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Kathmandu Tuesday October 24, 2000 Kartik 08, 2057.
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Problems as it is, still opportunities
galore
By Shree Ram Subedi
KATHMANDU, Oct 23 - A survey result disclosed here today has
painted a grim situation of tourism sector, where problems remain unresolved over a period
of time.
A survey study "Departing Visitors Survey-2000",
conducted by international research agency Org-Marg Nepal, for Nepal Tourism Board (NTB)
shows that the problems affecting Nepalese tourism industry have not been fixed thereby
keeping tourists’ dissatisfactions unchanged over the last three years.
The survey shows that pollution, local transportation,
tourism service facilities and airport service make up the major concerns for tourists. A
survey conducted by Org-Marg back in 1997 had recorded similar concerns.
However, not all is depressing. Making public the survey
report, Sandeep Ghosh, Country Manger for Org-Marg said, "Though there are some
evergreen problems in Nepalese tourism industry, there are also opportunities."
The survey has pointed out friendly and hospitable people,
value for money, adventure offers, hotel facilities and wildlife as strengths of Nepalese
tourism in comparison to its rivals such as India and South East Asian countries.
Less friendly people, lack of adventure tourism and inferior
service facilities in India offer opportunities for Nepal, said the report.
Similarly, vis-a-vis South East Asian countries Nepal has an
advantage of more friendly people, more exotic destinations and higher value of Nepalese
currency.
However, better service facilities and premier shopping
locations in South East Asian countries pose a threat to Nepal as a tourist destination,
says the report. Similarly, better summer and winter holiday packages in these countries
also put Nepalese tourism industry in difficulty.
The report, however, puts Nepal ahead of Bhutan and Sikkim in
all attributes.
According to Org-Marg, the results of the survey are based on
structured questionnaires filled by 1,108 departing tourists from 15 different countries
during the month of April, 2000.
The survey has also pointed out severe weaknesses in tourism
promotion abroad. It says that the majority of the tourists coming to Nepal obtained
information regarding the country through "word of mouth" from their friends and
relatives.
Though the travel agencies and travel guides have been an
important source of information "they are not the motivators", states the
survey. Out of the incoming tourists, 65 percent visit Nepal independently while 35
percent come under package tour.
Likewise, over 60 percent of tourists are triers (visiting
for the first time). Among the repeat customers, Indian and Japanese are in the forefront.
‘Willingness to repeat visit oneself also influenced the
willingness to recommend Nepal for others’, the report says- It is of paramount
importance that the visitors coming to Nepal are serviced to the maximum.
Among the independently coming tourists, 64 percent want to
revisit the country, while only 47 percent of the visitors under package tour want to
repeat their trip. The survey has also made an interesting revelation that Indian, Sri
Lankan and Bangladeshi visitors stay in relatively expensive hotels while American,
European and Australian tourists go for cheaper ones.
Among the tourists visiting Nepal, 35 percent come for
sightseeing, 30 percent for business, 19 percent for trekking, 9 percent for holidying and
8 percent for other purposes.
Key product offers of Nepal remain fairly similar, however,
shopping seems to have emerged as key attraction among visitors, says the report. The
tourists mainly visit Kathmandu, Pokhara, Annapurna region, Nagarkot and Chitwan in Nepal.
It has highlighted the need for promotion campaign to be
centered on theme attributes like exotic destination, adventure tourism and wildlife and a
land of friendly and hospitable people.
‘High decibel mass media campaign at affordable
periodicity is required to emphasize campaign themes and to highlight an interactive
internet portal on Nepal tourism for all information, details and also bookings.’
The report has also recommended to shortlist countries of
core consumer base and to appoint advertising agencies of international repute to develop
campaign on listed themes.
The survey has come at a time when tourist arrival via air is
witnessing a whooping 13 percent decline for the first three quarters of this year
inviting a strong demand from tourism entrepreneurs to review the marketing strategy.
Speaking at report launching ceremony, Pradeep Raj Pandey,
Chief Executive Officer of NTB expressed hope that scientific study as such would help to
shape future marketing strategy. He also assured that the study would be carried out on
regular basis.
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