Nepal Tourism Board is a national organization established in 1998 by an act of Parliament in the form of partnership between the Government of Nepal and private sector tourism industry to develop and market Nepal as an attractive tourist destination. The Board provides platform for vision-drawn leadership for Nepal’s tourism sector by integrating Government commitment with the dynamism of private sector. NTB is promoting Nepal in the domestic and international market and is working toward repositioning the image of the country. It also aims to regulate product development activities. Fund for NTB is collected in the form of Tourist Service Fee from departing foreign passengers at the Tribhuvan International Airport, Kathmandu, thus keeping it financially independent. The Board chaired by the Secretary at the Ministry of Tourism and Civil Aviation consists of 11 board members with Five Government representatives, five private sector representatives and the Chief Executive Officer.
“NATURALLY NEPAL, Once is not enough” is the tourism brand of Nepal.”Naturally Nepal” is a simple expression that repackages the Nepal brand in a positive light. “Once is not Enough” not only accurately captures the tourist’s emotions at the airport’s departure gate but also serves as a decision tool that enables the Nepali tourism industry individually and collectively to focus both on consumer retention and acquisition.
Launching of Nepal brand has been done for the five business reasons:
- More compelling repackage the diverse, existing product offering
- More tourists increase the number of tourists visiting Nepal
- More money increase the revenues to the nation
- More focus align NTB’s stakeholders and the Nepali tourist industry to a common future
- More consistency define branding guidelines and investment vehicles
Brand Nepal is also promoted as “the next generation mountain destination for weekend breaks, adventure holidays, and life time experiences for people who live in cosmopolitan cities and travel internationally”.