Freedoms of the Air

Currently there are generally considered to be nine freedoms of the air. Although these operations are called "freedoms", they are not necessarily available to an airline. Most nations of the world exchange first and second freedoms through the International Air Services Transit Agreement. The other freedoms, to the extent that they are available, are usually exchanged between countries in bilateral or multilateral air services agreements. The eight and ninth freedoms (cabotage) have been exchanged only in limited instances.

Under current law, and especially the 1944 Chicago Agreement, international air transport is governed by the principle of national sovereignty, and this places legal restrictions, liberalization involves establishing a number of "freedoms", as defined in legal literature and, in some case, international agreements. These freedoms are usually identified by an ordinal number, rising according to the degree of liberalization.

The technical freedoms established by the internal agreement on the transit of air services (Chicago, 07DEC44) are:

First Freedom – the right to pass over the territory of the signatory States without landing. For example; JL files from Japan (A) over Russia (B) en route to the United Kingdom.

Second Freedom – the right to land in the territory of the signatory States for non-commercial reasons such as refueling without boarding or deplaning passengers. For example; PR files from Philippines (A) and lands to refuel in Guam (B) en route to the San Francisco.

Third Freedom – the right to set down passengers, mail and freight taken up in the territory of the State in which the aircraft is registered. This means that the airline from one country may land in a different country and deplane passengers coming form the airline's own country. For example; QF files from Australia (A) to Singapore (B).

Fourth Freedom – the right to take on passengers, mail and freight destined for the territory of the State in which the aircraft is registered. In this case an aniline from one country may land in a different country and board passengers traveling to the airline's own country. For example; KE carries passengers from HK (B) to Korea (A).

PASSENGER AIR TARIFF - Published by IATA

Leadership

Asked by the reporter, 'how in this confused situation can you retain command?', the young captain said: 'Around here, I am only the guy who is responsible. If these men don't know what to do when they run into an enemy in the jungle, I'm too far away to tell them. My job is to make sure they know. What they do depends on the situation which only they can judge. The responsibility is always mine, but the decision lies with whoever is on the spot.'

Excerpt: The Effective Executive - P. F. Drucker

Blurred Vision

A businessman was highly critical of his competitors' storefront windows. "Why, they are the dirtiest windows in town," he claimed. Fellow business people grew tired of the man's continual criticism and nitpicking comments about the windows. One day over coffee, the businessman carried the subject just too far. Before leaving, a fellow store owner suggested the man get his own windows washed. He followed the advice, and the next day at coffee, he exclaimed, "I can't believe it. As soon as I washed my windows, my competitor must have cleaned his too. You should see them shine." Confucius once declared, "Don't complain about the snow on your neighbor's roof when your own doorstep is unclean."

NUFFIC Field Visit to Rasuwa - Day II

We woke up early in the morning with lots of enthusiasm. Though it was cold, we managed to walk through the village. The alleyways were filthy, partly because of the rain at night and partly because of the lack of awareness in cleanliness. But, it was true that they were at least trying to keep the village clean. The hamlet lies on the sloppy terrains with a cluster of not more than twenty houses. Most of the houses were one storied and stone roofed. The place was surrounded by sky-high mountains, and the running river down below made unabated whispers.

We returned to the community hall, and had our breakfast. Weather was good for trekkers. It was cloudy, but no rain. Standing on the edge of the courtyard of the community hall we could see the mountains' bases like a dovetail. As time passed, the host bade farewell to everybody with offering Khada. We wished them good businesses in coming days. After finishing this ritual, we started our journey downhill in different convenient groups. Raman was a FIT.

It was dangerous to walk down on the sloppy hill with lots of dry strands of pine trees. It slips like anything if we don't heed on it. We had to be careful. We enjoyed our journey chatting and taking photographs on the way. Photographs are evidence of your journey, and also memory slides. Your memories rolls and slides around those times when you shuffle later on. Memories may be good or bad but when you recall them from a distance they are equally felt sweet.

I don't know exactly when we reached the hotel for the lunch. I guess it was 12:30 pm. Someone was talking that the last gang appeared 1 and ½ hours later of the first gang's arrival at Thambuchet where we had planned to have our lunch. And, of course, we were not the last gang. Thambuchet is a small village, and lies at the confluence of rivers at 1800 m. There were about 20 houses, some of them as hotels. Some huts were in dilapidated conditions, and an unused disk of VSAT gave false impression of good infrastructures. After having lunch, we walked again through the same village, crossed the same bridge towards our destination. Today's our destination is Tatopani (hot water spirng) famous for bathing. People believe that the hot spring would heal skin diseases. That is the main attraction of visiting the place more than anything else.

I had taken a book "Raktakunda" to avoid boredom during the journey. It was a much talked book at that time. We walked in various groups. Some gang walked fast, some slow and some in between. I thought I could make use of the time and divert my mind from the boring trudge. I started reading the book while walking, also paying ample attention on the path. It was a unique experience. But, I could not continue for long. Most of the time we discussed and debated about the issues and event mentioned in the book.

The book was a collection of already known facts and some guess work. The writer didn't sell the book, but sold the time. He published it on the background and climax of reactions of royal massacre. There were more than a dozen of this type of books in the market. I read the book and others listened. Everybody walked in a rhythm as if they were tuned to a favorite radio program.

We crossed another bridge on the way, now our journey would follow a uphill climb. Gobinda was like a wild goat, moves fast in such terrains. He got this nick in Austria during our trekking. By and by, I handed the book over to him for recital. He read in loud voice, and we listened as we steadily climbed the hill. I don't remember most of the recital but the act of Gobinda. Soon, we dropped the idea of recital because of two main reasons firstly our eyes became busy with observing the scenic beauties around, and secondly it became mundane.

On the way, we relaxed for sometime, and ordered tea in the stable like only hut existed there. Some slow friends met us there, and after some time we started the boring and difficult ascend. The eyes always run faster than the legs. Physically it takes a lot of time and effort to reach there. What next? Inquisitiveness always attracts travelers during the journey.

