Interview: This is the right time to engage previous visitors to promote Nepal
Hjörtur Smárason, an anthropologist and place branding expert from Iceland was in Nepal recently to conduct workshops on storytelling and tourism recovery strategies for Nepal Tourism Board (NTB).
Kriti Bhuju of Republica talked to Smárason, who was invited to Nepal by the Netherlands-based organization CBI which is working with NTB to help in tourism recovery of tourism, to know how Nepal can brand and market itself in the aftermath of the earthquake. Excerpts:
What was your impression about Nepal after landing here?
Earthquake was a personal experience for us. We (me and my wife Inga Ros Antoniusdottir) were very eager to visit Nepal mainly because our son Antonius was trekking in the Poonhill area when earthquake shook Nepal. Based on his experience, we felt Nepal needs help and we want to help this beautiful country. When we landed here, we were very happy to see most of the places in Kathmandu untouched by the quake.
We come from earthquake-prone country and we knew the 7.8-magnitude earthquake is devastating. As I have worked in destinations over the world, we want to share our experiences of how Iceland recovered after volcanic eruption in 2010 and help tourism in Nepal recover faster.
What I think is Nepal is much more destroyed by the CNN effect than the earthquake. The situation is lot better than what the western worlds think the situation here is.
As a place branding expert, what do you think Nepal should do to revive its tourism industry after the earthquake?
When volcanic eruption took place in Iceland, there were 70 to 80 percent cancellations in booking; but it was temporary. Damage was very low and there was no loss of lives.
Iceland managed to turn crisis in tourism into a booming industry with targeted strategies and since then tourism has been growing by 20 percent every year and in 2014 we received 1.1 million tourists.
As per our expertise and experience, I think Nepal should focus on proper communication channel. There should be one-door system for dissemination of what the situation is at present, appoint goodwill ambassadors for those who have visited Nepal as they can promote Nepal better, and right marketing strategies should be adopted to reach out to right people.
Nepal has the highest return rate of tourist compared to any other countries in the world and this can be cashed in.
Do you think discounts being provided by tour operators and hotels will help?
Absolutely not. The reason people are not coming here is not the prices but the fear. You cannot fight fear with discounts; you need to fight it with information. Nepal is already a cheap destination for most of the western travelers. Discount offers of 25 or 50 percent won't make much difference. Instead of providing discounts, Nepal should arrange a designated agency to relay credible information on which areas are safe and which are affected. This is the right time to engage the previous visitors to promote Nepal and this will help much. This is also the right time for more cooperation among travel industry people to bring out more innovative products to sell rather than the mountains.
Though monsoon is off-season for Nepal, I think this is the best time for family trip and for safari or a day hike. Europeans have holiday at this time of the year and Nepal can tap that market.
How long does it normally take a country to recover after any disaster or crisis?
It differs from country to country. In Iceland, it recovered so fast i.e. within a year despite of having another eruption same year. Going to Nepal is usually something you plan. For this autumn it's hard to revive tourism. But for spring of 2016, Nepal will be recovering faster. The recovery depends on what type of strategy is adopted to promote the destination. I have found Nepal ready to welcome tourist even now.
Disseminating information of studies carried out by both domestic agencies or international ones helps much. If some area is suffering and is not safe to visit, say it, don't hide. Tourism will boom as Nepal has gained media attention all over the world.
What role should media play and what should the government do?
NTB should take initiative for arranging a designated destination for dissemination of credible information. The government must work hard to make assessment of tourist destinations and bring out the exact picture of the places. There should not be discrepancy in what media portrays and the reality. For the first few days, the destruction definitely sells and gains attention of the world and the donors. But as time passes, media should bring follow up stories on how Nepal is rebuilding and how people are recovering. Nepalis have positive attitude and this is what Nepal must sell.
Earthquake takes place every 80 years, but media should portray how people rebuild and recover. Mostly, travelers come here for the first time for mountain and nature and for the second time for the people and the hospitality they get.
Source: Republica
