Tourism board's campaign fails to gain momentum

Due to the lack of coordination between Nepal Tourism Board (NTB) and the private sector, promotional campaigns of the board have failed to gain momentum.

“There is lack of coordination between us and the private sector due to which our promotional campaigns have failed to meet expectations,” said director of NTB Aditya Baral. The board has organised different programmes for consumer awareness and to enhance the image of the country in the international market.

However, Baral said that tour and travel companies have failed to develop special packages for those destinations. “We have successfully created consumer awareness in the international market but due to a coordination gap between NTB and the private sector involved in the tourism industry, we have failed to generate value from those destinations,” he said.

In 2011, as part of Nepal Tourism Year, NTB had started consumer awareness programmes through BBC and CNN. The six-month promotion of Nepal as a tourist destination through BBC and CNN was successful in creating a buzz about the country in the international market. However, there was a lack of special packages for tourists who were willing to visit the country, states NTB.

NTB is an autonomous body formed to help promote Nepal as a quality tourism destination in the international arena with specific brand image. NTB board, in its new budget, has also mentioned the provision for consumer-to-consumer marketing in which it will restart its destination promotion programme, which is television promotions through CNN and BBC.

“We have a budget of Rs 20 million for television promotion through CNN and BBC which we will start soon,” said Baral, adding that the board will appoint public representatives to monitor major tourism markets.

“Along with our programmes, we also need the support of private companies to bring special sales packages which will further enhance the promotional campaign,” he said.

Nepal Tourism Board has also allocated a budget of Rs 30 million for consumer promotion programmes in the major markets through paid public representatives.

NTB has a budget of Rs 570 million for marketing, publicity, product development and research. It has allocated a budget of Rs 120 million for marketing, Rs 60 million for publicity, Rs 80 million for product development, Rs 20 million for research, and remaining for other programmes.

source: The Himalayan Times, 30 jan 2013