Escolar Documentos
Profissional Documentos
Cultura Documentos
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Foreword
Origins of this project
First, as passionate travellers, we knew Nepal as an exotic destination, and dreamed to discover it someday.
Studying tourism in Madrid, at the ESCP Europe business School, we had to do an international consulting
project of three months maximum as a part of our courses. Also, months before we started studying, as most
people in April 2015, we saw the dramatic news concerning the earthquakes in Nepal. It didnt take long for
us to decide to develop our own ICP in Nepal, to help tourism to recover from its challenging situation.
ESCP Europe
Methodology Note
Specific Objectives (SO)
SO1 - Design and formulation of the ICP Project Framework: defining general-overall goal, specific
objectives, action plan and timetable
SO2 Data collecting in order to fill these items:
For Nepal:
PESTEL: General
Description
Recent Tourism Statistics
Tourism Cluster Analysis
Tourism Products
Current communication
strategies
Branding
Digital Marketing Analysis
Key Success Factor
SWOT Analysis
For France:
Demography, Economy,
Politics
Tourism Market Structure
Segmentation +
Customers behaviours
Trends
Nepals Vision / Notoriety
/ Awareness: for Western
EU Tourism Stakeholders
(Survey)
Digital Marketing Analysis
SWOT Analysis
For Spain:
Demography, Economy,
Politics
Tourism Market Structure
Segmentation +
Customers behaviours
Trends
Nepals Vision / Notoriety
/ Awareness: for Western
EU Tourism Stakeholders
(Survey)
Digital Marketing Analysis
SWOT Analysis
SO3 - Identification of the key criteria (with details of the specific indicators for each of these criteria) that
will define the brand Nepal: Products Segmentation, Targeting, Trends
SO4 - Conducting field survey / diagnosis on the ground in Nepal: Meeting NATTA, TAAN and Tourism
Board of Nepal representatives, as other concerned Stakeholders.*
SO5 - Design and implementation of a market study on Branding: ex. potential demand (potential
customers), main markets (segmentation), channels of communication.
SO6 Propose recommendations + integrate a short-term, middle-term and long-term action plan
SO7- Share the Results of our International Consulting Project with our collaborators
* With the support of our collaborators, went on the field to collect primary data concerning the Nepalese
tourism products, interviewing on-the-spot tourists and locals, experiencing the Nepalese destination to
understand and analyse in depth how they could contribute to a better branding of the country. We visited
the following regions: Langtang, Kathmandu Valley, Pokhara. Meeting our collaborators face to face
allowed us to have a fluid exchange of information from both parts.
ESCP Europe
Dear all,
Our journey in Nepal has been an exquisite experience, both in
and out of our consulting project. We hope this report will allow
its readers to understand better the way to raise awareness
Sagar Pant, Mr. Prabesh Aryal, Prof. Dr. Hari Sarmah, Mr.
Mahesh Phuyal, Mr. Krishna Man Shrestha, Mr. Rishi Prasad
and Mr. Mikel Leizeaga for their hospitability and priceless
contribution.
ESCP Europe
Executive Summary
Title of the Mission:
Nepal: Branding development proposal for European markets (France-Spain) *
* We decided to focus on the French and Spanish markets because they are among the main economies
and represent big populations of Western Europe. Also, we will be able to start the survey by collecting
data on the field in France and Spain before we go to Nepal. Furthermore, being French and living in Spain,
we have contacts and a good knowledge of these markets.
Location: Nepal
Total Duration: 6 months (January 2016 to June 2016)
Duration in Nepal: 3 months (April to June 2016)
Final outcome: Executive report including a Market Study concerning country Branding, the Nepalese,
French and Spanish Markets. It will also include recommendations to improve the Nepalese branding in
European Markets (France and Spain).
To the attention of: Nepalese tourism stakeholders
Field: Communication & Marketing
Contributors: NTB, TAAN, NATTA, HAN, Travel Agencies, Tourists, French and Spanish people, Guides,
Nepalese people, hotels, among others.
Contact us
Get more information from our Google Drive (public):
Google Drive: https://goo.gl/hrOxKO
If you have any inquiry concerning this report, feel free to contact us:
Email: icpnepal2016@gmail.com
ESCP Europe
Index
Introduction ........................................................... 1
1 - Nepal Tourism Analysis .................................... 4
1.1
1.1.1
1.1.2
1.1.3
1.1.4
1.1.5
1.1.6
1.2
1.2.1
1.2.2
1.2.3
PESTEL Analysis............................................................................................................. 4
Political ........................................................................................................................................................ 4
Economical .................................................................................................................................................. 5
Social............................................................................................................................................................ 7
Technological ............................................................................................................................................... 8
Environmental ............................................................................................................................................. 9
Legal .......................................................................................................................................................... 10
2.2
2.2.1
2.2.2
2.2.3
2.2.4
2.2.5
2.2.6
2.2.7
2.2.8
2.3
2.3.1
2.3.2
2.3.3
2.4
2.4.1
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3 - Recommendations ......................................... 80
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
3.12
3.13
3.14
Conclusion ........................................................... 96
4 - References ..................................................... 99
4.1
4.2
ESCP Europe
Introduction
During the last decade, tourism became one of the most important industries worldwide. According to
UNWTO, in 2014 tourism accounted for 9% of global GDP and 30% of services exports. Its worth mentioning
that least developed and developing countries relies enormously on tourism since it is a source of foreign
currency, consequently its driving the economy and the development of the country. South Asia has one
the highest growth when it comes to tourism, with 8.6% growth in 2014, against a 3.8% growth worldwide.
Nepal is one of those countries that inspire travellers since for some its still considered preserved and
authentic with magical landscape and an adventurous spirit led by the famous Mount Everest. However, one
event affected a lot people in the world and its the infamous April 2015 disastrous earthquake leaving
destructed houses and homeless people, and affecting immensely tourist arrivals and millions of Nepalese.
Among the main tourist prospects of Nepal, there is France and Spain. These countries were ranked 6th and
14th economies in the World in 2015 with respectively 2423 $Billion and 1200 $Billion GDPs (International
Monetary Fund). These two European countries could be considered as important secondary targets for the
Nepalese tourism industry.
The main challenge for Nepal is to attract more tourists from France and Spain while taking into
consideration how digital channels are shaping the future of tourism.
In this report, we will highlight how Nepal is currently branding its country world widely; moreover, we will
analyse the French and Spanish markets and how they perceive Nepal as a travel destination, and finally we
will come up with recommendations that will help tourism stakeholders to better promote Nepal.
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1.2
1.2.1
1.2.2
1.2.3
PESTEL Analysis............................................................................................................. 4
Political ........................................................................................................................................................ 4
Economical .................................................................................................................................................. 5
Social............................................................................................................................................................ 7
Technological ............................................................................................................................................... 8
Environmental ............................................................................................................................................. 9
Legal .......................................................................................................................................................... 10
ESCP Europe
1.1.1 Political
As mentioned by the World Bank, Nepal effectively stepped out of its
conflictual status since the termination of its civil war in 2006. Enrolling a new
constitution, took longer than expected. The political transition officially took
place in November 2013, when the elections re-allocated the countrys
control peacefully, marking an important phase regarding the establishment
of a democratic state.
Political instability has prevailed since the end of civil war in 2006 and the first
national elections in 2008 that followed the end of the monarchy. The
situation is tense between the main political parties and successive ruling
coalitions were unable to draft a constitution. After the dissolution of the
government in May 2012, the interim government was formed in March
2013. The elections of November 2013 have allowed the return of relative
political stability. The Assembly elected in November 2013 was in charge of
drafting the new Constitution. The commission in charge of writing was
delayed. However, earthquakes occurred in spring 2015 and the discontent
Figure 1: Delcrede Ducroires
of the population have led various political leaders to make an effort unity. The Constituent Assembly
adopted a draft constitution on September 16 with 507 votes "for" a total of 601 elected representatives.
The President ratified the text September 20 with immediate application. However, the negotiations on the
Constitution were made in a climate of violence and several minorities denounce today, cutting some
provinces and manifested in the country's south. A special federal commission might have to revise those
boundaries. In late October 2015, the Parliament elected Bidhya Bhandan (Communist Party) as President
of the country and Khadga Prasad Oli (Communist Party) was appointed Prime Minister. Nevertheless, the
new leadership will have to govern by forming alliances with numerous parties in Parliament.
The political balance in the country remains fragile and the risk of a new period of political instability and
violence cannot be excluded, social and ethnic tensions still vivid. (COFACE, January 2016)
Nevertheless, Nepal remains being a country with political risks among the foreign investors. Even though a
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1.1.2 Economical
Current Situation:
Nepal is the 150th largest export economy in the world and the 99th most complex economy according to
the Economic Complexity Index (ECI). In 2014, Nepal exported $1.06B and imported $7.75B, resulting in a
negative trade balance of $6.69B. In 2014 the GDP of Nepal was $19.8B and its GDP per capita was $2.37k.
G D P G R O W T H : N E PA L
6
5,1
4,6
5
4
3,8
3,8
3
3
2
1
0
2011
2012
2013
2014
2015
(% per year)
Figure 2: Asian Development Bank (ADB), 2016
800
600
390,3
786,2
613,6
506,7
400
200
62,7
72,1
77,4
FY 2010/11
FY 2011/12
FY 2012/2013
89,6
85,2
FY 2013/2014
FY 2014/2015
0
-200
-400
-327,5
-434,6
-600
-536,2
-800
Import (in billion of NRs.)
