Nepal's New Government Embraces Soft Power Through Tourism, Culture, and Diaspora

The discourse surrounding soft power has gained significant traction in Nepal, particularly with the new government's explicit commitment to leveraging it as a cornerstone of its development strategy. By identifying tourism, culture, and investment as the primary drivers of soft power, the Rastriya Swatantra Party (RSP)-led administration signals a forward-thinking approach to international engagement. This focus acknowledges that Nepal's unique strengths lie not in military might or economic coercion, but in its profound cultural capital and peaceful ethos.

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soft power will be promoted through tourism, culture and investment.

Joseph Nye's concept of soft power—the ability to influence through attraction rather than coercion—resonates deeply with Nepal's historical identity. As a nation that has long championed peace, largely due to the legacy of Gautam Buddha, Nepal is uniquely positioned to project a positive global image. The government's intention to engage the Nepali diaspora further amplifies this potential, transforming expatriates into ambassadors for Nepalese culture, tourism, and investment opportunities. This inclusive approach recognizes the diaspora as a vital asset in enhancing Nepal's global appeal.

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the Nepali diaspora can be utilised to enhance soft power, particularly by engaging them in cultural exchanges, promoting tourism activities and encouraging investment back into Nepal.

Nepal's inherent soft power assets are abundant and diverse. From the spiritual allure of Buddhist teachings and the majestic grandeur of the Himalayas to its rich tapestry of languages, traditions, and sacred sites, the country possesses a compelling cultural narrative. The warmth and hospitality of the Nepalese people further enhance this attractiveness. By strategically harnessing these elements, Nepal can effectively build cooperative relationships, foster international understanding, and ultimately advance its national interests on the global stage, particularly as geopolitical focus shifts towards the Global South.

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soft power as the ability to influence others’ behaviour through non-coercive means.