During the 1960s and 1970s, the "hippie trail" popularised overland travel from Europe to South Asia through the Middle East, with Nepal as an ultimate destination for many Western adventurers. Turkey was an important stopover on this journey. Istanbul, which straddles Europe and Asia, served as a major waypoint before travellers continued through Iran, Afghanistan and India to reach Nepal.
This historic connection, which was established during the hippie trails, laid the groundwork for future exchanges between the two countries. Today, although air travel has largely replaced overland journeys with Turkish visitors drawn to Nepal for leisure, adventure and business opportunities.
Nepal and Turkey have strengthened their aviation ties since signing an Air Service Agreement in September 2010. Turkish Airlines initiated direct flights between Kathmandu and Istanbul in 2013. Although tourist arrivals from Turkey remain modest, the growth potential is significant, particularly due to promotion through forums like GlobeMeets.
Promotional Initiatives
Last year, one travel agency, Four-Season Travel & Tours, welcomed nearly 200 Turkish tourists until November. Since December, this number has surged to over 500 by September. Most Turkish visitors fall within the mid-range spending bracket, typically spending less than $100 per day. Nevertheless, Pankaj Pradhananga, the director of Four-Season, is optimistic about further growth in both Turkish arrivals and spending. After establishing direct connections with the Turkish market at the GlobeMeets B2B Expo in Istanbul, Pradhananga sees considerable potential, especially in the MICE and luxury tourism sectors, in Turkey for Nepal.
In May, Four-Season Travel & Tours, in collaboration with Jazeera Airlines, organised a familiarisation (FAM) trip to Nepal for representatives from 15 Turkish travel agencies. Among the delegates was Huseyin Kurttr, a key figure in Turkish MICE tourism, who serves as the President of the International Association of the MICE Industry, and owner of Oliva MICE, an agency specialising in corporate MICE events and GlobeMeets. This trip provided Pradhananga with a valuable opportunity to expand his network in Turkey. "The FAM trip gave us valuable insights into the Turkish market and helped us expand our contacts. It was particularly beneficial for post-GlobeMeets appointments in Istanbul," Pradhananga shared.
In 2019, Nepal surpassed the one-million mark in tourist arrivals, welcoming over 6,094 Turkish visitors—the highest on record, according to the Nepal Tourism Board. Post-COVID, this figure fell to 1,674 in 2020 but rebounded to 3,989 by 2023. In the first seven months of 2024 alone, Nepal received 3,324 Turkish tourists—a 48% increase compared to the same period last year. In August, 336 Turkish visitors arrived in Nepal. In Nepal, Turkish tourists mainly visit Pokhara, Chitwan and Kathmandu. According to travel trade people, many are beginning to extend their trips to include Bhutan.
"Turkey is an untapped market with enormous growth potential. Visitor numbers from Turkey are increasing year on year," added Pradhananga.
Banking on MICE Market
Huseyin Kurttr of Oliva MICE said Nepal’s desk at the GlobeMeets event served as a key hub for tour operators and travel agencies interested in Nepal as an emerging, unique destination. It provided a space for discussions, presentations, and networking, with its success reflected in the leads generated, partnerships formed, and positive feedback from participants, he added. “To better position Nepal as a B2B or MICE destination, officials of Nepali tourism authorities should attend such events to highlight the country’s potential in relatively untapped markets like Turkey,” he added.
Turkey recorded 10.96 million outbound visitors in 2023. The largest group, 4.38 million, travelled for entertainment and vacation, followed by 2.61 million who left Turkey for MICE activities. In the first quarter of 2024, a total of 2.44 million Turkish travellers left their homeland. Of them, 850,000 were on vacation and leisure trips, while an encouraging 570,000 undertook MICE trips.
According to the TurkStat Arriving Citizens Survey, Turkish outbound tourists spent a staggering $8.42 billion in 2023. They have spent $1.77 billion in the first quarter of 2024 alone. In terms of spending, Turkish MICE and luxury travellers spend significantly more than leisure tourists. MICE travellers' expenditures can be much higher due to the nature of their trips as they need to cover not only accommodation but also event venues, catering technical solutions and entertainment, among others.
Over time, Turkish tourists visiting Nepal have shown a keen interest in trekking, mountaineering, and various recreational activities. However, the MICE segment, which the majority of buyers were eyeing at GlobeMeets, could be a game changer for Nepali tourism.
According to Pradhananga, most of the Turkish tourists handled by his agency are currently staying in four-star and five-star hotels. He identifies them as mid-range visitors but expects the number of MICE and luxury travellers, spending a minimum of $150 per day, to increase following his recent trip to Istanbul. "I don't have data to back this, but MICE from Turkey has high potential as there is a direct flight between Istanbul and Kathmandu,” Pradhananga said, “The incentive segment can be promoted through integrated marketing."
Emphasis on Promotion
Huseyin is upbeat about Nepal’s tourism prospects. "I believe Nepal has numerous opportunities," he said, pointing to the on arrival visa at Tribhuvan International Airport in Kathmandu and at select land borders as an advantage. Stating that Nepal's rich cultural heritage, including UNESCO World Heritage Sites, offers unique experiences that appeal to luxury travellers, Huseyin added that the Himalayas provide exceptional adventure tourism, making Nepal an ideal destination for incentive trips.
Despite these strengths, Nepal must promote consistently to establish itself in the Turkish market, consistent promotion is key, said Huseyin. “Four and five-star hotels, along with destination management companies (DMCs), can benefit by promoting premium and luxury offerings in the Turkish market.
Targeted sessions, workshops, and pre-event marketing can enhance Nepal’s visibility, making GlobeMeets a catalyst for tapping into the lucrative MICE and luxury segments, especially from Turkey," added.
Given the global trends in MICE and luxury travel, and assuming effective marketing post-GlobeMeets, along with collaborations with airline companies, Nepal might see an increase in Turkish tourist numbers. “However, this increase could have been significantly greater if participation was not restricted to just one destination management company,” Huseyin remarked. “Like opportunities, there are challenges that Nepal must overcome. Nepal's hospitality infrastructure remains a primary concern.”
Huseyin, who was in Nepal in May, noted that it might not meet the expectations of all luxury travellers, particularly regarding high-end accommodations outside Kathmandu and Pokhara. "Limited direct flights from Turkey could also be a barrier, although this could be mitigated through strategic airline partnerships or promotions," he added.
Turkish Airlines currently operates four direct weekly flights between Kathmandu and Istanbul. Other low-cost airlines like Jazeera and Air Arabia can also cater to group tours and FIT travellers seeking economical options, said Pradhananga.
Arda Icil, sales manager for Turkey at Jazeera Airways, who was a part of the Nepal farm trip for Turkish travel industry people held earlier in May, said that ticket reservations and flight occupancy for Jazeera to Nepal had grown by more than 100% after attending the GlobeMeets event last year. He expects the demand for flights to Nepal will grow gradually, encouraging the airlines to increase the number of flights.
“There were more than 25 airlines, including us, and outbound agencies, promoting various destinations connecting to Turkey. Last year, the event helped us to make connections, which indeed has helped us to connect Turkish groups to Nepal, and I am optimistic that the number will increase,” he added.
(The news report was originally publihsed in the October, 2024 issue of the New Business Age Magazine.)
Correction: The Turkish outbound tourists spennt $1.77 billion in the first quarter of 2024.