Great Himalaya Trail: A Case Study

Robin Boustead

Brief history of the GHT

• First steps in 1980-81.• Expanding the network of trails from

Arunachal Pradesh to Pakistan.• Stable borders in Nepal from 2003.• The GHT development project.• Goal of combining public and private sectors.• A multi-adventure route through 6 countries.

Why is the GHT different?

• Is the GHT different from other trekking and adventure products?

• Asia’s first long distance walking/adventure route.

• Iconic status of the Himalaya region.• Long distance and GHT trekkers embrace

responsible tourism.• Reaching out to remote communities.

First steps for the GHT.

• Initial interest in the GHT relied on creating relevant media exposure:– Range of stories and issue to target specific media– Working with TV, magazines, etc to identify key

stories– Word of mouth in the adventure travel industry– Developing GHT products for both international

and domestic operators

FAQs about the GHT

• How many trekkers is too many?• Authenticity vs economies of scale?• Deliverable promises in the field?• Accountability and responsible tourism?• How much does it cost and where can I go?

• Critical to have clear answers.

What has worked? (1)

• Production of large amounts of resource information: books, maps, websites

• Identifying new trekking areas that minimised operational risks.

• Iconic ‘High Route’ across the top of the world.

• Pitching an ‘old idea’ as a ‘new product’.

What has worked? (2)

• Savvy local trekking and travel companies joined the media buzz.

• FIT trekkers, especially the long distant walking segment.

• Dove tailing with development agenda.• Creating the ‘GHT’ brand.

What next? (1)

• Expanding the scope and range of the GHT: – More adventures to include watersports, climbing,

horse riding, mountain biking, etc.– More routes to link trails through communities

(cultural trails) or wilderness areas.– To expand the GHT into a regional initiative.– Soft travel and pilgrimages to appeal to a broader

audience.

What next? (2)

• Tailor products to emerging markets, especially Asia.

• Make GHT information more accessible to both travellers and travel organisations.

• Highlighting local entrepreneurship through the development program.

• Focus on measurable deliverables.

Key Deliverables

• Initiate 300 pro-poor micro-enterprises by 2016 across Nepal.

• Itinerary development for international and local trekking businesses.

• Promotional media campaign (both print and online) until 2016.

• Value analysis for all activities.• Local management of the GHT.