“The whole community has to get involved to bring long lasting change and economic prosperity.”

Dee Aker, is the Advisor for Strategic Peacebuilding, Joan B Kroc School of Peace Studies, University of San Diego, USA. She met The Himalayan Times Perspectives to discuss the potential for Strategic Peacebuilding for economic prosperity in the context of Nepal. Excerpts:

In 2001 you established Nepal Peacebuilding Initiative. Tell us about that and your work in Nepal.

Nepal Peacebuilding Initiative was created as a part of the leadership of Joan B Kroc Institute for Peace and Justice (IPJ). Women PeaceMakers Programme, the WorldLink Programme, which connects youth to global affairs was also created in 2000. When we assessed conflict in other countries and Nepal, we witnessed intense violence surfaced in Nepal during the decade long civil war. Thousands of people lost their lives in the conflict and the Royal massacre also took place in 2001. We were requested to visit and come back to Nepal to provide skills on negotiation and mediation.
I first visited Nepal in 1974 and I had also come just a month before the massacre in 2001. We have continued to work here since the civil war; this is my 39th visit to Nepal. The magic of Nepal is so seductive and the people are so fine. Despite the challenges people in Nepal are not frustrated and that vibe drives me. I travel a lot and I find the beauty and charm of this country very unique and this keeps us engaged.

What kind of impact has your initiatives had on the political and business environment of Nepal?

Our intention is to engage civil society with the leadership and come up with solutions. We have been here throughout the conflict and we have been quite successful in bringing the political parties together for negotiations and the peacebuilding process. We have analysed this complex process; underlying culture, histories and root causes. Further, we have also trained various groups of journalists, business people, women and organisations.
There is a glass ceiling in this country not only for women but also for young people. However, in these 15 years I have witnessed that glass ceiling breaking down. Many amazing young leaders have emerged who have infused new ideas which is a positive step.
Businesses cannot flourish in conflict. For instance, during the conflict in the country last year, almost all businesses and factories closed down in Nepal. Our role comes here, to bring people together who are working in isolation and find out what works out at the time of conflict. Peacebuilding requires capacity and relationship building at multiple levels. Peace and stability are pre-requisites for operation of any enterprise. Businesses cannot operate in isolation and there is no solution in creating a wall. The solution is in finding a common ground and reaping mutual benefits.

How challenging is it to bring influential leaders and the civil society to a single place for negotiations and discussions?

Yes it is a challenging task. However, if you have partners who are working on the ground and really care about the country and who are not just in it for self aggrandisement then it is not that difficult. I have worked in various countries and I have had access to the right people. Being a former journalist I had important contacts and that has helped me.
What are the main activities that you have been involved with in as a conflict resolution professional? What type of workshops do you conduct in Nepal?
I have worked across the globe in countries like Uganda, Colombia, Kenya, England and the US to support the inclusion of the voices of women, youth and other marginalised communities, in discussions and decisions related to conflict resolution and sustainable peace — including designing and leading participatory trainings/workshops in communications, negotiations, skills-building and leadership.
We have been invited to do workshops with various groups. In this process we have partnered with local organisations and trained former combatants and women at all levels, right from illiterate women to women at top levels. Before attending these workshops the participants would look at the senior most people at the room before speaking. Gradually, after attending the workshops they are now confident, have a sense of self and understand that everyone has the freedom of speech. Women who had never ventured out of their homes now own their transport business and are involved with various organisations.

As a psychological anthropologist and conflict resolution professional with 40 years of experience in peacebuilding and conflict transformation in international settings, what do you think is the prevailing conflict in Nepal? 

The major challenge that I see as a professional in peacebuilding and conflict transformation is that marginalised people’s voices are not heard. It is difficult to meet everybody’s needs however a point of agreement can be reached where majority of the needs can be addressed. We have listened to their issues and even if we can’t fix it, we have tried to find people who can find solutions. There is no one solution to cope up with such complex challenges of conflict. However, I believe it is absolutely essential to understand and listen to the voices that are not heard and the press has to take a proactive role in doing so. Negotiation and strategic peacebuilding it crucial to cope up with emerging challenges of conflict as it cannot take place in isolation.

What is strategic peacebuilding in the context of Nepal? 

Real strategic peace building is a process that is complex and has multiple actors in the context of Nepal. It is beyond conflict transformation, heals trauma, promotes justice and builds relationship at multiple levels. It creates spaces where people interact in new ways, expanding experience and honing new means of communication. Moreover, it requires values, goals, commitment to human rights and needs. Further it cannot ignore structural forms of injustice and violence. Founded on an ethic of interdependence, partnership and limiting violence, peacebuilding depends on relational skills.
Peacebuiling agreements cannot last if people are not involved. Peace happens from within. The whole community has to get involved to bring long lasting change and economic prosperity.