When we reached on top of the hillock, we could see our destination far away. I thought it would take about 2 hours to get there. The gentle slope of the trail was much easier to walk than the previous vertical scale. Some friends were way ahead and they safely and comfortably reached the venue, and fixed the menu. Some of us could not be so lucky. Drizzles started on the way which accelerated our walking. At the same time, it made me totally exhausted. Weather became colder as time slipped away. I totally tired walking and outrun by the heavy rain. There is nowhere a shade to stop. The final lap of the journey was indeed very difficult because it was like climbing a ladder. When I reached the small tavern like hotel some of my friends were already in the rooms. Outside, it was becoming darker and colder. We asked for the bonfire because there is no alternate way to keep us warm. We knew that it's not proper to use woods as fuel. What could we do? We felt warm while sitting around the fire-place in a circle. The wisdom of books and minds smiled wryly at us. Some of our friends were still on the way. We worried about them. Finally, they appeared like ghosts in the dark totally drenched in the rain. It was still pouring. We drank tea, ate noodles and biscuits to keep us warm and gained energy. Again, Gobinda recited the book, this time for all who were on the fire-place. I took light dinner, and went to sleep. It's too cold that I could not sleep at all. I don't know how I spent the night forget about others.

NUFFIC Field Visit to Rasuwa - Day I

Our group was big enough to fill up a 25 seater bus. Everybody was eager to start the journey, actually it was a field trip; a part of Nuffic Training. We had planned to set out at 8:00 in the morning. Head counting started to make sure everyone's presence. Someone yelled, "Raise your hand if you are not here." Laughter roared. Everyone but Ujjawala was missing from the pack. Finally, she came and we left at 9:30 to Ghatlang, our destination.

We hadn't had breakfast, and wished we could have taken during our waiting hours. But, anytime we had to move like soldiers. In fact, we were on standby. When the bus started wheeling smoothly through the city, everyone seemed busy talking with nearest partners in the bus. Traffic was not that much busy. We crossed Ring Road, and speeded towards Kakani through dense jungle on winding road. Weather was cool and cloudy.

Not finding a proper toilet is a common problem while traveling by bus. We faced the same problem, but we were not afraid of providing tonics to nearby plants on a hillock in a row.

We took snacks in a small bazaar after crossing the pass of Kakani, but we didn't find enough choices to eat. All of us drank tea and ate fried peas and Rotis. Weather became cold and foggy. When we started to move Trisuli Bazaar, I felt uneasy. My health deteriorated, and I couldn't enjoy at all. Finally, when we arrived down the valley, I vomited profusely and felt better. We had our lunch at a nearby hotel. Dal, Bhat and Masu were good. Hygiene? Doubtful !

Road was good until some minutes' travel, but soon bumpy gravel road started. It continued until we reached at Dhunche, the headquarter of Rasuwa district. Occasionally, rain spattered. There was a huge landside on entire face of a mountain at a certain place. When we reached there, we realized it was too dangerous to pass through the muddy and rough road. A helpless bus was trying in vain to pass through the sloppy road. We all got off from the bus, and tried to help with our all but little might. At this moment of frustration, for the first time, some friends chastised our Hero, Mr. Bainya the coordinator of this trip for not arranging mini buses. The mini bus could pass the road easily, they thought. I will mention the second rebuke later. It was indeed a very disheartening event, watching helplessly and time slipping away fast. You still had to go a long way to get your destination. We all brought stones big enough to put on the wheels so that the bus could move without sliding. At last, with our efforts and by the grace of god, the bus crossed that dangerous hurdle. Then, we moved cheerfully to Dhunche. In every rainy season, this road becomes dangerous for plying vehicles. This is a common problem with roads in hilly regions. Road incidents and accidents are often heard in the news. Do the policy makers know this? Yes, they know it all. Cobwebs of commission most of the time don't allow to solve the problem once and for all.

We stopped just to say hello to Dhunche, drank tea and hurriedly started our journey again. We stopped at Sabrubesi for a while and headed towards our final destination. The serpentine road was breathtaking just the other side of Sebru. Our pleasure of seeing all those sceneries soon faded away. Just at the corner of the road a mini truck was in utter fatigue just like a fish without water. The truck was helplessly trying to come up, and the only narrow road was completely blocked without leaving any margin of road. We stranded for a while. Again, by the lord's wish, the truck succeeded in achieving its mission.

When we crossed the small village down the road, it was already dark. Now, the anguish of everyone increased. At one point, we had to ask where about our destination. Nobody including our guide knew the way even if the road was liner. And, the height of the situation was, we couldn't find anyone to ask the question. We ran here and there in dark, finally someone got the information.

This was the time our hero again got more than enough scolding especially from female participants for not fixing the right destination for night halt. We could have halted at Dhunche or Sebrubesi. Just imagine, the road is rough, bumpy, and narrow; you drive in complete darkness with dim light of the bus. Augmenting the danger, the weather was foggy and the bus itself was big and weighty for the narrow and graveled road. We continued our journey in such hair-rising and heart-holding situations for an hour or so. I remember a poem by Bhupi Sherchan;

Hami bir chhaun,
Tar buddhu chhaun,
Hami bhuddu chhaun,
Ra ta bir chhaun,

Just before reaching our destination, the driver was trying vigorously to move forward in a narrow road. It's fortunate that Roshan who was sitting just above the rear wheels saw the wheels were going out of the way. He shouted and everybody got off immediately out of the bus. When we observed the situation, it was really awesome. Had we not noticed the danger at that moment and tried a little hard to go forward, we could have been in the news next day. What next? No options except walking with luggage in the dark with the help of fireflies like torches.

Finally, shouting and walking in the dark grappling here and there, we reached our destination, Ghatlang. It was a community hall operated by the local people. This project was supported by TRPAP. They have arranged lodging and fooding. It was nice to experience the community management. Evening was cold, local wine helped some of us to defend from it. Others preferred the bonfire with having cup of tea.

We are rich in culture. We speak around 92 spoken languages and dialects and there are 101 distinct ethnic groups. It's like half of the world squeezed in a small land. Later, local people performed cultural dances and sang songs in their language. We all enjoyed the performance, and also became the part of the dance troupe. We heard the original tune of a famous folksong "Bhedako Uan Jasto" in Tamang Language, and other folk tunes. Thanks to the singers who made it famous because we could make chorus and sang here and there.

Bhedako uan Jasto.. hoho..ho
Bhedako uan Jasto..
Tyo mathi bata ke udi aayo
Bhedako uan Jasto.. hoho..ho
Bhedako uan Jasto..
Mayako foto mai khichi linchhu
Purne ko jun jasto.. hoho..ho
Purne ko jun jasto.....

We had good fun. We forgot our disgruntle completely. And, finally, we went to bed totally exhausted. Our beddings were lined up in a big hall.

