Tourism Industry to Deliver Unified Message on World Tourism Day Jointly with Interim Government

Nepal’s tourism industry is preparing to send a strong signal of resilience and recovery on September 27, World Tourism Day, as stakeholders work to restore shaken investor and traveller confidence in the wake of nationwide unrest.

The tourism industry through the newly formed interim government led by first ever lady Prime Minister Sushila Karki is planning to send a message that Nepal is safe for travel.

The Hotel Association Nepal (HAN), together with the Nepal Tourism Board (NTB) and other partners, has begun live telecasts of iconic tourist sites, starting with the Pashupatinath temple area to gain the confidence of tourists. The initiative is primarily targeting Indian travellers, assuring them that Nepal remains safe and welcoming. With China reopening Kailash Mansarovar pilgrimage for Indian tourists, HAN sees a crucial opportunity to strengthen religious tourism and attract new visitors.

“The tourism sector must show unity and positivity at this difficult time,” said Binayak Shah, President of HAN. “Despite the painful setbacks, Nepal remains open, safe, and ready to welcome the world.”

The campaign follows devastating losses suffered by the hospitality sector during the Gen Z-led demonstrations and riots of September 8–10. Nearly 25 hotels across Kathmandu, Pokhara, Chitwan, Bhairahawa, and Dang were vandalised or torched, with Hilton Kathmandu alone incurring damages of over Rs 8 billion. HAN’s preliminary estimates put the nationwide losses at more than Rs 25 billion, though the final figure is expected to be higher after a detailed assessment.

The unrest has disrupted the livelihoods of over 2,000 hotel staff just as Nepal enters its peak tourism window from September to November. Hotel occupancy rates have plunged, with businesses bracing for at least a 50% decline in bookings. The situation comes on top of earlier disruptions caused by the closure of Tribhuvan International Airport, further compounding the sector’s challenges.

Still, Shah believes there is room for recovery with the right coordination. “For now, we must ensure that tourists already in Nepal are given the best possible experience and can return home safely. This is crucial to protecting Nepal’s image. At the same time, we need to assure future travellers that Nepal is safe, stable, and ready to deliver the experiences they booked,” he said.

To rebuild confidence, HAN has urged the government to form a judicial committee to investigate the incidents, ensure accountability, and provide financial relief for hotel repairs and reconstruction. Meanwhile, NTB is stepping up as a crisis communicator. The board had arranged free shuttle services for stranded tourists, facilitated visa extensions at no extra cost for those affected by flight cancellations.

Industry leaders have stressed that restoring confidence is vital not only for tourism but also for Nepal’s broader economy. For that a unified message across all channels is crucial. Last year, Nepal welcomed 320,543 tourists during the September–November season alone, underscoring the importance of stability during this critical period.

With World Tourism Day fast approaching, stakeholders see the occasion as a pivotal moment to reaffirm Nepal’s resilience and send a clear message to the global community: Nepal is safe and ready to welcome travellers for a memorable experience.