Nepal Tourism Board and the United States Agency for International Development (USAID) have jointly launched the 2024 International Tourism Campaign, a collaborative effort between USAID and the Board, in partnership with Steller, a global travel-inspired storytelling platform.

“This campaign aims to showcase Nepal's rich history, cultural diversity, and abundant tourism opportunities to a global audience, building upon the success of the 2023 campaign which reached over 16.3 million travelers and achieved $15.8 million in earned media value,” the US Embassy in Nepal said in a statement on Monday. “In its second phase, the 2024 campaign will feature international content creators from Steller, who will capture the essence of Nepal through captivating videos and photos during their exploration of key destinations such as Kathmandu, Pokhara, Bardiya, and Ilam.”

With an expected reach of over 20 million viewers, this initiative aims to stimulate tourist arrivals and position Nepal as a premier tourist destination, the embassy said.

Speaking at the event, the US Ambassador to Nepal Dean Thompson emphasised Nepal's vast potential as a top-tier travel destination, citing its diverse landscapes, rich biodiversity, and vibrant cultures.

“Expressing USAID’s unwavering support for Nepal's tourism sector, he underscored the pivotal role of tourism in advancing inclusive, sustainable economic growth,” read the statement.

Echoing this sentiment, Nandini Lahe Thapa, officiating CEO of the Nepal Tourism Board, highlighted Nepal's “remarkable tourism growth”, with over 1 million international visitors in 2023.

According to her, the campaign is poised to sustain this upward trajectory by showcasing Nepal's year-round tourism offerings and positioning the country as a preferred destination for global travelers.