Imagine your task is to promote a country that nine out of ten people globally have never even heard of. This was the stark reality facing Nomin Chinbat when she took on the role of Mongolia's Minister of Culture and Tourism five years ago.
The Daunting Starting Point
A sobering 2018 global survey by Edelman revealed the scale of the challenge. Only 10% of people knew Mongolia was a sovereign country, while three in ten mistakenly believed it was part of China. For a government aiming to diversify its mining-dependent economy through tourism, this profound lack of recognition was a monumental obstacle.
The nation's image was further complicated by harsh realities. Its capital, Ulaanbaatar, holds the title of the world's coldest capital, with winter temperatures routinely diving below -20°C. Reliance on coal for heating has created severe air pollution, a public health crisis linked to an estimated 7,000 deaths last winter alone. Furthermore, the legacy of Genghis Khan, while internationally famous, often conjures images of a bloodthirsty warlord rather than a nuanced historical figure.
Reframing the Narrative
Nomin Chinbat's strategy involved a deliberate and multifaceted campaign to reshape global perceptions. A key pillar was re-educating the world about Genghis Khan, highlighting his role as a peacemaker, diplomat, and innovator. "He bridged the East and West," Chinbat explained during an interview in Seoul, noting initiatives like an exhibition in France and Switzerland to rewrite his legacy.
Beyond history, the campaign shifted focus to Mongolia's living culture and breathtaking landscapes. The government began promoting the enduring nomadic way of life, which around 40% of the population still follows. The vast, fence-free wilderness, spanning the Altai Mountains and the Gobi Desert, was positioned as an ultimate adventure destination for post-pandemic travellers seeking authenticity and space.
A Strategy Yielding Results
The concerted efforts are now bearing significant fruit. According to the latest UN Tourism Barometer, Mongolia ranks among the world's 20 fastest-growing tourism destinations, witnessing a 16% increase in visitors from 2024 to 2025. Tourist numbers have rebounded from a pre-pandemic 500,000 to 850,000 in 2025, with an ambitious target of two million by 2030.
Strategic partnerships have been crucial to this growth. These include a high-profile collaboration with Premier League football club Fulham as its official kit and tourism partner, and promotional activities around major events like the Paris Olympics. An "open sky" aviation policy has also encouraged airlines such as United, Air China, and Turkish Airlines to increase connections to Ulaanbaatar.
This progress is reflected in soft power metrics. A Boston Consulting Group survey shows Mongolia has leapt 14 places in global rankings. Today, six out of ten people worldwide have now heard of the country—a dramatic improvement from the 2018 benchmark.
"We've put in a lot of effort to make sure people know about us," stated Chinbat, who recently stepped down from her ministerial role. "I believe Mongolia has taken a very good policy to sustain tourism growth, which will really deliver for the Mongolian people. It will only grow. I think we're on the verge of exploding."
For UK travellers, the journey remains an adventure in itself, typically involving a 15-hour flight via Istanbul with return economy fares around £1,000. Yet, for a growing number of intrepid tourists, the promise of Mongolia's stark beauty and unique culture is proving to be worth the trek.
