Lumbini Elevates Nepal’s Tourism Brand With Powerful News Festival, Attracting Global Attention

Published on December 28, 2025

The Third Lumbini News Festival, which is considered one of the most important festivals of media in the world, has started in the holy place of Gautam Buddha’s birth. The festival will last for three days and will be located at the Lumbini Buddhist University. One of the main objectives of the festival is to create dialogue surrounding the changing function of journalism in Nepal, particularly with the case of regional press, the increase of non-Western tourism due to the media presence, and the development of local economies through media.

Promoting Regional Journalism and Tourism

The Lumbini News Festival is a significant platform for journalists, editors, writers, and correspondents from across Nepal. Organised by the Lumbini Press Club, Rupandehi, the event brings together prominent figures from the media landscape to discuss the intersection of journalism and tourism, particularly in Lumbini, a UNESCO World Heritage site and an essential pilgrimage destination for Buddhists worldwide.

Participants are expected to address various themes throughout the festival, including Trans-Border Ties: Necessities and Potentiality and Lumbini: Investment and Tourism Viability. These discussions will highlight the role of journalism in not only informing the public but also in boosting tourism and shaping regional identity. As Nepal’s tourism industry gradually recovers, events like the Lumbini News Festival are pivotal in establishing the region as a cultural and tourism hub in South Asia.

International Participation to Strengthen Cross-Border Relations

The festival has attracted an impressive lineup of representatives from major press clubs across the region, including the Delhi Press Club, Kashi Journalists Association, Varanasi Press Club and Sikkim Press Club. The cross-border participation emphasizes the festival’s commitment to fostering deeper ties between Nepal and its neighbouring countries, with a particular focus on India. The event is expected to serve as a bridge for promoting mutual understanding and collaboration on tourism development projects, enhancing the region’s visibility in the global tourism market.

Kamal Rayamajhi, Chairperson of the Lumbini Press Club, highlighted that this year’s festival would build upon the foundation laid by previous editions. He explained that the event would not only focus on journalism but also on the critical role that media can play in branding Lumbini as a top-tier international tourism destination. He emphasized that Lumbini’s global appeal could be further expanded with the combined efforts of regional media outlets, fostering a sense of responsibility in promoting the destination to the world.

A Platform for Discussing Tourism Viability

One of the key themes of the festival, Lumbini: Investment and Tourism Viability, is crucial in understanding the role media plays in shaping perceptions of a destination. With Lumbini’s historical significance and natural beauty, there is immense potential to boost tourism. Media discussions are expected to touch on how to effectively promote Lumbini as a prime destination for spiritual tourism, eco-tourism, and cultural heritage tours.

The media’s involvement in highlighting investment opportunities in the region is expected to attract both domestic and international investors, contributing to the development of infrastructure, hotels, and other essential services that will enhance the overall visitor experience. By focusing on the region’s tourism viability, the festival aims to create a roadmap for sustainable tourism growth in Lumbini, ensuring that both cultural heritage and modern tourism development go hand in hand.

Boosting Lumbini’s Global Image Through Journalism

In addition to its focus on tourism, the festival also aims to enhance the professionalism of provincial journalism. The discussions are set to explore the importance of ethical reporting, responsibility, and accountability in the media. Journalists will have the opportunity to share best practices and learn from each other, ensuring that the media’s role in promoting tourism is both effective and ethical.

By providing a platform for journalists to discuss these issues, the festival hopes to elevate the quality of local journalism, ensuring that it plays a pivotal role in attracting tourists to Lumbini. The festival’s organisers have expressed hope that the event will lead to better integration of media practices into tourism marketing strategies, further helping to position Lumbini as an attractive travel destination.

Expected Outcomes: Strengthening Provincial Journalism and Promoting Tourism

The Lumbini News Festival serves as an important opportunity for the Lumbini region to reinforce its place in the global tourism market. By engaging both local and international media in discussions about Lumbini’s tourism potential, the festival is expected to generate greater media attention, which in turn can attract more visitors.

The organisers are optimistic that the event will not only strengthen provincial journalism but also contribute to the ongoing efforts to improve infrastructure and tourism services. As Nepal looks to revitalise its tourism sector, initiatives like the Lumbini News Festival are key to promoting sustainable tourism that benefits local communities and preserves the region’s cultural heritage.

A Bright Future for Lumbini’s Tourism and Journalism

The Third Lumbini News Festival is a powerful reminder of the vital link between journalism, economic development, and tourism promotion. As Lumbini continues to gain recognition as a spiritual and cultural centre, events like this provide the media with the tools they need to effectively showcase its unique offerings.

The launch of the festival coincided with the discussions focused on the improvement of Lumbini’s international reputation, the latter being one of the factors influencing the future of the region localities, and consequently, it becoming a major center for the South Asian tourism and media innovative that region.