GHT: Nepali measure to become ultimate adventure destination

The Great Himalaya Trail Marketing Strategy 2011-2016: The Great Himalaya Trail Development Programme (GHTDP) (September 2011). Government of Nepal, Ministry of Tourism & Civil Aviation.

The ministry unveiled the marketing strategy for the Great Himalaya Trail (GHT) in the last week of September 2011. This formal launch of new adventure travel product byNepalis a step forward to become the ultimate adventure destination and a major achievement of the Nepal Tourism Year 2011 campaign.

The GHT is one of the highest and longest trekking trails on the planet. The 10-section trail stretches between Taplejung and Humla.  The 1,700-km long trail meanders through an assortment of cultural landscapes located within the lap of the Nepali Himalayas. It requires about five months completing the trail.

The Great Himalaya Trail Marketing Strategy 2011-2016 document covers recent trends in mountaineering, trekking and other tourism segments of local and international markets. Trekking accounted for 25% visitors to the country in 2009. The three most popular trekking regions are Annapurana, Everest and Langtang. A strength, weakness, opportunity and threat (SWOT) analysis is also done.

The strategy is aimed at three types of travelers: adventure travelers, cultural travelers and nature-loving travelers fromAustralia,France,Germany, theUnited Kingdomand theUnited States of America, the key value markets for the country. The similar products offered by other countries, such as the Inca Trail (Peru), the Tour du Mont Blanc (Europe) and the Milford Trail (New Zealand), are compared with the GHT.  High altitude, mountain scenery, pristine and wild nature, and cultural diversity give a competitive edge to the GHT.

The aim of GHTDP is to increase length of the stay and number of tourists in remote areas along the trail. In the first phase, the GHTDP, supported by the UK Aid DFID, will focus on Taplejung, Lower Solukhumbu, Gorkha, Dolpa and Humla during 2011-13.

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