(Printed version of this article was published in The Himalayan Times Perspectives, August 28, 2016)

Photos : Sanu Raja Maharjan, THT

Can Nepal penetrate the American dream market?

Focus, preparations and homework lacking to tap the world's biggest tourism market

Abhilasha Rayamajhi
Kathmandu

American tourists have shown a consistent growth in arrivals to Nepal. However, this growth is organic and not due to marketing campaigns or promotional interventions. These tourists travel to Nepal mainly for adventure, mountaineering and trekking which is uniquely available here. Further, it is observed that tourists who are here for adventure tourism spend their entire vacation in the country. Most American tourists who visit Nepal feel so connected to the natural beauty and culture that they also keep coming back.
Even though Nepal is rich in cultural and geographical diversity that fascinates Americans, the tourism industry has not been able to really tap into this long haul and high yield market that offers huge potential. The US tourist market consistently stands in the third position after India and China, for Nepal.
Market significance
“I believe most American tourists come to Nepal to experience the astounding natural beauty of this country. They are interested in trekking and visiting places like Pokhara and the Annapurna range” says Ineka Stoneham, Spokesperson, US Embassy. She adds that once they are here, most also become fascinated with the culture and the warm, wonderful Nepali people.
There are two distinct types of American travelers to Nepal. “One type is interested in the culture of Nepal and can typically be found to bundle their trip with India or Thailand and the others are adventure tourists,” says Ashok Pokharel, President of Nepal Association of Tour Operators (NATO). American arrivals, before the onslaught of the Chinese tourists, were consistently the second highest for decades. He also says, “Long haul travellers, as a rule, spend more than short haul travellers in one place. When adventure travel is thrown into the equation then the spending is much higher per traveller.”
The majority of American travellers tend to travel close to home according to a research by Euro monitor international. The most popular destinations for Americans are Mexico, Canada and Britain and they spend the most on accommodation followed by food and shopping. “The US market includes diverse cultures, there are many Non Residential Indians in Calfornia and other states. These pocket segments who already know Nepal should be encouraged to visit Nepal,” says Upaul Majumdar, General Manager at Soaltee Crowne Plaza. “However, proper market research and planning is a must before carrying out any marketing campaigns in any destination,” he adds.
While the American market does hold great significance and potential for the Nepali tourism industry, the problem has always been that Nepal Tourism Board (NTB) and the travel trade have not been able to market and promote brand Nepal in an effective manner.

US Sales Mission
Some months back, NTB organised a US Sales Mission in Washington DC, Phoenix, Denver, Los Angeles, San Fransisco and Seattle. The Sales Mission was headed by Secretary of the Tourism Ministry Prem Kumar Rai. Deepak Raj Joshi, CEO, NTB, Sudan Subedi, Officer, NTB and Ghanashyam Upadhyaya, Joint Secretary - Tourism Ministry were the representatives from the government’s side. Some travel agencies also paid to participate in the mission. The total investment in the US sales mission was estimated to be Rs seven million by NTB.
“We share one of the best diplomatic relations with the US government. Further, American travel agencies have been promoting Nepal since the 1950s, so this market cannot be ignored,” shares Deepak Raj Joshi, CEO of NTB. “We ventured into the US market after a long break. The main objective of this mission was to convey the message that we are back in business and fully operational,” he says.
The 14 days long programme had media briefing sessions and business to business (B2B) sessions between US and Nepali travel trade. When asked about the impact of the mission he says, “This year we expect around 50,000 arrivals from the US. From 2017 we expect a growth of 5 to 15 per cent in the arrivals.” That may seem like a decent expectation but to make it a reality hard work, focused promotion, planning and follow up coordination is required. And while delegations are quick to go abroad for such programmes the follow up is often lacking.
Challenges to overcome
"Ten times more Americans visit Taiwan than Nepal. Just 50,000 Americans a year visiting Nepal is not a very big number relative to our country’s population," Stoneham says. Nepal as a destination faces stiff competition for US visitors. One way to compete with other tourism markets would be to diversify and attract more than just the young backpackers who spend very little per day. She continues, "Another challenge is uncertainty. Unless they know a reputable tour operator in advance, it can be difficult for Americans to plan and reserve hotels, treks, and internal flights before getting here. If credit cards were more widely accepted (especially without a 3.5 per cent fee), that would also help." Other challenges include transportation between cities and flights being delayed or canceled because of weather and road closures due to landslides or flooding.
“Many Americans rely on the internet when they research travel plans. Sites like TripAdvisor, Yelp and AirBNB offer a wealth of information about hotels, restaurants, and other traveller’s experiences,” mentions Stoneham. She shares, “In fact, I recently had guests who decided on their Chitwan accommodations by checking TripAdvisor for the top ranked hotel.”
In today's digital world there are many possibilities to directly connect and communicate with the consumer and convey the message that ‘Nepal is back to business’. However, NTB does not seem to active in this area. That's probably why many in the travel trade have reservations about the desire to follow the conventional method of promotions by sending officials for road shows when other methods of communication are lacking.
Further, industry experts also claim that for the revival of tourism, regional tourists especially from India and China who are also now affluent spenders should be the main focus and marketing and promotion focused on these countries.
Talking about the use of innovative marketing strategies for promotions, Shraddha Shrestha, Senior Officer of Brand Promotion and Corporate Marketing at NTB, says, “Travel associations and agencies come up with proposals and we facilitate it.” She adds, “We are also working towards improving our digital marketing and increasing our online presence.”

