Focus on domestic tourism
Two mega tourism promotional events were held outside the Kathmandu Valley in the last week of December to usher in the New Year. While Regional Hotel Association, Chitwan organized Elephant Festival in Sauraha, Restaurant and Bar Association Nepal (REBAN) organized a street festival in Pokhara.
The main objective of both the events was to promote Sauraha and Pokhara as New Year destinations for both domestic and foreign visitors. But unlike past years, both the destinations laid special focus on domestic tourists. Not only Pokhara and Sauraha, tourism festivals are being organized throughout the country mainly to promote local tourists. And why not? Nepalis are gradually adapting to the travel culture. Not only on special occasions like Christmas, New Year and other festivals, they have started traveling to nearby destinations on weekends as well. And tourism entrepreneurs across the country are sparing no efforts to tap cash in on them.
Domestic tourism is the mainstay of tourism for many countries. It is the earliest form of tourism that was practiced. In global tourism, domestic tourism represents 73 percent of total overnights, 74 percent of total arrivals and 69 percent of overnights at hotels, 89 percent of arrivals and 75 percent of overnights in other (non-hotel) accommodations, according to UNWTO estimation.
Perhaps the biggest hallmark of domestic tourism is that it less sensitive to crises to international tourism. Nepali tourism industry fell into severe crisis during Maoist insurgency when number of foreign tourists fell drastically. This happened because domestic tourism held negligible share in Nepali tourism then. After the end of insurgency, Nepalis started traveling with their friends and families to different parts of the country. It is a positive sign for the development of tourism in the country. Also, the government has made it mandatory for Commercial banks to provide Travel Incentive Leave (TIL) for their employees. Some private companies are already offering such facilities to their companies.
Domestic tourism is rising with every passing year. But tourism entrepreneurs should change themselves if they are to reap benefits from domestic tourism. It is often said that tourism entrepreneurs often prioritize foreigners when it come to offering service in hotels, restaurants or other enterprises. This has to stop. Conservative studies show domestic tourists spend more on food and beverage compared to foreign tourists. Tourism entrepreneurs must be aware of this fact.
It is high time the government, particularly the tourism industry, realized the fact and lay special focus on domestic tourism. Tourism entrepreneurs also need to prioritize domestic tourists and serve them at par with foreign tourists. Only then our tourism industry will be prosperous.
