Nepalgunj Runs Towards Recognition

When Nepalgunj Marathon received the AIMS Social Award 2026 in Norway, it was not just a matter of great pride for the event organisers. It was a realisation that an event like sports competition could achieve much more than deciding on the winners; it could change the image of the entire city and create new opportunities for the development of tourism. In times when the majority of people in their home country prefer to travel within their weekend holidays and thanks to their Facebook pages, it is important to remember that tourism is not all about traveling; it is also an opportunity to learn more about the destination and meet the people who have made it what it is. There are plenty of such stories in Nepal, which boast the rich cultural heritage of each individual region. 

The problem is not in the scarcity of sites to promote; rather, it is in the presentation of these sites. The task now rests on the shoulders of young entrepreneurs and local communities, which can reveal the city secrets with the help of creative efforts. Sports games, such as marathons, have become a great tool for doing this. Marathons gather people, promote healthy lifestyle and make visitors see a city not only as a place with monuments.

The history of marathons itself is quite impressive. As the story goes, the name was given to the running race by the name of the runner Pheidippides who was the Greek messenger, who in 490 BC ran from Marathon to Athens to declare the victory against Persians. Following the story, the marathon became one of the major sporting events of the First Modern Olympics in Athens in 1896. Only one year later, the Boston Marathon took place and now it is considered one of the most famous road races in the world.

Being one of the ancient and culturally-rich cities of western Nepal, Nepalgunj has been a melting pot where cultures converge. Its relations with the history of Naya Muluk, Rana period, and nearby cities like Lucknow prove this. Although the historical background of the city will continue to be precious, Nepalgunj will form its contemporary identity through sports tourism.

Through the example of the world's top city marathons, it is clear how sports can help in urban development. It not only brings tourists but generates business for local hotels and restaurants and supports entrepreneurs. It also raises the pride of people living in the city. In addition, it introduces the city to those who might never consider traveling there.

Every year the Nepalgunj Marathon takes a new dimension as one of the most significant events of the city. The involvement of runners of various backgrounds and professional runners adds more to the city's charm. Moreover, the participation of some public personalities raises the profile of the city.

However, hosting a good race should not be the end aim but rather creating memorable experiences for all the participants. In this way, once the runners become brand ambassadors, they will talk about their experiences with their friends, families, and on social media channels, resulting in something far more effective than the one-off event itself. In other words, destination loyalty is more important than event loyalty.

In order to do this, the race should keep developing further. Better event organization, better digital registration system, better communication, and visitor experience are today’s expectations from every runner. Furthermore, Nepalgunj should utilize its competitive advantages like local cuisine, culture, attraction sites, and hospitable population in order to provide visitors not only with a good race but also to show them what the city has to offer.

The significance of Nepalgunj Marathon lies in much more than just sports. Here we see the synergy between health, tourism, local entrepreneurship, and community involvement toward one common goal. The cooperation of the local authorities, private sector, volunteers, and ordinary people creates additional opportunities that go far beyond the actual event and help develop the city in a long run.

In that context, the nomination of AIMS Social Award 2026 is recognition of the wider impact of this sporting event on society. It shows the positive change that Nepalgunj Marathon brings about while raising the profile of the city.

Runners participating in marathons usually emphasise that the runner crossing the finish line is not the same as the one starting the marathon. The same may be said about cities. Nepalgunj has made its first steps in this direction and has chances to evolve into a leader in running tourism in Nepal. Now, the Nepalgunj Marathon is  a story of perseverance and strength, an identity of the town, and a way of bringing together many people from various places.

(The author is a senior manager at Nepal Tourism Board.)