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21,409 tourists arrived in the country from 23 September 2022 to 3 January 2023

Developer 01/09/2023 BUSINESS Leave a comment 7,275 Views

As per Department of Tourism (DoT), a total of 21,409 tourists have arrived in the country from 23 September 2022 to 3 January 2023.

A total of 3,776 tourists arrived in the country paying the full USD 200 Sustainable Development Fee (SDF), with 6,108 tourists paying the old SDF of USD 65, and 11,525 guests paying the SDF of Nu 1,200.

Bhutan opened its tourism formally on 23 September 2022, with 120 international guests on the first day.

With the reopening of tourism on 23 September, the SDF was revised to USD 200 per night for international visitors and a concessionary levy rate of Nu 1,200 is applied to visitors from India.

According to the Bhutan Tourism Monitor 2019, USD 345.88 million (mn) worth of tourism business were generated in the country in 2019.

As stated in the State of the Nation (SOTN) Report, since the opening of tourism on 23 September 2022, the industry has generated a revenue of approximately Nu 25.75 mn.

Meanwhile, as per the SOTN, around 137,000 visitors are expected to arrive in 2025, which is around 44 percent of visitors in 2019. However, the spending is estimated to rise with SDF revenues reaching pre-COVID-19 level by the end of 2023.

Similarly, from the 12,488 tourists in 2022 the prediction for 2023 is 63,964 total visitors with 22,220 from Countries Other Than India (COTI) and 41,744 visitors from India, for 2024 it is 107,590 total visitors with 38,016 from COTI and 69,574 from India.

In 2025, the predicted breakup of the total 137,000 visitors is 56,078 from COTI and 81,733 from India.

The new system mandates visitors to make advance payments of applicable SDF charged per person per night along with a one-time visa fee.

Tourists now have the flexibility to choose their services, and make direct payment to the service providers or continue to book through tour operators, as per their preferences.

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Bhutan reopens to the world with new tourism strategy

The Kingdom of Bhutan reopens its borders today to international travellers following the Covid-19 pandemic.

Aside from welcoming visitors to the country, Bhutan has also unveiled a new tourism strategy, underpinned by transformations in three key areas: infrastructure and services, tourists’ travel experiences, and environmental impact to maintain carbon-neutral tourism.

Brand Bhutan aims to capture the optimism and renewed ambition of the kingdom, and its new tagline Believe reflects this determined focus on the future, as well as the transformative journeys experienced by visitors.

Prime minister of Bhutan, Lotay Tshering, said: “Bhutan’s noble policy of High Value, Low Volume tourism has existed since we started welcoming guests to our country in 1974 – but its intent and spirit were watered down over the years, without us even realising it.

“Therefore, as we reset as a nation after this pandemic, and officially open our doors to visitors today, we are reminding ourselves about the essence of the policy, the values and merits that have defined us for generations.”

While ‘high value’ is typically understood as exclusive high-end products and extravagant recreational facilities, the term holds a different meaning for the country. To the Bhutanese, it is important to be a high-value society that is “infused with sincerity, integrity and principles, where people must always live in safe communities, among serene environments and derive comfort from the finest facilities”, he explained.

Bhutan will be stepping up its efforts to maintain its status as one of only a handful of carbon-negative countries in the world, and will also enhance its sustainable development policies by raising its Sustainable Development Fee (SDF) from US$65 to US$200 per person, per night. The funds will go towards projects that support the destination’s economic, social, environmental and cultural development.

During the pandemic, the government took the opportunity to upgrade the facilities and infrastructure of the country, as well as enhance the standards and certification process for tourism service providers. Employees across the tourism industry also were required to participate in upskilling programmes to focus on enhancing service quality.

In addition, travellers can look forward to elevated authentic experiences supported by world-class services and personal care.

Minister of foreign affairs, Tandi Dorji, said: “We plan to work with our tourism partners to continue to upgrade the itineraries that guests can experience in our country – to help showcase the very best that Bhutan has to offer.

“We hope that visitors to Bhutan will notice and welcome these changes, and we very much look forward to welcoming all guests to Bhutan.”

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Bhutan Unveils New National Brand - Believe

• Asia and the Pacific

On September 23, 2022, Bhutan reopened its borders to the world, welcoming international guests back to the Kingdom after more than two years. At the same time, it launched a new national brand designed to inspire national pride and spark the imaginations of citizens and visitors alike.   

