Destination branding of pilgrimage tourism in Nepal

Published on : Thursday, April 8, 2021

To the GDP of Nepal, tourism contributes about 3 percent. Computed on the basis of backward-forward linkages and the ecosystem, tourism has been calculated to account roughly 15 percent of the financial activities as well as employment structure. For Nepal, pilgrimage tourism is certainly an attractive proposition, and the makers of policy have given it a priority for promotion. However, arrival levels are not dependent not on how good the policies are.

They mainly depend on how well we distribute destination and product information to the source markets.


The Nepal Tourism Board has made an effort to brand Lumbini as a significant tourist destination. The digital promotional materials, communicate the brand image of the birthplace of Lord Buddha. Nonetheless, from the point of view of branding principle, a visible gap between the strategy and communication in regard to branding exists. Also, a branding exercise that is done in isolation without incorporating information about the peripheral and supplementary sites give way the much preferred financial benefits. It is significant that branding in the contemporary context should be tech-savvy. But at the same time, it must be made sure that the message reaches the potential buyers of the product in the right way. This is exactly where the overall strategy of branding has to involve a 360-degree perspective.

This involves an integrated approach of crafting, developing and nurturing the unique selling proposition.


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