Ecotourism: A Growing Concern

By Dhruba Rai

The increasing interests of authentic experiences with concern of conservation of natural environment and ecology by tourists have raised the importance of eco-tourism. It has been widely accepted through out the world that it has a tremendous domestic and international market potentiality in future. Recognizing the importance, the United Nations (UN) designated the year 2002 as the International Year of Eco-tourism. The World Tourism Organization (WTO) and the United Nations Environment Programme (UNEP) jointly prepared and coordinated the event to observe successfully at the international level. Celebrating this event, in such a scale, will prove as a milestone in eco-tourism.

Globally, tourism entrepreneurs have been following the eco-friendly practices from almost two decades, but without much knowing the concept and importance. Though small in numbers, this segment is proving itself one of the fastest growing segments in the industry. More than 35 million Americans said they would be taking eco-tours within three years. Talking about eco-tourism, it is believed that Hector Ceballos Lascurain had first used the term in 1983; he emphasized on tourism activities to relatively undisturbed natural areas for educational purposes. Later, others argued for the conservation of natural environment, cultural heritage in the adjoining areas and sustainable tourism activities. In fact, it is all about having a great holiday responsibly, causing minimum harm to the physical, cultural and social environment. In other words, it's a holiday out in the wilds, which gives an opportunity to admire, learn, study, and realize the facts of nature.

Though all stakeholders in eco-tourism claim that they are practicing and promoting eco-tourism, there are hardly any common priorities among them. Moreover, common efforts are needed to deal with following aspects in eco-tourism. First, educational programs of eco-tourism are vital at all levels. All involved must understand in their own levels about the eco-tourism and its benefits while practicing it. In this context, education may be viewed creating awareness to publics and tourists, conducting training to the local guides and communities as well as organizing workshops and seminars to eco-tour operators etc. Second, a baseline research study is important not only to assess the bio-diversity and natural environment status but also to assess the limits of environmental, cultural and social carrying capacities. It is equally important to set the limits of acceptable changes. This helps in decision making while drafting and adopting strategies and programs regarding eco-tourism. Third, there must be agreed industry standards in the eco-tourism business and a national system of accreditation. This ensures quality services as well as the international image of eco-destination. This image can be a wining edge over international competitors. Creating an inventory of eco-tour operators' profiles with their products and services is also important for monitoring their activities. Fourth, the cost-effective use of energy - such as solar energy, eating dry food-stuff, using recycled papers and bags are some of the practices for promoting eco-tourism. Fifth, there should be, at least, acceptable infrastructures such as view towers, trails etc., but the important thing is the selection of proper sites for building these infrastructures. Though eco-tourism prefers activities in the wilderness; it is also not forcing tourists to live in uncomfortable bare huts and cleaning the environment. Sixth, marketing of eco-tourism is still important, if Nepal could build an image of eco-destination through proper marketing, it would be a strong niche market. Emphasis should be given on eco-friendly practices that the eco-tour operators follow while practicing eco-tourism activities along with the natural beauties and bio-diversity. As tourists are becoming more and more conscious about natures; it is also equally important to follow eco-friendly marketing practices, such as recycled paper brochures, electronic brochures etc. Advertisements and any other forms of promotional activities by any stakeholders should not create false claim regarding the eco-tourism. Last but not the least, the management of the eco-destination is also an important aspect of eco-tourism. It includes not only the conservation and proper use of natural resources and commodification of cultural and social styles and values, but also includes monitoring the activities of tourists and eco-tour operators.

Eco-tourism is very sensitive because a slight interference in an area may cause a heavy cost to other areas. Therefore, a balanced and concerted efforts, form all involved, are required in promoting eco-tourism. At times, it is confusing because of numerous codes of conducts followed by various stakeholders. For this reason, it requires a common concept, guidelines and strategies for planning, developing and managing eco-tourism in a participatory approach. It may be useful to adopt a national eco-tourism strategy like many others in the world.

- End-

Time To Think

Henry Ford hired an efficiency expert to go through his plant. He said, "Find the nonproductive people. Tell me who they are, and I will fire them!"

The expert made the rounds with his clipboard in hand and finally returned to Henry Ford's office with his report. "I've found a problem with one of your administrators," he said. "Every time I walked by, he was sitting with his feet propped up on the desk. The man never does a thing. I definitely think you should consider getting rid of him!"

When Henry Ford learned the name of the man the expert was referring to, Ford shook his head and said, "I can't fire him. I pay that man to do nothing but think - and that's what he's doing."

Who's Counting?

Napoleon was involved in conversation with a colonel of a Hungarian battalion who had been taken prisoner in Italy. The colonel mentioned he had fought in the army of Maria Theresa. "You must have a few years under your belt!" exclaimed Napoleon. "I'm sure I've lived sixty or seventy years," replied the colonel. "You mean to say," Napoleon continued, "you have not kept track of the years you have lived?"

The colonel promptly replied, "Sir, I always count my money, my shirts, and my horses - but as for my years, I know nobody who wants to steal them, and I shall surely never lose them."

The Baker and the Farmer

A baker in a little country town bought the butter he used from a nearby farmer. One day he suspected that the bricks of butter were not full pounds, and for several days he weighed them. He was right. They were short weight, and he had the farmer arrested.

At the trial the judge said to the farmer, "I presume you have scales?" "No, your honor." "Then how do you manage to weigh the butter you sell?" inquired the judge. The farmer replied, "That's easily explained, your honor. I have balances and for a weight I use a one-pound loaf I buy from the baker."

Some Collages

Basantapur & Illam

Laligurans

Kumbhakarna from Pathivara

Trekking in Rasuwa

Day I

It was my first trekking trip to Rasuwa, north from Kathmandu in 2006. Mingma Sherpa, Wilson Sharma and I made a memorable trekking trip from Sebru-besi. Thrilling experience of trails, friendly chats and funs among ourselves, funs with local peoples along the trails and beautiful landscapes, walking through the Lamtang National Park (1710 sq km) and difficulties made our trip memorable. You can forget happiness easily, but never forget the hardship and difficulties.

We stayed in Lama Hotel at the first night of our journey. I was not feeling comfortable after mid-day. I thought, "I would be alright after a good sleep at night, therefore I went to bed as early as possible after having dinner, leaving my friends at warm kitchen with hotel owners. I really wanted to stay with them and wanted to take part in their chats, but it was not possible.

