Nepal has entered into a landmark partnership with TikTok to boost its tourism sector, harnessing the platform’s vast reach and storytelling power to showcase the country’s landscapes, culture, and adventure experiences to a global audience. The agreement, signed between the Nepal Tourism Board and TikTok, will launch the “Lifetime Experiences” campaign, designed to amplify Nepal’s visibility on the world stage while empowering local creators to share authentic stories.
A New Era of Travel Inspiration
The collaboration reflects how short-form video has become the dominant driver of travel inspiration. In 2013, the film Up in the Wind sparked a wave of Chinese tourism to Nepal by highlighting its beauty on screen. Today, TikTok—with over a billion global users and millions of travel videos uploaded daily—has become the modern equivalent, turning even small cafés into viral hotspots overnight.
Features of the Campaign
- A dedicated “Destination” page within TikTok’s app to feature Nepal’s attractions.
- Workshops for creators, SMEs, and tour operators to develop digital storytelling skills.
- International influencers invited to Nepal, with content rollout beginning December 2025.
- A specially designed hashtag page to highlight authentic “lifetime experiences.”
A Strategic Turnaround
The partnership comes less than two years after Nepal temporarily banned TikTok in 2023, citing social concerns. The government lifted the ban under conditions that included promoting tourism, turning a once-controversial platform into a key strategic ally.
Voices from the Partnership
Deepak Raj Joshi, CEO of the Nepal Tourism Board, called TikTok “a dynamic medium to share Nepal’s untold stories—from the Himalayas to cultural traditions—with millions globally.”
TikTok’s South Asia head of content, Umais Naveed, added: “Our mission is to inspire creativity and bring joy. Travel is one of TikTok’s most vibrant communities, and what better story to share than Nepal’s?”
Tourism Minister Badri Prasad Pandey stressed that tourism is vital to Nepal’s socio-economic development, saying the collaboration “combines tradition with technology, heritage with innovation, and community spirit with global storytelling.”
Industry leaders have welcomed the move, describing “TikTok Tourism” as a growing phenomenon shaping how Gen Z and millennial travelers choose destinations.
