Promoting Tourism
Concerted Marketing Campaign Needed

By Khilendra Basnyat

TODAY, tourism industry has increased greatly in many countries and the invisible income from this source has helped strengthen the economics of these countries.

Nepal is a country gifted by nature. It has magnificent Himalayas with more than two hundred sky-kissing peaks whose heights are above twenty thousand feet. It has rich treasures of temples and shrines, flora and fauna, art and culture and above all the hospitable people who are always ready to welcome visitors.

In central Nepal, the Machhapuchhre peak makes a bold sweep of twenty thousand feet right down to the Pokhara Valley within a short distance of sixteen miles.

In reality, both the nature and art vie with the each other and enrich the glory of our country. Such kind of natural and cultural heritage has made Nepal a unique destination for tourists.

The Nepalese mode of living has acted as a major attraction to visitors and represent an important face to cultural tourism. The Nepalese people and their friendlines towards visitors is part of their high regard of tolerance towards foreign culture. Apart from this, religion has developed a long history of contact with the peoples of neighbouring countries.

After the advent of democracy in Nepal in 1951, doors were opened for tourists. The tourists inflow gained momentum from in the 1960s despite a setback in the past fiscal year.

In recent years, Nepal is recognised as a tourist destination with distinction. Visitors never stop coming here even though the necessary facilities are insufficient.

Since the world scenario of travellers is not the same today as it was in 60s and 70s, it has become inevitable for Nepal’s tourism industry to bring new products because tourists have become very specific and choosy about their needs.

The proposals from various quarters, including marketing and ecotourism have not been of any help because sixty per cent of the foreign exchange that comes from tourism goes back to foreign countries.

Globalisation is an emerging challenge in the world. Free market policies and rapid technology development are fuelling the concept of globalisation in many countries including Nepal.

Today, vast markets are emerging especially in Eastern-Europe, Americas and Asia, where more people are demanding more goods and services of quality at low cost. To some context, it is undoubtedly true because since the last couple of years there has been an increase in tourist arrivals but with only a nominal increase in revenue.

Due to more supply than demand, there has been a price war among tourism entrepreneurs. The five star hotels, for instance, have begun to offer social rates that were once tagged by three start hotels in order to survive in the fierce unhealthy competition. This kind of Modus Operandi has not only resulted in less contribution of tourism but also led to high operational expenditure and decline in revenue. Apart from this, it has invited problems in maintaining quality.

In the foreseeable future, many tourists will be visiting the hills and mountains of Nepal, which cover about thirty-three per cent of the land area of the country and where about one-third of the land is cultivated. These regions support more than fifty-three per cent of the total population with a population density of fifty-eight square kilometer. The impact of tourism in these regions bears lots of significance, basic research regarding the effects of tourism here has to be carried out immediately with seriousness.

Since undesirable irreperable changes in the hill and mountain environment and adverse impacts on the local people may defeat the very purpose of tourism promotion in this country, endeavours should be made to curb them.

In the context of many new tourists destinations coming up around the world, there is a great need to make Nepal’s tourism products and services more qualititative as well as competitive so that they are internationally accepted. For this, physical infrastructures only are not sufficient, there should be diligent workforce for the exploration and expansion of the tremendous opportunities that are available in the country.

Till now, in Nepal, tourists attractions are confined especially to the Himalayas, since our historical monuments, national parks and diverse ethnic communities live in perfect harmony, there should be wide publicity about them.

No doubt, tourists seek diversities to fulfil their desire for excitement. However, Nepal’s tourism is marred by chronic lack of sufficient infrastructure and trained manpower. In order to have positive impact of tourism on the economy, an urgent investment in infrastructural development is required. Such investment should be made on sectors such as construction and maintenance of airports, purchase and maintenance of airlines, availability of telecommunication facilities.

In the present competitive world, monumental efforts are necessary to promote tourism. This is not possible through the government’s efforts only. Therefore, endeavours from both the government and private sectors are essential.

As regards government’s efforts concerning tourism promotion, much has been done. However, much more remains to be done on a large scale. Since the field monitoring done by the Tourism Ministry has not been found positive, more insight and appropriate strategies have to be devised to order to see tourism develop at a faster rate.

Tourism in Nepal suffers from the lack of marketing. Marketing has mainly been a private initiative.

The launching of the Visit Nepal Year (VNY) in 1998 allowed the Nepalese to have a bigger share of the tourism pie. Yet, the feeling of VNY has not been able to bring about substantial chances in the tourism sector.

In fact, most visitors to Nepal come only on a hearsay basis. In order to promote tourism, a full-scale well coordinating marketing campaign is essential not only overseas but also in main cities of India.

