The Government of Nepal requested the UNWTO to prepare a national tourism development plan to guide tourism development in the country over the next 15 years. We were appointed as marketing specialists in a multi-disciplinary team of Nepalese and foreign consultants and worked closely with the marketing team of the Nepal Tourism Board in devising a national marketing strategy and 5-year action plan
The marketing strategy entailed formulating a competitive positioning, brand identity and target market segments for the country based on primary research among local and foreign tourism operators and desk research. Based on these aspects a marketing mix was proposed for the various target market segments, including above-the-line, below-the-line and online marketing initiatives. These were translated into a 5-year priority action plan for execution by the Nepal Tourism Board
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