Nepal showcased its tourism potential at the first-ever trilateral tourism expo, NICE-2025 (Nepal-India-China Expo), held in Pokhara from February 24 to 26. The event, which aimed to attract more tourists from neighboring India and China, is expected to strengthen regional coordination in tourism promotion.
The Pacific Asia Travel Association (PATA) Nepal Chapter organized the expo in collaboration with the Nepal Tourism Board, Pokhara Tourism Council, and other government and private sector stakeholders. More than 100 international participants and over 600 representatives from 14 countries attended the event, which brought together tourism and hospitality professionals from the three nations. The expo provided a platform for professional exchange, networking, and business opportunities.
Nepal Tourism Board CEO Deepak Raj Joshi emphasized that hosting a trilateral tourism exhibition in Nepal was a significant step toward highlighting the country's tourism potential.
"The primary objective of NICE-2025 is to bring tourists from the world’s two largest outbound markets—India and China—to Nepal and maximize tourism benefits," said Joshi. "The expo also aims to strengthen Nepal’s capacity to organize international events. Additionally, it has created a valuable platform by inviting renowned travel operators, media, and influencers to explore and promote Nepal’s tourist destinations."
The Nepal Tourism Board initially conceptualized the NICE program in 2019 as part of the Visit Nepal Year 2020 campaign. However, the program was halted when the campaign was postponed due to the COVID-19 pandemic. Now, with its successful execution in collaboration with PATA Nepal, the Pokhara Tourism Council, and other stakeholders, NICE is expected to play a crucial role in attracting tourists from Nepal’s two largest neighboring markets.
Government and Industry Perspectives
The PATA Nepal Chapter stated that the expo successfully positioned Nepal as a prominent tourist destination. Tourism entrepreneurs also noted that the event contributed significantly to attracting tourists from India and China.
During the expo’s inauguration, Minister for Culture, Tourism, and Civil Aviation Badri Prasad Pandey highlighted Nepal’s strategic position as a bridge between India and China. He expressed confidence that NICE-2025 would reflect the deep historical, cultural, and economic ties between the three nations. Pandey reaffirmed the government's commitment to strengthening Nepal’s tourism sector by improving infrastructure, addressing challenges at international airports, resolving the European Union’s (EU) air safety concerns, streamlining visa processes, enhancing connectivity, and ensuring world-class tourism services.
Mitra Lal Basyal, Minister for Industry and Tourism of Gandaki Province, emphasized that the expo helped highlight the province’s immense tourism potential. Pokhara Metropolitan City Spokesperson Motilal Timilsina also expressed confidence that NICE-2025 would contribute to tourism promotion.
PATA Nepal Chapter President Khem Lakai underscored the importance of utilizing India and China as major source markets to position Nepal as a leading travel destination. Pacific Asia Travel Association (PATA) CEO Noor Ahmad Hamid congratulated Nepal on hosting the expo and expressed optimism that it would foster strategic partnerships and create new opportunities in the tourism sector. -- RSS
