Recently topping a global list, Nepal's true identity as a country most connected to nature is clear. It is not for nothing that Nepal is called a country where 'gods' live in the rocks. We are truly the children of a country that worships nature, which was also written in the detailed research of the 'Nature Connected Index' published in the prestigious 'Ambio' journal.

It is said that the strong role of spirituality and religious faith in Nepal's connection with nature has played a significant role. This is perhaps the most significant aspect of our original identity on the world stage and Nepali tourism that has been seen in recent times. This is also an opportunity for us to build confidence in ourselves, protect our special assets, and get to know ourselves.

The latest wave of world tourism

Currently, world tourism is focused on finding inner peace. Mental problems are now spreading like an epidemic in the world. In such a situation, people are trying to get closer to nature, to the tolerant people who depend on it, rising beyond artificial splendor and ostentation. That holiness remains in many corners of Nepal. Nepal has the potential to bring valuable tourists from the world who understand that holiness right now, who enjoy it. Such tourists are not seen in terms of spending less or more. They rise above money and power and are eager for valuable travel experiences. 

In 1955, when British travel company Thomas Cook & Son brought 60 tourists to Nepal, ‘Life’ magazine wrote that ‘the wave of tourism has now reached remote Nepal’. Perhaps the most significant event in modern times was the systematic arrival of tourists to Nepal. A lot has changed in seven decades. Even though the world is connected to each other at an unprecedented level, the term ‘remote country’ has not been eradicated. The fact is, the number of tourists coming here is very low compared to Nepal’s potential.

Nepal has the status of being a powerhouse of mountain and rural tourism. But, despite everything, where is it going wrong? The wave of nomadic tourism is currently oriented in the same direction as what is in Nepal. After a quarter of the 21st century, tourism has gone beyond luxury.

Nowadays, people who travel are mainly looking for ‘meaningful experiences’. Many distinguished personalities have written about their experiences of making important life decisions after coming to Nepal after completing their university studies and trekking. Now, from the middle class to the wealthy, they are trying to leave the splendor of the city and disappear in the quiet houses of the village or on a trek, even for a few days. Our regions, from Kanchenjunga in the east to Everest and Annapurna region to Upper Dolpa, are now those 'premium' places. We have the power to show the future direction of tourism. That is why Nepal is now a tourism power in the world.

A place to learn tolerance

Despite being naturally, culturally and historically special, it is a reality that we are becoming weaker day by day in the world tourism market. Our constraints are linked to some aspects. We have budget limitations, and there is no immediate need for major changes in infrastructure. However, there are some inherent issues in our tourism, in which we do not have the freedom to stray. 'Atithi Devo Bhava' is not just what is said. This is the feeling that we live every moment. That is why many people say about Nepal's tourism - I came for the mountains, but I returned for the people here. 

Our lifestyle is a great tourist attraction for the world. We are very tolerant. We do not form our opinions about strangers. We have a 'human first' trend in our lives. We give the 'best' we have. All this is not in our infrastructure, but in our blood. Fortunately, we have such sacred heritages given to us by nature and history. That is our unique identity.

Let's break the perimeter of the 'Golden Triangle'

During the rainy season, on average, even a quarter of the rooms in star hotels in Nepal are barely filled. Nepal's tourism is immediately understood as the autumn and spring seasons. Most of Nepal's tourism has been limited to the perimeter called the 'Golden Triangle' of Kathmandu, Chitwan and Pokhara for years. Bardiya in the west has started to be connected to that particular destination in the last few years. Apart from that, many tourists come to trekking routes like Annapurna and Everest. Holy places like Pashupatinath, Lumbini and Muktinath have their own devotees. However, the monsoon season is the time when tourists from the Gulf countries especially prefer to visit. 

Tourists who come to see the flowers blooming during the monsoon season are considered premium tourists in the world. Why not promote dozens of such destinations like Gaurishankar or Badimalika in Nepal by tightening the security standards? A little sensitivity has a big meaning in tourism.

During the monsoon season, setting aside a corner in the hotel room where Muslim-majority tourists from the Middle East can pray or arranging for 'halal certification' there would make a big difference. Similarly, it is the season when many Chinese travel – the Chinese New Year around February. Adding a menu in their own language and some dishes that suit them would make a big difference. Such things are not related to money or infrastructure, but to the refinement of the inherent qualities within oneself. 

Saudi Arabia is currently developing its tourism identity by linking it with the word ‘Hafwa’. Hafwa is a value of Saudi culture that is associated with the country’s generosity, welcome, and care. Saudi Arabia, which is looking to expand its tourism in the coming decade from an oil-rich country, has a plan to ‘give tourists more than they expect, to present their special status’.

For that, their plan includes agility in daily formal and informal behavior, quality of service, high-level access to religious services, integrated technology, and preparedness for health situations. These issues that are associated with tourism are not new for any country. However, they must remain ‘non-negotiable’ conditions to become a tourism powerhouse.

