The Pacific Asia Travel Association (PATA) reaffirmed its dedication to sub-regional collaboration as CEO Noor Ahmad Hamid attended the Nepal-India-China Expo 2025 (NICE 2025) in Pokhara, Nepal.
During this event, he engaged with prominent figures in the tourism sector, including the Honorable Badri Prasad Pandey, Minister of Culture, Tourism, and Civil Aviation of Nepal; Honorable Mitra Lal Basyal, Minister for Industry and Tourism of the Gandaki Province; Binod Prakash Singh, Secretary of the Ministry of Culture, Tourism and Civil Aviation; Deepak Raj Joshi, Chief Executive Officer of the Nepal Tourism Board (NTB); and Khem Raj Lakhai, Chair of the PATA Nepal Chapter.
“Nepal’s strategic position between two of the world’s largest outbound markets—China and India—creates unique opportunities for sub-regional tourism cooperation,” said Mr Hamid. “By fostering closer ties and joint initiatives, destinations in this region can unlock new visitor flows, develop shared tourism products, and build a more resilient and sustainable industry.”
“On behalf of the Nepal Tourism Board, we extend our sincere appreciation to PATA for endorsing NICE 2025 and sharing a thought-provoking presentation,” said Mr Joshi, acknowledging PATA’s contribution to the event. “Their support and strategic insights are instrumental in strengthening Nepal’s position as a vital hub for regional tourism cooperation. This collaboration plays a crucial role in advancing sustainable growth and fostering cross-border partnerships that will shape the future of our tourism industry.”
The meetings, coordinated by the PATA Nepal Chapter, were held in conjunction with NICE 2025, the inaugural tri-nation tourism expo designed to enhance tourism and trade collaborations within the sub-region. This event drew over 600 delegates from 14 different destinations, including more than 100 international attendees, and was co-hosted by the PATA Nepal Chapter, the Nepal Tourism Board, the Pokhara Tourism Council, along with significant public and private sector partners.
“Nepal is well-positioned for sustainable tourism development, strategically situated between India and China—two of the largest populations and emerging economies globally. By enhancing regional cooperation, Nepal can establish itself as a neutral hub for various tourism sectors, such as solo travel, adventure, pilgrimage, weddings, wellness, and business events. The successful organization of the Nepal-India-China Expo 2025 was a step towards achieving these goals,” Mr. Lakai said.
The CEO of PATA presented a keynote speech at NICE 2025, highlighting the potential of Nepal’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector as a catalyst for overall tourism expansion. Given Nepal’s advantageous location between the world’s two largest outbound travel markets, China and India, he stressed the necessity of formulating a clear MICE strategy.
“Nepal must identify which MICE segment to prioritize, and PATA would be pleased to assist in developing a strategic framework for the nation’s MICE industry,” Noor stated.
He emphasized Nepal’s rich historical background, vibrant cultural heritage, and breathtaking Himalayan scenery, pointing out the potential for incentive travel, niche markets like destination weddings—especially targeting the Indian clientele—and adventure sports events. He also underscored the importance of enhancing infrastructure to establish Nepal as a leading destination for Meetings, Incentives, Conferences, and Exhibitions (MICE).
NICE 2025 included expert panels discussing regional tourism trends, such as the outbound market from China, growth in aviation, wellness tourism, and the opportunities presented by Indian weddings in Nepal. The event’s B2B Expo successfully arranged over 2,100 pre-matched business meetings, connecting 80 buyers from India and China with 75 sellers. The achievements of NICE 2025 highlighted Nepal’s increasing status as a sub-regional tourism center and its dedication to fostering cross-border cooperation for sustainable growth in the long term.