-626,5
-701
In 2015, devastating earthquakes occurred between April 15 and May 12, affecting the economy. Growth
has stalled during the 2014-2015 fiscal year. In 2015-2016, activities should increase but will remain
constrained, as shown in the statistics above. The Nepalese GDP growth rate of 2015 of 3% is lower than the
four previous years. The Nepalese economy is undiversified and remains heavily dependent on agriculture,
which employs 70% of the population and accounts for a third of GDP. However, agricultural production is
expected to remain limited, the crops were affected by earthquakes and monsoon being delayed. Thus,
crops of maize and paddy rice should be affected. In addition, the industrial sector, which represents about
14% of GDP should remain penalized by the destruction of means of production and infrastructure damage.
In addition, the country suffers shortages: fuel supplies and materials, from India, was suspended because
of protests by ethnic groups in the south. If this situation persists, the economic recovery could be
threatened. However, the tourism sector is expected to recover gradually but remain impacted by the
damage caused by the earthquake. The construction sector should also benefit from projects related to
reconstruction. Nevertheless, budget execution in Nepal is difficult. In addition, poor infrastructure, already
deficient before the disaster, hampering efforts of reconstruction and economic recovery. Investment
projects already underway, particularly related to the operation of the hydroelectric potential of the country,
were rejected. Finally, private consumption, the main driver of activity should continue to benefit from
significant expatriate remittances (30% of GDP in 2014). As regards prices, inflation is expected to grow,
increasing transport costs and poor harvests fueling inflationary pressures.
External Geographic isolation:
Nepals hostile geographical situation slowed its access to global markets down and produced elevated
reliance on neighbor countries. The Human Development Report published in 2002, highlighted the fact that
9 out of the 11 countries with the lowest Human Development Index (HDI) are landlocked. Landlocked
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1.1.3 Social
On the 1st of January 2016, the total population of Nepal was valued to be 28 679 524 people (Country
meters, 2016). This is an increase of 1.18 % (335 312 people) compared to the previous year. In 2015 the
natural increase of Nepal was positive, as the amount of births was higher than the amount of deaths by 411
558.
Around 26,494,504 people live in rural mountain areas of Nepal with delicate physiography and small
economic output; creating tough poverty-environment-health conditions and liability.
Nepal demographic density is estimated around 194.9 people per square kilometer as of June 2016.
In terms of age, the population under 15 years old represents 34.6% of the total population, versus 61.1%
for the population between 16 and 64 years old and 4.4% for the population over 65 years old.
Around 12 179 075 persons or 64.9% of adult population (aged 15 years and above) in Nepal are estimated
to be able to read and write. Correspondingly, about 6 585 651 adults are considered illiterate.
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1.1.4 Technological
One of the most challenging themes of Nepals development concerns access to electricity and drinkable
water. The inhomogeneous repartition of electric power among the country, including many shortages and
irregular voltage make the use of technology complicated, especially out of big cities like Kathmandu.
The Foreign Investment and Technology Transfer ACT (FITTA) implemented in 1992 helped Nepal to get
Technological knowledge. It helped the country to be more competitive in many industries such as the
cottage industry for example. Also, the Science and technology Policy of 2005 aiming to raise living standards
thanks to R&D and technological use can be considered a success.
Radio, Newspapers, Television, Telecommunication (used by more than 80% of the population), Internet use
(Nearly 30% of the population) e-commerce, e-education, e-banking
Nepal has 3G coverage in most parts of the country (Nepal Telecom, Ncell), which is a good indicator of
the modernity renewal of the country in terms of technology use. It is widely used by young generations and
allows full-time connectivity among its users.
Still, compared to Northern countries, internet use remains low and it can be widely improved when it comes
to online marketing (which is the most used media up to date to promote any brand Cf.: digital marketing
content in this report.
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Remarkable geographic diversity that sorts from tropical plains in the countrys south to the very rough and
permanently snowy and iced covered Himalayan Mountains in the countrys north. As the Figure 6 shows,
the country can be divided into five main physiographic areas. From north to south, the High Himal, High
Mountains, Middle Mountains, Siwalik Hills and Tarai Plains. Around 118 ecosystems can be identified in
Nepal: 112 woodland ecosystems, four agriculture ecosystems, one aquatic body ecosystem and one
snowy/rocky ecosystem with its peaks.
The Nepal Fifth National Report to Convention on Biological Diversity published by the Nepalese Ministry
of Forests and Soil Conservation in 2014 reports the countrys current situation very well. It explains that,
for example, fauna and flora diversity, particularly the one called beta diversity, is very important in Nepal.
The country only represents around 0.1% of the globes area, but it is home to 3.2 percent and 1.1 percent
of both the worlds registered flora and fauna. The proportion of Birds, mammals, and butterflies present in
Nepal are especially significant. Nepal counts around 284 species of flowering vegetal, 160 animal kinds and
birds species. 14 species of herpetofauna (reptiles and amphibians) are considered endemic to Nepal. Also,
Nepals biodiversity is threatened since nine species of plants, 55 mammals, 149 birds, 64 herpetofauna, and
21 fishes are part of the IUCN Red List.
Forests, and bush lands, used to cover up to 39.6% of the Nepals land in 1994. In the last few decades, they
have suffered from intensive deforestation and pollution-related degradations.
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1.1.6 Legal
Nepalese Government Structure: President, Prime Minister, 26 Ministries, 11 departments, Nongovernmental Organizations
The 601-member of the Assembly are the most representative legislative body Nepal has ever had thanks
to wider representation from several ethnic groups, geographic areas, social classes, and women.
The current Constitution is The Interim Constitution of Nepal, which was officially set up on January 15,
2007.
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Election Commission
2.
3.
4.
5.
6.
60
50
48
40
30
25
20
10
10
3,5 2,5
% of Firms
China
136.8
India
34.5
9.5
20
Thailand
7.2
32
Vietnam
4.6
World Average
4.5
68
Sri Lanka
0.9
73
Bangladesh
0.8
93
Cambodia
0.4
98
Laos
0.3
130
Nepal
0.2
141
Myanmar
0.1
2014
(US$bn)
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The document explains how, based on the PORTER five forces, a destination can be attractive to investors
for tourism development.
The Figure 9 shows how the analysis of potential investors, conditions for attracting investors, customers of
tourist services and competition from other host countries converge to define domestic market and
competition.
The World Bank group also provides recent data showing the attractiveness of a market to investors. In
Doing Business 2016, Measuring Regulatory Quality and Efficiency Economy Profile 2016 Nepal, The World
Bank proposes a detailed analysis of the Nepals performance on these specific and important items.
It analyses how easy it is to start a business, deal with construction permits, get electricity, register property,
get credit, protect minority investors, pay taxes, trade across borders, enforce contracts, resolve insolvency
and how the market is regulated among other items.
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Dealing with
construction permits
Enforcing Contracts
(152)
Getting electricity
(131)
Registering property
(72)
Nevertheless, as the Kathmandu post described in an article published in May 2016, globally reputed
hospitality brands like the Marriott, Aloft, Sheraton, Taj and others have signed management contracts with
Nepali entrepreneurs to establish their presence here. It is a positive development perspective for
Nepalese tourism that could attract more tourists that are familiar with these brands.
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As the figures 11 support, the tourist arrivals in Nepal have been significantly increasing between 2009 and
2014, reaching nearly 800 000 tourists in 2014. Arrivals are barely 3 times more important by air than by
land (mainly Indian and Chinese arrivals).
The tourist arrivals by month between 2010 and 2014 show a very solid seasonality with two considerable
peak seasons in March and in October. Nevertheless, the graph presented above shows that the peaks were
less sharp during 2014 than during the previous years, with higher amounts of tourists in January, April and
May than the previous years.
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Sex:
2013
2014
% Change
Male
449058
445627
-0.77
Female
384558
344491
-11.63
The tourist arrival by age in Nepal reveals that currently, the most important segments are chronologically
the 31-45 years old, followed by the 16-30 years old and the 61+ years old. Concerning the 0-15 years old,
they are a good indicator of the tourists travelling in family groups. On a general basis, the tourists of Nepal
reflect a huge diversity of travelers profiles (Cf.: 2- The French and Spanish markets).
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India
China
UK
USA
Japan
2,00%
1,50%
1,00%
0,50%
0,00%
Germany
France
Spain
Italy
Emerging Markets: Malaysia (Nd) Thailand (Nd) & Singapore (Nd), Eastern Europe (Nd), Middle East(Nd).
*: The percentage attributed to every country of the list above represents the tourist arrival per Nationality,
in 2014, in percentage of the total arrivals. This data was extracted from the Ministry of Culture, Tourism &
Civil Aviation of Nepal Nepal Tourism Statistics 2014. It is important to acknowledge that these percentages
fluctuate considerably from a year to another.
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Purpose of Visit
In 2014, Holiday pleasure is by
far the main reason why tourists
come to Nepal as 50% of arrivals
are liked to this purpose. The
second purpose tourist arrivals is
pilgrimage (13% of arrivals),
then
comes
Trekking
&
Mountaineering with 12% of
arrivals.