I had felt a pang of pain at left pelvis joint after some hours of our journey. I could make a step with great difficulty. I couldn't figure out the causes of the pain. My thoughts hovered on many possible reasons. I had made a trekking trip after a long time. I had carried a good weight on my back. We had walked in the midday heat on the upward trail.

Day II

We made our journey early in the morning. I was not perfectly alright, and the pain started again as we advanced. I was wrong to anticipate that I would be fine. I felt myself unlucky. At one moment, I thought I should stop my journey and stay behind, but I didn't express it to my friends. I would have discontinued the journey, had I walked another hour or so. My luck had it. Nima was coming down the way with his small horse. We asked him to return with us. In fact, he was coming down to meet us. I, now, could ride the horse. Getting on and off as the conditions of the trail, and also the fun ride by friends, we reached our destination in time. We stayed Nima's hotel which was newly built. We were the first guests to stay there.

Day III

I felt thrilled by the majestic view of golden mountain tops seen from the valley down below. I saw Lamtang Lirung (7,248 m ). It was a cold morning, but the day was bright. Cool breeze now and then, you feel great. You thank God. You remember your friends and family. You long for them to be with you because you cannot explain to them the feelings and experiences through words.

I felt better and walked comfortably this time. The trail was sloppy and was not so difficult. We reached our destination Kenjin Valley (4500 m) within 3 hours. We took lunch, enjoyed about two hours under the cool, bright sun. You feel the heaven on earth. People showed us non-functional airstrip from the distance. I heard that hotels would provide free beds and only would charge for food. In my opinion, this practice is not good.

We left the valley reluctantly. Returning back, we saw a monastery along the trail. We went there, talked with lamas. We prayed. A different feeling came over us.

Day IV

Again, we rested in Nima's hotel, but this time our destination was downwards. A return journey is always easy. Walking under the shadows, whispering of rivulets and chirping of birds made us happy. The local belle called us from the distance; they were the same girls to whom we had talked and made funs while coming up. Mingma had taken video shots and some photos. We bade goodbye to them shouting aloud.

We rested for a while at Ghodatabela. Ordered some hot tea hurriedly at a hut like hotel. Drank fast and left the place because it was being late. We spent the night in a lonely lodge on the mountain facing another mountain, and in between a tributary of Trisuli River. During the night, the river's incessant wrestle with rocks made mysterious sounds all through the night.

Day V

We walked fast through the national park. We had planned to have lunch at Pahiro where we had our lunch before. We had a good rest of one hour. We enjoyed talking with belle of the hotel. Then, we started to our destination Thulo-sebru. The sun was unbearable. On the way, we ate Kafal and wild berries. In turn, leeches suck our blood while passing through damp places on the way.

Day VI

We started after having breakfast for Gosainkunda (4200 m). It was sloppy trail, every now and then we had to rest under the shadow of trees. Midday heat was with its full strength. Umbrella was a little help. But, the weather changed slowly, and darkness increased. We saw a temporary shed of cow grazer on the way. Drizzle started as we walked. We went to the shed and asked for something to eat. We only found hot tea, and rested as the tea boiled. As soon as the tea was ready, we drank it and we regain strength. I had taken a FM radio to listen the news, but it was useless. Sometimes, I could hear Indian songs from a Chinese station. Drizzling rain met us on the way again. We got the main trail after a difficult five hours upward journey.

We took lunch at a hotel which was standard at that place. But, soon fog appeared like a dense smoke from all around. We could hardly see our path. We could not enjoy the scenes at all, also could not talk much with friends. It was a boring trudge. We had to inhale foggy air and exhale warm vapors. It always makes my body temperature imbalance causing stomach problem. That's why I wanted to reach a hotel as fast as possible.

Tamang Communities live in Rasuwa. They follow Buddhism. This is a reason why meat items are rare in this area except in bazaars. We also didn't try to have it since we were pilgrims.

Day VII

We started upward walking our final destination, the Gosainkunda. The morning was chilled and foggy. Wind was strong with drizzles. As we moved higher the drizzles were transformed into white feathers that came flying to us, and touched our faces. We tried to avoid them in vain. Lauribina is a place where everybody leaves one's walking stick, and takes while returning.

It took about three hours to get the Gosainkunda. By the time, we reached there, the weather unveiled its foggy shroud, allowing us to see the grandeurs of the lake and the surrounding landscapes. Three of us took holy dips in the cold water of the lake. Then, we encircled the lake in around 45 minutes. While encircling the lake two water doves welcomed us. We thought it as a good omen. We observed the huge sleeping rock under the water in the lake. People believe it as Lord Shiva. We also went to see the Amarsingh Cave. The statue was newly founded, and an iron gate was locked.

Climate Change

The contribution of Green House Effect by unwarrented human intervention in the name of development is a major cause of global warming, thus climate change. Human intervention to the nature is beyond it's threshold. It's a culmination of series of such events. Therefore it is not a new phenomenon. However this has been a buzzing issue in tourism recently because it changes the travel patterns. UN has already leading the case by indicating travel and tourism in general and transport in particular have tremendous contribution of GHGs. This requires to review the polices by the governments around the globe on long haul air transport which ultimately affact the poor than the rich countries. Most of the poor countires are dependant heaviliy in tourism. 46 out of 49 poorest countires will be hit hard on their tourism revenue. It's like being punished for the crime not committed. These are the innocent victims. In fact, they only contribute a small fraction of GHGs which is well below their threshold.

Developed countries are responsible to the cause of the climate change than other countries; therefore they have greater responsibility to minimize it. Polluters must pay proportionately to offset the damages caused by them in the environment. It's called Polluters Pay Principle (PPP).

Population Growth, Industrialization, Deforestation, unplanned urban development, consumption in fossil fuels in vehicles, airplanes and plants, Nuclear Reactors, space programs are the major sources of global warming. Half of the ice of Alps melted during the 50 years. And, the sea level is coming up rapidly.If not taken the corrective actions seriously it will threat greatly the lives on our planet earth.

Carbon Trade is one of the measures to minimize the climate change. Some people criticize it as license to pollute. As long as it contributes to minimize the level of GHGs, it's good. Countires like Nepal can be greatly benefited by carbon credit.