The Rana Prime Ministers

By Guna Dev Bhattarai

THE successors of Prithivinarayan Shah, the architect of modern Nepal could not successfully rule over the country. As a result, the political condition of Nepal went from bad to worse until the rise of Jung Bahadur.

‘Sweet are the uses of adversity’ says Shakespeare. In the same manner, Jung Bahadur, after the fall of Bhimsen Thapa, had to suffer a lot but his sufferings proved great assets for him. He was shrewd enough to study the inherent weaknesses and lapses of the members of the royal family and their courtiers. His sudden rise was unique in the history of Nepal. When he was appointed the body guard of Crown Prince Surendra, he found a golden opportunity to study the ins and outs of the palace.

King Rajendra was sandwiched by his two rival queens, Samrajya Laxmi and Rajya Laxmi, who possessed different temperaments. That is why King Rajendra was not in a position to take any bold step to smoothly run the stately affairs. While trying to please everybody, no one can please anybody goes an adage. He delegated ample powers to Rajya Laxmi, lest she should not hamper in installing Crown Prince Surendra as his successor.

Rajya Laxmi was over ambitions to have her own wishes fulfilled. In the courses of time many plots (Kot, Bhanderkhal and Alau) were hatched that led to the massacre of many countries. At last, King Rajendra was forced to abdicate in favour of his legitimate successor, Surendra.

King Surendra was greatly helped by Jung Bahadur even at the risk of the latter’s life during the former’s stormy days. Being obliged to Jung Bahadur to the king had to submit himself to the will of Jung, who in course of time enhanced the power and position of his family. He was made Shree Teen Maharaja and it was made hereditary on the basis of seniority of birth. In short Jung Bahadur, since then became the de facto ruler of Nepal.

Jung Bahadur did not or would not accept the rein of kingship offered by some of his sycophants as he had realised that all the Nepalese would honour, rever and worship King as an incarnation of Lord Vishnu. That is why, he never thought in dream to accept the crown. Nevertheless, Jung Bahadur wanted the king to be aloof from politics and remain as a formal head of the state. On the one hand he centralised all the powers of the country and, on the other hand, courted matrimonial alliance with the members of the Royal family. It enhanced the position of the Ranas so much so that all other nobles submitted at the will of the Ranas.

Anyway, Jung Bahadur brought peace in the country until his death. After the demise of Jung Bahadur his successor, Ranadip Simha was assassinated by the sons of Dhir Shumshere, the youngest brother of Jung. Bir Shumsher, the eldest son of Dhir, became successful in wiping out the members of Jung. Dev Shumsher, the successor of Bir, wanted to be popular by means of some reforms which were regarded detrimental to the interests of the Ranas. That is why Chandra Shumsher, his successor, forced Dev to be exiled.

Chandra Shumsher was educated and calculated. He did not like to antagonise King Tribhuvan, successor of Prithivi Bir Bikram Shah Dev as he had thoroughly studied the temperament of the King. That is why, Chandra deputed Mohan Shumsher, his eldest son, and ordered him to look after the interests and appease him by every means but not allow the King to be politically conscious.

Bhim Shumsher, the successor of Chandra, was against any political consciousness in the country. After the termination of the Second World War Juddha Shumshere, the successor of Bhim, wanted to get rid of premiership. He had already made up his mind of hand over the rein of premiership to Padma Shumsher, his successor. He might have realised that the days of Rana Regime were not to be seen within a short space of time.

Padma Shumsher wanted to bring some political reforms in the country but not at the cost of the prerogative powers of the Prime Minister. Accordingly, he promulgated on January 26, 1948 A.D the Government of Nepal Act. Padma was placed in a very awkward position by the sons of Chandra. That is why he went to India for medical treatment and after some time sent his letter of resignation to the King. Mohan Shumsher, his successor, wanted to have the good will of India. That is why, he visited India. Prime Minister Jawaharlal Nehru advised Mohan to bring about some political reforms in keeping with the age. Mohan nodded his head to comply with the request of Pt. Nehru. During his visit Mohan suspected India’s designs on Nepal on the pretext of safeguarding the entity of Nepal. Realising Pt. Nehru’s attitude towards Nepal Mohan wanted to have the good will of the U.S.A. and the U.K. but they were not in a position to antagonise India for the sake of Nepal. That is why he had to cope with revolutionary forces in the country.

