Tourism in Nepal has been facing challenges and is now at a crossroads. Tourism success does not rest on arrivals alone. For tourism to thrive and contribute to GDP, and ensure the well-being of the masses, efforts must be made to ensure lasting conservation. It is time Nepal be repositioned as a wellness-driven, regenerative destination and not simply a low-cost adventure station alluring to mass tourists. This piece is based on my recent visits to Bardiya, Dang and Bhutan. All these destinations promise unique offerings to the visitors. For instance, Bardiya is renowned for its jungle safari. The safari practices and cultural immersion activities, such as visits to Tharu villages, should be able to shape a national tourism strategy. Likewise, my visit to the Tharu Cultural Museum in Chakhaura, Dang, prompted deeper reflection on the richness of Nepal’s diverse ethnic culture. While building a museum is a praiseworthy effort to preserve tradition, heritage and legacy, it is equally important that these be maintained, thereby placing a bigger emphasis on promoting living traditions. This national indigenous museum serves popular Tharu delicacies known as dhikri, bagiya, snails and freshwater fish. Hence, tourism has to focus on selling local tastes and authentic experiences, both for domestic and international travellers.

Beyond tiger-centric tourism

Among many popular tourism activities in Bardiya, the most highlighted one is the jungle safari. Many domestic tourists come for a weekend getaway, while international tourists visit mainly for longer stays, focusing on wildlife visits and cultural immersion. Educational excursions or tours are organised for school and college students. Given that choices of tourists have expanded, including sundowning preferences, new kinds of packages are offered, mostly that combine wildlife, cultural immersion and eco-tourism activities.

While new service offerings are being designed, Nepal currently lacks a sustainability narrative. Unlike Nepal, Bhutan has been able to reposition itself as a high-value, low-volume tourism destination by limiting tourist arrivals. The upcoming Gelephu Mindfulness City is being designed focusing on spiritual well-being, ecological design and a luxury destination that appeals to niche markets that seek meaning over mass. Nepal can learn from this. Rather than focusing on catering to only price-sensitive target segments, we should refocus on the transformative experience we could offer by positioning ourselves as an exclusive destination. In Bardiya, village tours are also popular. Visitors enjoy Tharu cuisine, tales and cultural experiences. Rafting on the Karnali and Babai rivers provides adventure beyond jungle safaris. Walking safaris, if reinstated with proper safety measures, can provide mindful engagement with the wild and forest. These are wellness resources, but they require careful branding. Wellness tourism provides experiences that aim to improve the emotional, physical and mental well-being. A sunrise meditation along the river, a farm-to-table authentic meal, and reflective opportunities on human-wildlife coexistence could be some innovative offerings. Such experiences, when packaged and delivered authentically, command a premium price.

Regional examples

Wellness therapies that combine luxury and conservation mix have slowly become the foundations of India and Srilanka’s unique tourism offerings. It is not their natural beauty alone, but their strength in packaging culture into structured offerings ably supported by certification and service standards. Bhutan goes a step further to encompass sustainability in its policy architecture. Its high daily tariff model, which varies across countries, strengthened the belief that tourism strategy and action plans should mirror national values.

Nepal has bountiful resources but lacks coherence. Whether it be pilgrimage tourism, adventure tourism, eco-tourism, or luxury tourism, we lack clear positioning. In Bardiya too, airfare parity, airport connectivity from nearby airports, amendment in buffer zone regulations, homestay operation regulations and registration policies are needed. These conversations are necessary, but they would result in fragmented outcomes without an integrated narrative. The need for us is to move from transactional hospitality to regenerative hospitality. Hospitality in a real sense means receptivity to strangers- care, humility and situational awareness. However, service delivery in Nepal is devoid of internal passion and professional sobriety. Wellness branding requires a change in service mindset: from utilitarian to hedonic, from profit-oriented to purpose-oriented.

Local experimentation and national visioning

If places such as Bardiya adopt sustainable product bundling that combines wildlife experiences, cultural immersion and river tours, other destinations could follow their example. However, the implications of policy must be national. To begin with, we need to redefine tourism pricing philosophy. Premium fees without high-value experience dissuade visitors. Low fees without sustainability might worsen ecology. Inclusion and conservation could be in a differentiated pricing model, premium curated circuits and accessible domestic packages. Second, it is important to synchronise the policies of the buffer zone and conservation with community incentives. Preservation turns to moral ownership as opposed to a matter of compliance when communities can visibly benefit as a result of conservation-linked tourism revenue. Guidelines for homestays, standards in registration and risk assessment should be made easy to understand through strict implementation. Third, it is essential to reinforce destination branding through institutional efforts. Organisations such as the Hotel Association of Nepal (HAN), Nepal Association of Tour and Travel Agents (NATTA) and Trekking Agencies Association of Nepal (TAAN). need to be viewed as collective branding efforts as opposed to fragmented lobbying groups. Tourism ambassadors in foreign missions, as a part of economic diplomacy, need to promote Nepal’s wellness brand. Fourth, investing in human capital must be prioritised. Tourism education should not only equip youth for employment abroad but also include content in regenerative hospitality, responsible service, and environmental awareness. If the experience of the customer remains mechanical, no branding effort can make it up. Fifth, sustainability must be taken into account for infrastructure development. Connectivity to distant areas requires a clearly articulated aviation plan. Connectivity should enable high-value tourism movement while preventing unsustainable tourist flow. Sixth, the content included in policy documents, including Tourism Policy 2082 BS, is ambitious. However, without specific timeframes, budgetary provisions and tangible indicators, they are mere thought pieces. Regular changes of personnel in related ministries hinder continuity of programmes. Sustainable branding requires commitment that transcends political tenures. Finally, it is high time to bank on evidence and research. Nepal has bilateral agreements with dozens of countries, but tourism planning is often conducted without market research, such as the profile of a tourist visiting a particular destination, duration of their stay, experiences that are in demand and recommended.

Policy imperative

If Nepal wishes to position itself as a wellness-based, regenerative destination, it must make several national-level promises. To start with, emulating the practices of countries such as India, a ‘National Wellness Tourism Framework’ must be developed, where nature, culture and spirituality are incorporated into a single brand narrative. Second, the introduction of Sustainability Certification of destinations that satisfy environmental, social and service-quality standards is essential. It is pertinent to channelise a clear portion of tourism income for community conservation and cultural preservation funds. It becomes equally important to transform the measure of shift performance based on the number of arrivals to average spend, satisfaction indices, ecological and community income measures. Thus, to conclude, tourism is not only about earning revenue but a matter of national identity and pride. Instead of focusing on transactional tourism activities, we need to provide healing, meaning and authentic experiences that make us indispensable. We need to focus on value over volume. By selecting sustainable wellness as our core brand strategy, Nepal can realise its true tourism potential by ensuring ecological preservation, dignified community engagement and well-being. Thus, it is time for us to recalibrate our strategies.