The statue of Genghis Khan on the outskirts of Ulaanbaatar stands 40 meters tall represents Mongolia's history and future hopes, particularly in the tourism industry as it is one of the tourist spots. On other hand global travel recovers from the epidemic, Mongolia is making a determined effort to market itself as a top destination for travelers seeking unique, untold adventures as they have lush plains, mountains and wonderful views. The "Welcome to Mongolia" slogan is at the heart of this initiative, promising reindeer sleigh rides, camel racing, and breathtaking scenery to explore.
A Strategic Rebound
The COVID-19 pandemic brought the global tourism industry to its knees, with Mongolia being no exception in this regard. However, the Mongolian government has been proactive in revitalizing this crucial sector as it is one of the good times to take a good share from the market. By adding more flights and simplifying the visa process, the aim is clear to make Mongolia more accessible to the world than before.
In the first seven months of this year alone, over 437,000 foreign tourists visited Mongolia, marking a 25% increase over the same period last year. The influx is especially notable from regions like Europe, the U.S., Japan, and South Korea, the latter seeing nearly double the number of travelers.
Despite these gains, Mongolia is yet to hit its ambitious target of welcoming 1 million visitors annually from 2023-2025. It's a big number for a country with a population of just 3.3 million means 1/3 of their population, half of whom reside in the capital. But if any nation can leverage its vast open spaces and rich nomadic heritage to draw in the adventure tourist, it’s Mongolia.
The Untapped Potential of Mongolia's Tourism
Adventure tourism is one of Mongolia's strongest suits. With its sprawling landscapes and minimal private property constraints, the country offers unparalleled freedom for exploration. Egjimaa Battsooj, who works for a local tour company, underscores this point, noting that customized itineraries often include horseback trips and camping in traditional gers (felt-covered dwellings).
"You don't need to open a gate, you don't need to have permission from anyone," she said, highlighting Mongolia's unique selling proposition. "We are kind of like the last truly nomad culture on the whole planet."
A Rising Profile
The world is beginning to take notice of Mongolia’s appeal. Lonely Planet named Mongolia its top destination in its Best in Travel 2024 report. High-profile events such as the Pope's visit and Mongolia's strong showing at the Asian Games have further boosted its profile. Even Mongolia’s music scene is gaining international traction, with bands like The Hu blending traditional instruments and throat singing with modern rock.
Yet, the fascination with Mongolia often starts with curiosity. American tourist Michael John admitted he knew little beyond the legend of Genghis Khan and had seen a documentary about hunters using eagles before deciding to visit.
Economic Impact of Mongolia's Tourism
Before the pandemic, tourism contributed 7.2% to Mongolia’s GDP and employed 7.6% of its workforce. The World Bank notes the substantial growth potential, citing Mongolia's "diverse nature and stunning sceneries" as well as its sports and adventure tourism possibilities.
Mongolian tourism ads capitalize on these themes, showcasing everything from frozen lake skating and fishing to reindeer sledding, camel racing, and hiking under the Northern Lights. Munkhjargal Dayan, an entrepreneur offering camel rides, traditional archery, and eagle hunting experiences, emphasizes the desire to share Mongolia's unique way of life with the world.
Challenges Ahead
Despite the rosy picture, challenges remain. Infrastructure outside Ulaanbaatar is limited, especially in summer when the steppes become waterlogged. Accommodations are scarce, and there is a notable shortage of skilled labor in tourism-related sectors. Navigational hurdles also exist as it is easy to get lost due to the lack of English signage.
Looking to the Future
An interesting aspect of Mongolia’s tourism and economical strategy involves fostering better international relations. The Government in Ulaanbaatar is improving and fostering their ties with other nations but particularly there is also a good potential with countries like Pakistan. By easing visa policies and exploring mutual areas of interest, both countries could benefit. This way not only tourism but it will help reviving and improving the economies of Mongolia and Pakistan along with enhancement of cooperation and collaboration in between Islamabad and Ulaanbaatar. As an international journalist, Activist I see great potential in these untapped avenues for cooperation and it would be an honour for me in order to assist the Governments in order to explore avenues, improved engagements and starting a new era in between these nations particularly.
A Call to Adventure
Mongolia’s commitment to revitalizing its tourism sector is evident and commendable. The nation's untold adventures, from its nomadic culture to its breathtaking landscapes, hold immense potential for attracting tourists worldwide. For those willing to take the road less traveled, Mongolia offers a unique blend of history, culture, and adventure that is hard to match. The land of Genghis Khan awaits, ready to share its untold stories and adventures with the world.
Bio: Author is from Lahore, Pakistan currently a law student at Liverpool John Moores University, UK. He writes perceptive columns on geopolitics, international relations, and legal affairs etc. in more than 10 countries providing unique insights into the global landscape in different Pakistani and International Newspapers and Media outlets in English & Urdu languages.
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