My Visit & Korean Unity

By Jagadish B. Mathema

IN 1970, I had attended a workshop seminar on "communications in family planning", sponsored by UNESCO held in Seoul, South Korea. I was aware that the Korean Peninsula was divided following the war that took place until 1953. Although divided into two parts, North and South Koirea represent the same ethnicity, language, culture, tradition—but politically far part. North Korea embraces communism while South Korea practices democracy.

I lived almost one month in Seoul. During the course of the workshop-seminar, I had had the opportunity to visit the rural areas of South Korea. I observed South Koreans trying to build infrastructure such as roads, bridges and dams. Then they were at the initial stages to build industries, modernise agriculture so that they could accelerate the pace of economic development for the benefit of the people of Korea.

I saw South Korea in 1970—basically an agricultural country and the people in rural areas walking without shoes. It reminded me of my own country Nepal and its rural areas.

During my stay in Seoul, some interesting incidents happened. Before I left Kathmandu for Seoul, I was given a letter and a small present by Mrs. Sushila Thapa, then member of the National Panchayat to give to Professor Park of the Seoul University, who happened to be a mountaineer. Professor Park and his friends were trying to get permission to climb Mount Everest and had applied for permission in Nepal.

One fine evening, Professor Park along with several of his friends came to my hotel. We were introduced and Professor Kim invited me and another friend late Jayadhis Rajbhandari, who was also one of the participants in the workshop for dinner with the ruling party’s Secretary-General.

The Secretary-General of the ruling party-(some) Kim gave a lavish party for us. Although we discussed mostly on mountaineering in Nepal during the course of our conversation—however he mentioned about his elder brother, who was seperated during the Korean war and was presumed to have been alive and living in North Korea. He mentioned that millions of Koreans had been separated during the war and did not know whether they were still alive or long dead. That was the agony of the Koreans war, which he narrated very emotionally during our conversation. It is a fact that over seven million South Korean were separated from their loving kith and kins—brothers, sisters, mothers, fathers, uncles, aunties, and so on. They had had no contacts nor have they heard anything from them for the last 50 years.

I wished to Mr. Kim, the Secretary-General of the ruling party, who was also the President of Korean Mountaineering Association that one day, god willing, such a day will come—when those separated families will be re-united again.

It is interesting to mention here that the incumbent President of South Korea, Kim Dai Jung was languishing in the prison during that time—as he had opposed the late President of Korea.

The new millennium did a miracle, President Kim Dai Jung made a historical visit to North Korea and shook hand with North Korea’s leader Kim Jung El. This historic inter-Korean summit recently held in Pyongyang has paved the way for possible reunification and is likely to usher in a new era of peace, stability and prosperity in this divided peninsula.

The end of the hostility between these two nations has brought cheers and smiles in the faces of the people of both the countries.

The inter-Korean summit covered a comprehensive agenda related to conconciliation, economic cooperation and peace not only in the divided peninsula but also throughout North East Asia.

One of the positive development following the June 13-15 inter-Korean summit is the announcement of an accord on the exchange of families separated since the division of the peninsula. Accordingly, some South Koreans have already visited North Korea to meet their relatives and the emotional moments of their re-unions were heart-breaking. This process of meeting the separated families between North and South Korea will be continued.

South Korea’s pace of development is astounding—having achieved economic growth rate by 16 per cent. During 70 per cent South Korea per capita income was at the same level as Nepal, but now they have made a tremendous progress. It is today recognised as a vibrant democracy with a thriving economy. But North Korea’s economy is comparatively backward and has further suffered because of famine and slow rate of growth. While South Korea has made a commitment to ship to the North two hundred thousand tonnes of fertiliser, the United States has agreed to donate 50 thousand tonnes of wheat worth more than 12 million U.S. dollars to the World Food Programmes (WWP’s emergency relief effort) to be channelised later to North Korea.

Trade between the two countries can and will take place in area such as consumer goods, agricultural products, financial services and raw materials.

The subsequent visit of the American Secretary of State Ms. Madelene Albright is an attempt to end the isolation of North Korea and a strategic move to lure North Koreans away from their overt and covert designs to develop nuclear missiles programmes causing more concern to both USA and its allies including Japan. The United States has deployed 37,000 U.S. troops in South Korea and to maintain such a big army in South Korea is a big financial burden for the United States.

With this development, United States now will be able to withdraw U.S. troops from South Korea.

North Korea has thus broken her long isolation and will be involved in diplomatic and economic relations globally, which will certainly help in restoring peace in the area.

The peace efforts initiated by President Kim De Jung has been recognised as it was been decided in Oslo to give Noble Peace Prize for the year 2000.

The whole world wishes progress, prosperity and peace of both North and South Korea and wish that both Koreas will be united at the earliest.