This piece is based on my recent visit and interaction with tourism entrepreneurs on the potential and challenges of tourism in the Mustang region. In January 2023, Mustang was included in CNN’s list of 23 must-visit places, resulting in a surge in tourist arrivals. According to recent data, 426,964 tourists visited Mustang last year, with the majority being domestic tourists. Foreign tourists accounted for 90,356, of which 72,190 were from SAARC countries, primarily India. While Upper Mustang is known more for its adventure and cultural tourism, Muktinath attracts religious tourists. Both destinations have unique qualities that appeal to a wide range of tourists. However, the challenge lies in effectively promoting this destination to attract high-end as well as budget-conscious travellers.
Destination branding
The destination branding model suggests that the image of a destination is influenced by cognitive, affective and unique aspects, which in turn impact intentions to revisit…
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