Saudi Arabia is not the name that immediately comes to mind for tourism, except for the Mecca-Medina pilgrimage. And, for them, it is not the main source of income. However, this initiative they have shown is truly a lesson for a country dependent on tourism like ours.

What is Nepal's tourism identity?

In the contemporary world, tourists go everywhere. But, when it comes to tourism, does the name Nepal come to people's minds? At least the statistics do not say so. Despite being the second main source of foreign exchange earnings after remittances, tourism's contribution to the gross domestic product has not yet reached double digits. 

Just as the Maldives or Seychelles are countries with more than 50 percent of their GDP contributed by tourism, Nepal is also a mountain destination with similar potential. Moreover, the pilgrimage sites in Nepal for Hindus and Buddhists are a blessing from history. However, in terms of size, the two largest powers, the United States and China, are still the countries that earn trillions of dollars from tourism. 

When around 20 million tourists visit Mecca and Medina, the main pilgrimage sites of Islam, every year, why is there no hustle and bustle in Lumbini, Nepal? Have we come to know the real power of Pashupati, Boudhanath or Muktinath? These are such holy places in which generations should invest with years of research, passion and dedication. If self-interest is mixed with the heritage of faith, the 'power feeling' there starts to disappear. 

Their development cannot be done by someone suddenly coming to power or relying on money. Only with the continuity of leadership who can understand the essence and dignity of those places and respect them, such pilgrimage sites gain vitality. Buddhists, who are a common source of income in many countries like Thailand, Myanmar or Sri Lanka, want to save their entire lives and come to Lumbini at least once. Nepal should leave no stone unturned to make such tourists' visits a valuable moment in their lives. Apart from that, many people want to have children around Lumbini and the surrounding Buddhist pilgrimage sites. It is necessary to build well-equipped ‘birthing’ hospitals and meditation centers there. 

Janakpur, the mythical city of Mithila where Ram-Sita got married, can become a special destination for Hindu weddings. Attractive resorts in the Himalayan foothills of Nepal are special for ‘micro weddings’. Chinese couples have started preferring Himalayan regions like Mustang to take pre- or post-wedding photos.

Regional strength within Nepal

The Nepali tourism sector now needs to abandon the idea that coming to Nepal means landing in Kathmandu. At least in the case of Lumbini and Pokhara, with the construction of international airport infrastructure, there is an opportunity to promote them separately as ‘Lumbini visit’ or ‘Pokhara visit’ instead of saying ‘Visit Nepal’.

Instead, activities that can be done there to distract tourists can be identified and developed. Whether it is Lumbini, whether it is extended as a circuit from Tilaurakot, Ramgram to Devdaha, or Pokhara, we have the surrounding trekking routes, these destinations are complete in themselves. However, we need to make them comfortable and memorable. We should not see those places as if they were free, but rather we should increase investment to fill them with vitality.

Lumbini is not just the Mayadevi Temple there, it is everything from Bhairahawa to the west. Its feeling must be felt there with our eyes, ears and breath. The images of people meditating in Lumbini wearing masks do not send a good message to the world about our special property. As soon as you step outside the gates of Lumbini, the carts and shops placed in a disorderly manner are tarnishing its dignity.

The attraction of foreign tourists to the Annapurna trek, which was once considered one of the main attractions of Nepal, is decreasing. They have started to feel that the feeling of being connected to nature and the culture of a different world that used to exist is now dying, as they read and hear. We need to be careful that the originality of Nepal will die the day we let the feeling of meditation die while trekking in the mountains.

Nepal's trekking routes and remote villages are now the 'premium' of world tourism. Millions of people around the world, who are still isolated despite being full of splendor, are currently searching for remote corners to understand life. The current generation has an important responsibility to keep sacred those places where even 'big' people feel 'small' and teach us the equality of our existence.

What is Nepal's brand?

Nepal's tourism is linked to nature, culture, tradition and archaeology. Despite the current situation, Nepal continues to receive a significant number of tourists for mountain climbing and trekking. With the creation of protected areas by the government, they also became helpful in systematically attracting tourists.

But, what is Nepal's identity among the millions of people traveling around the world? We need to understand this now. And, we need to start promoting it based on that. In this way, sacred rural tourism is a special aspect of Nepal. People are not looking for the luxury of a five-star hotel here. However, that means that easy availability of minimum needs should be a mandatory condition. 

Now, we should discuss with the world's best brand experts and consultants how to make Nepal's tourism face and decide what our value will be. That should strictly apply the building code to the roofs and facades of tourist sites that are connected to our identity.

What is the originality of a place? Knowing that and preserving it should be a priority. It is not that tourists themselves know, but creative ways should be adopted to show it. When we reach many of our historical places, we feel as if civilization stood firm hundreds of thousands of years ago. Our policy should be how to preserve it in that form. 

Nepal is an easy destination where millions of tourists from neighboring countries can come without a visa, and visas for dozens of countries can be obtained at the airport. In the next decade, important road and hotel infrastructure will develop here at a natural pace. However, the main selling point in tourism will still be the experience, not the infrastructure, and preparations for this must begin without delay.