Govt to launch ‘Devbhumi Nepal’ campaign, Promote religious tourism through ‘Pilgrimage Diplomacy’

KATHMANDU: The Government of Nepal has announced plans to launch a national ‘Devbhumi Nepal’ (Land of the Gods Nepal) campaign aimed at establishing the country as a global hub for spiritual and religious tourism, while also promoting major pilgrimage destinations through a new strategy of “pilgrimage diplomacy.”

The initiative was unveiled in the Policy and Programme for Fiscal Year 2083/84 (2026/27) presented by Ram Chandra Paudel before the Federal Parliament on Monday.

According to the government’s policy document, Nepal will be positioned as a leading destination for spiritual tourism, religious pilgrimage, wellness tourism, cultural experiences, study tourism, film tourism, and retirement travel, leveraging the country’s deep civilizational heritage, sacred geography, and diverse cultural traditions.

Focus on Major Religious Destinations

As part of the initiative, the government has prioritized the promotion and international branding of Nepal’s major religious and pilgrimage sites, including Pashupatinath Temple, Lumbini, Janakpur, and Muktinath Temple.

The government said these destinations would be promoted through “pilgrimage diplomacy,” a tourism and cultural outreach strategy intended to attract international pilgrims, spiritual seekers, and faith-based travelers while strengthening Nepal’s religious and cultural linkages with other countries.

Officials believe the initiative could significantly boost Nepal’s standing in the fast-growing global spiritual tourism market, particularly among visitors from neighboring countries such as India, as well as Buddhist and Hindu communities across Asia and beyond.

Nepal is home to some of the world’s most revered religious destinations, including Lumbini, the birthplace of Lord Buddha, and Pashupatinath, one of the holiest shrines for Hindus. The government sees these assets as underutilized tourism strengths capable of contributing to foreign exchange earnings, employment generation, and local economic development.

Tourism Diversification Prioritized

Beyond religious travel, the policy and programme has placed strong emphasis on diversifying Nepal’s tourism offerings by developing the country into an emerging destination for health and wellness tourism, spiritual retreats, cultural immersion, academic and study tourism, film production, and long-term leisure or retirement tourism.

The strategy aligns with Nepal’s broader effort to increase tourism arrivals, lengthen visitor stays, and encourage higher-value spending by foreign tourists.

The government has increasingly emphasized tourism diversification as Nepal seeks to reduce overdependence on mountaineering and trekking tourism while tapping into niche, high-growth segments of the global travel economy.

5,000 New Homestays to Be Branded Under ‘Nepal Homestay’

In another major tourism-focused announcement, the government said it would promote employment and local income generation through community-operated homestays, local arts, indigenous culture, and traditional livelihoods.

Under the policy, at least 5,000 new homestays will be developed and integrated into a national booking ecosystem under the ‘Nepal Homestay’ branding initiative.

The government plans to connect homestays with digital booking platforms to improve accessibility for domestic and foreign travelers while enhancing rural tourism experiences.

The initiative is also expected to support marginalized and Dalit communities by linking tourism directly with local economic activities and job creation.

The policy document further states that the government will implement the concept of “living museums,” preserving and showcasing Nepal’s living heritage, traditional settlements, customs, and indigenous lifestyles as part of tourism experiences.

Tourism entrepreneurs say improved branding, digital integration, and better infrastructure could help Nepal unlock untapped tourism potential, particularly in rural and culturally rich regions. The new policy direction also reflects the government’s intention to reposition Nepal not only as an adventure tourism destination but also as a center for spirituality, heritage, and experiential travel—sectors that continue to witness growing global demand.