Trekking through this breathtaking scenery on horseback—this is the experience of Mongolia that the country thinks will tempt Western tourists to pay it a visit. One of the people hoping to show them what’s on offer is tour guide Egjimaa Battsooj. She and her assistant are sorting out saddles and riding gear for a small group of European clients who will travel on horseback across northern Mongolia. They come to see wildlife, steppes, and traditional nomadic lifestyle. Battsooj and her team have taken on two or three customized tours every month since 2023, half the orders they received before the virus brought tourism to a halt. Battsooj has noticed a rise in Koreans making the trip to her country, but she wants to attract a wider clientele. “I understand it’s closer and it’s easier to have any exposure, but still we need different branches in different sectors, not only just one,” she says. “And also there’s almost zero support from the Ministry of Tourism in Mongolia. I don’t really remember getting any help or the support from the Mongolian government during the pandemic.” Now Mongolia has launched a “Welcome to MonGOlia” campaign to win people back. The government has added flights and streamlined the visa process, offering visa-free visits to many countries. At least 437,000 foreign tourists visited in the first seven months of this year, up 25% over the same period last year, including increasing numbers from Europe, the U.S., and Japan. Mongolia’s government aims for 1 million visitors per year. It would be a huge boost for the tourism industry. Those who work in the industry understand the challenges they face. And there is hope that a few improvements could tempt lots more people to visit. “I want the number of tourists to increase. We need to improve the comfort of the incoming tourists. Although there are many problems, the tourism sector is improving and getting better and better,” says Ganbayar, who has been a driver for a tour agency for more than ten years. With its vast number of attractions, Mongolia hopes to unlock the untapped potential of its tourism sector. This article was provided by The Associated Press.