Kathmandu. The campaign 'Let's Make Tourism Nepal's First National Industry', put forward by Yubika Bhandari, a candidate for the upcoming leadership of the Nepal Association of Tour and Travel Agents (NATTA) and current General Secretary, is now evolving into a national debate connected with Nepal's economic transformation, rising above the limited agenda of the tourism sector.

The number of tourism entrepreneurs, travel experts, representatives from the hotel and aviation sectors, industrialists–businesspersons, artists, media personnel, academicians, young entrepreneurs, and eminent personalities from various fields joining the campaign is continuously increasing. Hundreds of individuals have directly expressed solidarity, while thousands of citizens are expressing support for the campaign through social media, public programs, and dialogues.

According to analysts, this campaign is not limited to a single individual's electoral slogan. It has presented a new vision that places tourism at the center of Nepal's long-term economic development, employment, investment, foreign exchange earnings, and overall national prosperity.

Tourism: An Industry Connecting the Entire Economy

The campaign describes tourism not merely as a sector linked to hotels, travel, or aviation services, but as a national industry that connects agriculture, handicrafts, culture, transport, aviation, information technology, education, health, construction, and local enterprises into a single economic network.

Tourism itself is not agriculture, but it expands the market for farmers' produce. It is not a manufacturing industry, but it increases the demand for domestic goods. It is not culture, but it preserves culture while transforming it into economic opportunities. It is not infrastructure, but it accelerates roads, airports, sanitation, digital services, and local development.

For this very reason, the main objective of the campaign is to establish tourism not as a supporting sector, but as the primary driver of the national economy.

Economic Basis for Bringing Back Nepalis Residing Abroad

Another important aspect of the campaign is linked to Nepalis residing abroad.

Nepalis in various countries around the world do not just possess capital; they also have international experience, modern management skills, business operation knowledge, access to global markets, and extensive professional networks. However, when deciding to invest back home, they seek stable policies, clear government priorities, and long-term potential.

The campaign expresses confidence that if tourism can be established as Nepal's main national industry, a clear message will go to Nepalis abroad—that Nepal now accepts tourism not as a seasonal business, but as the fundamental basis of national economic development.

It is expected that many Nepalis could be inspired to invest in boutique hotels, homestays, wellness retreats, adventure tourism, international-standard restaurants, tourism technology companies, or digital tourism services in their own villages. The campaign expresses confidence that some can expand the international market for Nepali tourism from abroad, while others can return home and operate businesses directly.

The campaign's message is clear—the decision to return from abroad is determined not merely by emotion, but by opportunity, and that opportunity can be created by the tourism industry.

Expectation of Increased Private Sector Investment and Confidence

It has been observed worldwide that once the government places any sector on national priority, the private sector views it as a market with future potential.

Subsequently, banks and financial institutions introduce targeted loan schemes, the participation of insurance companies increases, and interest grows among construction businesses, technology companies, investment funds, and other private sector entities. This can accelerate new investment, employment, and economic activity.

International Experience Also Shows This

There isn't a single legal classification like ‘First National Industry’ globally. However, many countries have placed tourism at the center of national development through concepts such as Backbone of the Economy, Primary Engine of Growth, Single Largest Contributor or Strategic Catalyst.

Examples of countries like Maldives, Seychelles, Cabo Verde, and Bahamas, which have placed tourism at the center of their national economic strategy, prioritizing investment, infrastructure, budget, and international promotion, are established as successful models before the world today.

Yubika Bhandari's Leadership Vision

Yubika Bhandari has been advocating for the advancement of tourism not just as a matter of potential, but by linking it with clear policies, long-term plans, adequate budget, easy air access, digital transformation, international branding, skilled human resource development, and results-oriented collaboration between the government–private sector.

She states—

“This is not a campaign of a single individual or organization. It is a common campaign of all Nepalis who wish to build a prosperous Nepal through tourism. When tourism rises, not only do hotels operate; farmers' produce sells, local youth get employment, culture is preserved, entrepreneurship increases, and economic activities expand nationwide.”

Yubika Bhandari at the Center of the NATTA Leadership Debate

The debate within the tourism sector regarding the upcoming NATTA leadership selection, focusing on agenda, policy reforms, institutional strengthening, and professional leadership, is intensifying.

According to many stakeholders in the tourism sector, Yubika Bhandari's clear vision, policy agenda, institutional experience, and long-term campaign to establish tourism as Nepal's first national industry have positioned her as a strong and capable contender for NATTA leadership. Supporters believe that her development-oriented mindset and professional commitment can play a significant role in elevating the institution to new heights.

The debate about placing tourism as a national priority for Nepal's economic transformation has now become more robust. Tourism is also increasingly being seen as an effective means to connect the capital, skills, experience, and international networks of Nepalis residing abroad with the development of the homeland.

The campaign ‘Let's Make Tourism Nepal's First National Industry’, put forward by Yubika Bhandari, has brought this very thought to the center of national debate. The question raised by the campaign is not merely related to the future of the tourism sector; it is a debate linked to Nepal's economic policy, employment, investment, entrepreneurship, and the long-term direction of prosperity.

If tourism rises, Nepal rises.

Let's make tourism Nepal's first national industry.