9%
2%
7%
4%
50%
13%
3%
12%
Holiday pleasure
Business
Piligrimage
Official
Conv./Conf.
Others
Not specified
2013
2014
% Change
429216
471769
9.02
42.8
48
10.83
Revenues from tourism are increasing more than proportionally to the increase of tourists. As a matter of
fact, the average income per visitor increased of 10.83% between 2013 and 2014. The total earnings of Nepal
thanks to tourism were 471.77 million USD in 2014, with on average, 48 dollars spent per visitor every day
in Nepal.
As a consequence, foreign exchange earnings from tourism have been increasing during the previous years.
The chart above shows that between the 2012/13 and 2013/14 fiscal years the earnings from tourism
increased the most compared to the 12 last fiscal years.
Length of stay of tourists in Nepal
According to the NTB, the average length of stay of tourists is 12 days. Of course, as it is an average amount
of days, some tourists stay for months, others for a few days.
Average earnings per tourist in total in 2014= 12x48= 576 USD
These statistics dont take into account the effects and consequences of the Earthquakes that occurred in
2015 in Nepal (the annual report 2015 taking these events into consideration will be published in June-May
2016 according to the NTB).
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The total estimation of damage/ losses due to the earthquakes in the tourism sector in 2015, accumulating
private and public assets is around 81 737 million NPR, which is equivalent to 761.83 million USD (currency
rate 1 USD=107.291 NPR, average 2015s exchange rate).
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Total
16075
3773
5250
7052
22635
19554
2064
498
511
8
77420
The summary estimation of recovery needs for damage/ losses due to the earthquakes in culture and tourism
sector for both financial years 2015-16 and 2016-17 is around 77 420 million NPR which is equivalent to
721.59 million USD (currency rate 1 USD=107.291 NPR, average 2015s exchange rate). In 2016, according
to National Geographic, the earthquake wrought about $10 billion (half of Nepals GDP) in damages.
A heavy challenge for the Nepalese Tourism Industry
The dramatic earthquakes that occurred on the 25 th of April 2015 with its epicenter near Gorkha in Nepal
affected 16 districts in the country, with more or less gravity according to Mr. Sunil Sharma, Officiating
Director of PR and Publicity at the NTB. The Kathmandu valley and the Langtang region are among the most
affected areas. Fortunately, Pokhara and the Annapurna region havent been as affected. Among the
demolished sites, a few UNESCO world heritage sites have been severely damaged. The Langtang village
literally vanished, and many trekking trails have also been affected.
The whole country has been in a hurry to rebuild the main roads and access to remote villages to provide
help and support. Unfortunately, many Nepalese lost their homes during this event and had to be momently
relocated (mainly in Kathmandu). Indian Gas Blockade which began on the 23rd of September 2015
worsened Nepals situation and severally disturbed its recovery.
The CBI (Dutch Centre for the Promotion of Imports from developing countries) decided to help Nepal
(collaborating with the NTB and external consultants), launching a transitory international communication
campaign for Nepal: Nepal Now. The campaign aimed to show to the world that Nepal was still a great
tourism destination since only 16 districts have been affected. Great marketing was applied to the brand
campaign, as mentioned further in the report (financially supported by the CBI).
Facing the emergency, 4 months only after the events, The National Tourism Recovery Committee (NTRC),
launched the campaign Back on Top of the World that can be called a survival or Revival campaign
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Nepal Now and Nepal: Back on top of the world campaigns logos
Up-to-date, 100% of the trekking tracks have been rebuilt and are opened even of the tourism capacity
remains less important than before according to Ganga Sagar Pant, CEO of the TAAN.
Concerned Stakeholders
Regulatory Functions
Government Agencies
Operational Functions
Development Functions
Promotional Functions
NTB
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Also, a cluster map (Figure 26) would add value to the structure and roles of the Nepalese Tourism Industry
analysis by bringing another look on the tourism stakeholders interactions. Cluster mapping produces a
dataset on the existence of clusters across specific geographic zones, founded on a consistent set of
benchmark cluster characteristics that group industries like tourism into cluster categories:
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Labor
Tourism Related Enterprises (Registered
2013
in Tourism Industry Division):
2014
% Change
Tourist Guide
3102
3355
7.54
Trekking Guide
9076
10213
11.13
22
As the figure 29 illustrates, as the quantity of travel agents increased, the number of tourists per travel agent
dropped. This phenomenon implies that while the market size increased, the number of agents has been
increasing at a faster rate. The agents reacted by competing on prices with each other. This race on low
prices game is damaging the industry since it affects quality negatively.
Hotels
Increase of the number of hotels and available hotel beds represent an important indicator of development
in the hotel industry of Nepal.
Category
Number of hotels
2010
2011
2012
Number of rooms
2010
2011
2012
Number of beds
2010
2011
2012
Five star
1539
1539
1539
2897
2897
2897
Four star
190
190
190
362
362
362
Three star
13
15
15
501
596
596
957
1107
1107
Two star
28
29
29
1183
1213
1213
2348
2396
2396
One star
Tourist
standard
Total
26
26
26
564
564
564
1374
1374
1374
387
423
442
5903
6650
6985
11525
12804
13362
464
503
522
9880
10752
11087
19463
20940
21498
Occupancy Rate
Available Rooms*
Occupied Rooms*
5 stars
61%
523 000
319 284
4 stars
71.54%
112 950
319 284
3 stars
55.70%
372 177
207 296
2 stars
78.22%
212 928
166 552
1 star
42.02%
360 093
151 303
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2013
Indian Airlines
Jet Airways
Qatar Airlines
Spice Jet
Thai Airlines
2014
Jet Airways
Qatar Air
Air Arabia
Indian Airlines
Fly Dubai
24
Description
Nature
Culture
Adventure
Others
Figure 34: Tourism Policies and Priorities - Research, Planning and Monitoring - NTB
This map (Figure 34) highlights the geographic areas that attract most of the countrys tourism. These regions
are concentrations of the Nepalese tourism for many reasons: they are promoted, they have an easy access
compared to the rest of the country, and they have been historically and slowly enlarged. Even if these
central regions still have to improve their tourism offer in many ways, this map allows us to come with the
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Performance Analysis
Inability to capture high-value demand:
As a consequence of the previous positioning of tourism products of Nepal, the great majority of tourists
remain as low-value backpackers and pilgrims. Illustrating this fact, 89% of the visitors said that visiting
temples was the most important activity for them when only 3% sees mountain flight as the most
important activity (Nepal Tourism Board Visitor Survey).
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Malaysia
Thailand
Laos
Cambodia
Zimbabwe
Peru
Vietnam
Nepal
Sri Lanka
Sri Lanka
Nepal
Vietnam
Peru
Cambodia
Zimbabwe
Laos
Thailand
Malaysia
0
0,8
100
200
300
400
500
600
As you can see in the chart (Figure 35 and 36) from the UNWTO above, visitors per capita and receipts per
capita of Nepal (2009) are very low compared to other destinations like Thailand of Malaysia. This level is
among the lowest in comparison with its peers; moreover, it shows that very few tourists visit Nepal
compared to its population. In terms of receipts, we notice that when tourists visit Nepal, they dont spend
as much in the neighboring countries.
Satisfaction and Loyalty of Nepals Visitors
Tourist Satisfaction and Destination Loyalty are two of the most important variables to watch for a tourism
destination. They generate favorable image, effective marketing made by the visitors themselves
(recommendations), and willingness to return (loyalty).
In Nepal, around 96% of the visitors responded that they are satisfied with their travel experience in Nepal
which is an astonishing (NTB visitors survey). This result explains why word of mouth is so important for
Nepals tourism. Also, many visitors demonstrate that once is not enough by travelling back to Nepal
several times during their life. Loyalty rates were estimated around 13% in 2013, which is quiet high.
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The fact that 9% of the global GDP was directly and indirectly
generated by tourism activities in 2015 shows how intense the global
competition is on the tourism scene. Leaders such as France and the
USA have been keeping their leadership for years, but we cannot talk
about a monopoly in the industry, as every country opened to tourism
compete with them, more or less directly. There is a very wide offer
when it comes to existing tourism trends, products and activities, and
every year, innovations and efforts are made by tourism destinations
Figure 39: Simon Antholt 2002
(countries, regions, cities) to attract tourists on their domestic
market. In the Asia Pacific area, as we have seen, Nepal has undeniable assets, but also weaknesses and
limits (for example, it is a landlocked country when important competitors like Thailand of India are not).
The Porter competitive five forces model adapted to the tourism industry. In the case of Nepal, as we have
seen, the most intense competition contributing to rivalry in the Nepalese tourism cluster comes from the
bargaining power of buyers and intermediaries with an amount of travel agents that increases faster that
the demand, creating a tough war on prices, and empower to the visitors in their decision making.
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29
Amitabh Kant, leading the Incredible India successful campaign said: As positioning and branding idea of
Nepal is not effective, it is selling its products very cheaply. In his opinion, there a very few destinations
endowed with such natural gifts, however, its like a sleeping elephant for Nepal. And it signifies the gap
between the performance and potential.
