KATHMANDU: Foreign Secretary Amrit Bahadur Rai has highlighted tourism as one of the most tangible and effective expressions of Nepal’s soft power, stressing the need for stronger coordination among key institutions to promote the country globally.

Addressing the ‘Partnership for Nepal Promotion’ workshop jointly organised by the Ministry of Foreign Affairs (MoFA) and the Nepal Tourism Board (NTB) on Thursday, Rai said effective promotion of Nepal is now a strategic necessity, directly influencing tourism, trade, investment and overall international engagement.

“Tourism represents one of the most powerful tools of Nepal’s soft power. Every visitor who leaves Nepal with a meaningful experience becomes an informal ambassador of goodwill,” he said, underscoring the role of culture and tourism in shaping Nepal’s global narrative.

Rai emphasised that the efforts of MoFA, the Ministry of Culture, Tourism and Civil Aviation, the Department of Archaeology and the NTB are interconnected and must work in synergy to project Nepal’s image with confidence, credibility and clarity. He also called for equipping Nepali diplomatic missions abroad with compelling promotional materials to better showcase Nepal’s cultural heritage and tourism potential.

Similarly, NTB Chief Executive Officer Deepak Raj Joshi underlined the effectiveness of tourism promotion through public diplomacy, noting that closer collaboration with diplomatic missions can help expand Nepal’s reach in international markets.

A comprehensive presentation on Nepal promotion was made by MoFA’s Public Diplomacy Division, followed by focused discussions and interactions. The workshop was attended by director generals from the Departments of Archaeology and Tourism under the Ministry of Culture, Tourism and Civil Aviation, along with senior officials from various agencies, including the Policy Research Institute.