, and
- Promote domestic tourism for sustainability of the industry.
Institutional Arrangements
A. Main Organising Committee
Considering the magnitude of the campaign, the Government of Nepal has formed the Main Organising Committee under the convener-ship of Hon’ble Minister for Tourism and Civil Aviation. The Committee has Hon’ble Vice Chairman of National Planning Commission as the Joint Convener and Secretaries of various line Ministries; Chief of Metropolitan, Sub-Metropolitan cities and Municipalities; presidents of trade, travel trade and other related associations and institutions are nominated as Members. Chief Executive Officer of Nepal Tourism Board has been designated as the Member-Secretary of the Committee.
B. Sub-Committees
In order to accomplish the objectives of the campaign, the following Sub-committees are formed to prepare specific strategies, programs, activities
- Policy Advocacy Sub-committee
- Physical Infrastructure and Coordination Sub-committee
- Product Improvement and Development Sub-committee
- Events, Festivals and Activities Management Sub-committee
- Marketing, Promotion and Publicity Sub-Committee
- Human Resource Capacity Building Sub-Committee
- Aviation and Transport Co-ordination Sub-Committee
- Resources Mobilization and Monitoring Sub-Committee
- Nature and Culture Heritage Sub-Committee
- Legal Affairs Co-ordination Sub-Committee
- Diplomatic Concerns Co-ordination Sub-Committee
- Political Affairs Co-ordination Sub-Committee
- Crisis Management and Security Co-ordination Sub-Committee
- Crisis Management and Security Co-ordination Sub-Committee
C. Regional Sub-Committees
- Eastern Development Region Sub-Committee
- Central Development Region Sub-Committee
- Western Development Region Sub-Committee
- Mid-western Development Region Sub-Committee
- Far-western Development Region Sub-Committee
C. Regional Sub-Committees
Nepal Tourism Board (NTB) has been entrusted to function as a secretariat of the NTY 2011.
Promotional Strategies
- Focusing marketing and promotion activities on regional and emerging markets
- Exploration of new tourism potential market segments
- Highlighting the tourism brand: Naturally Nepal once is not enough!
- Enhancement of air connectivity with the regional, emerging and potential markets
- Lobbying with the government for sufficient budget allocation to improve and expand tourism related activities infrastructures in existing and new tourism areas.
- Attract and encourage private sector for investment in tourism sector
- Capacity building of human resources involved in tourism
- Lobbying with the government for effective intervention in domestic tourism development eg. Amendment in the Transportation Act.
- Promotion of Domestic Tourism by endorsing Leave Travel Concession ( LTC) by the government.
- Organize major sports/events in association with tourism associations and stakeholders through out the NTY 2011. (At least one event in a month )
Quantified Targets
- One million annual international arrivals.
- Dispersal of at least 40% of the international tourists into emerging and new tourist areas.
- Encourage additional investment on tourism infrastructures.
- Develop mechanism to record domestic tourism activities.
Source: www.nepaltourismyear2011.org
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