As we saw, Nepal is very rich in culture and natural wonders, and it proportionally has such a small share of
the tourism cake within Asia. We observed that despite huge potential, Nepal failed in building a strong
global brand up-to-date. Nevertheless, we saw that the recent post-earthquakes communication campaigns
have been successful and that tourists arrivals should come back to normal in the following year.
Evolution of Nepals branding:
The Current International country brand, Naturally Nepal and its pitch Once is not enough had first been
launched in 2006. The NTB is making efforts for displaying the brand the best way possible, and knows
perfectly which are the current trends to follow in general; especially when it comes to digital marketing
campaigns. The new website Naturally Nepal is now online and, as Sunil Sharma, Officiating director of PR
and publicity at the NTB, mentioned, the campaign will be highly focused on digital medias which are slowly
replacing traditional medias, providing international visibility, allowing very precise targeting, and being
more efficient if well used.
Campaign Objectives (NTB):
The NTB is the organization responsible for tourism country branding. Up to day, the NTB lacks of labor force
that would be a hundred percent focused on spreading the campaign and raising brand awareness online.
Mr. Sunil Sharma assumes that around ten people would be required, and that the right human resources
recruiting operation will be applied very soon.
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Imagery
Destination audit
Segmentation analysis
SWOT analysis
Stakeholder engagement
Consumer perception research
Competitor analysis
Brand-building models
Integrating the brand into marketing activities
Global versus local marketing campaigns
Global brand versus target segments
Behaviour
Design Style
Brand
Brochures,
prints, etc.
Marketing
campaingns
Website
Internal mobility
Skilled personnel
Geography
Heritage attractions
Artificial attractions
Information available
Services and supplies
Telecommunications
Answer to logistic and biological needs
Easily measurable
Defines the feasibility of the product
Internal mobility
Skilled personnel
Geography
Heritage attractions
Artificial attractions
Information available
Services and supplies
Telecommunications
Security
External image
Material, tangible, physical aspects
Logistics
Communications
Climate
Physical security measures
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Heritage interpretation
Heritage revitalization
Influence of the carrying capacity in the
quality of the experience
Story telling
Heritage animation
Permanently looking at the carrying capacity
of the heritage resources
Figure 42: Country Brand Ranking 2014 2015, Tourism Edition, Bloom Consulting
Strategy
Strategically, the use of tourism for economic growth and favorable balance of payments is key in Nepal, but
tourism is also as an important instrument to fight against of poverty by increasing employment
opportunities directly and indirectly in urban as well as rural areas, particularly in the hills and mountain
areas along trekking trails and tourism sites.
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Developing live hoods, tourism infrastructure, to improve air and land transports security
Enhance and promote the image of Nepal worldwide
Increase Tourism Activities and products, extend tourism to unexploited areas
Create employment in rural Areas
Sharing the benefits of tourism in the grassroots level
To attract FDIs
As mentioned by the Nepals Tourism Strategic Plan 2002-2009, the Nepalese tourism strategys main
objectives, on a middle-term basis, are to diversify the tourism products, and to get more revenues from
tourism products (positioning).
Multi-destinations, transnational products and tourism routes
Many travelers are going from a country to another during their journey in Asia. In the case of Nepal, direct
connections can be made with Bhutan, Tibet (China), Northern India. It is strategic for Nepal tourism
stakeholders to collaborate with these countries and facilitate travelling in this area.
Strategically, Nepal plays on elements of differentiation such as genuineness of its assets, on its unique
cultural heritage and on its unspoiled nature and landscapes.
Main Existing Channels of Communication
Traditional Medias
- Television
- Newspapers
- Magazines
- Travel Guide Books
- Radio
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Live Communication
- Word of mouth (insist on its importance for Nepal)
- Direct communication (on the street)
- Participation to Tourism Fairs
- Phoning
Digital Communication
- Social Medias (Facebook, Instagram, Twitter, Pinterest, LinkedIn)
- Bloggers
- Online newspapers
- E-mailing
Third Parties
- Tour Operators
- Associations, Organizations and Federations
- Foreign Travel agency (partnership)
Based on surveys conducted by the Nepal Tourism Board, among the visitors to Nepal, 47% cited that friends
and family were their most important sources of information on Nepal. The more massive media or proactive
channels including advertising, TV, tour operators were only considered by 2%, 6% and 17% of the tourists
respectively as their key sources of information on Nepal tourism.
Nepal current Digital Marketing Strategy by the NTB:
As stated, the earthquake had an enormous impact on the Nepali tourism sector. In order to overcome the
drop in tourists arrivals due to an occidental media coverage stating that the country is destroyed and
unsafe. The Nepal Tourism Board (NTB) and the Centre for the Promotion of Imports from Developing
Countries (CBI) conjointly worked together towards the survival of Nepals devastated tourism.
The agreement establishes a two partys cooperation in order to promote and market the Nepal tourism
sector in the European market. The promotion strategy included the development of a new website
(www.nepalnow.org). This website highlights general information about Nepal; it also features foreign
tourists storytelling. Moreover, the promotion strategy is also focused on social media in order to convey
the message out in the European market. According to Mr. Sunil Sharma, NTB Officiating Director - Public
Relations and Publicity, this survival campaign will end in May, leaving its place to a revival campaign under
the flag name of Nepal Back on the top of World.
Those new digital strategies go along with a well-established brand which is Naturally Nepal. Nepal
repositioned its branding in 2006 with the slogan Once is not enough with the aim of promoting the true
feeling of hospitality, festivals, adventure and meditation.
According to Nepal Tourism Statistics 2014, Tourist arrivals increased by 37.2% in 2007, but in 2013 we
notice a slight decrease in tourist arrivals by -0.7% followed by another decrease of -0.9% in 2014 (Sapkota,
2015). We can deduce that the launch of the branding campaign in 2006 had a huge impact which was
translated by an increase in tourist arrivals; however, the drop in arrivals in 2013 may be interpreted by the
fact that the branding campaign of Naturally Nepal is in its maturity phase, and it will need a new wind of
change.
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Indexation
Meta Robots
is missing.
Sitemap is
missing.
Duplicate
content
Canonical URL
is missing.
Multimedia
Networking
39/59 images
don't have an
atlternative
text.
Figure 45
In terms of website performance optimization, WPO refers to the speed in which web pages are downloaded
and displayed on the users browser. www.welcomenepal.com is performing well; however, some areas
still can be improve.
Download Optimization
Server execution time exceeds 0.5 s.
Loading Optimization
There are too many integrated scripts in the
page.
There are inline CSS in the page
Figure 46
Concerning the web design, which is defined as the different skills and discipline in the production and
maintenance of websites, www.welcomenepal.com is performing well; the Figure 47 shows the design
overview of important criteria.
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Concerning the websites content, it is defined as the textual, graphic or audio content that is encountered
as part of the users experience on websites. The image below shows the content overviews and metrics.
These contents indicators show the most used keywords, as well as the text/code ratio, which is highly
considered by Google Ranking Algorithm, by the quantity of keywords, and finally by the keywords
repetition.
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We can notice from the Figure 50 that the majority of the posts are made on Monday, Tuesday, Thursday,
and Sunday. Moreover, during the month of May, 46 posts over 86 were pictures, 36 were links, 2 were
status and 2 were videos.
The graphics above summarize the engagement of followers per daytime according to GMT+1 time zone
which corresponds to Madrid, Paris and major European cities time zone. We notice that the posts are made
during the afternoon according to GMT+1. The color of the bubble indicates how well fans reacted. The
greener the more likes, comments and shares.
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2500
2000
1500
1058
1233
1471
1700
1922
2143
2356
1000
500
0
2012
2013
2014*
2015*
2016*
2017*
2018*
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These numbers show that even in markets with traditional offline buying behaviors; online shopping
channels often influence travelers purchasing decisions. The rise of social networking and smartphones
happened when many destinations were still developing their online presence. Consequently, demographic
features of emerging markets caused the adoption of social networks and mobile devices to exceed that of
mature markets. For instance, the online travel population of countries such as Russian, China and Brazil
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The first one is In-House social media team. Back in 2013, Australias SM team consisted in only three
members, according to Nick Baker, EGM of consumer marketing for Tourism Australia. In 2013, the aim of
the Australian government was to reach 4 million Facebook fans by involving the 23 million Australians and
the 6.1 million tourists who visited the country during the previous year. Their objective was to become
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part of the worlds largest social media team and ambassadors. To do so, the social media team gathered
thousands of images of Australia which had been shared with them by Australians and tourists who visited
the country. Thus, Tourism Australia was able to convert these images into content (Jafri, 2013).
As we stated above, Tourism Australia bet on the content generated by tourist, so the fans are more than
welcome to add their pictures in a Photoboard app. All these photos are then subjected to a vote from the
social media team and published on Facebook and Instagram every Friday (Jafri, 2013).
Followers become brand ambassadors. A single picture can get thousands of likes, shares and comments,
and it gives the snappers a chance to show their hard work and fans to share their vacation pictures. Hence,
everyone become an expert about the destination and happy at the same time (Jafri, 2013).
Tourism Australia strongly believes that travel decisions are largely made via word of mouth and sees all its
fans, residents and visitors as brand promoters. Generally, travelers book their trips once or twice a year
and put a lot of effort into it, so consistency and social sharing matters in brand recall (Jafri, 2013).
