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Mission 2011
AUG 21 -
In any discussion on tourism, the topic of Nepal Tourism Year 2011 (NTY) is seldom missing these days. It has in fact become a fad of sorts to correlate events and activities related to NTY 2011 for promotional purposes. This is as good an indication of the perceived importance of NTY, which has been buttressed by a robust promotion campaign. NTY, in essence, calls for three C’s —cooperation from all, consolidation of efforts and collaboration amongst stakeholders. The synthesis of these three elements while promoting the country’s image for the establishment of Nepal as a popular holiday destination is the bottom-line of NTY 2011. But we need to be realistic too. NTY cannot change the country’s outlook overnight. It should rather be understood as a concerted effort from all to attract visitors by offering extra affection, hospitality, service, and renewed care with some value addition in all these areas.
To better understand NTY, the most important one must understand is: what is tourism? Over the years, many people have proposed many definitions of tourism so that the term has become incomprehensive for a lay man. But by the time we wind up NTY 2011, we could have established tourism at the epicentre of Nepal’s economy, with other industries revolving around it. But for the campaign to have the desired effect, it should be supported by everyone across social and economic barriers for tourism might be one industry that is capable of alleviate widespread poverty through its trickle down effect - which is seldom witnessed in other industries in Nepal. If we all take ownership of the campaign, we are likely to be reaping its benefits for long time to come.
Many people believe that NTY is a capital intensive project and hence will during its course spend millions of rupees. But NTY needs to be understood in a broader perspective. NTY is a time-bound event to arouse the interest of foreign tourists in Nepal. It brings together a wide spectrum of activities and programmes created by various sectors.
Hence, any interesting programmes or events that help trigger the interest of potential tourists could be a part of NTY. The major responsibilities of the NTY secretariat are to coordinate and facilitate the programme’s success while contributing to long-term benefit of the tourism industry. In other words, any programme that triggers the interest of the tourists and make them plan their holidays in Nepal should come under NTY 2011’s ambit.
Fetching one million tourists is the broad vision of NTY 2011. For any mission to proceed in the interest of all stakeholders, a goal post is mandatory. Keeping ambitious goals leaves ample room for other industry collaborators to reap the benefits. One million tourists in Nepal means more business for all industries, ranging from poultry to food production. It also means more employment for Nepali youth.
Our vision has accommodated the wishes of prospective international players, resulting in a continuous surge of interest from international airlines and tour operators. This has led to the rising confidence level of tourism industry. NTY indeed is a campaign directed at reviving Nepal’s long-tarnished image in the post-insurgency era and the country’s transition to a new republic.
The goal of one million visitors, some believe, is unrealistic. But no one can deny that the very prospect of a million tourists opens up new opportunities for reinvestment and reinvigorated business interests of many who choose to sit on the fence
during the turbulent years of insurgency. This broad vision will have to be kept in mind in the run up to the launch of NTY 2011 in January.
Running this sort of programme at this difficult political juncture is a critical test. But in order to play a bigger role in the international tourism arena, the industry has to show that it can remain immune to political disturbances. In a country like ours, politics certainly takes the spotlight away from other sectors. But getting the agreement of major political parties to discourage bandas, strikes, and other political manoeuvrings that disturbs tourists will help in this regard. Once everyone agrees to shield tourists from Nepal’s internal politics it will be akin to a true revival of our age-old fame of treating guests as gods.
Celebrating NTY 2011 injects foreigners with renewed energy too. In inviting tourism ministers from 22 Asian countries during its inauguration on Jan. 14, the event will help strengthen age-old relationships and reinforce our bilateral and multilateral relations. Nepal, being the host country, would remain the epicentre of tourism activities in this region. It will buttress the country’s image as a pioneer among other countries—South Korea and Sri Lanka among them—which are also celebrating 2011 as a year of tourism.
We have wasted a great amount of time in dirty politics. People have suffered enormously in the past and nobody wants to experience those pains again. NTY could be a balm for all of them. In applying it, NTY 2011 will bridge the political divides that have been forced into the open in the aftermath of the 2006 revolution.
(Baral is Director, PR and Publicity Department, Nepal Tourism Board)
Posted on: 2010-08-22 09:38
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