During disasters, perception management is important for destinations, according to Deepak Raj Joshi, immediate past CEO of the Nepal Tourism Board (NTB). In an age when information flows through multiple channels and platforms, creating perceptions almost instantaneously about everything, it is imperative for stakeholders on the ground to ensure that only verified and credible information is disseminated.
Failure to effectively manage the flow of information and communication could cause indelible damage not only to rescue and relief efforts during a disaster, but also to the revival of economic activity in geographies beyond the affected areas. Nepal needs to urgently address the distorted perception about the extent of the recent flash-flood damage and communicate credible, timely and unified information to international travellers, according to Joshi.
Perception Gap
Joshi said although the damage has been serious in terms of human casualties and public infrastructure, the impact was limited to a very small part of the country. However, the manner in which the incident was reported internationally had created an impression that Nepal as a whole had been devastated.
“The perception that the whole of Nepal is devastated was not true,” said Joshi, who has served two terms, from 2015 to 2019 and 2022 to 2026 May, as CEO of NTB. Nepal has more than 77 districts, of which only around three have been “partially” affected by the disaster, he said.
Similarly, of the country’s more than 700 local municipalities, only around 12 are in the affected region. “The major destinations are intact and services are normal,” he said. The perception gap, Joshi cautioned, could have a direct bearing on the country’s tourism recovery.
Tourism Recovery
Nepal had been steadily recovering from the pandemic and was hoping to return to and surpass its pre-COVID visitor numbers in 2026. However, the flash floods incident has already begun to affect bookings. According to information gathered by Joshi from the hotel industry, international arrivals in August were down by around 3.5%, while hotels were reporting cancellations of nearly 20% for September.
The impact on bookings for October and November, he said, was comparatively less severe. “The problem is not only the disaster; it is also the perception created outside Nepal,” Joshi said. He stressed that correcting this perception required a coordinated communication effort involving the government, tourism board, private-sector associations and other stakeholders.
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“At the time of crisis, communication and coordination are critical,” he said. “Different voices will only confuse visitors.” According to Joshi, stakeholders need to communicate the right information, at the right time, to the right audiences. A consistent message from the government and the tourism industry would help rebuild confidence among potential visitors and travel trade partners.
Preparedness
Joshi also recalled the ‘Nepal Now’ campaign launched during the country’s recovery following the 2015 earthquake. The initiative provided travellers and the tourism industry with regular, real-time information about the situation on the ground. He said the Nepal Now Travel platform remains operational and could continue to serve as an important source of verified information.
While emphasising the need to correct the perception about Nepal, Joshi said the disaster itself had underlined the urgent need for stronger preparedness. The increasing frequency and intensity of natural disasters, he noted, was not a challenge limited to the Himalayan region. Melting snow and changing climatic conditions in the mountains are part of a wider global phenomenon, while rising sea levels and extreme weather events are also affecting major coastal destinations, including the Caribbean Islands, he added.
Joshi called for greater investment in early-warning systems, resilient infrastructure, technology and community awareness. Although an early warning had been issued roughly half an hour before the flooding, the scale of the disaster was beyond what many communities expected, highlighting the need for better preparedness and understanding of extreme-weather risks.
For Nepal’s tourism sector, such measures are particularly important because the country’s mountains and natural scenery remain among its biggest attractions for international visitors. Despite the immediate challenges, Joshi remained optimistic about Nepal’s ability to recover.
“Nepal is a very resilient country,” he said, adding that the tourism sector had overcome several major disruptions in the past. He expressed confidence that the country would “bounce back faster and better”, provided the industry communicates the ground reality effectively and continues to strengthen its preparedness for future disasters.
For Joshi, the immediate priority is therefore twofold: addressing the real damage caused by the floods while ensuring that an exaggerated perception of the crisis does not cause further damage to Nepal’s tourism economy. The rescue and relief operations are still ongoing in Rasuwa and adjoining districts bordering China.
