The Nepal Tourism Board is ramping up its destination marketing initiatives to attract more millennials and Gen Z travellers.
Suman Ghimire, Nepal Tourism Board’s senior manager, tourism marketing and promotion department, told TTG Asia that for this younger demographic, marketing and promotional activities will be spread across social media channels.
He shared that the board has also signed an agreement with TikTok, where the initiative will highlight the country’s hidden gems and iconic destinations.
Ghimire added that more collaborations with other popular social media platforms will be announced in due course.
Another market that Nepal is tapping into is the growing demand for wellness tourism, particularly among urban professionals and younger travellers seeking balance, restoration, and meaningful escapes.
Ghimire explained that this will leverage key destinations, from Lumbini, the birthplace of Buddha, and the tranquil hill regions to the Kathmandu and Pokhara valleys. These areas are uniquely suited for wellness-focused properties, offering travellers opportunities for spiritual and physical rejuvenation.
In July 2025, the Nepal Tourism Board approved a budget of 1.6 billion rupees (US$11.4 million) for the fiscal year 2025/2026 with a focus on international promotions and sustainable tourism development.
During this fiscal year, Nepal Tourism Board will also establish its first overseas marketing office which will be located in India, its top source market for inbound tourism.
