Nepal is stepping into the digital era to leverage its tourism sector by joining hands with TikTok, the world’s leading short-form video platform, to showcase the country’s rich heritage, stunning landscapes, and off-the-beaten-path experiences. By engaging the power of digital storytelling, this partnership is looking to connect with a global audience and encourage travelers to discover the secret treasures of Nepal.
A Strategic Partnership
The Nepal Tourism Board (NTB) has signed a Memorandum of Understanding (MoU) with TikTok to launch a complete digital campaign, #LifetimeExperiences. This campaign will promote the diversity of offerings in the country, from its breathtaking mountains to serene lakes, vibrant festivals, and warm hospitality, through engaging short-form videos produced by both domestic and international content creators.
As one of the terms of the agreement, NTB will extend invitations to international travel influencers and content creators to visit Nepal and share their experiences. These content creators will visit various regions of the country and capture authentic experiences to share with their global audience. In return, TikTok will conduct training workshops for Nepali content creators, which will enable them to learn digital storytelling skills, engage with audiences, and monetize their content.
Promoting Local Creators
One of the principal areas of focus within this partnership is empowering local creatives. TikTok would seek to organize capacity-building workshops in Nepal, digital storytelling, reach, and providing Nepali voices an opportunity to tell their own stories in professional and captivating ways. The aspiration is for such workshops to bridge the gap between local creators and global audiences, making the promotion of Nepal’s tourism offerings more diverse and inclusive.
Celebrating Nepal’s Diversity
The #LifetimeExperiences campaign is to highlight the varied appeal of Nepal. From the tops of the lofty Himalayas to the waters of its serene lakes, from the roads of Kathmandu to its hill villages’ peace, the campaign is designed to present a whole picture of what Nepal has to offer. In thrilling short videos, the audience will learn about the country’s rich culture, scrumptious food, and people’s hospitality.
Apart from promoting popular locations, the campaign also seeks to find off-the-beaten-path locations in Nepal. Through the promotion of these obscure spots, the project wishes to contribute towards sustainable tourism and spread the benefits of tourism more equitably across the nation.
A Global Audience
With over 2.2 million Nepali users on TikTok and tens of millions globally, the platform offers an unprecedented opportunity to engage a huge and diverse audience. TikTok’s system favors content that resonates with users’ interests, with the potential for videos to go viral and be seen by individuals far beyond a creator’s immediate circle. This global exposure is particularly useful for tourism marketing, since tourists are likely to turn to social media platforms like TikTok for inspiration and information about potential destinations.
The partnership between NTB and TikTok is expected to push Nepal’s visibility on the global tourism map to a large scale. Leverage the enormous number of users and engaging content framework on TikTok, the campaign will solicit travelers to make their next destination Nepal.
Capacity-Building Initiatives
In addition to content creation, the alliance also aims to develop capacity in Nepal’s tourism sector. Small and local tourism operators, small and medium enterprises, and grassroots organizations will be offered workshops that will allow them to operate digital platforms effectively and promote their services globally. These efforts aim to build a robust tourism ecosystem in Nepal, ensuring the benefits of increased exposure are felt across the entire industry.
Looking Forward
The #LifetimeExperiences campaign is scheduled to roll out over several phases of numerous successive stages in 2025. A highlight event will be the #VisitNepal Showcase Event, conducted in November 2025, in Kathmandu. The event shall bring together world creators, culture ambassadors, and tourism business owners to celebrate Nepal’s heritage and diverse offerings.
As Nepal moves forward into the digital age, collaborations such as that with TikTok are an innovative way to promote tourism. Through digital narrative and empowering local creatives, Nepal is becoming an active and open destination for tourists from around the globe.
To learn more about the #LifetimeExperiences campaign and discover what Nepal has to offer through the bridge of digital storytelling, check out TikTok’s official page
or search using the hashtag #LifetimeExperiences.
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