Branding the Buddha's birthplace: exploring Nepal's potential to become a destination of global Buddhist tourism.

Abstract

This chapter presents a SWOT analysis of Nepal's potential for Buddhist tourism, and suggests that incorporating Buddhist tourism into the overall nation-branding campaign would not only accentuate the country's genuine heritage but also appeal to a large number of faith-inspired travellers. Campaign planning recommendations in terms of organizations involved, goals and objectives, target audience, logo, strategies and tactics, are presented.