In a bid to attract visitors to a lesser-known destination, former Mongolian Culture and Tourism Minister Nomin Chinbat faced the challenge of promoting Mongolia, a country unfamiliar to 90% of the global population. The task was particularly daunting due to misconceptions about Mongolia, with many mistaking it for a part of China.
One major hurdle was dispelling negative perceptions associated with Mongolia, such as its frigid capital city, Ulaanbaatar, known for extreme cold and high pollution levels caused by coal fires. Tragically, thousands of Mongolians succumbed to air pollution-related deaths annually, emphasizing the urgent need for change.
Moreover, the country’s historical figure, Genghis Khan, often portrayed negatively as a warlord, was being redefined by Nomin as a peacemaker and diplomat. Efforts to showcase Mongolia’s modern offerings, including cultural attractions like The Hu band and the nomadic lifestyle, aimed to shift the narrative away from past stereotypes.
Despite its challenges, Mongolia’s tourism sector showed promise, experiencing a 16% rise in visitors from 2024 to 2025, with a goal of reaching 2 million tourists by 2030. Collaborations with international partners, promotional strategies, and improved flight connections were key factors driving this growth.
As Mongolia seeks to enhance its global presence and tourism appeal, Nomin expressed confidence in the country’s tourism potential, highlighting the positive impact of sustained efforts to rebrand and promote Mongolia as an emerging travel destination.