The customer is the Hero of the tail. Giving the power of storytelling to its followers is what made Tourism
Australia successful. 95% of the content published is generated by fans (Jafri, 2013).
Fans own their content. In 2011, Facebook revealed its new Timeline. Tourism Australia didnt miss the
chance to invite all their fans to share their images from way-back (Jafri, 2013).
The concept of NewsJacking is growing within the online marketing community. The concept is defined
by injecting an idea into breaking news in order to generate media coverage and make a buzz around it.
Tourism Australia takes advantages of specific stories to gain attraction on its social media websites. One
of the best examples was the end of the world predicted by the Mayans in 2012. Tourism Australia turned
the story into a funny joke by publishing a post where they stated: Dont worry about the world coming to
an end today. Its already tomorrow in Australia (Jafri, 2013).
Stories need to develop on their own. Social sharing is part of Tourism Australias main digital marketing
strategy. When a fan shares an image, he also reaches out his network of friends which is a kind of Word of
Mouth. Giving a tool that allow tourist to share their experience is essential in order to have a successful
digital marketing strategy (Jafri, 2013).
Finally, to have a successful formula of fans posting images, DMOs need to keep in mind that every Social
Platform has its own rules; thus, making a generality is a big mistake (Jafri, 2013).
To sum up, Tourism Australia relied on specific objectives in the implementation of their digital strategy. These
objectives are to move away from own generated types of content and instead hold on the participatory nature of
social media. Not to only focus on marketing future prospects that havent visited the country yet, and instead focus
on tourists and Australian citizens who already travelled there in order to become their brand ambassadors. The
main goal at the end was to build up a natural level of pride and belonging.
The nature of social medias imposes the importance of testing continuously to find the best strategy and practices
that are best for developing your destination. Making mistakes shouldnt be an end, but it gives the possibility to
improve what has been done so far.
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42
Strengths
Opportunities*
Weaknesses
Threats*
*Notice: Threats can be turned into opportunities if Nepals tourism stakeholders take advantage of them.
For example, if seasonality is overcome by new measures, it can become an opportunity.
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2.2
2.2.1
2.2.2
2.2.3
2.2.4
2.2.5
2.2.6
2.2.7
2.2.8
2.3
2.3.1
2.3.2
2.3.3
2.4
2.4.1
3 - Recommendations ......................................... 80
4 - References ..................................................... 99
5 - Appendices .................................................. 106
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Area:
Capital:
Madrid
Government:
Nominal
Per capita
The Spanish economy until 2008 was considered one of the most dynamic in the EU, attracting significant
foreign investment.
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+15%
+26%
+16%
The information provided by the Residents Tourism Survey elaborated by the INE (Instituto Nacional de
Estatistica) regarding the travel patterns of Spaniards shows an important increase in trips. The Domestic
Tourism recorded an increase of 15%, and Outbound Tourism kept its increasing trend of 2014, reaching a
+26% growth.
Regarding the figure 58, the available data covers periods from January to December 2015, pointing a total
of over 172.5 million trips (+16% compared to 2014), of which 157 million correspond to the domestic section
(+15% from the previous year) and 15 million to the outbound with a growth of 26%.
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Outbound tourism
growth of 26%
Expenses of spanish
tourism increase of
16%
International
tourism increase of
5%
47
Organizational chart:
TURESPAA is an autonomous organization that promotes Spain as a destination. Its main functions are the
following (Figure 60):
Drawing up the bases of tourism policy, in collaboration with other state organizations, public
authorities and the private sector through the Sector-Based Tourism Conference, the Spanish
Tourism Board and the Inter-ministerial Tourism Committee.
Supporting Spanish tourism firms abroad and expediting international tourism cooperation and
relations.
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Analyzing knowledge and intelligence of the tourism cluster and bringing it to wider notice.
Drawing up plans and programs to foster innovation, quality, sustainability and competitiveness of
tourism products and destinations.
Driving the modernization of the tourism sector, improving its scientific and technological capacity
and enhancing the effectiveness and efficiency of management processes.
Strategy and investment of Paradores de Turismo de Espaa S.A (the company running the Stateowned hotel network).
TURESPAA carries out its activity abroad through a network of 33 Spanish Tourism Offices, which relie on
Spains embassies and consulates. They are organized in 8 geographical areas:
North America
North Europe
There are around 500 persons working for TURESPAA and the budget for the branding of Spain was
approximately 225 million euros in 2009. A 33% of this amount was directly invested in the campaign and
the international activities of the tourism promotion.
TURESPAA Organization chart:
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SPANISH RESIDENTS
TRIPS BY DESTINATION
IN 2015
9%
91%
Domestic tourism
Outbound tourism
Figure 61: INE 2015
Europe
America
Africa
Asia
77.1%
10.9%
8.7%
3.3%
The sociodemographic characteristics of the Spanish travelers population shows that, in 2015, 47.3% of the
Spanish tourists were women and the 52.7% were men. The large majority of the tourists are between 30
and 64 years old (69.3%), (Figure 62).
Total
15 to 29 years
30 to 44 years
45 to 64 years
+ 65 years
Woman
15 to 29 years
30 to 44 years
45 to 64 years
+ 65 years
Man
15 to 29 years
30 to 44 years
45 to 64 years
+ 65 years
Total
146 397 353
28 547 483,8
52 117 457,7
49 335 907,9
16 396 503,5
69 245 948
14 056 927,4
23 751 360,1
23 474 376,4
7 963 284,1
77 151 404
14 658 766,8
28 391 716,7
25 614 266,1
8 486 654,4
Percentage
100%
19.5%
35.6%
33.7%
11.2%
100%
20.3%
34.3%
33.9%
11.5%
100%
19%
36.8%
33.2%
11%
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Total
5 487 075,8
5 836 667,9
3 875 912,3
15 139 656
Percentage
36.1%
38.4%
25.5%
100%
15%
56%
27%
Leisure
Business
Other reasons
Figure 64: INE 2015
The accommodation trends for Spanish outbound tourism show a clear predominance of the hotels with
51.5% of stays (length of stay of 5.4 nights), followed by the houses of family and friends (29%) but with
longer stays (12.8 nights). A 7% are vocational rentals and the length of stay is 11.1 nights. The rest of the
tourists choose other kind of accommodations to stay in (12.5%) and stay for 9.8 nights (Figure 65).
Hotel
Family member house
Rent
Other
Total
Number of tourist
7 796 922,8
4 390 500,3
1 059 775,9
1 892 457
15 139 656
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KIND OF TRANSPORT
10%
27%
63%
Airplane
Other
Number of tourist
2 225 529
12 914 127
With package
Without package
Own vehicle
Length of stay
6.8 nights
8.8 nights
The expenses of the Spanish tourism abroad in 2015 (January-October) represent 13.1 billion euros with an
increase of 16% compared to 2014, which represent a new record. It should reach 15 billion euros by the
end of 2015 (1EUR = 110.54 NPR on average in 2015).
In 2015, the average expenses per Spanish tourist was 767.3, around 90 per day of holiday. But the daily
expenses for the cultural tourism was higher, with around 120 spent per day and 100 spent per day for
the sport tourism. The visit of family is the tourism with the lowest expenses (45), (Figure 68).
Total
Change 2014/2015
13.1
+ 16%
767.3
52
Area:
Capital:
Paris
Government:
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Nominal
Per capita
Currency:
In 2014, internal tourism consumption grew at a rate of 1.9% and accounted for 7.4% of the countrys GDP,
with 158.3 billion. French tourists represented two thirds of this consumption, with non-resident tourists
making up the remainder. Growth was higher from foreign tourists (+3.7%) than for French holidaymakers
(+1.0%). Accommodation rentals by individuals also progressed, driven by the expansion of dedicated
websites in this area.
The World Economic Forum in its Global Competitiveness Report 2015/2016 ranked France 22 nd out of 144
countries in the ranking (23 in 2014).
According to the World Bank Group and its Doing Business Report 2015, France was ranked 31st out of 189
countries surveyed. France has improved its ranking compared to the previous year, with a score of 73.88
points (maximum 100).
The International Monetary Fund (IMF) confirms its forecasts for the GPD of France growing of 0.2% in 2014
and 1.1% in 2015.
According to the International Monetary Fund, the projections for 2016 forecast a growth of around 1.1% of
the GPD.
181 million
24.9 million
205.9 million
+0.2%
+8.3%
+1.1%
The information provided and elaborated by the DGE (Direction Gnrale des Entreprises) regarding the
travel patterns of French travelers shows an increase in the trips made. The Domestic Tourism is almost
stable, with an increase of 0.2% and Outbound Tourism continues the increasing trend of 2014, reaching
+8.3% (Figure 71).
Regarding the figures, the data covers January to December 2015, pointing a total of over 205.9 million trips
(+1.1% compared to 2014), of which 181 million correspond to the domestic section (+0.2% from the
previous year) and 24.9 million correspond to the outbound tourism with a growth of 8.3%.
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Outbound tourism
growth of 8.3%
Expenses of french
tourism increase of
4.7%
International tourism
increase of 5%
The tourism structure of France is also composed by other organizations and associations at National and
regional level (Figure 72).