Tourism Destination Positioning

By: Dhruba Rai

Tourism is one of the largest revenue generating industries in the world. The multiplier effect of tourism is immense in socio-economic sectors. Tourism is not a single sector, but a consolidation of various sectors striving for a common purpose. Therefore, it needs a coordinated effort to be prosperous, and this is a real challenge indeed.

The global tourism market has cut-throat competition. Many competing destinations are spending millions of dollars annually in projecting their positive destination images. They are rich in both the resources and their destination offers. In such a scenario, it is extremely difficult even to retain the existing market shares with a small effort and resources.

Some of the challenges in promoting a destination can be attributed to the following factors. First, the tourist generating market is far from the destination, which relegates the destination as a secondary level of competition. There is always a strong territorial competition. Second, many destinations can not afford to carry out extensive promotional activities because they don't have enough budget. Third, the negative image in the minds of the target markets. It is very dangerous because it takes a lot of time and effort to change the mind-set or to convince them. Last, there is no image of the destination at all. They don't know about the destination.

Therefore, to overcome the above mentioned challenges a destination promoter can think over applying destination positioning strategy. Destination positioning is simply to create a distinctive image, belief and the benefit of a destination in the mind of the target market. In other words, it is to create a regular and a concentrated impression in the mind of the target market. It is of course, not what a promoter thinks about a destination, but it is what the target market perceives about the destination. In fact, it is a basic application of marketing principle where customers are treated as a king.

However, it is also not a mere image creation, in fact it should be meaningful to the clients to enjoy the competitive-edge. To be meaningful means benefits to the potential visitors. And, the benefits depend upon the perception of the clients. Some clients may think it as the value for money, but others may not think so.

Tourism benefits are intangible in nature. Therefore, the intangible should be turned into tangible, which is referred as "tangibilizing the intangible". The mentality of the target market must be known, and more importantly the tangible evidence, which supports the destination positioning. It is a relative term because the perceived images perform in relation to competing images.

The destination positioning is not to do anything with the products, but to create a positive image in target markets. It demands two factors to be looked into. First, the positioning must be believable. Unrealistic positioning creates mistrust and negative images, which is disastrous in the long run. Tourism is not a "one time business" rather it is a "relationship business". Tourism depends heavily upon the loyal repeat visitors. And second, the promise must be maintained. The destination must deliver the promise on a consistent basis. It urges the improvement of exiting products, and development of new products.

Destination Positioning demands to differentiate the attributes of tourism products in relation to the competitors'. Rarely, a destination enjoys a monopoly over the tourism products. One way or the others, it must compete with other destinations. Competition arises when similar products are offered by various destinations. Nepal might be facing a competition with Switzerland for its Himalayas. To win the competition, it is necessary to differentiate the products with benefits from the competitors. Nepal is positioning its image through Mt. Everest the highest peak in the world.

The first step in destination positioning is to select and apply a unique attribute of the destination for its image creation. For instance, many people know about Mt. Everest, but may not know about Nepal. It is for that reason Nepal Tourism Board (NTB) might have selected its positioning slogan as "Mt. Everest & More......Experience it in Nepal." In my opinion, it has certainly served its purpose. This positioning slogan does not only create the image of Nepal, but also urges visitors to visit and experience it in Nepal.

Often, a destination applies "all things to all people" which confuses the target market. In this case, the target market does not recognize the message, and this defeats the very purpose. The nature of internet and satellite channels caused to apply global destination positioning strategy. It means "a standard slogan for all". It is especially important because of the universal appeal of a destination by these media. However, it is more effective to apply segmented positioning strategy using various approaches for market penetration.

Some of the positioning approaches are positioning by destination attribute, usage, user group, product class and competition. For instance, Korean and Thai visitors may be attracted by applying the "user group" positioning approach. The positioning slogan could be; "Home of Lord Buddha .....experience the bliss." For Buddhist visitors Lumbini may be a primary choice, and others attractions may be secondary choices. But, for the Americans, Lumbini might be a secondary choice.

In conclusion, an effective positioning makes impression, which has a lasting effect in the mind of potential visitors. It gives a clear message, which eliminates the confusions, and at the same time creates positive images. And, the positive images surely influence the travel decision.

End

Promoting Rural Tourism in Nepal

By Dhruba Rai

Promoting tourism in rural areas is a hard nut to crack. Mission is there, reduction of poverty. Policies are positive, encouraging rules and regulation of investment. Objectives are many, for god's sake nothing's left. Programs are enough, we need more budget. But, what about strategies? Do we have concrete strategies? This means, have we aligned our activities towards acheiving the mission. Have we backed up these activities on the basis of research outcomes? How long does it take sustained efforts to produce results?

Tourism has flourished in only urban areas where infrastructures and other amenities are already in place, and it will continue for many years. Local entrepreneurs should be able to handle all basic services relating to tourism. They should be able to provide proper rooms in hotels, hygienic foods in restaurants and standard services to tourists. It happens only when they understand the tourism in their way i.e. make money out of it. Obviously, it will not happen in overnight. It means, tourists will not visit to their places at once despite their huge investments in hotels, lodges and human resources. It's like a story of chicken or egg which is first, in a way.

My view on this is very simple. We should focus on promoting domestic tourism before attracting foreign tourists. It means that tourism development strategies should be soft market penetration focusing on domestic tourism promotion in rural areas. Implementing programs that promote domestic tourism not only increase the economic activities but also save money otherwise spent abroad by domestic tourists. In the meantime, the entrepreneurs will learn business tactics in the process of sustaining their businesses. And eventually, it attracts foreign tourists.

Besides promoting domestic tourism in national level, paid holidays' concept should be encouraged and implemented. Some institutions like banks, semi government organizations, public companies have already started the concept of paid holidays to their employees which is very, very encouraging in promoting domestic tourism. NTO should play a catalyst's role bridging the expectation gaps between urban tour operators and local entrepreneurs.

Similarly, government ministries, departments and other agencies can conduct meetings, seminars and workshops in those areas instead of spending monies in only star hotels and convenient cities. This type of MICE tourism definately helps rural tourism.

Tourism in New Nepal

Tourism business is not affected much in New Nepal. Obviously, some procedural formalities and certain fees may be in place as various states formed in the future. It may increase the price of tour packages a little, but it will not too expensive for the tourists. In fact, tourists feel themselves that Nepal is a cheaper destination beside airfare. What is more important is that they love to have good services and nice places to see. Tourism will not change its trends and fashions being one country's political system. The basics of tourism remain the same.