The brand reflects Bhutan’s character and landscapes, history and ambitions: bold, vivid, richly storied and utterly distinctive – rebranding it for a new future, both for its people and its guests who are seeking a different travel experience.

Julien Beaupre Ste-Marie, Managing Director, MMBP & Associates, the branding agency involved, says: “Working closely with the Kingdom of Bhutan to create its new national brand has been a once-in-a-lifetime opportunity for me and for our team. We are one piece of the puzzle in a much larger era of transformation—it truly feels like history in the making. The learnings we made working alongside such an inspired group of Bhutanese people and international stakeholders will influence how we work for years to come. Similarly, as the world wakes up to the damaging effects of unrestricted mass tourism and tries to find ways to mitigate climate change, this small and mighty country has many lessons to share with the world. Our hope is that our work and this brand helps to carry this vision forward.”    

Few foreigners have experienced Bhutan's extraordinary nature and culture for themselves. This small nation of only 800,000 people has long practised a policy of ‘high value, low volume’ tourism to protect and preserve its peace, its sacred places and its wildernesses. As it reopens to embrace visitors once more, one of the notable changes is the increase in the Sustainable Development Fee (SDF), a daily contribution made by visitors towards Bhutan’s development. The funds raised by the SDF will play an invaluable role in supporting a range of social, environmental and cultural initiatives, as well as Bhutan’s wider aspirations. It’s these plans and programmes that Bhutan’s brand – and new campaign – is built upon. It offers a rallying cry to believe - in the nation’s capabilities, its values, its global contribution, its responsibilities, and its future.

A vital element of the strategy was to create a new graphic identity for Bhutan—a contemporary interpretation of the country’s heritage that would offer a pathway towards the future. It draws on the Bhutanese flag’s vibrant yellow and orange, with further colour palette inspiration from nature — the cypress green of the forests that cover 70% of the country, the blue of Bhutan’s national flower, the Himalayan blue poppy, and a soft black referencing the natural soot from the fires burning in the country’s hearths.

ABOUT THE BRANDING:

A sense of possibility greets you in Bhutan, a feeling that other ways of being in the world and experiencing life are within reach. Far from the humdrum and the hectic, removed from hollow luxury and high pressure, Bhutan is proof that happiness, connection, respite and revelation are our birthright. Restoring one’s sense of belief is the kingdom’s real gift to its visitors. The nation itself believes in a better future, led by wisdom from its past – a belief it is manifesting daily.

Bold, Confident

Our distinct logotype is the manifestation of a bold and confident country, grounded in time-honoured traditions and a majestic landscape.

Contemporary, Clear

Clean lines create a contemporary feel, mirroring the nation’s future-facing ethos. Our logotype’s elegant and crisp expression conveys the elevated experience Bhutan offers its guests.

Traditional, Warm

With a gentle curve, our logotype alludes to the warm and grounded personality of the Bhutanese people. This timeless and organic form embodies the kingdom’s earthy character.

Graphic elements:

Hand-painted architectural decoration is one of the 13 crafts, or zorig chosum , that represent Bhutanese cultural identity. Traditional motifs have been reimagined with digital precision to create dynamic, new icons.

Auspicious Symbols

A series of auspicious symbols has been given a bold, graphic reworking in high-contrast hues, evoking Bhutan’s dynamism and transformation, rooted in its vibrant heritage.

Mythical Animals

Four auspicious beasts from Buddhist mythology, carrying powerful symbolism, have been digitally redrawn. Imbued with all their traditional meaning – but presented with newly sharp definition and vivid colour – they invoke stories past, present and future.

Contemporary Constellations

“Contemporary constellations” draws on the traditional decorations of Bhutan, rearranging and reinterpreting them as a richly decorative pattern. The complete iteration seen here is primarily used on the inside of applications: hidden at first, but revealed when you take a closer look. We imagine it as an interpretation of the clear night sky, filled with mesmerising constellations.

Future Folk

Using an imagined telescope to gaze at our constellation, this extreme close-up creates an appealing abstraction that’s thoroughly modern. A progressive reimagining of folkloric motifs in vivid, optimistic hues, this evolution plays with the contrasts alluded to in our brand narrative.

Dorji Dhradhul, the Director General of the Tourism Council of Bhutan, added: “We are so excited that our tourism reopening is timed together with the launch of the new Nation Brand.  Inspired by our new brand, and with a renewed focus on our time-tested high value low volume approach to tourism, we aim to offer an elevated experience to all guests who visit Bhutan, while at the same time creating well-paying and professional jobs for our citizens. We like to believe that Bhutan can offer that space and place for guests to reconnect with themselves, with Bhutanese people, and with the world at large. We are happy to welcome you to experience – Bhutan Believe!”

