Executive Summary

EXECUTIVE SUMMARY
 Nepal is a mountainous country except for green plain of lowland Terai and temperate
fertile valley spread across the middle of this rectangular country of 885 km. East-west
and 193 km. North-south. It includes the eight of the world's fourteen highest peaks and
deepest river gorge in the world. The highest peak Mt Everest, as the roof of the world,
has been a central tourist's attraction for almost everyone in the tourism markets.
 These geographical features offer the climbers and rafting enthusiasts to conquer these
majestic mountains, wild rivers and gorges. Besides, the country with a great diversities
can please all tourists with their individual cravings for thrilling mountain expedition,
trekking and jungle safari with world's largest variety of birds, highly turbulent revering
adventures and fascinating romance. For instance, panoramic flight scene and hot air
ballooning, taste of uniquely rich diverse culture, geographical miracles bewitching lakes,
national parks and hunting reserves, Buddhist monasteries and exceptional natural
beauties. Moreover, indigenous knowledge, skills and practices, cast, ethnicity, custom
and social values are other attractions for the social and anthropological studies in Nepal.
It was only in early 1950s that Nepal came out of its centuries-old isolation and embarked on the
path of modern development. One of the most immediate effects was the advent of
tourism. The few foreign visitors who wandered during the early days were overwhelmed
by the wealth of culture and natural wonders in Nepal. They went back to tell glowing
tales of a Shangri-La. The first ascent of Mt. Everest in 1953 further enhanced image and
made it known world as an adventure destination, which was inception phase of tourism.
 Moreover, at the end of 1996, it was known that almost 47% of the visitors considered
scenic beauty and mountains as the most important factor in deciding to visit Nepal. 20%
of the tourists considered trekking as their most important factor to visit. Nepal is
perceived as an independent tourist destination with more than two third of visitors
deciding to visit as a holiday destination without considering any countries as destination.
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 The panoramic natural beauty found in mountain areas with its different eco-systems and
country's rich cultural heritage attracts global tourists. Nepal holds a considerably number
of places recognized by UNESCO as world heritage sites. We have ten world heritage
sites and seven of them are located within Kathmandu. Some of the UNESCO recognized
heritage sites are: Kathmandu Durbar Square, Patan Durbar Square, Swayambhunath
Temple, Changu Narayan, Lumbini etc. which are not only our monuments but of the all
global people who are serious for conservation of the ancient heritages.
 Moreover, Nepal has population of approximately 23 million, which consists more than
70 ethnic groups having different cultures and dialects. According to recent census, 80%
of the people are Hindu, 15% are Buddhist, 3% are Islam and rest is divided into other
religions. Whatever may be the figure, the perfect harmony among all the people, religion
and culture are our remarkable characteristics. All most all festivals begin with religious
values and moves with spontaneous spirit into a pleasant family feast. As religions has
strong influenced over our cultures so that most of the festivals are celebrated are directed
by the religious motives that is a symbol of perfect harmony and respect to global village.
 To understand beauty and richness of our culture, it is necessary to see them through
festivals. During festivals, cultural dances, songs and performances are widely practiced
and performed. These cultural treasures make festivals more interesting and entertaining.
People find more joy participating in performances and watching others performing the
different cultural activities. The festivals are not only idle gatherings but they are also
celebrated for the specific purposes in Nepal that can be commercialized for tourism.
 Due to these cultural norms and values, Nepal is a potential nation for the tourism
destination. Every year, thousands of tourists visit Nepal in order to use their holidays for
not only entertainment but also for cultural research and studies. Moreover, Nepal can
easily use its panoramic views for tourism promotion that can further strengthen cultural
preservation. Furthermore, Nepal’s traditional cultural values can also be used for the
poverty alleviation thorough eco-tourism, religious tourism and destination tourism.
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 Nepal achieved much on rising tide of being a fashionable tourism destination. However,
that tide is ebbing fast. It is essential that the government, tourist board and the industry
should market destination in an integrated strategic way as partners than competitors.
 However, due to internal political conflict, Nepal is loosing its potential visitors, which
has negatively influenced the tourism sector in specific and economy in general. Between
1999 and 2002, visitor numbers collapsed by 50%. 2003 sawed some hopeful signs of
recovery from some markets, particularly India, due to ceasefire between Government
and Maoists. Other destinations, in particular New Zealand, have taken on the mantle of
world’s leading eco-tourism destination and we have challenge to compete with it.
 At present, apart from the obvious problem of negative media coverage, Nepal seriously
lacks credible market research as to why exactly its tourism industry is under-performing
and what aspects of product need attention. There has been no sound marketing strategy.
Regular surveys of departing visitors are not undertaken, so the country cannot gauge
their levels of satisfaction, unsatisfied wants, spending or current propensity to return.
Information on potential and in existing markets is only beginning to be gathered and
marketing partnerships with the travel trade in these markets are lacking. However, some
small attempts have been taken by the NTB and other concerned private sectors about the
research on tourism industry of Nepal which is not a sufficient attempt in this business.
 Tourism is a traditional activity of the human being that is related with the traveling and
it is naturally a human character. People desire change and travel provides the pleasure
and leisure. Tourism is the movement of people from one place to another for the purpose
of getting satisfaction. The most important assets of a country are cultural norms and
values that reflect people’s social pattern that can be used for tourism industry in Nepal.
 The main objective of this project report is to analyze and discuss about the strategy of
Nepal for tourism marketing promotion. FoM/TU guidelines are followed to complete
this report. Some methodologies such as survey, collecting relevant data, comparative
studies and analysis are used and recommendations are presented as need of FoM/TU.
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