Destination tourism in Mustang

This piece is based on my recent visit and interaction with tourism entrepreneurs about 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 sharp increase in tourist numbers. According to recent data, 426,964 tourists visited Mustang last year, the majority of which were domestic tourists. Foreign tourists accounted for 90,356, of which 72,190 were from SAARC countries, mainly India. While Upper Mustang is more known 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 both luxury and budget-conscious travelers.

Destination branding

The Destination Branding model suggests that a destination’s image is influenced by cognitive, affective and unique aspects, which in turn influence intentions to revisit and recommend the destination. Mustang offers a unique cultural heritage and experiences that set it apart from other destinations. Understanding and responding to tourists’ emotional needs, preferences and well-being is essential. In the age of social media, effective management of social media platforms is crucial to attract tourists. Today, “selfie-gaze” tourists perceive a destination through their cameras and the feedback they receive on their posts.

The destination image includes both material and intangible components. Tangible aspects include infrastructure, socio-economic environment, natural and cultural resources, pleasant atmosphere, social environment and general reputation. On the other hand, intangible aspects include cultural practices and traditions, which are promoted by UNESCO alongside World Heritage Sites as Intangible Cultural Heritage (ICH). The question arises whether Mustang should be positioned as an accessible and affordable destination for all, or whether its exclusivity should be maintained by requiring travel permits even for domestic tourists, thereby maintaining its appeal as a coveted travel destination. This decision is important because an application has been submitted to designate Mustang as a world heritage site.

A recent golf tournament in Mustang has opened a new avenue for destination branding. Such events attract luxury tourists, making Mustang home to “the highest golf course in the world.” However, effective marketing is crucial to capitalizing on this achievement, especially as it is likely to secure a place in the Guinness Book of Records. This milestone embodies another compelling reason for tourists to explore Mustang and offers a unique differentiation strategy to attract luxury travelers. Moreover, the increasing presence of motorcyclists heading to Upper Mustang, both domestic and Indian, presents an opportunity to further promote the region. Mustang’s terrain, similar to Ladakh, appeals to Indian motorcyclists looking for similar adventure experiences. Leveraging this similarity can attract more Indian tourists to visit Mustang, thus increasing its appeal and visitor base.

Challenges

With a significant increase in the number of tourists, it is a challenge to preserve the sanctity and uniqueness of Mustang, especially as trekking routes suffer from destruction due to road construction. The focus should be on attracting ‘high value’ tourists rather than ‘high volume’ tourists to ensure a visitor demographic that stays longer and spends more, as also emerged from my conversations with tourism entrepreneurs. Previously, visitors stayed in Mustang for an average of 15 days, but with the advent of road construction this has been reduced to just four days, making large-scale tourist arrivals possible.

Additionally, the region faces digital infrastructure limitations, evidenced by the lack of NCell network coverage in most parts of Mustang. As locals there share, despite NCell’s tower installation seven years ago, regulatory processes have hampered progress and hampered digital payment options. Power outages in Jomsom and Lo Manthang are worsening the situation, forcing tourists to resort to cash transactions. Despite these challenges, digital payment methods have gained popularity, reassuring domestic tourists who often do not have sufficient cash.

According to recent data, 11 tourists in Mustang died of altitude sickness within seven months last year. It is crucial to introduce acclimatization rules that prevent tourists visiting Muktinath from going there on the same day they arrive in Pokhara. Currently, without such guidelines, most visitors reach the temple the same day and return the next day. A local hotel operator in Jomsom testified that a significant proportion of fatalities occur among Indian tourists, often due to hasty visits to Muktinath on the same day as their arrival in Pokhara. This practice not only increases the risk of accidents but also shortens the length of stay in Jomsom. Furthermore, sanitation facilities in temple buildings are often overlooked, raising concerns about the destination’s image. Another concern is the scarcity of eateries offering only vegetarian dishes, which is essential for a religious destination like Muktinath.

Discussions with women entrepreneurs from the homestay community in Thini, Jomsom, revealed that they need support in branding and marketing their homestays. The entrepreneurs, who belong to the Thakali community, feel their services are not promoted enough despite offering various services including buckwheat pancakes and other local culinary delights. Although these entrepreneurs have received support for equipment, such as microwave ovens, from donors, they remain unused due to problems with electricity supply and a lack of technicians and trainers who can guide them on their proper use. Accordingly, ministries and related associations should work together and make concerted efforts to support these SMEs in digital marketing, English language skills, and food and culinary assistance.

Regulatory mechanisms

Strict laws and regulations should be enforced to reduce the risks of diseases and emergencies at high altitudes, especially for older tourists. Implementing rules to limit direct tourist flow to high altitude areas is essential, accompanied by adequate facilities in primary health care centers in such locations. In addition, extensive training for tour guides and medical staff is necessary to ensure the safety of visitors.

Finally, sustainable brand promotion is critical to the long-term development of the Mustang. While increasing tourist flows is essential, it is crucial to address the associated impacts of development. Adopting differentiated strategies to cater to diverse tourism segments is imperative, prompting reflection on whether Mustang is prioritizing high-quality tourists over sheer quantity. The National Tourism Strategy Plan (2014-2023) should be revised and updated to include strategies to promote this extraordinary destination. This can be done by incorporating risk mitigation measures and leveraging the role of virtual technology by creating virtual experiences with wearable devices, which will attract high-paying foreign tourists in the future.