Nepal has launched a tourism promotion campaign in partnership with social media platform TikTok, seeking to showcase its natural beauty, cultural heritage and travel experiences to a global audience through short-form videos and digital storytelling.
The initiative, launched on Friday, November 6, by the Nepal Tourism Board (NTB) in collaboration with TikTok and the government, aims to use the platform's international reach to attract potential visitors and strengthen the country's presence in the global tourism market. The campaign, titled #VisitNepal, is scheduled to run until the end of 2026.
The partnership comes as digital platforms increasingly influence how travellers discover destinations, research experiences and plan holidays. Through videos shared by travel creators and local communities, Nepal hopes to give international audiences a closer look at what the country has to offer.
Campaign to highlight Nepal's natural and cultural attractions
The campaign will focus on promoting Nepal's diverse tourism offerings, including its Himalayan landscapes, historical sites, religious and spiritual destinations, biodiversity and distinctive cultural traditions.
From mountain scenery and adventure activities to heritage sites, festivals and local lifestyles, the initiative is intended to present a broad picture of the country's attractions. It will also seek to draw attention to lesser-known destinations alongside established tourist locations.
Nepal's Minister for Information and Communications, Dr Bikram Timilsina, attended the launch as the chief guest. He said digital platforms had transformed the way people discover destinations and could play an important role in introducing Nepal's tourism potential to international audiences.
He described the collaboration as an opportunity to connect the country's tourism, culture, creativity and young people with the rest of the world. He also highlighted the potential for the initiative to support technology transfer and entrepreneurship.
International creators to showcase travel experiences
As part of the campaign, TikTok has brought nine international travel content creators to Nepal. The creators, representing Europe, the Middle East, Southeast Asia and South Asia, arrived on October 30 and are scheduled to remain in the country until November 7.
During their visit, they are exploring different destinations and producing videos documenting their experiences. The content is expected to introduce their followers to Nepal's landscapes, cultural attractions and tourism activities through first-hand accounts.
TikTok has also introduced a dedicated #VisitNepal hashtag page to bring campaign-related content together and encourage wider participation.
The Nepal Tourism Board will work with Nepali celebrities and local content creators through TikTok's Collab feature. Live broadcasts from popular tourist destinations are also part of the campaign, allowing users in other countries to experience some of the locations virtually.
Focus on local creators and tourism businesses
Beyond attracting international visitors, the initiative is also intended to create opportunities for local tourism operators, artists, entrepreneurs and content creators to reach wider audiences.
Sunil Sharma, acting director of the Nepal Tourism Board's Public Relations and Publicity Department, said the partnership would add a new dimension to the country's tourism promotion efforts. He emphasised the importance of presenting local communities and authentic experiences alongside Nepal's natural attractions.
TikTok's Emir Gelen, who oversees government relations and public policy for the Middle East, Eurasia and Africa, said the collaboration would help showcase Nepal's tourism potential while supporting local entrepreneurship, small businesses and Nepali art.
The latest campaign builds on earlier cooperation between TikTok and the Nepal Tourism Board. Their previous initiatives included digital storytelling workshops that provided training to more than 300 local tourism entrepreneurs and content creators.
Through the #VisitNepal campaign, Nepal hopes to turn online interest into actual travel by making its destinations more visible to potential visitors worldwide. The initiative also seeks to give local tourism businesses and creators a greater role in telling the country's story to international audiences.