Many countries around the world spend billions of dollars on international branding campaigns to build their identity. But Nepal has one asset that has been introducing Nepal to the world for decades without any promotional campaign: Mount Everest, the world's highest peak.

Sumnima Udas, Chairwoman of the International Relations and Tourism Committee of the Parliament, while addressing the ‘Ascent Summit 2026’ organized by the US Embassy, ​​described Mount Everest as Nepal’s most powerful national brand, a source of economic opportunity and a major symbol of Nepal’s ‘soft power’ on the world stage.

She narrated from her personal life experience how Mount Everest has introduced Nepal to the world. ‘I spent my childhood in various countries including Pakistan, Italy, Switzerland, Jordan, Myanmar and Russia. Wherever I went, I identified myself as Nepali.’ But in the 1980s and 90s, many people had not even heard of Nepal,’ she said. ‘I would say, do you know Mount Everest, the highest mountain in the world?’ And people’s faces would immediately light up. They may not know Nepal. But they knew Everest.’ They got to know Nepal through Everest and me too.'

According to her, Everest is not just a mountain, but a universal symbol recognized by the entire human race. 'For a small landlocked country like ours, Everest is the most influential national brand on earth. No marketing campaign has been able to give the level of recognition that its existence alone has given to Nepal,' she said.

To understand why the world is so fascinated by Everest, Udas herself trekked to the Everest base camp in 2003. She recalled that journey as an unforgettable experience of her life. 'We walked up and down for eight hours every day. Sometimes we saw forests of redbuds blooming at night, sometimes the path lost in the clouds, and the vegetation gradually disappearing and the world of rocks and snow spread all around,' she explained.

MP Udas called the climbers who reached the peak of Mount Everest ‘extraordinary people’.

She said that Mount Everest is not only a national pride of Nepal but also a major economic base. She said that the mountain is the main reason why thousands of trekkers, mountaineers, filmmakers, researchers, journalists and adventure tourists come to Nepal every year. ‘Its benefits are not limited to the climbing industry.’ It is providing employment and income to airlines, hotels, restaurants, guides, porters, transport entrepreneurs and the entire Himalayan community,’ she said.

Although the recent geopolitical tensions in West Asia have affected Nepal’s overall tourism sector, the relatively stable mountaineering activity has shown that Nepal’s global appeal of mountain tourism is still strong, she said.

But MP Udas says that Mount Everest is also a warning along with an opportunity. She noted that glaciers are melting rapidly, climbing routes that have been used for decades are changing, and some routes are on the verge of disappearing. 'The mountains that have built Nepal's international identity are now directly affected by climate change,' she said. According to her, waste management, overcrowding, environmental pressure, and conservation of the Himalayan ecosystem have now become major challenges for Nepal. 'The mountains have given Nepal a lot. Now it is our responsibility to protect them,' she emphasized. She also pointed out the need for international cooperation in the areas of climate research, mountain rescue, environmental protection, mountain safety, and tourism standards.