KATHMANDU, Aug 20: TikTok and the Nepal Tourism Board (NTB) jointly announced a partnership on Tuesday to promote Nepal's extraordinary landscapes, cultural heritage and adventure experiences to a global audience. As part of the collaboration, a special campaign titled #LifetimeExperiences has been launched to showcase Nepal’s mountains, natural beauty, cultural heritage, and vibrant traditions to a worldwide audience through TikTok videos.
Speaking at the signing ceremony, Minister for Culture, Tourism, and Civil Aviation Badri Prasad Pandey described the collaboration as a significant step toward promoting Nepal’s tourism. “This is not just an agreement; it is a bridge that connects Nepal with the world. Through a global platform like TikTok, we now have the opportunity to share our mountains, culture, festivals, and hospitality with millions of viewers. This campaign will help position Nepal as one of the world’s top destinations,” he said.
Minister Pandey further stressed that tourism is the backbone of Nepal’s economic development and expressed confidence that the partnership would directly benefit rural communities, small businesses, and local guides.
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NTB CEO Deepak Raj Joshi also highlighted the importance of the collaboration, noting, “Our long-standing effort to share Nepal’s beauty and soul with the world will now gain greater strength with TikTok’s global reach. This initiative will not only attract international travelers but also provide young Nepalis with an opportunity to express their culture, festivals, and experiences creatively.”
According to Joshi, NTB will invite international travel creators to Nepal, offering them experiences ranging from the Himalayas and lakes to temples and rural homestays. These creators will produce short videos to showcase Nepal’s tourism potential digitally.
Echoing similar sentiments, Ferdous Mottakin, TikTok’s Head of Public Policy for South Asia, said the collaboration would help place Nepal firmly on the global travel map. “Every day, millions of people discover new destinations and experiences through TikTok. It is an honor for us to help bring Nepal—rich in mountains, spirituality, and diverse cultures—to the world through short-form videos. This campaign will further strengthen Nepal’s place on global travelers’ bucket lists,” he said.
As part of the initiative, TikTok will introduce a dedicated in-app platform under the #LifetimeExperiences hashtag, showcasing Nepal’s Himalayan peaks, rivers, festivals, cuisine, and musical traditions.
Umais Naveed, TikTok’s Publishing Manager, added that international creators would be invited to Nepal to share their experiences digitally, inspiring millions to visit the country. “The campaign rests on three pillars: Nepal’s natural landscapes, cultural heritage, and the warmth of local communities,” he said.
In addition, TikTok will conduct workshops in Nepal to train local content creators on audience growth, brand collaboration, and world-class digital storytelling.
According to the agreement, the campaign will run in phases throughout 2025, featuring a major #VisitNepal Showcase Event in Kathmandu, with the participation of international creators, cultural ambassadors, and tourism entrepreneurs.
The partnership between NTB and TikTok is expected to act as a “digital bridge” to connect Nepal with new generations, new markets, and the evolving global tourism landscape.
