Mission One Million

Mission One Million has become a buzz word in the tourism industry of Nepal. In Visit Nepal 1998, it was Mission Half a Million that made headline to many newspapers and magazines and was a theme of numerous seminars and workshops across the country. And, paradoxically it succeeded to achieve its mission a year later but plunged into a grave situation after its success. Since the announcement of Nepal Tourism Year 2011 in 2009, everybody related with tourism industry be it the government official or tourism entrepreneur, all are euphoric about this Mission. Their euphoria is clearly reflected in the statement they make about its success. A few have played a safer side saying that One million is not part and parcel of the Mission in the broader sense, it is just a target without which nobody takes it seriously. Perhaps it may be right if other countries set same quantified target while celebrating Tourism Year. But, largely, they ignore the fact that there are many factors that have to be taken care of before inviting one million tourists to Nepal. Some rightly say Mission One Million is just a means to an end.

Acknowledged by all as a backbone of economy, tourism, so far, has not been accorded the status of an industry, the fact that everybody seemingly prefers to ignore. It has hindered the natural growth of tourism industry in the country. Because of lopsided policy of the government, many tourism potential areas of the country are being neglected. No tourism entrepreneur wishes to take risk of opening hotels and resorts in an area which lacks basic infrastructure. And, there is no incentive from the government side for those who gambles by opening one. Diversification of products is in the agenda of Mission One Million. But it will not materialise unless government takes strong decision to develop an area funnelling its resources. Private sector has to work in tandem with government to make sure that it invests in the area and promote it internationally.

The main objective of Mission One Million to create the economic and employment opportunities in the country by using tourism as the vehicle of growth for the physical, social and economic development of the country. The trend that we have seen so far is very optimistic; and there is no doubt we will be closer to Mission One Million by the end of this year. But are we ready to provide hospitality that is benchmark of our tourism. Over a dinner recently a senior executive of Boeing company was complaining us that there was no AC in the chilling winter of Kathmandu in a four star hotel. Nobody knows what experience he would take back and what would he tell his friends about Nepal. He told us flatly that Nepal should invest its resources in improving infrastructure if it wishes to cater a large number of tourists in Nepal. Service improvement, though, is one of the key objectives of Mission One Million, there is no strong mechanism to monitor the level of service provided by our industry. To ensure the quality service in all sectors of tourism, the government must formulate a strong monitoring mechanism.

Over the last several years, people have taken tourism for granted. They succinctly claim that infrastructure is not a hurdle for tourists to come to Nepal because they are here not to experience what they already have experienced in their country. It could be true to some extend. But to attract quality tourists, we need to have basic amenities that are required everywhere in the world- a universally accepted norms. Overflowing urinal at the airport, dirty linen at hotels, unsafe domestic flight, dilapidated-looking airport cars, pothole and unruly traffic jam are perhaps a few things that nobody desire to see in the much awaited vacation.

Mission One Million has another objective to develop and promote tourism products with continuous focus on adventure tourism, jungle safari, cultural tourism, MICE tourism and Eco-Tourism. Products are being developed by private sector at their will without accessing impact and claiming it as their own brainchild. Many events which could have bigger impact internationally are being marginalized. These events should be promoted internationally under one umbrella with more focused on the ones that have comparative advantage. Product development should be given serious attention. Here is also a need to break out of the traditional nature culture mode and to consider alternative products aimed at the children and older age segments of the markets. Old people targeted Grey tourism has become very popular worldwide. As demographic trend is changing drastically worldwide, the first world countries like Japan is slowly becoming a home of old people. These people have a considerable amount of disposal amount of money but don’t have a caring family to look after them. They want to spend their life in comfort to be cared and loved. Nepal can step in to attract this segment with proper law. This could be a good product for us in the long run.

To fulfil the objective of Mission One Million, the role of the government at all levels should be to facilitate the development of tourism through planning, setting the right regulatory environment, developing infrastructure in partnership with the private sector, promoting Nepal as a destination and ensuring product development and quality. The private sector should deliver the basic tourism goods and services to tourists. The role of the government should therefore be that of a facilitator or helper, not necessarily a leader.

Mission One Million expects many things from private sector. But what would they get apart from the profit they make? Tourism entrepreneur should quiz it. Tax holidays should be given to tourism entrepreneurs for earning foreign currency. Tourism entrepreneurs are now at the crossroads; trapped in the vicious circle of trade union and apathy of the government. Many hotels and resorts are still not functioning well due to unnecessary inference of trade union.

We are often asked by tourists and international travel agents alike about the special promotional package being offered during Mission One Million. But it is not possible for Ministry of Tourism and Civil Aviation alone to announce exemption or reduction in entrance fee or visa fee. Other government agencies are not tourism friendly because they are focused only on generating revenue but not in facilitating the mechanism that enables to generate it. Nepal is still not friendly country for film and documentary makers. Even the television channels that come to Nepal for promotion of Nepal’s tourism are being charged astronomically everywhere. They have to go to at least half a dozen departments to obtain permission for shooting paying hefty levy. So how could we expect international promotion and publicity with so many barriers that we created ourselves? If the government cannot provide subsidy to international film makers and television channels, least it can do is not to create unnecessary barrier by charging heavy fee.

Parameter of success of Mission One Million is not to bring a million tourists only but also to show the world that how satisfy it make the tourists who visit Nepal and how much economic benefit it provide to the people of Nepal. Together for Tourism will be successful when a resort owner of a far-flung sigh with relief on finding some money in his pocket.

(View expressed here is writer’s personal opinion. This article is published in NATTA's Souvenir issue 2011)