The National Tourism Council (Conseil National du Tourisme, CNT): It depends on the Minister of
Tourism.
Atout France: Private organization having the status of an economic interest group in charge of the
promotion of France as a destination within the country and abroad.
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National Agency for Holiday Vouchers (Agence nationale pour les chques-vacances, ANCV).
The National Federation of Tourist Offices (Fdration nationale des offices de tourisme et syndicats
d'initiative).
Concours des villes et villages fleuris (Floral contest of towns and villages).
The National Tourism Council has a role of reflection, advice, exchange and consultation to assist the
definition of state policies in the field of tourism. Its main functions are (Figure 73):
Emits its own initiatives, opinions, reports and recommendations on any field relevant to the tourism
sector.
Carries a mission of monitoring and forecasting, and it is informed of draft national programs in
engineering and promotion abroad.
Minister for Tourism can seek advice about all matters concerning tourism including legislative or
regulatory texts which have an impact on tourism.
The tourism structure of France is also composed by private organizations and associations such as Online
Travel Agencies (OTA), Tour Operators (TO) and Travel Agencies (TA).
In France there are around 6 000 Travel Agencies offices. In 2015, bookings in travel agencies decreased
slightly by 0.4% in passenger numbers. They climbed, however, from 5.8% in sales volume.
According to the barometer conducted in 2013 by the firm Raffour Interactive, nearly 30 million of French
(62%) viewed upstream websites to prepare their holidays.
In 2013, 14.1 million French have booked some or all of their trips on the Internet by paying fully online,
which represents 45% of the French who traveled during this year.
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88%
Domestic tourism
Outbound tourism
Europe
America
Africa
Asia
77.6%
7.6%
9%
5.8%
On the left we can see the distribution of the outbound tourism in 2014
In 2013, the highest rate of departure was from the French residents aged between 25 and 50 years old
(80.3%). They usually travel around 4.8 times a year and stay on average 4.9 nights in the destination. Senior
citizens aged more than 65 years old are the ones who stay longer in the destination with 7.8 nights.
In total, 75.1% of the French population older than 15 years travels (domestic and outbound tourism). They
do, on average, 4.8 trips per year and stay 5.8 nights in their destination (Figure 75).
Age
15-24 years
25-34 years
35-49 years
50-64 years
More than 65 years
Total
Number of trips
4,5
5,1
4,5
5,3
4,7
4,8
Length of stay
5,2
4,5
5,3
5,9
7,8
5,8
Figure 75: France tourism statistics 2013
For the following analysis, we will only focus on the French outbound tourism.
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WHY DO THEY
TRAVEL?
12%
88%
Personal
Business
Length of stay
Between 1 and 3 days
More than 4 days
Total
Trips
Percentage
21.5%
78.5
100%
Total (million)
5 360
19 550
24 910
Length of stay
2.2 nights
11.3 nights
6.8 nights
Figure 77: France tourism statistics 2014
Hotel
Family/friends house
Rent
Other
Total
9%
8%
Airplane
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Own vehicle
57%
Train
Percentage
50.5%
24.9%
13.3%
3%
100%
KIND OF TRANSPORT
26%
Number of tourists
(million)
12 582
6 212
3 311
748
22 412
Other
For the organization of their trip, most of the French tourists reserve through Travel Agencies and Tour
Operators (39.5%), Services Providers (44.6%) and Others Reservation Agencies (15.9%). 9.7% of the
travelers dont book their trips in advance (Figure 80).
Number of tourists (million)
Percentage
With reservation
22.5
90.3%
8.9
10
3.6
39.5%
44.6%
15.9%
Without reservation
2.4
9.7%
Total
24.9
100%
In 2013, the expenses of the French tourism abroad represented 25.1 billion euros with an increase of 3.8%
compared to 2012. 12.2% of this amount is for the accommodation, 17.6% goes to the transportation and
the other expenses represent 29.5%. The 40.8% of the expenses is for a package (Figure 81).
The average expenses for a night abroad for the French tourist is 116.
Package
Accommodation (Without Package)
Transport (W.P)
Others (W.P)
Total
Percentage
40.8%
12.2%
17.6%
29.5%
100%
Change 2012/2013
+ 3.8%
+ 5.4%
+ 3.9%
+ 3.1%
+ 3.8%
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CULTURE COMPARISON
100
90
80
70
60
50
40
30
20
10
0
86
86
71
58
57
63
51
43
48
42
Masculinity
France
Uncertainty
avoidance
Long term
orientation
48
44
Indulgence
Spain
Figure 82: The Hofstede Centre 2016
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BOBOs
Foodies
LOHAS
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Z-Generation
Foodies
Millennials
Backpackers
LOHAS
PANK.s
Adventure tourists
Adventure tourists look for some unusual or special experiences. They seek adventurous activities that may
be considered extreme, such as rock climbing, river rafting, skydiving, shark cave diving and bungee jumping.
Example: Extreme sport/Mountaineering/Everest/Trekking
Volunteers
Backpackers
BOBOs
PANKs
Millennials
Luxury travel
WHOPs
DINKs
Z-Generation
Foodies
LOHAS
Cultural tourists
These types of tourists travel to experience the essence of other cultures, their history, folklore and its
people.
Example: Religion/Ethnizes/World Heritage Sites
Volunteers
Backpackers
BOBOs
PANKs
Millennials
Luxury travel
WHOPs
DINKs
Z-Generation
Foodies
LOHAS
Eco-tourists
They travel through the world in search of destinations that are not affected by pollution or much human
intervention. Ethic is important for them.
Volunteers
Z-Generation
Millennials
Backpackers
LOHAS
Leisure tourists
These tourists want to rejuvenate and revitalize with comfort. To escape the routine of daily life.
Millennials
Luxury travel
WHOPs
Z-Generation
Foodies
PANKs
Backpackers
BOBOs
DINKs
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Backpackers
BOBOs
PANKs
Millennials
Luxury travel
WHOPs
DINKs
Z-Generation
Foodies
LOHAS
Backpackers
BOBOs
Millennials
Z-Generation
Foodies
Wellness tourism
Travel for the purpose of promoting health and well-being.
Example: Yoga/Meditation
Millennials
Luxury travel
LOHAS
Backpackers
BOBOs
WHOPs
PANKs
Wildlife tourism
An ecological and animal friendly tourism. Wildlife tourists are watching and appreciate fauna and flora
attractions, as to see animals in their natural habitat.
Example: Chitwan/Natural parks
Volunteers
Backpackers
BOBOs
PANKs
Millennials
Luxury travel
WHOPs
DINKs
Z-Generation
Foodies
LOHAS
Backpackers
BOBOs
PANKs
Millennials
Luxury travel
WHOPs
DINKs
Z-Generation
Foodies
LOHAS
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Physical Aptitude (P.A): If the tourist is used to do sport and maintains a good physical condition.
Length of stay (L.S): Depending on the usual length of stay while traveling.
Points
Less than 1 week
1-2 weekst
2-3 weekst
3-4 weekst
More than 1 month
1-2
3-4
5-6
7-8
9-10
They visit cities/regions/countries to help and support the local population and communities through
organizations, associations or by themselves.
P.P
Mobility
P.A
L.S
Demand
Recept.
Volunteers
10
10
Millennials
The generation born in the 1980s and 1990s, comprising primarily the children of the baby boomers and
typically perceived as increasingly familiar with digital and electronic technologies. They are propitious to
travel and usually have a good purchasing power for their holidays.
P.P
Mobility
P.A
L.S
Demand
Recept.
Millennials
Z-generation
It is the new generation of travellers. They are typically comfortable with technology and interacting on
social media websites which is a significant part of their social life.
P.P
Mobility
P.A
L.S
Demand
Recept.
Z-generation
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10
10
10
Foodies/ Gastronomads:
Travelers with special interest in Food, capable to travel to discover other food cultures around the world.
P.P
Mobility
P.A
L.S
Demand
Recept.
Foodies
WHOPs
P.P
Mobility
P.A
L.S
Demand
Recept.
65
Mobility
P.A
9
L.S
Demand
Recept.
5
Recept.
P.A
L.S
Demand
Recept.
P.P
Mobility
P.A
L.S
Demand
Recept.
TOTAL
Backpackers
10
10
47
Volunteers
10
10
43
BOBOS
40
Millennials
36
LOHAS
36
WHOPs
35
DINKS
35
Z-generation
10
33
Luxury travel
10
33
10
Foodies
31
11
PANKS
26
According to the results of our scoring method, the Backpackers, volunteers and BOBOS are the three
segments that would be the most attracted and willing to travel to Nepal among the French and Spanish
populations, according to the defined criteria and scores we attributed to each segment. Then come the
millennials, LOHAS, WHOPs, DINKS, Z-generation and Luxury travel segments.
Finally, the foodies and PANKS would be the less apt to travel to Nepal up-to date.
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GENDER
The surveys received 473 responses in total with 128
male respondents which account for 27.1%% of the
participants, and 345 female respondents, accounting
for 72.9%. Since this survey has been largely shared
through Facebook, most of the responses are by the
ones who use internet the most, meaning that most of
the participants to the survey are young people, mostly
from 18 to 30 years old not representative of the overall
populations of France and Spain), (Figure 83).
