In 2013, the release of the Chinese movie Up in the Wind sparked an unexpected surge of interest in Nepal among Chinese travellers. Filmed in Kathmandu, Pokhara, and Chitwan, the movie presented Nepal’s landscapes and cultural richness on the big screen, igniting a wave of arrivals, particularly to Pokhara in the Annapurna foothills.

That year, Chinese tourist numbers crossed the six-digit mark for the first time, mainly because a single piece of visual storytelling captured imaginations. The trend revealed a profound shift in how travellers seek inspiration. Selfies and casual snapshots were no longer enough; people truly wanted an authentic story, told with care and emotion.

A decade later, the medium of travel inspiration has changed once again. People no longer leaf through glossy brochures or guidebooks in search of ideas. With its immersive short videos and massive reach, TikTok has replaced billboards and advertisements as the dominant platform shaping global tourism trends.

In Nepal, the effects are already visible. From small roadside tea shops to luxury hotels, many businesses have seen dramatic customer increases after going viral on TikTok.

Sometimes, a single video has transformed a quiet café into a bustling hotspot overnight.

With over a billion monthly users worldwide and 66,000 new videos uploaded every minute, TikTok has become a powerful engine of storytelling, one that Nepal hopes to harness to redefine its tourism promotion strategy.

On Tuesday, the Nepal Tourism Board, the country’s official tourism promotion agency, signed a memorandum of understanding with TikTok to collaborate on promoting Nepal on the platform.

“The core of this collaboration is to launch the Lifetime Experiences campaign,” said Deepak Raj Joshi, CEO of the Nepal Tourism Board, during the signing ceremony.

He described Nepal as “the land of TikTok photographs,” adding that the partnership is symbolic and strategic.

“Our objective is twofold: to amplify Nepal’s tourism offerings to a global audience and to empower our local creators. Through videos and creative storytelling, we aim to showcase Nepal’s natural and cultural treasures to the world.”

Joshi said that Nepal’s stories remain abundant yet under-told, from snow-covered Himalayan peaks and tranquil lakes to its spiritual traditions and vibrant culture.

“TikTok provides a dynamic medium for these stories to inspire and reach millions globally,” he said.

The agreement comes in a remarkable twist of events.

On November 13, 2023, Nepal banned TikTok, claiming it disrupted social harmony. But in August last year, after nearly nine months, the government lifted the ban, allowing the platform to return under specific conditions—including the promotion of Nepal’s tourism sector.

For TikTok, the collaboration reflects the platform’s growing role in the global travel space.

Umais Naveed, TikTok’s head of content for South Asia, said, “At TikTok, our mission is simple: to inspire creativity and bring joy. What better story to share with the world than that of Nepal?” He noted that travel remains one of TikTok’s most vibrant communities, with millions of users seeking destination ideas and cultural experiences every day.

As part of the campaign, TikTok will dedicate a “Destination” app page to Nepal’s tourism content, curate workshops for aspiring local creators, and invite international influencers to explore, experience, and promote Nepal’s attractions.

The aim is to make Nepal more visible across global feeds, encouraging travellers to turn online inspiration into real journeys.

“When Nepal is seen more on TikTok, travellers will be inspired to experience our legendary Himalayas, ancient temples, trekking trails, festivals, cuisine, and the warmth of our hospitality,” Joshi said. “We envision greater tourist interest, a stronger digital footprint, and meaningful collaboration between our local creators and the global digital economy.”

The plan includes three dedicated workshops for creators, small and medium enterprises, and tour operators in Nepal. These sessions will guide participants on how the platform works, how to produce engaging content, and how to use digital storytelling to strengthen tourism promotion.

International travel creators will also be shortlisted to participate in the campaign, with many expected to arrive in Nepal by late October. The main promotional event is scheduled for November in Kathmandu, and the campaign’s content will be released steadily through December 2025.

“This is not just a one-year project,” Naveed said. “The entire partnership is designed as a roadmap that extends beyond 2025.”

Tourism Minister Badri Prasad Pandey underscored the significance of the collaboration, calling TikTok one of the most dynamic platforms that connects millions across borders.

“Bringing TikTok and the Nepal Tourism Board together allows us to combine tradition and technology, heritage and innovation, community spirit and global storytelling,” he said.

Pandey stressed that tourism is more than just an industry for Nepal—it is the backbone of socio-economic development. The sector creates jobs, supports small businesses, empowers rural communities, and safeguards cultural traditions.

“This partnership allows us to share those benefits more inclusively,” he said. “In the digital era, travellers seek authentic recommendations and real experiences before they travel. TikTok helps bring those authentic voices to life.”

A specially designed hashtag page will anchor the campaign, showcasing “lifetime experiences” through local and international content. Push notifications will help drive global discovery, while Nepalese creators—including cultural ambassadors, public figures, and grassroots storytellers—will be featured prominently to ensure authenticity.

Both the Nepal Tourism Board and TikTok believe that as Nepal’s stories spread across the platform, they will inspire travellers to visit and return with lasting memories and encourage others to follow.

Industry leaders have welcomed the initiative.

Sashi Kanta Agrawal, chairman of Kathmandu Marriott, said that in today’s age of short-form video, TikTok has emerged as a powerful force shaping the future of travel. He described the rise of “TikTok Tourism” as a growing phenomenon that is changing the way destinations attract visitors.

Travel entrepreneurs agree, noting that TikTok has evolved far beyond its reputation as a hub for dance trends and lip-sync videos. For Gen Z and millennial travellers in particular, it has become one of the leading sources of travel inspiration.

For Nepal, the platform could prove to be the new passport to the world.