Nepal Tourism

What Nepal Tourism does

Nepal Tourism Board (NTB) is the statutory national tourism organization of Nepal, established in 1998 by Act of Parliament as a public-private partnership between the Government of Nepal and the private sector tourism industry. Headquartered in Kathmandu with a regional office in Pokhara, NTB operates under an 11-member board composed of five government representatives, five private sector representatives, and the CEO. The organization is responsible for promoting Nepal as an international tourist destination, providing centralized tourism information services, and administering trekkers' permits through the Trekkers' Information Management System (TIMS Card). NTB serves inbound leisure and adventure tourists, the domestic tourism trade, and government policy stakeholders, and coordinates directly with PATA, the Hotel and Restaurant Association (HRA), Trekking Agencies Association of Nepal (TAAN), the Department of National Parks and Wildlife Conservation (DNPWC), the Department of Immigration, and Tourist Police.

NTB's product surface comprises several digital platforms: a Travel Information Portal available in nine languages, a Trade News Portal targeting the international travel trade, the Nepal Now Platform, and the Photo Nepal Platform. Its destination brand is positioned as "Nepal — Lifetime Experiences," and its industry recognition includes PATA Gold Awards in 2023 and 2024, Wanderlust and SKAL awards, and 60 years of continuous PATA membership.

The business model is funded primarily through the Tourist Service Fee collected at Tribhuvan International Airport, supplemented by government allocation. NTB operates at seven land border entry points in addition to the main international airport and conducts international promotional activities such as the Nepal Sales Mission targeting outbound tour operators in India.

Name

Nepal Tourism

Legal name

Nepal Tourism Board

Website

https://ntb.gov.np

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Nepal Tourism Board (NTB) is a statutory national tourism organization established by Nepal's Parliament in 1998, responsible for promoting Nepal as a tourist destination, administering trekkers' permits via TIMS, and providing multilingual tourism information services across 9 languages.

Ownership category

akta.pro rank

Product category

National Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

Tour/Activities/Attractions Reservation Systems (THALADAG), Tourism Trade & Services Exports Development (BPADAMAO), Technical Outdoor Guiding Services (Hiking, Trekking, Mountaineering) (THAAALAA)

Keywords

• National tourism promotion
• Destination marketing services
• Trekking permit management
• Travel information portal
• Protected area entry fees

Headquarters

HQ city

Kathmandu

HQ country

Nepal

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Tourist Service Fee: Fund for NTB is collected in the form of Tourist Service Fee from departing foreign passengers at the Tribhuvan International Airport, Kathmandu, making the organization financially independent from government budget allocations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Nepal Tourism Board develops and markets Nepal as a premier tourist destination through multilingual digital platforms, international travel fairs, and the 'Nepal – Lifetime Experiences' brand. Its core operational offerings include the mandatory Trekkers' Information Management System (TIMS) Card for trekker safety, managed entry permits and fees for Nepal's 20 protected areas, and tourist crisis and emergency coordination services. The Board also operates dedicated trade communications, photo-sharing, and traveler story platforms for industry stakeholders and consumers.

Product overview

Nepal Tourism Board operates as a unified national tourism promotion organization established in 1998 as a public-private partnership. The core offering consists of tourism destination promotion services, the TIMS Card system for trekker management, and a comprehensive travel information portal featuring destinations (Kathmandu Valley, Pokhara, Everest Region, Chitwan, Lumbini, Janakpur), activities (trekking, mountaineering, jungle safari, cultural tours, pilgrimage), and travel resources. Supporting platforms include the Trade News Portal for industry professionals, Nepal Now for travel stories, Photo Nepal for visual content, and crisis/emergency services. The 'Nepal – Lifetime Experiences' brand unifies the marketing message. Permit management for protected areas and restricted zones is integrated into the service portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Nepal – Lifetime Experiences: The tourism brand of Nepal, a destination offering unparalleled, authentic and transformational experiences.

Products and services

• Tourism Destination Promotion Service National tourism destination promotion service developing and marketing Nepal as a tourist destination through international campaigns, branding (Nepal – Lifetime Experiences), multilingual websites, social media, and travel fair participation. Targeted at international tourists and tourism industry stakeholders.
• Trekkers' Information Management System (TIMS) Card Mandatory trekking permit card for trekkers in Nepal designed to control illegal trekking operations and ensure safety and security. Available through NTB offices, Trekking Agencies' Association of Nepal (TAAN) offices, and registered trekking companies. Foreign nationals pay NRs 1,000 (group) or NRs 2,000 (FIT) per trekking route per person per entry; SAARC nationals pay NRs 300 or NRs 600 respectively.
• Travel Information Portal Comprehensive online travel information portal providing destination guides (Kathmandu, Pokhara, Everest, Chitwan, Lumbini, Janakpur), activity listings, festival calendars, permit and visa information, and travel advisories in nine languages. Targeted at international and domestic tourists planning trips to Nepal.
• Trade News Portal Official B2B trade website providing industry news, notices, press releases, statistics, downloadable resources, tender notices, and newsletters for tourism industry professionals including hotels, travel agencies, airlines, and tour operators.
• Nepal – Lifetime Experiences Brand Campaign Destination brand campaign positioning Nepal as a destination offering unparalleled, authentic and transformational experiences. Unifies the marketing message across NTB's international promotion activities.
• Nepal Now Platform Online platform enabling visitors to share their travel stories and experiences about visiting Nepal. Functions as user-generated content marketing for destination promotion.
• Photo Nepal Platform Online platform for photographers and visual artists to share their Nepal photography work, serving as a visual content library for destination promotion.
• Tourist Crisis and Emergency Coordination Service Crisis management and emergency coordination service providing tourist police contacts, safety advisories, and rescue coordination for tourists in Nepal. Coordinates with the Tourist Police unit (established 1979) and the Himalayan Rescue Association aid posts at Pheriche, Everest Base Camp, and Manang.
• Protected Area Entry Permit Management Entry permit and fee management service for Nepal's 20 protected areas including national parks (e.g., Bardiya NPR 50-1,000 per day, Khaptad NPR 100-1,000 per entry), wildlife reserves, conservation areas, and the Dhorpatan Hunting Reserve. Special provisions apply for restricted zone trekking permits.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered flagship and core.