The way ahead

Further, improvement in air connectivity is required to attract the US market. Pokharel says, “It may be a little premature to suggest things like direct flights but, we could promote code shares, charters and better connecting times at hub airports like Singapore, Bangkok, Hong Kong, Dubai, Doha, Abu Dhabi, etcetra.”

“We also need to substantially ramp up our promotional activities to align them with our goals. If our aim is to make money from tourism then we must pursue that goal in the biggest market,” he says. Pokharel says that even today 25 per cent of all air tickets are issued in the US and the value proportion of all airline sales is higher than that. While other countries may generate more tourists, he feels it is wise to pursue markets with the highest yield.
However, what almost all stakeholders agree to is that fact that in order to brand and market destination Nepal, proper research and data is a prerequisite. The promotion authority and the tourism industry lacks research on various markets and has a vague idea of what these travelers want and need. They might be targeting the right markets; however, without enough homework the efforts may not provide the desired results.

Published on The Himalayan Times Perspectives on August 28, 2016

Wrapping it up!

From brand building knowledge, to powerful touching stories and never ending entertainment, The Himalayan Times Perspectives Brandfest Nepal 2016 had it all

Abhilasha Rayamajhi
Kathmandu

Weekends are meant for relaxation, parties and family get-togethers. However, brand geeks, enthusiasts and gurus came together on Friday and Saturday (August 5 and 6) to learn and understand brands better at Soaltee Crowne Plaza. In Nepal, the branding culture is still in its infancy; most people are not aware of branding and hesitate to invest in it. However, The Himalayan Times Perspectives 3rd Brandfest Nepal 2016 ventured to initiate a conversation on branding and celebrate the power of brands.

Participants experienced ‘Brand Qi’ where they could connect brands to the life force and find a way to balance it from the first speaker Babita Baruah, Senior Vice President, J. Walter Thompson. Describing herself as a JWT vintage she expressed her magical slides eloquently. Then there was the powerful storyteller Bharat Avalani, CEO of Connecting the Dots who shared the stories he had collected and offered some tips on how to ‘spot a story’. Alvin Teoh, Executive Creative Director, NagaDDB and his team became almost everybody’s favourite with their powerful stories about failure and how we can tap into the power of pain. Anand Tilak, Global Brand Partner at Facebook engaged audience with his spectacular talk on trends in digital media and its impact.

The second day had Carla Enslin, National Academic Head, Vega School of Brand Leadership introduced herself as a strategist at heart and illuminated some significant shifts in brand orientation. She explained how brands are connected to media, government, stakeholders and consumers. ‘Co-creating consumer tribes’ was another topic that was covered with clarity by brand guru Sumit Roy, Founder Director, Univbrands. Vino B. Sookloll enlightened the audience with the holy truth about branding with his comparisons of Brand and religion. Finally, Sridhar Sunkad, Managing Director, EON Reality talked about Virtual Reality/Augmented Reality and How It Can Change the Whole World of Travel, Tourism and Education.

Cyrus Brocha, Master of Ceremonies was witty and wicked and full of life as always. At the end of each day there were panel discussions and a Brandfest 2016 quiz where the participants actively engaged and won exciting gift hampers, cocktails, dinner and networking. The mega event lived up to its expectations, from brand building knowledge, to powerful and heart touching videos and stories to entertainment, it had it all.

(The article was published on The Himalayan Times Perspectives on August 14, 2016)

Why is the birthplace of Buddha ignored?

Lack of innovative marketing strategies and poor vision in the leadership responsible for limited tourist flow in Lumbini


Abhilasha Rayamajhi
Kathmandu

Buddhism is estimated to be practiced by 488 million people around the world. Lumbini, the birthplace of Lord Buddha is a holy place for Buddhists from all around the globe. However, only 748,294 tourists ( including Indian and domestic tourists) visited Lumbini in 2015 according to Lumbini Development Trust. Out of the total 748,294 tourists only 129,180 tourists were passport holders. Even total accounts for less than 0.00016 per cent of total global Buddhist population. When compared to 2014, the trend of tourists who visited Lumbini has dropped by 38 per cent. The trend of tourist’s visits this year is slowing picking up with the arrivals of around 600,000 of tourists till June.

