Nepal has formally launched a digital campaign in collaboration with social media platform TikTok to promote the country's tourism potential to global audiences.

The campaign, launched by the Nepal Tourism Board in partnership with the video platform, aims to showcase Nepal’s natural beauty, rich cultural heritage, historical sites and diverse tourism experiences for a vast range of viewers.

Running until the end of 2026, the initiative also seeks to connect local content creators, tourism businesses, entrepreneurs and communities with opportunities emerging from the digital economy.

Minister for Communications and Information Technology Bikram Timilsina, launching the collaboration on Friday, said digital platforms were playing an increasingly important role in how travellers discover destinations, make choices and plan their trips.

“Digital platforms have transformed ways the world discovers and becomes attracted to travel destinations. A story shared from one corner of the world can inspire someone in another corner to visit Nepal,” the minister said. “We welcome TikTok as a long-term partner in connecting Nepal’s tourism, culture, creativity and youth with the world.”

Sunil Sharma, acting director of the Public Relations and Promotion Department at the Nepal Tourism Board, described the partnership as an important step towards making the country's destination promotion strategy more effective.

“This campaign marks an important beginning in taking Nepal’s destination promotion efforts in a new direction,” Sharma said. “We expect to use the experience and lessons gained through our partnership with TikTok to expand cooperation with other international digital platforms and increase Nepal’s global reach and visibility.”

Emphasising that Nepal is not merely a destination to be seen but a country to be experienced, embraced and remembered for a lifetime, Sharma urged content creators to go beyond showcasing mountains and natural landscapes. He encouraged them to highlight the country's cultural diversity, natural heritage, local communities and distinctive tourism experiences.

Under the campaign, nine international travel content creators from Europe, the Middle East, Southeast Asia and South Asia are visiting various tourist destinations in Nepal and sharing their experiences with audiences worldwide. They are in Nepal from October 30 to November 7, 2026.

A dedicated hashtag page has also been launched on TikTok, allowing users to explore and share content related to Nepal. Similarly, through TikTok's collaboration feature, the campaign will bring together Nepali celebrities and local content creators to share authentic stories and experiences reflecting Nepal's identity with international audiences.

Live streaming from various tourist destinations across the country is another major component of the initiative.

Amir Galen, TikTok's head of government relations and public policy for the Middle East, Eurasia and Africa, said the partnership would bring Nepal's tourism potential to global audiences while creating opportunities for local creators and small businesses to benefit from the digital economy.

He said TikTok was keen to expand its collaboration with Nepal beyond tourism promotion to include community development, local entrepreneurship and greater international recognition of Nepali art and culture.

The campaign, which is aligned with the tourism promotion priorities of the Ministry of Culture, Tourism and Civil Aviation, is expected to strengthen cooperation among government agencies, the private sector, media organisations and digital content creators in promoting Nepal internationally.

Earlier, the Nepal Tourism Board and TikTok had collaborated to provide digital storytelling training to more than 300 local tourism entrepreneurs and content creators. The programme helped participants improve their ability to create tourism-related content and present it effectively through digital platforms.