Important things are the government polices towards tourism. Everyone is in favor of tourism development in this country. No one has denied the potential contribution of it to the economy. Thouh it's not satisfactory in terms of GDP. Maoist has given high priority to tourism along with agriculture, hydro power, education and other service sectors.

Soft Mobility Tourism

By Dhruba Rai

Werfenweng, a small village with about 800 inhabitants, is a fascinating model village in Austria for "soft mobility and car free tourism" for its inhabitants and tourists. It accommodates about 36,000 tourists with 212,000 overnight stays per year. Though it has good roads, once you reach the village you have to forget your car key or shuttle bus. You reduce your speed and relax walking along the road, which pass through the unfurled green carpet of meadow. They call it "soft mobility world". You walk enjoying, admiring the beauty of the surrounding landscapes. The beautiful garlanded houses with flowers are extremely happy to welcome and receive you. You can enjoy riding fun vehicles, e-cars, scooters all powered by batteries. In winter, they use skies and sledges for mobility. This is an example of how tourism can be developed balancing 3Ps People, Planet and Profit.

Nepal as a tourism destination always longed for mass tourism, and it's still hungry for it. About 491,504 tourists were recorded in the year 1999 as the highest arrivals, and then it plummeted over the years. Causes were many; remedies palliative. Pullulating businesses centered around urban areas especially the golden triangle; many could not survive during the turbulent period. Our tourism activities are based primarily on three themes viz. culture, nature and adventure. The hotspots of tourism within the country are mostly gateaway to "adventure and nature" based activities. Tourists during their journey interact with local people which allows them to understand their culture and life style.

The geographical setting provides enormous avenues for "adventure" activities. This also allows it to display an array of tourism products and untrodden areas. The undulating landscapes, forests embracing a gamut of flora and fauna, rivers and rivulets falling freely making incessant whispers, range of high mountains abode of god what not. These captivate the nature lovers. It's said that to harness and explore the strengths are easier than to improve shortcomings. Nature and adventure activities are our strengths. These segments augur well without having proper accessibility. Often, this very disadvantage proves the advantage for them. When you cruise by vehicles, you miss the heavenly feeling and closest whisper with nature.

Having its many priorities such as agriculture, health and education on top of the agenda, the government can’t make a huge investment on infrastructures like roads, airstrips though the government knows the need. You cry for it, die for it, nothing happens, but it will happen at its own pace. So, it's futile to waste time pondering and lamenting over such impenetrable issues. But, at the same time, we can’t deny the fact that we need infrastructure like roads for nation building. And, how can we deprive the people of enjoying the fruit of development? This urges tourism planners, stakeholders and of course entrepreneurs to ruminate and develop alternatives as well as diversify the products. The new development initiates new prospects. It may start totally new opportunities for businesses. Look at the Manakamana cable car’s success. Small scale hotels and teashops along the trail to the Manakamana Temple protested the idea of introducing the cable cars. Their businesses were swept away by the change. But, in due course of time, everyone adjusted and took alternate options. Now, everyone is happy.

Reports are that the world famous Annapurna Circuit is being devastated by the construction of roads. Tourists didn't like the idea of destroying the trekking circuit at all. A repeat German tourist said that he would never come back to Nepal ever again after seeing such devastation in that area. Tourism entrepreneurs have raised this issue in many a time. This instance tells us that accessibility i.e. roads for trekkers and nature lovers is not a hurdle. In fact, they prefer trekking on trails instead of roads. Now, after the issue was raised seriously, ACAP has done some homework. As a result, it has proposed an alternate route for trekking, which is encouraging to rescue tourism in that area. However, it will take sometime to gain its reputation. The roads should not have been constructed in the Annapurna Circuit at the first place. But, it's too late to turn around, and it's useless to drag the issue. Now, we have only two options. We can either develop alternatate routes in that circuit or explore new trekking circuits in other parts of the country. Kanchanjungha, Basantapur, Solukhumbu, Makalu – Barun, Khaptad, Bardiya, Rara and Dolpo areas are just to name a few.

Conflicts among People, Planet and Profit are common everywhere. Power plays. The dispute is interminable. However, if priorities are set in advance, these provide a framework to settle conflicts. The only panacea for such conflicts is to build common consensus on setting priorities and stand by with the commitments. It means local people have to decide what is important for them. While doing so they have to consider the competitive advantages, opportunity costs and environmental issues. Furthermore, sustainable development should be the core issue in every human intervention. Otherwise, euphoric successes lead to nowhere, but to disaster.

Let's imagine, roads are smooth, other facilities and services are in proper place, Jomsom and surrounding places along the Annapurna Circuit will definitely be hotspots. It will open new opportunities to both locals as well as tourists. Local people will enjoy a higher living standard. Tourists will get an easy access to such beautiful places. They can satisfy their gargantuan appetite for mind, body and soul. Any human intervention in the name of development should not imbalance the People, Planet and Profit. When we work together, think alike and understand the concerns of others, it is not difficult to settle disputes. One day, like the Austrian village Werfenweng, we can develop Jomsom and other villages as a "soft mobility and vehicle free tourism".

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Eastern Nepal in Pictures

Art of Nature, a Laligurans (Rohododendran) tree along the way to Pathivara Temple in Taplejung.






Mai Pokhari the holy lake in Illam district.






Ilam District way to Taplejung the far North East District of Nepal.




Kanyam Tea Estate in Illam District way to Taplejung District.

This lake is surrounded by beautiful forest in Morang District. It's just near the East - West Highway. It needs beautification.

Prospect of Enclave Tourism Development in Nepal

By Dhruba Rai

Around the world, tourism has developed in two ways viz. integrated and enclave development. When tourism is promoted by former concept of development, necessary infrastructures are developed in advance. Tourism grows along with all other developmental aspects simultaneously. Basic infrastructures like roads, electricity, communication facilities and the likes are built that propels a country's development. This type of tourism is a part of a planned development. Tourism entrepreneurs do little about the constructing infrastructures, and generally match their activities with the existing facilities. Especially, local entrepreneurs invest on accommodations and event activities. The aggregate domestic investment is greater than the foreign investment. For this reason, there is a greater acceptance of such a development by the local peoples. Likewise, the latter concept supports the idea of establishing primarily a fully contained accommodation facility with private investments possibly in the form of joint ventures in a potential tourist area. Everything is arranged and managed by the investors with little disturbance from the host communities. This is because such set-ups are established in remote and barren lands where there are less human settlements, but rich with tourism attractions. It sounds like a kind of isolated development. However, it should not be so in the long run. The self-contained resort complex caters all the needs of tourists who arrive as part of a tour package. And, subsequently developing the tourism activities and supporting infrastructure. In some cases, there may be a private investment in infrastructures as well. However, the degree of involvement with local communities is increasing, and to avoid misunderstanding between the resort operators and local communities they amicably enter into an agreement allowing their respective interests to be fulfilled. This helps increase the economic activities of local communities much faster than its usual way. Local communities get a market for their production and employment opportunities while resort operators can operate without any local disturbance, and tourists get the first hand experiences.