• Government of NepalflagshipStrategic or Co-development Partner · 1 January 1998Established in 1998 by an Act of Parliament as a partnership between the Government of Nepal and private sector tourism industry. The Board is chaired by the Secretary at the Ministry of Culture, Tourism and Civil Aviation and consists of 11 Board Members with five Government representatives, five private sector representatives and the Chief Executive Officer.
• Private Sector Tourism IndustryflagshipStrategic or Co-development PartnerPartnership established by Act of Parliament in 1998. Five private sector representatives serve on the 11-member board alongside five Government representatives. The board provides platform for vision-drawn leadership integrating Government commitment with dynamism of private sector.
• Pacific Asia Travel Association (PATA)coreGTM or Marketing PartnerNTB has been a PATA member for 60 years, receiving multiple PATA Gold Awards and Special Awards for tourism promotion and sustainable tourism initiatives.
• Himalayan Rescue Association (HRA)coreStrategic or Co-development PartnerVoluntary non-profit organization formed in 1973 to reduce casualties in Nepal Himalayas. HRA operates aid posts at Pheriche (4,200m), Everest Base Camp (5,400m), and Manang. NTB recommends tourists contact HRA for altitude sickness and medical help in high-altitude areas.
• Tourist PolicecoreImplementation/ SI/ Consulting PartnerSpecialized unit of Nepal Police established in 1979 under Ministry of Culture, Tourism and Civil Aviation. Main responsibility is to look after welfare of tourists, assist with safety and security. Multiple locations: Bhrikutimandap, Thamel, Basantapur, Pashupati, Tribhuvan International Airport, Pokhara, Belhiya.
• Trekking Agencies' Association of Nepal (TAAN)coreChannel Partner/ Reseller/ DistributorTAAN is an authorized issuer of TIMS Cards alongside NTB offices and registered trekking companies. Issues TIMS cards for Free Individual Trekkers. Operates TIMS counter 7 days a week including Saturdays and Public Holidays.
• Department of National Parks and Wildlife Conservation (DNPWC)coreImplementation/ SI/ Consulting PartnerGovernment body managing Nepal's 20 Protected Areas including National Parks, Wildlife Reserves, Conservation Areas, and Hunting Reserve. Responsible for issuing hunting licenses for Dhorpatan Hunting Reserve and collecting park entry fees.
• Department of ImmigrationcoreImplementation/ SI/ Consulting PartnerGovernment body handling visa issuance, extensions, and immigration control. Issues trekking permits for restricted zones. Located at Kalikasthan, Kathmandu.

Scale indicators4 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Singapore Tourism Board (STB): Singapore's statutory board for tourism promotion with comparable government-backed structure, international marketing mandate, and award-winning campaigns. A direct functional peer in destination marketing at the national level.
• Tourism New Zealand: New Zealand's national tourism organization with '100% Pure' brand positioning, government funding, and international promotional mandate. Comparable in structure, scale (similar headcount range), and destination-marketing mission.
• Tourism Malaysia: Malaysia's national tourism organization with comparable Asian destination focus, multilingual outreach, and government-public partnership model. Functionally similar mandate and operating structure to NTB.
• Japan National Tourism Organization (JNTO): Japan's national tourism organization promoting Japan internationally with multilingual platforms and government backing. Comparable as an Asian NTO with similar destination diversification mandate.
• Bhutan Tourism Monitor / Department of Tourism: Bhutan's government tourism authority promoting Himalayan tourism with comparable product mix (trekking, culture, pilgrimage) and high-altitude destination profile. Closest geographic and product competitor to Nepal.
• Tourism Authority of Thailand (TAT): Thailand's national tourism organization promoting Thailand internationally with multilingual digital platforms, awards programs (similar PATA member), and government-private partnership model. Highly comparable as an Asian national tourism board with similar promotional scope.
• Incredible India (Ministry of Tourism, India): India's government tourism promotional body with comparable destination-marketing function and South Asian regional overlap. Highly relevant for source-market dynamics since India is Nepal's largest land-border source market.
• Sri Lanka Tourism Development Authority (SLTDA): Sri Lanka's government tourism authority promoting destination Nepal's closest South Asian competitor with similar scale, government-backed structure, and nature/adventure/cultural tourism mix.
• Visit Dubai (Department of Tourism and Commerce Marketing): Dubai's government tourism body with statutory authority and multilingual international marketing mandate. Comparable as an NTO with strong brand positioning and B2B trade portal functionality.

Broad incumbents

• Tourism Australia: Australia's national tourism body with larger budget and broader scope but functionally equivalent as a destination marketing organization. Useful benchmark for international tourism promotion and awards strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nepaltourismb
• YouTubeyoutube.com/channel/UC2SJQgLtP-whF6M4K_m7XAA
• Facebookfacebook.com/nepaltourismboard
• Instagraminstagram.com/nepaltourism
• LinkedInlinkedin.com/company/beautifulnepal

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nepal Tourism