In the realm of global tourism, how does one attract visitors to a nation that remains largely unknown to the vast majority of individuals? This was the challenge faced by Nomin Chinbat, who recently concluded her tenure as Mongolia’s Culture and Tourism Minister after a five-year term in office. Undoubtedly, the task at hand for Nomin and Prime Minister Luvsannamsrain Oyun-Erdene was formidable.
A survey conducted by Edelman in 2018 revealed that a mere 10% of the populace was aware that Mongolia existed as a distinct country, with a notable 30% mistakenly believing it to be a part of China. Overcoming the hurdle of ‘what is Mongolia?’ posed a significant barrier to the government’s aspirations of expanding the tourism industry and diversifying away from the dominant extractive mining sectors that have long underpinned the economy.
Complicating matters further, those familiar with Mongolia often associated it with unfavorable characteristics. Notably, Ulaanbaatar, the capital city, holds the title of being the coldest capital globally, renowned for its severe winters where temperatures frequently plunge below -20°C. To combat the cold, many Mongolians rely on coal fires, contributing to alarmingly high levels of pollution.
Tragically, an estimated 7,000 citizens succumbed to air pollution, both indoors and outdoors, during the previous winter in the sparsely populated nation of 3.48 million. Additionally, 881 individuals lost their lives due to carbon monoxide poisoning in Mongolia over the seven-year period leading up to February 2025.
In the realm of tourism and culture, dealing with such challenges is already a formidable task. Furthermore, the shadow of the renowned warlord Genghis Khan looms large. While Genghis Khan’s historical reputation as a ruthless conqueror persists, Nomin argues that he was, in fact, a peacemaker and diplomat who facilitated connections between the East and West. A significant aspect of the government’s strategy involves reshaping perceptions of Genghis Khan and highlighting his innovative contributions, such as the invention of passports for safe travel across his territories.
While the Mongolian government endeavors to shift the focus away from Genghis Khan’s contentious legacy, initiatives like a legacy-redrafting exhibition in France in 2024 and Switzerland today aim to redirect attention towards contemporary offerings. Culturally, The Hu, a renowned Mongolian musical group blending traditional folk elements with metal influences, have garnered international acclaim, showcasing old Mongolian war cries and poetry across Asia and beyond.
Nevertheless, the true allure of Mongolia lies in its nomadic populations, who have sustained themselves through livestock herding and a deep connection to the land since ancient times. Approximately 40% of Mongolians lead nomadic lifestyles, with one-third residing in traditional dwellings known as “gers” or yurts. These portable dwellings can be easily relocated, a practice nomads typically undertake four times annually.
From the bustling urban center of Ulaanbaatar to the expansive Mongolian wilderness, characterized by the towering Altai Mountains and the unforgiving Gobi Desert, the country offers a vast expanse largely devoid of physical boundaries. With a population density of merely two individuals per square kilometer, Mongolia remains sparsely inhabited, fostering an environment where nomads can roam freely without disturbance.
While Mongolia may not fit the conventional mold of a tourist hotspot, the post-lockdown era has witnessed a growing interest among travelers seeking adventurous experiences. According to the UN Tourism Barometer, Mongolia ranks among the 20 fastest-growing tourism destinations, marking a 16% increase in visitor numbers from 2024 to 2025. Although the current total of 850,000 tourists in 2025 may seem modest compared to other destinations, it represents a promising upward trajectory, with ambitions to attract 2 million visitors by 2030.
The success of the Go Mongolia campaign in reaching this ambitious target remains uncertain. Collaborations with entities like Fulham Football Club as the official kit and tourism partner, as well as leveraging international events such as the Paris Olympics for promotional purposes, have shown promising results. Moreover, an “open sky policy” has facilitated increased air connections with airlines like United, Air China, and Turkish expanding their services. However, accessing Mongolia from the UK remains challenging, with most flights requiring stops in Istanbul and approximately 15 hours of travel time at a cost of around £1,000 for a return economy ticket.
Recent assessments by the Boston Consulting Group indicate Mongolia’s advancement in global soft power rankings by 14 positions. Presently, six out of every ten individuals worldwide are familiar with the country, marking a significant improvement. Nomin expresses confidence in Mongolia’s tourism progression, emphasizing the country’s strategic efforts to sustain growth and enhance visitor experiences. With a burgeoning tourism sector and a concerted drive towards development, Mongolia appears poised for a promising future, poised on the brink of a tourism renaissance.