Mongolia’s Former Culture and Tourism Minister, Nomin Chinbat, faced the challenge of promoting a little-known country to tourists. A global survey in 2018 revealed that only 10% of people recognized Mongolia as a country, with many mistaking it for a part of China. This lack of awareness posed a significant obstacle to the government’s efforts to boost tourism and diversify the economy away from mining.
Moreover, Mongolia’s reputation was not always favorable, with associations of extreme cold in its capital, Ulaanbaatar, and high levels of pollution due to coal fires. The country witnessed a significant number of deaths attributed to air pollution and carbon monoxide poisoning in recent years.
Despite these challenges, Nomin aimed to reshape perceptions of Mongolia, emphasizing its cultural richness and modern offerings. The country’s nomadic heritage, with around 40% of the population leading a traditional lifestyle, remains a unique draw for visitors. The vast, sparsely populated landscape, featuring majestic mountains and deserts, offers a serene backdrop for nomadic life.
Mongolia has seen a steady increase in tourism, with efforts to rebrand and promote the country yielding positive results. The government’s goal of attracting 2 million tourists by 2030 is ambitious but achievable, given the rising interest in adventurous travel experiences. Collaborations with international partners and improved air connectivity are contributing to this growth.
While reaching Mongolia may still be a logistical challenge for some travelers, the country’s soft power is on the rise, with more global recognition and positive perceptions. Nomin is optimistic about the future of Mongolian tourism and believes that sustained efforts will lead to exponential growth in the industry.