27%
73%
Women
Men
Figure 83
There are 367 French and Spanish respondents between 18 to 30 years old (77.6%), 82 people among 31 to
45 years old (17.3%), 18 people between 46 to 64 years old (3.9%), and just 3 people are less than 18 years
old and over 65 years old (0.6%), (Figure 84).
Age
Number of person
Percentage
0.6 %
367
77,6 %
82
17.3 %
18
3.9 %
0.6 %
473
100 %
Total
Figure 84:Online Survey
The French and Spanish respondents generally take their holidays during the months of July (56%) and
August (67%) followed by December (31%), June (25%), September (24%) and February (21%). The month
with fewer travelers departures is November, with only 6% of the respondents that take their holidays
during this month (Figure 85).
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350
300
263
250
200
150
98
100
50
88
62
54
21
13
11
19
148
118
71
15
25
112
56
67
59
24
12
31
31
Percentage (%)
Number of person
Figure 85: Online survey
LENGTH OF STAY
The length of stay for most of the people is
between 1-2 weeks (50%), 21% use to travel for 23 weeks. There is 12% of the persons that travel for
less than a week and 10% for 3-4 weeks. Finally,
there are 7% of the respondents that travel for
more than a month (Figure 86).
17%
3%
22%
3%
19%
36%
N/A
10%
7% 12%
21%
50%
1-2 weeks
2-3 weeks
3-4 weeks
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KIND OF HOLYDAYS
345
350
295
300
250
241
249
239
178
200
150
120
100
50
51
62,4
73
135
74
52
50,5
11
25,7
28,5
37,6
Percentage (%)
52,6
27
5,7
2,3
11
10 15,6
71
15
52
11
Number of respondent
Figure 88: Online survey
Combining the results, the typical profile of the French and/or Spanish traveler is a woman, between 18 and
30 years old that travels mostly during the months of July and August. Her budget is normally between 500
and 900 and the kind of tourisms that interest her are the beach and sea, adventure, cultural and nature
holidays. Finally she doesnt book a package when she travels, she prefer to organize her holidays by herself.
As we see, we can find some correlations between the demand and the offer (kind of holydays, budget) but
the main issue remains the months during which the French and Spanish tourists travel
(July/August/December, low seasons in Nepal).
Research result: Nepal Awareness
With the online survey, we tried to measure the awareness and perception of Nepal for the French and
Spanish citizens. To do so, we chose 5 representative pictures of Nepal and we asked to the respondents to
tell us in which country they though it was (up to this point, respondents didnt know the survey was about
Nepal).
Collecting the answers of the 5 pictures (2365 answers) we only have 216 good answers. In other words,
9.1% of the respondents didnt recognize Nepal and its main attractions in the pictures. Among their
answers, many people mentioned African countries for picture showing an elephant and a rhinoceros
(Chitwan), and many mentioned South-American countries for the photo of the Gokyo lakes, mistaking about
the continents themselves.
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98.5%
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Yes
No
70
Culture
Everest/Himalaya
Fauna & flora
Hunting & Fishing
Religions
Shopping/handcraft
Trekking
Well-being
27
42
11
54
50
256
197
128
71
32
7
35
2 9
3 14
45
5 23
4 21
55
58
37
32
0
50
Figure 90: Online survey
Number of person
336
149
215
258
153
100
150
175
200
250
276
300
350
The top 3 answers are: Everest: 336 answers (71%), Trekking: 276 answers (58%), Tibet: 258 answers
(54.5%).
As we can see with the results of this part of the survey, the French and Spanish dont know a lot about
Nepal. An important part of this population recognize Nepal having the Mount Everest, trekking trails and
Tibet related to it. The fact that they included Tibet in these answer proves that they dont know about
Nepal, and they probably thought that Nepal is the same as Tibet (54.5%). Another problematic we can see
thanks to the answer of the respondents is their belief, for an important majority, that Nepal is only about
the Everest (71%) and Trekking (58%).
That demonstrates, according to our survey, that Nepal doesnt have a strong brand image in these two
countries because most of the people dont know the products Nepal can offer them, like extreme sports
(11%), safaris (5%), fauna and flora (32%) and other niche products as fishing and hunting (2%), handcrafts
(4%) and gastronomy (7%), (Figure 72).
Another main result to highlight is that less than 1% of the respondents think about business when we asked
them about Nepal. It could mean they are not ready to invest in this country for the moment, mainly because
they dont know Nepal and dont received any kind of information about it (from all kinds of media). There
is a lack of efficient communication that educate the French and Spanish about Nepal, its culture and the
opportunities of business/investment they offer.
In the next section of questions, we educated the respondents with highlights of the country and an idea of
the costs of travelling in Nepal (Figure 91).
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After this short summary, we asked to the respondents why they would go to Nepal and which of the
activities would interest them. (Figure 92)
Business
70
Culture
329
40
Everest/Himalaya
7
Extreme sport
35
Gastronomy
17
19
Handcraft
18
Other
82
89
86
17
12
Religions
57
16
Safari
1
Shopping
188
78
43
Trekking
205
24
Volunteer
0
50
100
114
Percentage
150
Number of person
200
250
300
350
As we can see, culture (70%), trekking (43%) and Everest/Himalaya (40%) are the 3 items that interest most
of the respondents.
Gastronomy (19%), Handcrafts (18%) and Fauna and Flora (17%) can be very good items to promote for
Nepal, because with good marketing of these products in Europe, almost 20% of the respondents would
have be interested according to our survey. (Figure 73)
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The great majority of the respondents are interested by Nepal, normally because of the culture, landscapes
and trekking but we have a significant part of the people that also criticize the lack of information and
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LENGTH OF STAY
14%
BUDGET
14%
29%
29%
14%
57%
43%
Between 900-1800
Between 500-900
When we asked them why they came to Nepal, the culture (71.4%) and trekking (42.9%) were the two main
reasons of their trip to Nepal, followed by the religion and volunteering (28.6%). (Figure 95)
Annapurna
Culture
Extreme sport
Fauna & flora
Other
Religion
Safari
Trekking
Volunteer
Everest region
Kathmandu
Kathmandu Valley
Lumbini
Pokhara
0
20
40
Activities (%)
Figure 96: Online survey
60
80
20
40
60
80
100
Region (%)
Figure 95: Online survey
The most visited regions/cities by these respondents are Kathmandu (85.7%), the Kathmandu Valley (85.7%)
and Pokhara (57.1%), (Figure 96).
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Jan.
May
Jun.
2014
578
(%)
6,8
Feb.
6,8
Mar.
12,8
Apr.
15,1
5,4
2,4
Jul.
Dec.
Total
24097
5,2
Aug.
5,6
Sep.
5,2
Oct.
18,2
Nov.
12,2
4,4
100,0
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Jan.
Feb.
Mar.
Apr.
May
Jun.
2014
652
539
648
1345
758
417
(%)
5,0
4,1
4,9
10,3
5,8
3,2
Jul.
Nov.
Dec.
Total
618
13110
4,7
100,0
8,4
Aug.
23,5
Sep.
9,2
Oct.
10,9
8,3
Both markets have holidays during the months of March and April (Easter Holidays). That is why for both
countries, there are more arrivals during these 2 months. Still, this fact can be improved by doing a good
promotion, by offering special packages, etc. for this season of the year. The French also have holidays in
October, which is the month with more arrivals in Nepal but the volume of French travelers also can be
increased with a better country branding.
One of the strengths of Nepal to receive French and Spanish tourists is the visa procedure. For both
countries, it is very easy to get the tourist visa since there is no need to prepare it before the trip (in
opposition with India or China for example), and it is relatively not very expensive (30 US dollars for 2 weeks).
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Strengths
Opportunities*
Weaknesses
Threats*
*Notice: Threats can be turned into opportunities if Nepals tourism stakeholders take advantage of them. For example, if
seasonality is overcome by new measures, it can become an opportunity.
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4 - References ..................................................... 99
5 - Appendices .................................................. 106
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3 - Recommendations
Recommendations are the ultimate achievement of this report. They aim to provide precise ideas that could
be implemented by Nepalese Tourism Stakeholders in order to improve country branding among the French
and Spanish markets.
Using mostly recognised authors publications, official reports, relevant articles and our personal knowledge,
we believe that we provided all the necessary data and analysis previously in the report to justify and give
credibility to our recommendations.
Anyway, we dont pretend our ideas and recommendations to be the best and only possibilities for improving
Nepals tourism current situation and practises. Every potential measure introduced in our
recommendations presents advantages, conditions, risks
Recommendations for various stakeholders: some recommendations are only applicable by the NTB, others
are applicable by more stakeholders.
Also, some recommendations are based on hypothesis and uncertain probabilities of the evolution of the
situation in Nepal, particularly for middle and long-term recommendations which will need to be actualized
to stay pertinent.
List of Recommendations:
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It is a win-win situation for both parties. The students can learn and put into practise the theory
learned in class, and the company benefits from the students knowledge and work.
The convention must give all details concerning the company, the student, the students school and their
engagements between each other.
If the Nepalese travel agents adapt their communication to the French and Spanish markets, promoting
these items and applying yield management to their pricing, they could fight against the high seasonality of
Nepals tourism by attracting more tourists, especially in September and August.
