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“Atithi Devo Bhawa”, a major campaign that demands and focuses on the behavioral change, hospitality awareness, minimum standards and tourism entrepreneurship catalysis is being launched by the NRNA to make Nepal one of the most preferred destinations for adventure, heritage and social tourism. ADB is designed mainly to change the stereotypical concept of tourism in Nepal and promote tourism through a common source and sense. Objectives of ADB:

  1. Bring about a Behavioral Change Communication (BCC) amongst the people which is our main target that focuses on:
  • Hospitality awareness (why tourists are important and what makes them happy?: Do’s and Don’ts of host citizens)
  • Small yet important gestures that leave a great impact on the way they reflect about Nepalese (courtesy, discipline, respect, honesty etc.)
  • Our civic sense (proper usage of the traffic light system and zebra crossings)
  • Providing suggestions for improvement in the tourism industry as per the perspectives of the clients themselves

  1. Develop a system to provide minimum tourist information, communication and outreach programs at local levels and necessary handbooks (e-books) containing:
  • Key tourism destinations
  • Key tourism products (adventure, heritage, religious, home stay, gaming, farm say)
  • Key tourism information (adventure, features, events, expense ceilings, safety etc.)
  • Key information about the desired destination (include strategies such as 10 things you must know about the desired place)
  • Nepal tourism yellow-page New (A-Z information on stakeholders, agencies, vendors, talents, service providers etc.)


  1. Formulate an advocacy to the government about various tourism related agendas such as lack of policy linkages, adequate investment in infrastructures and business development etc.


Atithi Devo Bhawa - About Image


“Atithi Devo Bhawa” campaign mainly focuses on the BCC to promote and develop a sense of responsibility toward the tourists which would attract them towards Nepal apart from the unique biodiversity, cultures and traditions and Natural beauty. These actions will not only create awareness about the effects of tourism by sensitizing the local people about hospitality, culture, cleanliness but it will also create a sense of responsibility towards tourists and it will act as an advantage to bring faith and confidence of tourists from all around the world visiting Nepal. ADB Campaign emphasizes few of many challenges that the tourists in Nepal might have been facing in terms of behavior:

  1. Abandoning them as foreigners which make them feel like they are not part of the country
  2. Persuading for tips on the streets and road when walking or driving
  3. Annoyingly pushing and selling of products that they don’t want to buy
  4. Providing wrong information thinking of one’s own benefit or for making money
  5. Cheating and stealing in public vehicles in terms of fares
  6. Giving too high value to foreigners or visitors not in terms of respect but in terms like they are of superior beings
  7. Charging higher rates in products for tourists only
  8. Swarming of passengers in public vehicles with no proper arrangements making them stand all the way to their destination
  9. Not approaching /giving a helping hand whenever required
  10. Spitting/throwing trash from vehicles or while walking Work Plan This project will be significant contribution to the betterment of the tourism industry in Nepal as a whole.

Below we have disclosed the plan of actions which would act as catalyst to speed up this campaign promotion:

  1. Endorsement of concept and actions from all necessary stakeholders
  2. Display and communicate globally the tourism potentials of Nepal through Nepali Diaspora
  3. Appointment of survey agency for current feedback from tourists of safely, convenience and delight
  4. Involve researchers and scholars, logistic partners, creative partners, insurance, media partners etc. to depth analyze and recommend on Nepal’s tourism at the same occasion
  5. Tie-up with tourism promotion agencies for entrepreneurship development on tourism establishing global linkages
  6. Working closely with the Government for minimum tourism standards
  • Immigration: Visa renewal ease, immigration staff’s attitude and behavior, max 30 minutes immigration clearance
  • Destinations: Signage, minimum information, detailed e-map, festival and occasion
  • Airport: more international flights to Nepal
  • Local transport: Fares, tourist exclusive services
  • Media
  • Tourism Associations and stakeholders

About the Non-Resident Nepali Association (NRNA)

Non-Resident Nepali Association (NRNA) was established with the purpose of uniting and binding the Nepali Diaspora under one umbrella on 11 October, 2003. In the course of completing 12 years of its existence NRNA has developed into a non-governmental global organization and a network of Nepali origin by establishing National Coordination Council (NCC) in 73 countries to represent its interests, concerns and commitments. Wherever we Nepalis may go or settle, whichever nationality we may possess, we never forget our land of origin, the land which holds our identity and soul. We rejoice in the achievement of our beloved country and her people and are disheartened by their sufferings and failures. Our belief:“Once a Nepali you always remain a Nepali”, is reinforced by our commitment to streamline our energy and resources for the transformation of the Nepali society. It is the duty and responsibility of every nation to promote, represent and safe guard the welfare of its nationals or people of its origin having foreign nationality and this will ultimately be in the interest of the nation. The national interest that can be fulfilled by the diasporas has not been hidden from the international arenas. The network of Nepali Diaspora represented by NRNA has developed itself into a formidable force that can represent Nepali interest globally. Keeping all these in mind, the Government of Nepal has given legal status to Nepali Diaspora by promulgating Non-Resident Nepali Act 2064. For practical purposes Nepali citizens living outside South Asian Association for Regional Cooperation (SAARC) member countries or People of Nepali Origin (PNO) holding foreign nationality other than SAARC nations are considered as NRNs.