PATA Nepal is celebrating its 50th anniversary this year. How are you marking the occasion?

We are proud to announce the fifth edition of the PATA Himalayan Travel Mart which will be held on June 3-5 at Hotel Soaltee, Kathmandu. This prestigious event will bring together international buyers and Nepali tourism sellers, as well as participants from across the Himalayan region, under one roof.

This year’s Mart holds special significance as it coincides with the 75th anniversary of the first successful ascent of an 8,000-meter peak—Mount Annapurna. On June 3, we will pay tribute to late French climber Maurice Herzog, the first person to reach the summit of Mt Annapurna, in recognition of his contribution to put Nepal on the global mountaineering map. His historic achievement, and his bestselling book about it, drew international attention to Nepal as a top mountaineering destination. We will also pay tribute to the late Prabhakar Shumsher Rana, founding president of the PATA Nepal Chapter, who established this association in 1975 and played a crucial role in promoting Nepal globally.

Read: COVER STORY: Tourism Reimagined

What makes the Himalayan Travel Mart such an important platform?

The Mart introduces a new model—bringing global exposure directly to Nepal. Many domestic tourism operators cannot afford to attend major global expos like ITB Berlin, WTM London or FITUR. The Mart offers them a platform right here at home to connect with the world. Successfully hosting its fifth edition marks a major milestone in our efforts to brand Nepal as the hub of Himalayan tourism. Through this platform, we aim to shift the narrative from one of limited exposure to one of showcasing Nepal’s unique strengths: its cultural richness, biodiversity, conservation leadership and world-class hospitality.

Read: COVER OPINION: The Future of Nepali Tourism

How does PATA Nepal contribute to Nepali tourism?

: PATA is one of the world’s most influential tourism organizations, with a network spanning over 90 countries. As a proud member, PATA Nepal leverages this network to promote Nepal globally. Our initiatives are aligned with national priorities. The Himalayan Travel Mart, for instance, is a public-private involving the Department of Tourism, NTB, Nepal Airlines and others. Our core objective is to serve as a bridge between the government and the private sector, sharing insights and driving sustainable tourism development.

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What are PATA Nepal’s priorities for the future?

Promotion remains central to our mission. We are committed to positioning Nepal as a conscious and sustainable tourism destination. There is no alternative—sustainable tourism is the only way forward as we confront the climate crisis threatening our fragile ecosystems. To support initiatives like the Sagarmatha Sambaad, which highlights Nepal’s vulnerability to climate change, we are working to bring in global experts and certified bodies to help brand Nepal as an environmentally responsible destination.

What should be the next big move for Nepali tourism?

First, we need to prioritize destination development and diversify our tourism offerings. While global tourism evolves to embrace varied experiences, Nepal still relies heavily on a narrow set of products. Not every visitor wants to trek or climb. Some of our destinations are overcrowded, while others lack even basic infrastructure.

One promising opportunity is culinary tourism. With Nepal’s rich variety of indigenous superfoods and traditional recipes, we can position ourselves as a haven for food-conscious and wellness-driven travellers.

Read: COVER OPINION: Rebranding Nepal as a Destination for Self-Discovery

As the cradle of ancient Buddhist traditions, Nepal also holds enormous potential for spiritual and conscious tourism. We must reintroduce this heritage in a way that resonates with modern spiritual seekers. Second, we must urgently work to remove Nepal’s aviation sector from the EU air safety blacklist. This requires sustained advocacy, technical upgrades and international cooperation. PATA Nepal is doing its part by engaging experts and facilitating high-level dialogues. Once this goal is achieved, our next priority should be to clearly define and consistently promote Nepal’s core tourism values—much like Saudi Arabia has done with its HAFAWA hospitality model.

Our greatest strength is the genuine warmth of our people. Visitors may come for the mountains, but they return for the emotional connections they make here. That human connection must be at the heart of our national tourism brand.

(These interviews were originally published in   June 2025 issue   of New Business Age Magazine.)