Dangi
Tek Bahadur Dangi is the Chief Executive Office of Nepal Tourism Board (NTB). He spoke to Keshab Poudel on various issues related to the current situation and hopes of revival of tourism sector. Excerpts:
TEK BAHADUR DANGI
TEK BAHADUR DANGI
How do you see the state of tourism sector of Nepal?
The history of Tourism in Nepal is not very old in comparison to other countries. The year 1950 opened the door of tourism, after the change in political scenario, connecting Nepal to the rest of the world. Within fifty-five years, tourism became the largest contributor to national economy surpassing other industries. During these years, tourism has seen roller-coaster ride and yet destined for better days to come. It won’t be exaggeration to say that even the places in Nepal which are yet to see effects of globalization have been ripping off the benefits from tourism. Visitors’ inflow to Nepal by air in August 2005 observed a 16.4% growth compared to the same month last year. It indicates that Nepalese tourism is getting back to the right track. The destinations preferred by tourists are always safe and have got nothing to do with present sequence of events happening nationally and globally. Tourists have always found Nepal as a tourist friendly and safe destination.
What are the negative developments affecting Nepal’s tourism sector?
Nepali tourism has been marred by negative media coverage carried by print as well as electronic media internationally and stringent travel advisories issued by major tourist generating countries, not focusing the ground reality. Although tourists after visiting Nepal have found it a safe destination, international media has not carried this message properly and timely. It is time proven fact that not a single place on the Earth is secluded from external and internal sequence of events. It has been seen that tourism can prosper well in peace and tranquility. As far as tourism is concerned, Nepal is safe, which sadly is misinterpreted by media. These negative media coverage, which are not based on facts and travel advisories issued by tourism potent country for Nepal are the challenges faced by Nepal.
Despite ongoing conflict in the country, the country still has average tourist arrival. What is the reason behind that?
Tourists are aware of the fact that Nepal has its own share of problem and it has nothing to do with tourism. This message, which is based on facts, has played a pivotal role to get tourism its own rhythm and pace despite the sequences of unfavorable events. Once after enjoying the holiday in Nepal, tourists have themselves started describing the beauties and realistic prevalent situations, which we call “word of mouth” also helped us to achieve the goal in geometric proportion. Till date NTB has invited more than 500 journalists, travel writers and travel and tour operators from across the globe. The write-ups and messages that went through their respective coverage were worth of more than million US Dollar. Similarly, participation in international travel marts overcoming marketing budget constraint, has yielded favorable result, and has been helpful in making people in different corners of the globe know about Nepal’s tourism product and potential. We want to assure that NTB will leave no stone unturned in promoting Nepal more robustly as a premier holiday destination as it has been doing and did in past.
What role Nepal Tourism Board has been playing to project Nepal’s image abroad?
NTB is the bridge between private sector and the Government. It coordinates the private sector and works with them and at the same time is responsible to government for its activities for helping in the market friendly tourism policies. While participating in foreign sales mission and road shows, it ties up with private sector to promote tourism in Nepal at large. As I mentioned above that Media and Tour Operators’ FAM trips are the most important and cost effective method to reposition Nepal’s image. The weekly e-newsletter that we send every week to thousands through our data base reservoir and printed newsletter has made cascading effect on the promotion of Nepal as a safe destination in the international media and tourism marketplace. These sources of dissemination have proven vital means of information dissemination. International media person like Imtiaz Muqbil, Columnist of The Bangkok Post and Travel Newswire and many others have publicly acknowledged this fact worldwide.
How do you see the effect of tourism promotion activities launched by Nepal Tourism Board?
It has two-fold effects. First, potential tourists will get to know Nepal’s wide-ranging tourism products. Second, it generates the interest among them to visit Nepal. In the last few months, NTB has focused its marketing and promotion activities in the regional markets like India, Bangladesh, China, Thailand, Malaysia and Singapore. And, the result has been amazing. The gradual increase in the average number of tourists this month and in the past is outcome of joint promotional activities that we have carried on our tourism generating markets in collaboration with airlines and industry.
There is hostile publicity against Nepal in the world media affecting tourism sector. How do you cope with the situation being a chief of an institution responsible to promote tourism?
Ever since the formation of NTB, it has been encountering with one or other sorts of crises. Major chunk of our time is spent on coping with crises than engaging in the pro-active promotion. Hence, we have made strong mechanism within NTB to deal with crisis management. We have been able to form a Crisis Management Coordination Committee with the chairmanship of the Minister for Culture, Tourism and Civil Aviation. Likewise, we have also established a Media Cell within NTB as permanent set up to facilitate and disseminate the right information during crisis or in usual days. All the necessary security wings, government officials and relevant people from travel industry are the members of this cell, which automatically operates as soon as a new crisis emerges. So, my role demands me to remain alert round the clock in the hours of tourism crisis. Now you can imagine how engrossed the CEO remains besides engaging with the great challenge of increasing the number of tourists to this country. During the time of crisis, we update news three or four times a day. In this way we connect to thousands of international media, tour operators and Nepal lovers, which keep them informed about Nepal. This apart, we don’t miss any opportunity to project Nepal as a prime destination whenever we get the international forum. The recently concluded Travel Media Workshop has given very positive message across the South Asia that Nepal is a happening place. Mr. Rok V Klancnik, Director, Press and Communications, World Tourism Organization (WTO) who was here recently as a resource person for Travel Media Workshop highly praised the steps taken by NTB in combating the crisis.