Many world famous tourism destinations such as, Bali of Indonesia, east-coast of Malaysia and Australian coastal area have followed the both types of tourism developments. Often, people assume tourism as an integrated tourism development where they argue that if tourism to develop there must be the basic infrastructures made available by the government of a country. Then only tourism can develop with its full scale. They might be right, but look at the other side as well. Those who would like to take risks can not stay behind and wait all that happenings rather they themselves plunge into action. It is difficult, but not impossible, and it may be risky, but it is also rewarding. If they make sufficient basic investment, they can enjoy the monopoly over others. This type of tourism development can benefit developing countries because normally the usual development process is very slow.

In Nepalese context, we find tourism developed as an enclave development. The year 1953 is a milestone in the history of Nepalese tourism. When Tenzing Norgay and Sir Edmund Hilary scaled Mt. Everest successfully in 29 May 1953, Nepal received immense publicity around the world. Though, the publicity attracted a lot of adventure lovers they were not allowed to enter into Nepal as tourists before 1955. Tourism age began only when the tourist visa opened in 1955, and gradually the number of tourists increased. The first recorded tourists in Nepal were 10 Americans and 2 Brazilian visitors sent by Thomas Cook & Son to Royal Hotel in Kathmandu. The Royal hotel was the first ever tourist standard hotel in Nepal that had been established by Mr. Boris a pioneer hotelier. Likewise, "Hotel Everest View" opened formally in 1973. The stories we read in books and magazine written by veterans tell us that in those times opening a hotel was as difficult as climbing Mt. Everest. Porters carried all building materials and supplies of the hotel on their backs. Air service was limited. There was no roads, electricity, airstrips etc. It was almost ground zero. In those times, the facilities were not intended to local communities, but exclusively to the tourists. And, that was an enclave tourism development. More importantly our geographical situation supports this type of tourism development, and still we have a lot of prospect in this type of tourism. Many star-rated resorts have been established in various parts of the country. They particularly cater services to only tourists.

We have many beautiful tourist destinations within the country, which are not used as a tourist destination, and in some cases they are not explored yet. There may be many factors contributing to it, but mainly the problem of accessibility is attributed to it, followed by accommodations and supplies. Rara National Park, Khaptad National Park, Dolpo areas are some of the destinations where it is still very difficult to send tourists. For the first time, the Nepal Tourism Board (NTB) is promoting five new tourist destinations - Antu Dada, Basantpur - Terathum, Dhanushadham, Palpa and Khaptad as its product diversification program. It is obvious that in some of the destinations tourism develops only through the enclave development, requiring huge private investments and participation. The NTB's role is very limited in terms of constructing infrastructures, but definitely has a strong role in promoting these destinations.

There may be a long list for and against of each of these types of tourism developments. But, the important thing is to get the tourism benefits from either ways. It may seem contradictory at first, but rather both of these are complimentary with each other. These can coexist simply because they have different client groups. There is no doubt that tourism can not be developed in isolation in one hand and on the other hand when we want fast growth we have to be selective.

Published

Taplejung: Upcoming Trekking Destination

From the top of the Pathivara.

By Dhruba Rai

Taplejung district of Mechi Zone used to be one of the remotest districts amongst many others until some years ago. It still is, but rapidly changing its face in terms of accessibility. Mechi highway starting from Birtamod, Jhapa to Phungling the district headquarter of Taplejung has already been completed. The road has been blacktopped upto Phidim, Panchthar. A slight difficulty might be felt plying vehicles during the monsoon from Phidim to Taplejung. But, in other seasons plying vehicles is not a problem at all. It is expected that the rest of the road is blacktopped within three years. Hopefully, it will go as planed. A bifurcated road from Gopetar to Yamphudin, a way to Kanchanjungha Base Camp is being constructed. Now, a graveled road has reached a half way.

Apart from the roads, the district possesses an airstrip at Suketar. However, it needs technical upgradation and expansion of runway. Once the air services are regular and reliable, this district will not look back to its past. Prosperity lies ahead, among many other sectors tourism is one of such sectors. The Suketar would be a base camp for trekkers towards Kanchanjungha Conservation Area (KCA). Tourists will have options. Tourists with limited time can take a flight. If they have enough time, they can take a vehicle. The road also makes it possible for them to enjoy the vehicle ride along the plain in the Terai and winding roads upwards to the north capturing beautiful hillscape.

It touches India to the east and China to the north. Reclining on them, ensconced high on rolling mountains and himalayas, decorated with colorful sub-tropical and alpine flora and fauna, having serene emerald lakes, rivers in a tranquil surroundings this district enjoys everything that the nature offers. The world's third highest peak Mt. Kanchanjungha (8586 m) lies here. Mt. Yalung Kang (8505 m), Nepal Peak (7168 m), Kumbhakarna (7710 m), Kangbachen (7903 m), Kirat Chuli (7365 m), Jhingsan (7483 m) are some of the peaks which stand still along the border. Several lakes like Panch Pokhari, Dudh Pokhari, Suke Pokhari, Lam Pokhari, Tin Pokhari, Timbu Pokhari provide serenity in the wilderness. Most of them are of religious values for local people and surrounding areas. Glaciers, perennial sources of rivers, provide breath taking views of out-stretching whiteness.

A vast area of 2035 sq. k.m. of northern part of the district is protected as the Kanchanjungha Conservation Area Project (KCAP). The KCA covers four VDCs viz. Lelep, Olangchung Gola, Tapethok and Yamphudin. In fact, the KCA is a trans-national nature reserve, which covers more than 20,000 sq. k.m. of area of Nepal, China and India. This area has one of the richest bio-diversity landmarks in the world. Nepal declared a "Gift to the Earth" with support of WWF's living planet campaign to recognize this bio-diversity and indigenous culture of that area in 1997. Previously, various integrated conservation and development programs were initiated jointly by Department of National Parks & Wildlife Conservation and Worldwide Fund for Nature (WWF) with active participation of local communities. This has enhanced the knowledge and skills of local communities about the conservation and they are capable of managing the project.

