National Image Building – A Real Challenge for
Sustainable Tourism Development

By Rabi Jung Pandey

INTERNATIONAL tourism and travel now constitutes the world's largest and most rapidly expanding industry. Globally, more than 613 million international tourists move from their place of permanent residence each year, and this figure is expected to reach 1.6 billion by 2020 (WTO, 1999).

Given the diverse nature of tourism activity, it follows that there should be an equally diverse range of both positive and negative impacts. At the local and national level, the economic benefits of tourism and frequently cited by every nation to be the most significant factor. However, in addition, social and environmental opportunities are also considered. Which include an improved community infrastructure and conservation of the environment. To judge the benefits exactly, the negative impacts that accrue by tourism should be evaluated. It is increasingly recognised that tourism should use and adopt natural and protected areas to facilitate wider social, economic and environmental development – and that it should be sustainable.

According to the World Tourism Organisation 'Sustainable tourism development meets the needs of the present tourists and host regions while protecting and enhancing opportunity for the future. It is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support system'.

Pondering over the above definition it is cleared that sustainable tourism development must meet the needs of the host community. It should also improve the living standard both in the short and long term; satisfy the demands of the growing numbers of tourists and continue to attract them. But at the same time the natural environment must also be safeguarded. Above all, new knowledge and skill need to be developed among local people to attain sustainability by involving them in the management of their tourism resources. This ultimately will benefit the local people directly from the utilisation of these resources. With the new knowledge and skills, it will help local people to develop tourism in a sustained way with threefold interactive development system, where, economy will be linked with environment and society. Proper management of natural resources and the environment will keep all these three elements of development moving forward without harming others.

There is no argument in the fact that tourism industry in Nepal has a significant role. For sustainable development of the national economy it comprises as one of the key development component, and will remain as significant sector forever. Furthermore, the geographical condition and the physical set up of the country have restrained Nepal to heave tourism as the largest potential industry. Similarly the country has abundance of natural attractions (resources) and adventure to offer tourists of all kinds and from all over the world.

Likewise, tourism has included several forms of directly and indirectly productive activity in Nepal, where the possibilities of exporting manufactured goods are limited. Comparing to other developed and developing nations, Nepal also an not ignore tourism because of its multifaceted effects such as on the balance of payments situation, diversification of the economy, augmentation of revenues, and generation of employment opportunities directly and indirectly.

Because of this reason, rural tourism development has received much attention in both current policy and plan as a means of income and employment generation, diversification and direct effect on local economies without having environmental and ecological adverse impact. Similarly, it has also noted that tourists can lengthen their stay period, which ultimately bolsters national income in terms of foreign currencies. With the proper development of tourism in rural areas, the prevailing migratory problem can be controlled to some extent. With a great prospective for sustained tourism development the concept of natural resources and the environmental management has been adopted as a potent tool for an intensive and integrated community development programme.

To achieve significant contribution from tourism and to reap maximum benefits, there has to be some changes in the tourism policies of the government. The conventional approach of handling tourism industry would not help boost the national economy. Like other exportable commodities, tourism products also have different phases. Thus, some changes and modifications are essential to make the tourism product sustainable.

Nepal is now striving to project its image as a unique tourist destination in the international arena, in terms of quality of tourism product and services. Recent policy initiatives taken by Nepal have been directed towards diversification of tourism to new areas, addressing issues in the way of tourism promotion, rural community participation, private sector's involvement in tourism development, and exploitation of the linkages between tourism and other sectors of the economy. Moreover, much emphasis has been given to promote rural tourism and has encouraged local community to take part in the tourism related activities.

Achieving successful integrated tourism development and better management depend on effective use of natural resources and minimisation of the negative impacts on society, culture and environment. Factors such as policy development, physical planning and impact control need careful assessments.

The global tourism patterns has changed and have prompted adventure tourists and eco-tourists to visit new areas and spend liberally to new destinations. Change in expenditure patterns is a positive sign for Nepal, especially to the rural community. It is commendable that, continuous efforts have been taking by the government to open up new areas and supplementing by Nepal Tourism Board on promoting and marketing the existing products together with producing more new tourism products.

Geographically, Nepal offers an immense scope for tourism. It has yet to capitalise the uniqueness the country possesses, especially the natural attractions of the rural regions. To manage and to promote tourism in such areas, sustainable tourism measures such as minimising the impacts on environment, culture and protecting sensitive area bio-diversity have to be followed restrictedly. Similarly, effort has to be made to introduce these places to tourists all over the world. The major thrust that has to be given to promote tourism at present is on the national image building, while on informing more and more people to know about Nepal's tourist destinations.

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