Tourism Board approves record budget of Rs 1.6 bn, Sets bold global promotion agenda

KATHMANDU: The Nepal Tourism Board (NTB) has passed its highest-ever annual budget of Rs 1.59 billion for the fiscal year 2025-26, dedicating a significant 70% of the total allocation toward international marketing and tourism promotion.

The budget, endorsed by the NTB’s executive committee on Asar 31, is designed to aggressively reposition Nepal in the global tourism arena and strengthen domestic tourism infrastructure. NTB CEO Deepak Raj Joshi called the budget not just a financial plan but “a declaration of a new era of commitment to Nepal’s tourism future.”

Major Focus: Global Outreach

Of the total budget, over Rs 43.61 crore has been earmarked for tourism market management and promotion, while Rs 12.95 crore is allocated for public relations and media campaigns. A further Rs 2.67 crore is set aside for research and strategic planning, and Rs 18.63 crore for tourism heritage development.

Key Highlights of the Budget:

Office to be opened in India to coordinate targeted campaigns.

Sales missions, international expos, digital media campaigns, diaspora engagement, and cinematic tourism will form the backbone of international promotion.

Special branding campaigns will target markets in Europe, the US, India, China, Japan, Thailand, and Vietnam.

Over Rs 10 crore will go toward regional expos, PR, and digital campaigns abroad.

Board officials revealed plans to launch branding and promotional programs under the “Nepali Destinations” initiative with a sharper international focus than ever before.

Domestic Destination Development & Empowerment

To empower local tourism economies, the NTB is allocating Rs 18.63 crore for destination development and local empowerment. Programs include:

Trail upgrades and Namaste Centers in trekking regions.

Green hospitality certification.

Promotion of cultural attractions like Mithila art, elephant festivals, and mountain and jungle safaris.

Training programs on tourism operations, languages, and digital skills.

Additionally, adventure tourism activities such as paragliding competitions and mountain trekking are receiving significant attention.

Special Programs in Pokhara and Other Hubs

A dedicated budget of Rs 11.66 crore will support events and development in Pokhara and surrounding areas, including:

Pokhara Travel Mart

Street festivals

Promotion of Annapurna and Manaslu trekking circuits

Tourist police training and canyoning workshops

Aggressive marketing in India, China, and the broader South Asian region is also in the pipeline.

Signature Promotional Events

An allocation of Rs 4.62 crore has been set aside for marquee promotional events, including:

Buddhist Travel Mart

Himalayan and Adventure Travel Marts

Sagarmatha Samman ceremony

Safari Tourism Mart

These signature programs aim to highlight Nepal’s diverse offerings to global travel industry stakeholders.

Sustainable Tourism as a Core Priority

NTB has committed to long-term sustainability goals by investing in:

Improved implementation of the TIMS system (Trekkers’ Information Management System)

Creation of a disaster preparedness fund

Climate awareness campaigns and eco-tourism development

The board aims to establish a foundation for sustainable tourism growth over the next decade, with increased international cooperation and environmental resilience as central pillars.

Budget Summary (in Crores):

Segment Allocation

Intl. Marketing & Promotion                            111.99
Tourism Market Mgmt                                       43.61
PR and Communication                                     12.95
Research & Planning                                           2.67
Heritage Development                                        18.63
Regional Offices & Operations                          11.12
Signature Promotional Programs                     4.62

With timely budget approval and clear prioritization of marketing, destination development, and sustainability, the NTB aims to make FY 2025-26 a transformative year for Nepal’s tourism industry.