KATHMANDU – Nepal has taken a major step in redefining its tourism promotion strategy by partnering with TikTok, one of the world’s most influential platforms for short-form video storytelling. The collaboration was formalized through a memorandum of understanding between the Nepal Tourism Board (NTB) and TikTok, with the launch of the Lifetime Experiences campaign aimed at showcasing Nepal’s cultural and natural treasures to a global audience.
The initiative reflects how travel inspiration has shifted over the past decade—from films like Up in the Wind (2013), which sparked a wave of Chinese tourism to Nepal, to today’s TikTok-powered “viral tourism,” where a single video can turn a small café or mountain trail into a global hotspot overnight.
NTB CEO Deepak Raj Joshi described Nepal as “the land of TikTok photographs,” emphasizing the campaign’s dual goal: amplifying Nepal’s tourism offerings internationally while empowering local creators with training and exposure. TikTok will dedicate a special “Destination” app page to Nepal, run creator workshops, and invite international influencers to explore and promote the country.
This collaboration follows a dramatic policy shift: after banning TikTok in November 2023 for “disrupting social harmony,” the Nepalese government lifted the ban nine months later under conditions that included leveraging the platform to boost tourism.
Tourism Minister Badri Prasad Pandey hailed the initiative as a fusion of “tradition and technology, heritage and innovation,” noting tourism’s role as the backbone of Nepal’s socio-economic development. The campaign will feature local cultural ambassadors, grassroots storytellers, and global creators to ensure authenticity and broad visibility.
The first phase of the campaign will include three workshops for creators, SMEs, and tour operators, followed by international influencer visits in October. A major promotional event is scheduled for November in Kathmandu, with content rolling out through December 2025.
TikTok’s Head of Content for South Asia, Umais Naveed, highlighted the platform’s role in inspiring creativity and travel. “What better story to share with the world than that of Nepal?” he said, framing the campaign as a roadmap that extends beyond 2025.
Industry leaders have welcomed the move, describing TikTok as a new passport for destinations in the digital age. With Gen Z and millennials increasingly turning to the platform for authentic travel recommendations, Nepal is betting that short-form storytelling will help turn online inspiration into real-world journeys.
