By Govinda Bhattarai :
Adventure Sports:
Nepal's Next Frontier in Toursim
Leveraging nature, adventure, and culture through sports can not only attract tourist but also promote sustainable practices and community engagement.
In the global arena, Nepal is renowned as the ‘Land of the Himalayas’ or the ‘Mountainous Country. It boasts the prestigious title of being home to Mount Everest, the highest peak on Earth, and the gallant Gorkha soldiers. Nepal is synonymous with heroism, the majestic Mount Everest, and the captivating allure of its lakes and rivers. While popular destinations such as Lumbini, Chitwan, Bardiya, Shuklaphata, and Janakpur exist, Nepal is indelibly associated with its initial identity – a Himalayan nation.
The inception of tourism in Nepal can be traced back to early mountaineering endeavors. A significant portion of Nepal is nestled in the Himalayan expanse, and the Nepali people exhibit remarkable resilience in these high-altitude regions. Moreover, most of Nepal’s rivers meander southward from the Himalayas, contributing to the vast valleys that dot not only the mountainous terrain but also the world’s deepest valleys and ravines cradled within the mountains. It is precisely these facets that have bestowed Nepal with the moniker ‘Himalayan Nation.’ However, despite these natural treasures, have we harnessed the potential of the Himalayas and mountainous regions to their fullest?
Can we rely solely on seasonal tourism spikes to sustain this industry and bolster the livelihoods of our populace? Perhaps, it’s time to reevaluate our tourism plans, strategies, and aspirations, considering the bounty of other remarkable features that Nepal possesses.
Nepal’s diverse terrain lends itself to a plethora of activities. Yet, the opinions of self-proclaimed experts often lead us astray. Some advocate for transforming Nepal into an industrial powerhouse, while others propose the Singapore model of development. There are those who suggest positioning Nepal as a vibrant trading hub, and some champion the idea of shaping it into a cultural haven. These grandiose claims, however, are totally unrealistic. Then there are the dreamers who envision constructing an international cricket stadium and hosting an India vs. Pakistan match to draw a large number of visitors from the subcontinent.
Shuklaphanta National Park, situated in Sudurpashchim Province, welcomes approximately 3,000 to 4,000 foreign visitors each year, despite its close proximity to densely populated towns in India. This raises questions about our ability to effectively market our tourism and attractions, especially in destinations right at our doorstep. Engaging in leading international fairs and festivals may not yield the anticipated results if we are unable to tap into the potential of nearby regions.
Agriculture, tourism, and water resources are primary drivers of Nepali economy. While adventure sports are a vital component of the Nepali tourism industry, there is a need to redefine our understanding of sports and tourism.
Agriculture, tourism, and water resources are primary drivers of Nepali economy. While adventure sports are a vital component of the Nepali tourism industry, there is a need to redefine our understanding of sports and tourism. Traditionally, sports are often associated with activities held in large stadiums, and tourism revolves around trekking, sightseeing, and mountain climbing. However, it’s time to broaden our definitions. Adventure sports are emerging as a significant trend in the global tourism arena. Nepal’s topography provides us with a distinct advantage for the development and promotion of these activities. As tourism gradually embraces adventure sports, a remarkable opportunity unfolds before US.
The future of tourism lies in an array of activities such as paragliding, rafting, kayaking, trail running, cycling, skiing, wall and rock climbing, two-wheel touring, cross-country motoring, alpine and snowboarding, golf, orienteering, mountain running, and white-water rafting. It’s imperative to recognise that the tourism landscape of the future will not be shaped by the products, marketing strategies, laws, policies, and workforce of the past. Nepal is no longer an undiscovered gem waiting to be explored, as it was in the past. Only a few would embark on arduous journeys along dusty roads to reach mountain base camps.
Numerous destinations around the world are thriving in tourism despite lacking a single airport. However, in our context, we often lament the absence of a strong national flag carrier and the limited flight options at our new airports. The root of the issue lies in policy instability. Mere gestures like waiving visa fees, appointing public relations agents, or enlisting brand ambassadors won’t address the core challenges. To truly bolster our tourism industry, we require stable and consistent laws and policies, as well as a multifaceted approach that includes diverse products and an effective marketing and promotion strategy.
The partners of our tourism industry should extend beyond airlines, tour operators, and hotels. We should partner with a broad spectrum of entities, both national and sports international, including federations, cooperatives, professional organisations, universities, trade unions, entrepreneurs, business and social associations, among others, all of which possess global reach and influence. These stakeholders collectively contribute to the growth and development of our tourism sector.
The root of the issue lies in policy instability. Mere gestures like waiving visa fees, appointing public relations agents, or enlisting brand ambassadors won’t address the core challenges.
It is apparent that we possess a wealth of unique tourism products and destinations found nowhere else in the world. While some may argue that we should concentrate on a single product and promote it vigorously in the international market, it’s essential to recognise that our diversity is a strength. Rather than limiting ourselves to a singular attraction, we can create a portfolio of offerings that cater to a wide range of traveler preferences. This allows us to attract a more diverse set of tourists and reduce our reliance on a single product, which can be vulnerable to fluctuations in demand or other external factors. Effective marketing and promotion should emphasise our unique and diverse offerings, showcasing the richness of our tourism landscape to a global audience.
The state of Nepal’s tourism evokes a sense of concern and reflection. The practice of appointing tourism ambassadors without a clear strategy for effective promotion and engagement in international events reflects a critical oversight. Rather than utilizing the vast potential of major global events and platforms like London and Boston marathons, Tour. de France, or Red Bull Adventures, the focus seems to have deviated to superficial roles and ceremonies. It is evident that the selection of ambassadors should be based on their understanding of the industry and their ability to leverage influential platforms for effective promotion.
In the case of Lumbini, it is essential to diversify the offerings to cater to a broader audience. By adding attractions such as mini-golf, cycling and walking trails, and a water park, Lumbini could enhance its appeal to a more diverse range of tourists, potentially extending their stay and increasing visitor numbers.
The tourism products of the future – water and beach tourism, alpine and mountain adventures, and sports tourism – represent a strategic direction. Embracing these offerings and fostering sustainable tourism through sports, as proposed by the Mountain Sports Federation Nepal, aligns with the global trends in the tourism industry. Leveraging nature, adventure, and culture through sports can not only attract tourists but also promote sustainable practices and community engagement, contributing to the overall growth of Nepal’s tourism sector.
(Bhattarai is the President of Mountain Sports Federation Nepal)