A new website has also been revealed as part of the new brand launch, available at Bhutan.travel. It is designed to help travellers get answers they need when planning a trip to Bhutan.

Carissa Nimah, Chief Marketing Officer, Tourism Council of Bhutan, concluded: "Bhutan is already an incredibly alluring destination, yet it has so many layers to be revealed and shared. It is a huge honour and a pleasure to be part of this transformation, and to help facilitate tourism as a strategic driver of positive change and growth across the country. The new Bhutan brand is exciting – it’s so different from anything else. It’s so vibrant and fun, yet also captures the inspiration, mystique, spirituality, adventure and energy of Bhutanese culture. I look forward to promoting the new brand and tourism strategy globally.”

ABOUT THE TOURISM COUNCIL OF BHUTAN

https://bhutan.travel/

The Tourism Council of Bhutan is responsible for the development and promotion of sustainable tourism in Bhutan. It works to share the Kingdom’s remarkable places, people and experiences with conscious travellers, guided by the principles of high value, low volume tourism.

For further information, images, and interview requests, please contact:

Carissa Nimah

Chief Marketing Officer

Tourism Promotion Division

Tourism Council of Bhutan

[email protected]

• Bhutan New National Brand  - Believe
• Press Release_New National Brand

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Bhutan Is Reopening to Tourists, But Only to Those Who Can Afford a $200 Daily Fee on Top of Everything Else

T he tiny Himalyan kingdom of Bhutan reopens to tourism on Friday after two and a half years of border closures, but 35-year-old tour guide and driver Pema Wangyal doesn’t have any jobs lined up just yet. Nor is he expecting to for at least a few weeks.

There are many factors slowing the recovery of Asian tourism. Nestled between China and India, Bhutan may have just added one of its own: a daily fee of $200, imposed on anyone who wants to enter, for the length of their stay. The country was already well known for requiring visitors to spend at least $250 a day, but that sum went toward accommodation, food, transport, and the government’s “sustainable development fee.”

The new, additional $200 impost buys nothing except the privilege of enjoying Bhutan’s stunning scenery and fresh mountain air.

Wangyal understands the latest charge is meant to be a disincentive. Before the pandemic closed the country’s borders, “It was getting a little crowded,” he grants. “Bhutan is a very small country.” But he’s also worried about what it will mean for him. “I think very few tourists are coming over the next few weeks. I don’t think many guides will be employed right after the reopening, we’ll have to sit and wait.”

Read More: It Was a Booming International Resort Before COVID. Now Locals Are Enjoying It, Some for the First Time

Dorji Dhradhul, the director-general of the Tourism Council of Bhutan, is unapologetic. The number of pre-COVID visitors was stressing the country’s infrastructure and degrading the quality of the experience, he says.

“Tourism, as an industry, was becoming less professional and was becoming low-hanging fruit,” with locals seeing it “as a very easy way to make money,” he tells TIME. “We were basically, as a sector, racing towards the bottom instead of aspiring to go higher up.”

The silver lining to COVID-19 border closures, he argues, is that it gave Bhutan “a real opportunity to stop all the things that were going wrong and it gave us an opportunity to reset our tourism.”

Bhutan doubles down on selective tourism

Bhutan is already one of the most exclusive tourist destinations in the world. The kingdom only opened its borders to foreigners in 1974, adopting a “high value, low volume” tourism policy. Tourists had to book their trips though registered tour operators and shell out those hefty minimums.

Despite the costs involved, Bhutan received more than 315,000 foreign visitors in 2019. They came for the bragging rights as much as the spectacular environment. After all, how many people can say they’ve been to the Tiger’s Nest monastery, which dangles off a cliffside, or trekked through Bhutan’s snow-capped peaks ?

Read More : Asia’s Tourism Destinations Struggle to Come Back to Life

Now the country is going a step further. Starting Friday, package tours are no longer a prerequisite, but the $200 daily tax is, payable separately to lodging and meals. Officials say the new model will help rebrand the tiny Buddhist kingdom as an “exclusive destination” attracting “discerning tourists.”

The tourism industry is already feeling the impact. Tour company owner Karma Sangay Phuntsho understands that tourism numbers have been too high. Pre-pandemic, “There was a lot of litter,” he says. “Garbage all over.”

