KATHMANDU, JANUARY 21, 2026 – As part of its ambitious strategy to revitalize the tourism sector, the Government of Nepal has officially decided to conduct a high-profile promotional “Roadshow” across 10 major cities in Europe. This initiative is a cornerstone of the ‘Visit Nepal 2026’ campaign, aimed at attracting two million international tourists and positioning Nepal as a premier destination for sustainable adventure and cultural heritage.
The decision was finalized during a high-level meeting at the Ministry of Culture, Tourism, and Civil Aviation (MoCTCA). The Ministry, in coordination with the Nepal Tourism Board (NTB) and Nepali diplomatic missions in Europe, will lead the delegation of tourism experts, diplomats, and private sector stakeholders. The roadshows are scheduled to take place throughout the spring and autumn of 2026, targeting key markets that have historically shown high interest in Himalayan trekking and spiritual tourism.
Selected Cities and Strategy: While the final itinerary is being fine-tuned, the primary cities included in the campaign are London, Paris, Berlin, Madrid, Brussels, Amsterdam, Vienna, Geneva, Copenhagen, and Oslo. The strategy for each city will be tailored to local preferences:
- Western Europe (London, Paris, Brussels): Focus on luxury trekking, mountaineering history, and UNESCO World Heritage sites.
- Central Europe (Berlin, Vienna, Geneva): Emphasis on sustainable “green” tourism, wellness, and Ayurveda retreats.
- Nordic Region (Oslo, Copenhagen): Promotion of off-the-beaten-path destinations, such as the newly opened trails in Western Nepal and the “Upper Mustang” experience.
Public-Private Partnership: Tourism Minister Anil Kumar Sinha emphasized that these roadshows will not just be government presentations but interactive B2B (Business-to-Business) platforms. “We are inviting European tour operators and travel influencers to partner directly with Nepali agencies,” the Minister stated. “By bringing the taste, sound, and spirit of Nepal to the doorsteps of Europe, we aim to convert interest into immediate bookings.” The events will feature traditional Nepali music, 3D virtual reality tours of Everest and Annapurna, and tasting sessions of organic Himalayan coffee and tea.
Economic Significance: European travelers are considered “high-value” tourists due to their longer average length of stay and higher daily expenditure compared to regional visitors. Following the official announcement of the “Nepal–ASEAN Tourism Year 2026” earlier this month, this European push completes a 360-degree global marketing approach. The government believes that by diversifying its source markets beyond Asia, it can insulate the tourism economy from regional fluctuations and ensure year-round arrivals.
The roadshow is also expected to address safety concerns and highlight the upgraded infrastructure, including the fully operational Gautam Buddha International Airport (GBIA) and Pokhara Regional International Airport (PRIA), which now offer better connectivity to Nepal’s most iconic landscapes. With the theme “Nepal: A Lifetime Experience,” the 2026 campaign is set to be the most comprehensive promotional effort in the nation’s history.