Mongolia’s Former Culture and Tourism Minister, Nomin Chinbat, faced the challenge of promoting tourism in a largely unknown country. A 2018 survey revealed that only 10% of people were aware that Mongolia is a separate country, with many mistakenly associating it with China. Overcoming this lack of recognition was crucial for the government’s goal of boosting tourism and diversifying the economy away from mining.
Moreover, Mongolia’s reputation for extreme cold and air pollution posed additional hurdles. The capital city, Ulaanbaatar, is known for its harsh winters and high pollution levels from coal fires, leading to health hazards. Tragically, thousands of citizens lost their lives due to air pollution-related illnesses.
Nomin emphasized the need to reshape perceptions about Mongolia, particularly regarding Genghis Khan. While historically renowned, Genghis Khan’s image as a ruthless warlord needed correction, highlighting his diplomatic achievements and inventions like the passport. Efforts to showcase a different side of Mongolia included cultural exhibitions and promoting contemporary attractions like The Hu, a popular music group.
Nomadic culture, a longstanding tradition in Mongolia, also plays a significant role in attracting visitors. Approximately 40% of Mongolians lead nomadic lifestyles, living in portable dwellings called gers and herding livestock across the vast landscape, which includes mountains and deserts. The country’s sparse population and open wilderness offer a unique experience for travelers seeking adventure.
Despite the challenges, Mongolia has seen a rise in tourism, with a 16% increase in visitors from 2024 to 2025. Initiatives such as partnerships with international entities and improved airline connections have contributed to this growth. While reaching the target of 2 million tourists by 2030 remains a goal, Mongolia’s efforts to enhance its global presence and tourism appeal have shown promising results.
Overall, Mongolia’s strategic focus on sustainable tourism growth and cultural promotion has garnered attention and recognition on the global stage, positioning the country for further expansion in the tourism sector.