What programs are you promoting in the country and outside the country to counter baseless hostile propaganda against Nepal?
We believe in the statement that hard work and truth always pay. Instead of making controversies through propaganda, it will be wise in intensifying events both inside and outside Nepal. This provides a great impetus in tourism activities making Nepal a happening place. This will ultimately answer in quantum to those negative coverage about Nepal. Active participation in International travel marts abroad allows us to disseminate the ground reality about entire gamut of situations of Nepal in first hand, and organization of number of festivals domestically will portray Nepal as an eventful happening country. Inviting tour operators and leading journalists from abroad for experiencing the ground reality and bountiful attractions are also the cost effective strategies to help Nepal’s tourism promotion which we are gearing up to intensify more efficiently.
How are you promoting private and public sector cooperation?
As stated earlier, we fill the gap between the private and the public sector. It was the outcome of hard labor by tourism industry and supported by favorable plans and policies formulated by the government, which was instrumental in bringing two entities together with a new concept and horizon. As a result of this Nepal Tourism Board is there performing as a professional national organization with its dynamic staffs as run by other National Tourism Organizations. NTB since its establishment in the year 1999 has been trying to bring together entire stakeholders for the genuine cause of tourism development. And, to some extent it has been successful. However, we have a long way to go in future. Long-term vision is lacking both in the government and the private sector for the sustained growth of tourism due to frequent changes in political and administrative leadership, which is one of the challenges in forging more result-oriented partnership.
How are the tourism entrepreneurs supporting your organization’s efforts to promote Nepal’s good image in the world community?
The main reason to form NTB is to work as a nodal agency facilitating both private and public sector. Since we have six members out of 11 from private sector, its responsibility is more lenient towards protecting the interest of the private sector; I presume they have been doing and representing entire travel industry for the greater benefit of this sector. We have also been receiving good support from private sector so far, since its inception. They have been actively participating in the sales missions organized by NTB, and they always come forward to help us whenever we need their support.
Do you see any possibility of early revival of tourism industry?
The way the current statistics are showing the trend, we’re always optimistic for the recovery of tourism activities in its full pace. Since last three years, we have seen continuous growth in tourist arrivals annually. In the month of August this year, we saw the growth of 16.4% in the tourist arrival in comparison to the same period last year. It is an indication of revival of tourism industry. We hope that the tourism will revive as soon as peace prevails in the country.
You have already conducted numbers of tourism promotion activities around the world. How do you see the response of such activities?
The promotional activities are the means to reach to the potential tourist and it is the medium connecting stakeholders and service seekers. The overwhelming response from such marts and fares energize us to promote Nepal more vigorously. Promising arrival figures seen in the nearby and regional markets is the result of joint efforts of NTB, private sector and airlines operators in protecting Nepal in a much competitive way.
You have been organizing tourism festivals in different parts of the country to promote internal tourism in Nepal. How successful are they?
The passion for traveling amongst Nepalese is growing. During hard times, domestic tourism plays vital role to bring back tourism to the track. The festivals and activities initiated by the local communities in different parts of the country are supported by NTB, if they can give it continuity. It takes time to generate good traffic of domestic tourism, however; it is obviously not a distant dream if the country’s security system remains in order. The way most of festivals and events have been generating considerable amount of interest among domestic travelers, it would contribute some portion in our effort of revenue generation domestically.
What are your future programs?
Nepal will focus on the regional markets and try to harness the huge potential existing in these markets. We will try our best to entice with lucrative packages and programs tying up with airlines, hotels, associations and other entities to bring in more tourists from these countries. All the contemporary strategies will be applied to fetch the desired number of tourists. Consumer-focused programs will be our major thrust. For this we will come up with a definite Brand to beat the competitors and position ourselves uniquely in the competitive market place. This would usher in lots of opportunities to carve our niche ultimately helping in fetching more number of tourists.
You have already invited some foreign ambassadors based in Nepal to speak about the situation in the country. Do you have similar programs in mind for future?
Nepal Tourism Board is planning to organize a program to take the Resident ambassadors of different countries in lot to various places of interest within Nepal as part of retreat program. It will provide them an opportunity to encounter the scenic beauties first hand and experience the tourism spots themselves. This would allow them to define the existing beauties and assess the prevalent security situations. I guess, this sort of program would enable them to express the true sentiment, which would partly fulfill our ambition.
How do you see the result of your efforts to bring tourists from Nepal’s northern neighbor China and southern neighbor India?
China and India being our promising market in terms of our geographical proximity awards lots of opportunities. With the good air and land accessibility, Immigration privileges, currency flexibility etc. India has always remained our priority in terms of tourism harnessing. And, we are carrying on various types of promotional activities annually. The increase of 80% traffic in the month of August from India is the outcome of such events. Similarly, tourist arrivals from China surged by 78% in the same period. It speaks volume about the success of our joint promotional works and growing confidence of travelers to Nepal as a safe and stable holiday destination. We will intensify our promotional efforts in these two huge potential markets with greater means and vigor in the months to come aligning with the airlines and service providers. These two markets will always be in our promotional radar with greater priority.