A week long international project with MBA graduates from the London Business School (LBS)

2024-05-03

Avant Garde is honored to host a week-long international project for MBA graduates of the prestigious London Business School (LBS), UK from 29th April to 3rd May 2024. The industry experts, senior officials from the Nepal Tourism Board, professors from management wing of Kathmandu University & Tribhuvan University, hospitality professionals from renowned hotels, and marketing & branding professionals, shared their experiences in promoting sustainable tourism. Throughout their stay, the students engaged in fruitful discussions, sharing invaluable insights, and identifying key opportunities and challenges for Nepal's tourism sector.

The project concluded with the presentation, and discussion on the findings by the LBS students among the industry experts. The success story of various countries like Brazil, Peru, Morocco, Columbia, Rwanda, New Zealand etc. were also discussed during the session. A comprehensive report prepared by the LBS will be shared to the Nepal Tourism Board, Universities and the relevant Stakeholders.

Nepal’s tourism industry is deeply linked with its history and geography. People from around the world visit Nepal to see its stunning mountains, like Mount Everest, and its ancient temples. Trekking, hiking, and exploring nature are popular activities. Nepal is also known for its friendly people and rich traditions. Visitors can enjoy unique experiences such as visiting wildlife parks, learning about Buddhism, and tasting local cuisine. Overall, Nepal offers a blend of adventure and culture that attracts many tourists each year.

The current tourism development in Nepal is at its peak, with the "Tourism Decade" initializing an industry aiming to grow towards sustainability. Many popular places like Kathmandu, Pokhara and the Everest region are facing various issues like too many visitors, environmental damage, and strain on local resources.Which indicates the need for more sustainable tourism practices to handle the increasing number of tourists and protect the unique natural and cultural attractions of Nepal. 

Right now, popular places like Kathmandu, Pokhara, and the Everest region are dealing with problems like too many visitors, environmental damage, and strain on local resources. These issues mean there’s a need for more sustainable tourism practices to handle the increasing number of tourists and protect the unique natural and cultural attractions of Nepal. Each visitor to Nepal spends, on average, $41 per day, which is notable for the country's economy. The current objective is to increase tourism to less popular locations and to support initiatives like cultural experiences, conservation of animals, and wellness tourism.

The students of LBS, compared Nepal's tourism image stating it is limited in comparison to nations like Colombia, Croatia, and Rwanda, which have successfully reinvented their identities. They shared that Colombia, once known for drug violence, has today shifted focus to its cultural heritage and vibrant music scene, resulting in a significant tourism boom. Similarly, Croatia leveraged its historical and natural beauty, using strategic campaigns, such as promoting filming locations for "Game of Thrones," to drastically increase tourism. Rwanda, known for its tragic history, has pivoted to emphasize its unique wildlife conservation efforts, drawing eco-tourists and doubling its visitor numbers. These examples illustrate that with a well-executed strategy, Nepal too can reframe its global image, highlighting its diverse cultural and ecological offerings to attract a broader spectrum of international tourists. 

They further provided suggestions on encouraging the tourism industry where in order to enhance its global tourism appeal, Nepal can employ several strategic approaches. Starting with Culinary diplomacy that involves promoting Nepalese cuisine through initiatives like "momo diplomacy," organizing food events, and training chefs to represent traditional dishes internationally. Additionally, cinematic diplomacy can attract filmmakers by offering incentives and simplifying permit processes, thus positioning Nepal as a scenic destination for international productions. Combining both approaches, a hybrid strategy creating food documentaries on regional cuisines can educate and attract global audiences. Making use of Social media outreach is also crucial for showcasing Nepal's landscapes and cultural richness by utilizing platforms like Instagram, YouTube, and Facebook, and partnering with influencers to boost visibility. Lastly, logo marketing can help rebrand Nepal by developing a distinctive logo that highlights its diverse attractions beyond Everest, similar to Peru's successful "Marca Perú" campaign, to enhance its identity and draw a broader audience.

Nepal is well-positioned to come up with new itself as a leading eco- and cultural tourist destination by focusing on its diverse natural landscapes and rich cultural heritage. The success of other countries in transforming their tourism sectors underscores the need for strategic planning and innovative promotion. Thus, with sustainability and diversified tourism offerings, Nepal would be able to attract a greater market share and foster long-term growth in its tourism industry. Embracing such change is expected to create an environmentally friendly and community-supportive tourism industry.

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