Some of the tourism entrepreneurs claimed that the Annapurna Circuit has been divested by the construction of road along the circuit. But now, it's too late to turn around. As KCA has largely been replicated from the Annapurna Conservation Area Project (ACAP) in terms of conservation and tourism, it should not fall into a trap of mistakes that have been made as in the ACAP. Although the road in Taplejung has been constructed, it really does not relegate the wilderness of the northern part of the district. The road is far below the protected area along the human settlements, leaving the KCA as less trodden area as ever and best for trekkers. Thus, the area is suitable for wild escapade.

At the time, when everyone is voicing for diversification of tourism products and areas, this could be an option. Mountaineers flock every year to scale the Mt. Kanchanjungha. In days to come Kanchanjungha Conservation Area will be a popular trekking destination among many others in the country. Time has come to unveil the shrouded image of this district as a trekking destination.


Published in Info Tourism, 2007

Tourism Patterns towards Niche

By Dhruba Rai

The global trend of travels has gradually been changing. The practice of selling “hectic 10 day 10 city tour packages” or traditional "Sun, Sand and Sea" and the likes are slowly fading away. Tourists, now, really have become holiday makers in a way. They prefer “moving less and seeing more”. They enjoy the focused and meaningful holiday trips at their own pace. They want to visit remote parts of destinations enjoying the flaunting natural beauties and landscapes, interacting with locals, learning their cultures and the way of living. A western tour operator was quoted saying, "Tourists want to say, I didn't just go to Amsterdam for the weekend but I went whale watching in Iceland or wine tasting in South Africa." This shows how the tastes have been changing of tourists over time. Today, holiday makers also consider travel as a form of self-expression. They want to return their countries with full of stories and experiences in their bags as souvenirs from their trips.

Tourists want to explore new areas, and are ready to pay extra for the newness. They don’t only look into the prices and regional destinations as their choices, but also look into their ulterior motives and aspect of travel itself. They want to make the journey to the destinations as much enjoyable as the destination's offers by selecting the proper mode of transports and indulging activities they like. Especially, trains are the first choice for long haul travels instead of jets in Europe. They call it "slow travel". If you travel at a slow pace, you enjoy traveling, and also get enough time to observe things and surroundings while passing through. Environment issues are coming up strongly. Eco-levels are everywhere, which promote eco-products. Such trend is reducing air travels insidiously though the air travel is increasing steadily at the rate of 5 percent a year.

Increasingly, the tour operators around the world are applying niche strategies to tap such markets. A niche market is characterized by small but profitable size, growth potentiality, relatively less competition and need of skilled human resources. In other words, the niche market is a specialized segment within segment. Thus, the tour operators apply niche strategies out of sheer compulsion i.e. competitions and not by a choice. Otherwise, their first choice would be only to indulge in a lucrative segment. Again, no one would follow a niche if they don't make money. But, some also use multiple niche strategies, means they handle more than a single niche at a time. The tourism niche markets are sizable, but it has no boundaries, thus making it worldwide. Demographics, sexes, regions or whatsoever really don’t affect the market at all. The common interests, enthusiasm among them are the binding thread to lead a special segment.

Nepal offers many niche segments ranging from smooth observations to hair raising adventures. We can name hundreds of them viz. fossil hunting, honey hunting, butterfly observations, fishing, mountain biking, paragliding, ultra-light flights, bungy jumping, trekking etc. Non urban tourism like home-stay, in Nepal, is definitely a unique niche product. The home-stay experience is uniquely assimilated the Nepalese taste of cultures, traditions, customs and the touch of peoples' bonhomie. The tourists can learn and enjoy the cultures and traditions, customs by themselves as their own. They enjoy authentic and first hand experiences which are invaluable for them. They enjoy their stay more interestingly involving and enjoying small activities like hiking, photography, village tours etc. Our home-stay infrastructures are quite good. Bridim in Rasuwa, Sirubari, Ghalegaon, Antu in Ilam are some of the home-stay products which are in operation for quite some time. Sooner or later, these products will be popular among holiday makers from home and abroad.

Nepal provides an ample environment for over 869 species of birds, 92 specialty species including 27 endangered birds. In fact, Nepal is really a paradise of bird watchers. Some of the bird watching areas are Koshi Tappu Wildlife Reserve, Chitwan National Prak, Annapurna Conservation Area, Makalu-Barun National Park and Conservation Area, Langtang National Park, Bardiya National Park, Godawari, Phulchowki, Shivapuri etc. Some companies are doing well handling such market. We can still do better because there is future growth. Even, Mr. Jimmy Carter the ex-president of the U.S.A. at that age and haste shared some of his precious time to watch birds while he was in Nepal some days ago.

Similarly, the orchid lovers enjoy more than 400 species and varieties of wild orchids throughout the mid hill regions. It may sound ridiculous to us, but the wild plant lovers relentlessly seek the opportunities to find them, click them and write them. Such committed lovers are also the committed visitors. Yet, little has been done to promote such golden plants.

Rivers originated from the high Himalayan region with its course down to plains provide rendezvous with nature's gifts. White water rafting in roaring and serpentine rivers with waves deadly enough to resurrect one's oblivious spirit on board is a thrilling experience. Rivers are from 1 to 5+ grades available to test one's physicality. There is a strong attraction for adventure lovers in these rivers.

The westerners flock every year to the east just to practice meditation. Numerous monasteries and mediation centers in Kathmandu and other places are ready to provide space for them. Spa with medicinal purpose is becoming popular. In fact, it has established itself a unique product. Many hotels are providing such facilities as an extra product in hotel's service line. It has become an attraction while selling accommodations. Similarly, Ayurvedic treatments are also becoming popular.

As discussed above, we have so many places, events and activities with high degree of potentiality, there is no question about it. Now, in the light of changing pattern of travel, we definitely, need to change our strategies to tap such potentialities. May be in future, tourists might say, " Yes, last year, I went to study wild orchids in Nepal, this time I am planning to visit for bird watching and trekking in the remotest part of Nepal." How do you feel? Sounds great !


Published in NTTR, 2007