Jerusalem, the place of worship for Jews, Christians and Muslim receives around 3.5 million tourists each year according to research.

Similarly, Mecca which is the holiest city for Muslims invites 6 million tourists annually. Pilgrimage and religious travel is a giant business. Every year, 300 million travellers visit for religious purpose and spend USD 18 billion.

The development of tourism in Lumbini can be a boon to the entire tourism industry. But the stakeholders do not seem to be serious in promoting Lumbini as a peaceful city.

Nonexistent government? 

The number of tourists who visit Lumbini is negligible despite the huge religious significance. Moreover, the spending pattern and days of stay is even more shocking.

The foreigners who visit Lumbini are there for one night stay. Nepali and Indian tourists spend two nights on an average says Rajan Sakya, CEO at KGH Group of Hotels, Resorts and Travel. About 90 per cent tourists who visit to Lumbini are there via India through Indian agents.

According to him, “ Even though Lumbini is the birthplace of Lord Buddha it has not been promoted well using innovative marketing strategies in the international market.” He adds, “ In Nepal everyone is frustrated with the government as it has no clear vision not only in tourism sector but everywhere.I would say the government is almost nonexistent.” Similarly, Bishwesh Shrestha, Executive Director of Shuang Qi Tours says, “ Government has done very less to promote Lumbini as a destination. When compared to Chitwan, Pokhara or Nagarkot, Lumbini has been in shadows since ages.” “ The development of hydropower and Lumbini is similar in Nepal.Despite the huge potential they are underutilised due to lack of proper planning and mismanagement,” he adds. He shares that we have not been able to capitalise such a huge market of tourists.

Will it miss the deadline? 

Air connectivity is the major hurdle in tourism industry and also in Lumbini’s tourism development.

Lumbini can attract majority of Buddhist tourists if it has direct flight connectivity from countries such as Srilanka, Thailand, China, Japan, Hong Kong, Malaysia and others where majority of Buddhists reside.

“ In the pace at which the construction work is taking place, The Gautam Buddha International Airport which is supposed to be completed by 2017 will not be complete before five years,” Sakya claims.

The construction was moving at a snail’s pace due to lack of coordination between government agencies and shortage of raw materials.

Om Sharma, Project Chief at South Asia Tourism Development Project, Gautam Buddha Airport Upgrading Component clarified that out of 25 per cent work that was supposed to be completed by this fiscal year 21 per cent has been completed.

He explains that construction is disrupted due to monsoon season, shortage of raw materials and power supply. However, he claims, “ If a supporting and cooperative environment is created we will be able to construct Gautam Buddha International Airport in the stated time frame.”

Poor coordination

Gyanin Rai, Chief Administrative Officer, Lumbini Development Trust ( LDT), says, “ The coordination among the ministry, LDT and NTB has been very weak.” He adds, “ Holistic interest in development of Lumbini is not present.Most of the officials work according to their personal interest rather than need basis.” He claims, “ Lumbini has not been in the national priority; nor is it featured in the official documents such as the passport. Campaigns and aggressive promotions have not been carried out by anyone to promote it.” According to him both NTB and the Ministry do not consult, discuss or with LDT before carrying out promotional activities in national or international sector.

Further he says that there are not many Travel agencies that has focused on promotion of Lumbini.

Private sector has also not been proactive to promote Lumbini as a tourist destination. Only a handful of travel agencies and tour operators are focused on innovative marketing strategies for the international promotion of Lumbini as the birth place of Buddha.

Follow the Buddha’s way

“ Most people in Nepal are only concerned about proving to the world that ‘ Buddha was born in Nepal’ and they are in a state of fear that someone will steal this from them,” exclaims Bikram Pandey Kaji, Chairman of Himalaya Expeditions. Rather than making claims and slogans of ‘ Buddha was born in Nepal’ the government and stakeholders should put all the energies in development of Lumbini.

He says, “ Most tourists visit Lumbini after visiting other destinations which are situated in India and stay there for a single day.” It is believed that from the even from the death bed, the Buddha recommended his disciples to first visit his birthplace (Lumbini), where he attained enlightenment ( Bodhgaya), the place where he gave his first sermons ( Saranath) and where he passed into Mahaparinirvana ( Kushinagar).

He recommends, “ There must be discussions between the Nepal Tourism Board, Airlines, Hotel Association of Nepal ( HAN), Travel agencies, Lumbini Development Trust and the Ministry of Culture, Tourism and Civil Aviation on building innovative strategies to promote Lumbini in national and international level.”

Photos: Sanu Raja Maharjan / THT

The article was published on August 7, 2016 in The Himalayan Times Perspectives.