Remarks by Foreign Secretary Mr. Amrit Bahadur Rai at the Workshop on "Partnership for Nepal Promotion" 16 JAN 2026, Kathmandu

CEO of Nepal Tourism Board,
All Dear Colleagues present here,

Warm good morning and Namaskar.

It is a distinct pleasure to be with you in this beautiful setting to reflect on a subject that speaks directly to our shared responsibility and national pride: how we present Nepal to the world.

Today’s workshop brings together institutions that are not only central to Nepal promotion, but also entrusted with shaping how Nepal is seen, understood and remembered globally. Our presence here itself sends an important message—that we are united by a common purpose and determined to work together with greater energy, coherence and strategic intent to advance our national interest.

The work of the Ministry of Foreign Affairs and that of the Ministry of Culture, Tourism and Civil Aviation—together with the Department of Archaeology and the Nepal Tourism Board—are not parallel efforts.

They are interconnected strands of the same national mission.

At its core, this mission is both simple and profound: to tell Nepal’s story to the world with confidence, credibility and clarity; to nurture a positive and authentic image of Nepal in the minds of foreign publics; and, in doing so, to promote Nepal as a destination of choice while upholding the dignity, identity and standing of the nation. Enhancing the dignity of nation is always at the core of diplomacy.  

Against this broader canvas, allow me to highlight six key reflections.

First, in today’s highly competitive and interconnected world, effective promotion of Nepal is no longer optional—it is strategic and indispensable. It lies at the heart of our diplomacy, tourism, trade, investment and overall international engagement. How Nepal is perceived today directly influences not only the inflow of visitors, but also the confidence of investors, partners and friends demonstrated towards us from across the globe.

Today’s gathering stands as a clear testament to our unwavering commitment to project Nepal confidently and effectively on the global stage.

Second, public diplomacy is ultimately about winning hearts and minds—and few countries are as naturally endowed as Nepal in this regard. Our living cultural heritage, sacred and historical sites, breathtaking natural landscapes, and above all, the warmth, resilience and dignity of the Nepali people are authentic assets that cannot be manufactured. We must amplify these treasures through smart coordination and effective storytelling.

Third, tourism represents one of the most tangible and effective expressions of Nepal’s soft power. Every visitor who departs Nepal with a meaningful experience becomes a carrier of goodwill—an informal ambassador who extends Nepal’s reach far beyond official channels. When culture and tourism are woven together, they lend depth, emotion and credibility to Nepal’s global narrative, making our engagement with the world more humane and more enduring.

Fourth, we already have strong foundations on which to build. The Ministry of Culture, Tourism and Civil Aviation, the Department of Archaeology and the Nepal Tourism Board are the custodians of Nepal’s cultural wealth and the architects of our tourism vision.

You preserve our heritage, develop our destinations and shape the national brand that introduces Nepal to the world. This work provides the substance and soul of Nepal promotion.

At the same time, the Ministry of Foreign Affairs significantly contributes to amplifying the message around the world with permanent presence in foreign capitals and major cities. Through our diplomatic missions abroad, we constantly engage with governments, institutions, media, diaspora communities and wider publics. Our past collaboration has yielded positive results, and it is our commitment to build better alliance to achieve more in coming days for the prosperity of our people.

Fifth, the natural overlap of our mandates should be seen as a strategic advantage, not a challenge. Where culture, tourism and diplomacy intersect, the potential for synergy is immense. As Aristotle wisely observed, “The whole is greater than the sum of its parts.” When our content is aligned, our messaging consistent and our planning coordinated, our collective whole is greater than sum of its parts.

This workshop, therefore, is not about creating new structures for their own sake. It is about refining how we work together—sharing information more systematically, planning jointly where appropriate, and ensuring that our respective efforts reinforce one another in a focused and purposeful manner.

Sixth, looking ahead, I see significant scope for even closer and more dynamic engagement. Our diplomats must be better equipped with timely, compelling promotional materials and narratives. Our missions abroad must serve as vibrant platforms for showcasing Nepal’s cultural richness and tourism potential. Your helping hands would be instrumental to equip our diplomats and diplomatic missions.

 Together, we can explore new markets, reach emerging audiences and present the “Nepal experience” in ways that are both unique and deeply authentic.

In this spirit, today’s workshop offers a valuable space to reflect, exchange ideas and chart a practical way forward. It gives us an opportunity to better coordinate our efforts in branding Nepal, strengthening our international image and unlocking the country’s true potential—particularly through tourism, culture and people-to-people connections.

Let us approach our discussions with openness, creativity and a genuine spirit of partnership.

We are one team, working for one nation, with one fascinating story to tell the world.

From the Ministry of Foreign Affairs, we reaffirm our firm resolve to deploy all available diplomatic networks and tools to establish and elevate the Nepal brand in the global tourism marketplace.

I wish the workshop every success and look forward to the insights and ideas that will emerge from our deliberations.

Thank you.