Nepal is an incredible land of hidden treasures with abundant natural resources in tourism sector. Nepal has become a prominent destination in the world's tourism map with a dimensional image of its own. The exquisite natural scenery, incomparable cultural diversity, traditional life style, art, culture, various ecstatic spots, glorious historical locations, majestic high mountains and other numerous specialties have made Nepal an unusual and a remarkable tourism spot. Moreover, Nepal is blessed with almost all the world's climate and ecosystem. The geological condition, ethnicity and bio-diversity of the country fascinate international visitors to Nepal time and again which genuinely uphold the essence of Nepal tourism brand. The hospitality of Nepalese, their unique lifestyles and beliefs "to regard guests as God" are other interesting aspects which allure the visitors towards Nepal.

After the successful "Visit Nepal '98" campaign, the government of Nepal has come up with "Nepal Tourism Year 2011" to celebrate the year as the Tourism year to show the value of tourism and its role in economic growth, poverty alleviation, equity and overall development in the country.

The concept of Nepal Tourism Year 2011 envisions harnessing these opportunities and strengths and bringing together the commitment of the government, expertise and experiences of the organizations like Nepal Tourism Board, aptitude and dynamism of the private sector and communities for further tourism development in the country. To make this event a grand success, the government has allotted sufficient fund to enhance infrastructures; such as expanding airport facilities, searching new trekking routs, promotional activities in the external / internal markets, preparing more human resources and making conducive environment for the invest.

The NTY 2011 program was officially launched on February 26, 2010.

Objectives of the campaign

• Establish Nepal as a choice of premier holiday destination with a definite brand image.
• Improve and extend tourism related infrastructures in existing and new tourism sites.
• Enhance the capacity of service renders.
• Build community capacity in the new areas to cater the need of the tourists.
• Promote domestic tourism for sustainability of the industry.

Quantified Targets

• One million annual international arrivals.
• Dispersal of at least 40% of the international tourists into emerging and new tourist areas.
• Encourage additional investment on tourism infrastructures.
• Develop mechanism to record domestic tourism activities.

Promotional Strategies

• Focusing marketing and promotion activities on regional and emerging markets.
• Exploration of new tourism potential market segments.
• Highlighting the tourism brand: Naturally Nepal once is not enough!
• Enhancement of air connectivity with the regional, emerging and potential markets.
• Lobbying with the government for sufficient budget allocation to improve and expand, tourism related activities infrastructures in existing and new tourism areas.
• Attract and encourage private sector for investment in tourism sector.
• Capacity building of human resource involved in tourism.
• Lobbying with the government for effective intervention in domestic tourism, development e.g. amendment in the Transportation Act.
• Promotion of domestic tourism by endorsing Leave Travel Concession (LTC) by the Government.
• Organize major sports/events in association with tourism associations and stakeholders, during the Nepal Tourism Year 2011.(At least one event in a month)