Also, we would advise the costs of access to the Dolpa and Mustang regions to be significantly reduced by
the Ministry of Culture, Tourism and Civil Aviation of Nepal for July, August and September, so they could
attract more tourists from France and Spain.
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For example, if someone asks a travel agency if it is safe to travel to Nepal now, we believe the right answer
should be like:
Of course Nepal is not a 100% safe destination just like anywhere else on earth; but in the case of Nepal,
the political situation is stable and the geological situation is like always before the first semester of 2015
(earthquakes). Concerning transportation, many options are available, including comfortable and pretty safe
private transports (like jeeps). In our company, we are experts in this destination and aware of the risks it
presents. We treat this subject very seriously and always do the most we can for our travellers to have the
best experience possible.
3.5 Contact travellers on their email thank to the immigration form they filled
Recommendation for the NTB
Collecting data and analysing it every year is mandatory to improve tourism flows efficiently (Results,
Analysis, comparison with objectives, review of objectives and strategy, definition of a realistic action plan
for the year coming, and start over again the following years).
This recommendation came from a very simple fact: every traveller crossing the Nepalese border has to
provide personal information.
The Immigration authorities could implement a new regulation in order to collaborate with the ministry and
the NTB: Require the travellers to give a personal email address and put a cross in a check box, giving their
authorisation to the Nepalese Tourism Organizations to contact them after their journey. Example:
I accept to receive a survey by email after my travel to Nepal and to fill it.
Then, the following data would be addressed to the NTB or Ministry:
Nationality
Date of entrance in Nepal
Duration of the visa
Email address
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Easy to implement
Relieves the administration
Easy procedure for the FITs
Easy procedure for the Travel Agencies
Safer
Faster than the traditional way
The creation of QR code is free
More sustainable
Reduction of costs
Less paperwork
All the information is already digital
Disadvantages:
Stand location
Stand conception and design
Stand organization
Stand behaviour
Professional attention
General public materials
Trade materials
Merchandising and gadgets
Prestige materials
Stand animation
Side promotional events
Experience in the market
Evolution of visitors
Price
Quality of service
Image and prestige
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Accessibility
Pre-fair activity
Public and confidential tariffs
Sources of trade appointments
Trade fair own platforms
Market intelligence data bases
Trade catalogues
Own agenda
PR appointment
Media agency appointment
Pre fair media communication
Post-fair activity/ follow-up
Identification-selection-justification of
attendance to a trade fair based in criteria
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When choosing a list of keywords, you should keep in mind that they need to respect three sections:
The Short Head: very high volume keywords such as: Holidays, Vacations, Spring breaks, traveling
those keywords are normally generic terms.
The Fat Middle: medium volume keywords such as: trekking in the jungle, rafting in the river
these key terms are typically a variety of words.
The Long Tail: These types of keywords are generally for a niche markets corresponding to specific
attractions and long phrases. For example, Music festival in South East Asia during spring breaks.
Moreover, investing in Social Media Marketing is keen in Tourism industry since it can be a powerful tool to
seal a deal. SMM is defined as an interdisciplinary and cross-functional concept that uses social media (often
in combination with other communications channels) to achieve organizational goals by creating value for
stakeholders. (Felix et al, 2016). Nowadays, Facebook is still the most used social media tool, and among all
social networks, Facebook is said to achieve the best return on investment for travel brands. For example,
for travel agencies, the use of Facebook can be a powerful content amplifier since they can boost posts,
advertise a page, and create packages that stimulate engagement and redirect potential customers to travel
agencies webpage where they can buy the proposed service. It is also very important for tourism
stakeholders to cross their different social media platforms together; TripAdvisor is showing ranking
according to Facebook friends, Instagram is part of Facebook Inc. Thanks to Instagram, one can post the
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In order to establish this new digital communication strategy, a set of actions have to be realized as follow:
The NTB needs to unify its entire social media platform under one single brand which is Naturally
Nepal instead of Nepal Tourism Board. By doing so, it will be more appealing to travelers and easy
to find.
The NTB needs to increase user-generated content (UGC) creation. The major advantage that social
media platforms provide DMOs is the chance to shape content that displays the destination through
the standpoint of the residents who are appreciating it every day. For example, Instagrammers are
sharing pictures and videos of what they enjoy about your destination and this gives you an occasion
to take advantage of this UGC to showcase a true vision of your destination and all the amazing things
it has to share. In order to build a UGC that promotes your destination, NTB must create a contest
concept that encourages the community to share what they love about Nepal. It is the same type of
contest NepalNow.org created on Facebook with the Sunset Picture Contest.
To increase the efficiency of the content, its best to center the UGC creation on a unique hashtag.
Since your community will be sharing, all the tourism stakeholders need to bring all their effort on a
community-focused hashtag. Either for a specific contest or general sharing, the hashtag will support
your community to explore different content from other people, and it will increase your user
generated content efforts; this hashtag will build all of your social marketing hard work to focus on
sharing your UGC.
When promoting an event with UGC, NTB in partnership with the event organizer should display the
content being shared on screens. By displaying it will inspire other attendees to share it on their social
media platforms using the special community-focused hashtag. As an example where such promotion
can be applied is the Nepal Music Festival. During this Festival, the NTB and the event organizer can
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NTB should create moments that inspire the creation of content that will be shared on social media.
In order to start up this visual content, NTB has to set displays up on strategic hot spot (airport, most
visited sites, unique attractions). Creating moments for your travelers can be made of as anything
that compels them to share by including a call of action where your special hashtag is well displayed.
NTB should carefully think about a design in where the display should be architecturally authentic in
order to not denature the sites and the attractions.
This initiative is very appreciated by tourists since it can be considered as a welcoming gift. In our point of
view, we strongly believe that this service can be enriched by providing a special package with a discounted
tariff that can include an unlimited bandwidth to Facebook and Instagram corresponding to travelers visa
duration. By implementing this plan, it would surely enhance the execution of the digital communication
strategies proposed above. Since tourists will have the chance to post their pictures and videos on the spot
using the special unique hashtag. For example, the inspire the moments strategy can be part of the SIM
cards speech process; since after getting their SIM cards, tourists can be proposed to take a picture with
operatives dressed in typical Nepali ethnic outfits and post their pictures on social media. This can be seen
as clich. Nonetheless, some destinations such a Tahiti are welcoming travelers with flowers as well as
traditional songs.
One among other countries that are implementing this kind of package is Japan. The sunrise country is
renowned for its exceptional hospitality culture. The country is preparing for the 2020 Tokyo Olympics by
offering new services and products to assist travelers and reduce the stress that arises with travelling in a
country where things can sometimes get difficult due to the language barrier. The latest display of
extraordinary hospitality comes from Saitama City, where the city council is proposing free SIM cards to its
foreign visitors.
Saitama City, located just 20 kilometers north of Tokyo, is offering the service to help foreign visitors in the
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94
Middle-Term
We estimated the middle-term recommendations to take 1 to 5 years to be implemented, and to be more
complex to implement.
Contact travellers on their email thanks to the immigration form they filled (NTB)
Possibility of making and paying trekking permits online (NTB)
New partnership with Nepal Telecom at Kathmandus TIA (NTB)
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Conclusion
Branding a country is a long and lasting process that can take decades to achieve. Nonetheless, effective
tourism strategies can be undergone in order to realize at least some goals. In our case, we decided to come
up with an analysis of how Nepal is currently branding its country, followed by an analysis of the touristic
demand of the French and Spanish markets, and finally we came up with recommendations that we believe
will bring more visibility to the country in the short and middle run without a consequent budget.
However, such recommendations couldnt be applied efficiently unless all the tourism stakeholders in Nepal
work hand in hand for the best interest of the country. As you may have noticed one major recommendation
is recurrent within the report and it is the important role of the internet and the digital marketing in shaping
the future of tourism; global internet users is set for explosive growth over the coming years and the majority
of them will be mobile. So its time for Nepal to take advantage of the innovation and push everybody,
tourists and citizens, to be part of a national movement in where everybody will be a brand ambassador of
Nepal; one quote from Sheryl Sandberg COO of Facebook summarize in a way what we brought forward to
you, and she said: Social media has created a historical shift from the historically powerful to the historically
powerless.
Now everyone has a voice and this voice is what Nepal needs to nurture and promote. Nowadays, we as
human beings will tend to believe our families, friends, acquaintances and strangers rather than a simple
advertising. So its time to shape the Future of Nepal by betting on technology for promoting the brand
image of the country.
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4 - References
4.1 Primary data
Interviews with representatives of:
Altruism Travels
Travels to:
Kathmandu
Kathmandu Valley (Chisopani, Nagarkot, Bhaktapur)
Pokhara
Langtang
Annapurna
French Tourism
Spanish Tourism
Nepalese Travel Agencies
Illustrations:
Pierre Muglia, 2016. Unauthorized use and/or duplication of these pictures without express and written
permission from this reports author and/or owner is strictly prohibited.
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Spain (Rep.). (2015, August). Retrieved May 5, 2016, from IFM website:
http://www.imf.org/external/pubs/ft/scr/2015/cr15232.pdf
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5 - Appendices
5.1 Appendix 1: French and Spanish Market survey:
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