Nepal’s Emerging Tourist Destinations: Ensuring Sustainability Beyond the Hype

- Sitaram Dahal

Nepal is richly endowed with diverse and captivating landscapes, alongside immense ethnic, cultural, and biological diversity. These features have made the country one of the world’s most appealing travel destinations, with several international travel magazines recently listing Nepal among the “top must-visit destinations.”

Nepal already boasts many well-established tourist hotspots. The so-called “Golden Triangle” of Kathmandu, Pokhara, and Chitwan is particularly renowned. However, new and emerging destinations are also gaining popularity—some even becoming overnight sensations, thanks to growing media coverage and social media influencers. While this article could easily focus on promoting such new or lesser-known destinations, its core message is more urgent: how can we safeguard these emerging destinations from premature failure? Without timely reflection and action, the current hype will be short-lived, and visitors’ expectations may ultimately go unmet.

Why Destinations Fail

To begin with, many destinations falter because they mistake all visitors for tourists. In reality, visitors are individuals who travel to a place but often do not stay, engage in any activities, or contribute meaningfully to the area or its people. In contrast,  tourists are those who remain at the destination for at least one day and participate in experiences that contribute to the well-being of the local community, economy, and environment.

When a new place gains attention and starts attracting larger crowds, local stakeholders often celebrate. Some emerging destinations even claim to have welcomed over 100,000 people during events like the New Year. But few pause to ask critical questions: Did these people stay overnight? Did they spend money locally? Did they engage in meaningful exchanges with the community? If they simply took photographs and left, are these the kind of visitors a sustainable destination should seek? A location cannot thrive on superficial engagement alone.

Some emerging destinations even claim to have welcomed over 100,000 people during events like the New Year. But few pause to ask critical questions: Did these people stay overnight? Did they spend money locally? etc. 

Another common pitfall occurs when destinations are viewed as the exclusive property of a particular community, group, or administrative unit, rather than as shared assets. While individuals or institutions may help develop a destination, its growing popularity makes it part of the broader commons—impacting multiple sectors and stakeholders. In Nepal, many destinations cross the boundaries of rural municipalities, districts, or even provinces. Unfortunately, the prevailing mindset still often treats them as local assets only, which hinders collaborative planning and long-term sustainability.

A common pitfall occurs when destinations are viewed as the exclusive property of a particular community, group, or administrative unit, rather than as shared assets

To preserve and grow these sites, it is essential to foster a shared sense of ownership, not only among local leaders but also among businesses, civil society, and government agencies.

Adapting to Changing Travel Trends

Destinations also fail when they cannot adapt to evolving travel trends. Today’s tourists seek experiential tourism—they are less interested in hearsay and more inclined to personally experience local cultures, cuisines, landscapes, and lifestyles. It is widely acknowledged that no marketing tool is more powerful than word-of-mouth. But for positive word-of-mouth to spread, the destination must offer authentic and memorable experiences.

Today’s tourists seek experiential tourism—they are less interested in hearsay and more inclined to personally experience local cultures, cuisines, landscapes, and lifestyles

In Nepal, many emerging destinations rely solely on breathtaking views. While such natural beauty provides strong potential, it is not sufficient. Without meaningful activities or cultural interactions, such destinations risk becoming short-lived attractions rather than sustainable tourism products. Destinations that fail to diversify their offerings ultimately fail to endure.

In Nepal, many emerging destinations rely solely on breathtaking views. While such natural beauty provides strong potential, it is not sufficient

Understanding the Destination Life Cycle

To better understand the dynamics of destination sustainability, we can refer to the widely accepted concept of the Tourism Area Life Cycle (TALC). Introduced in 1980, this framework outlines six stages of a destination’s evolution:

1. Exploration Phase – Tourism is minimal or non-existent; the area remains largely undiscovered.

2. Involvement Phase – Local communities begin to engage, and some tourism-related businesses emerge.

3. Development/Growth Phase – Infrastructure is developed, and tourism starts to expand significantly.

4. Consolidation Phase – Growth stabilizes, and the destination becomes widely recognized.

5. Stagnation Phase – Tourist numbers plateau; innovation slows.

6. Decline Phase – Tourist numbers decrease, and the destination loses appeal.

Many of Nepal’s new destinations are currently in the growth phase, with a rapid increase in visitors. However, these spikes in numbers are often misinterpreted as indicators of long-term success. In truth, unless a destination is planned and managed sustainably, it will struggle to offer repeat value, and ultimately risk entering stagnation or decline.

The Way Forward: Tourism as a Driver of Transformation

If a destination is to truly thrive, its people must recognize tourism not just as a business opportunity but as a transformative force for development. All stakeholders must take collective responsibility—not only in promoting the destination but in conserving and managing it.

If a destination is to truly thrive, its people must recognize tourism not just as a business opportunity but as a transformative force for development

Local communities, in particular, must establish clear regulations and codes of conduct to ensure the destination remains attractive to tourists, not just casual visitors. This includes prioritizing the visitor experience, environmental sustainability, and the economic well-being of local people.

In conclusion, emerging destinations in Nepal hold great promise—but that promise can only be fulfilled through shared stewardship, innovative thinking, and a commitment to sustainability.

— The author is a Senior Officer at the Nepal Tourism Board.