Phuntsho is now getting “a lot of inquiries,” but he says “many of them don’t book. They say ‘Bhutan is unreachable for middle class travelers like us.’”

Those who can afford it should see their daily $200 put to good use, however. The new funds are earmarked for tree planting, training programs and developing and maintaining trails. It builds on the work the government of Bhutan undertook during the pandemic, when it began upgrading roads, tidying up monuments, and even improving public restrooms around the country.

Dhradhul says that he wants to work on getting all accommodation certified as green, and says that discussions are underway to make all tourism related transport electric.

He also points out that the country of just 790,000 people has 3,000 registered tour operators and 3,500 guides. Less visitors means “they have to step up and they have to be competitive because we know for sure that the number of tour operators, the number of tour guides, this is just not feasible for the number of the tourists that we are going to get.”

Tour guide Wangyal says he plans to specialize in his native region, the Bumthang area in central Bhutan, known as the spiritual heartland of the kingdom for its sacred sites and monasteries.

Read More: The Trans Bhutan Trail Is One of the World’s Greatest Places 2022

Phuntsho’s tour agency will meanwhile receive its first guests in two and a half years on Sept. 28—a couple from Costa Rica. The next day, some guests from Brazil will arrive. In October and November, things pick up even more, with some groups coming for as long as 12 days so they can fit in the Gangtey Trek, which traverses a glacial valley and passes through several remote villages.

He’s worried about what the new fee will mean and how he will be affected by the ending of the rule requiring tourists to book through agencies like his. But he plans to remain competitive by offering more tours where guests can interact with locals, like a tour to meet local farmers, and he’s contemplating setting up tours focused on niche activities like bicycling, meditation, and yoga.

“It gives us an opportunity to look beyond the traditional sightseeing,” he says.

That is what the authorities are banking on.

“We are now really focusing on enhancing or elevating the visitors’ experiences,” says Dhradhul of the Tourism Council. “ Because of COVID-19 and so many other not very good things happening, we feel that the visitors wherever they go, will be looking for a place and space where they can have peace of mind.”

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Bhutan is already 72% carbon negative, meaning it absorbs more carbon dioxide from the atmosphere than it produces. Image:  Pexels/Soonam Wooeser

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Stay up to date:, travel and tourism.

• Bhutan, a tiny Himalayan kingdom known for its pristine environment and sustainable development, will cap tourist numbers at 200,000 a year from 2023 to protect its natural resources and fight climate change.
• The move is part of the country's efforts to become carbon neutral by 2025.
• Bhutan is already 72% carbon negative, meaning it absorbs more carbon dioxide from the atmosphere than it produces.
• The government said the cap would be enforced through a quota system, with each tourist paying a daily fee of $250. The money will be used to fund conservation and development projects.

In the scenic Himalayan kingdom of Bhutan, cleaning squads patrol forests and mountain trails on the lookout for litter left behind by tourists, removing empty water bottles and crisp packets stuck in bushes and trees.

The money to run these teams comes from a tourist tax Bhutan has levied for decades to avoid over-tourism and preserve its status as South Asia’s only carbon-negative country - meaning it absorbs more emissions than it produces annually.

Bhutan halved the daily “Sustainable Development Fee” (SDF) - to $100 - last week as it strives to strike a balance between supporting the local economy and jobs, and protecting nature and the environment in the face of worsening climate change impacts.

Under the country’s principle of “high-value, low-volume” tourism, Bhutanese officials told the Thomson Reuters Foundation that the tax goes towards upgrading infrastructure, preserving natural and cultural treasures, and investing in electric transport to cut fossil fuel dependency.

While the tiny country of fewer than 800,000 people is currently in the spotlight, it is far from alone in this regard.

A 2018 report by the Intergovernmental Panel on Climate Change found we have until 2030 – just 11 more years – to avert climate change.

The run-up to 2020 is a crucial period for delivering sufficient climate action to limit global warming to 1.5°C, as countries move to expand their climate commitments.

To help meet this global challenge, the World Economic Forum's 2019 Sustainable Development Impact summit has made Accelerating Climate Action one of four focus areas.

Following the UN Secretary-General’s Climate Action Summit this month, this meeting will bring together stakeholders to cap global warming at 1.5°C through innovative partnerships and smart technologies. The action areas include heavy industries and transport, energy innovation, nature-based climate solutions, restoring ocean health and the role cities, among others.

As nations globally seek to revitalise their tourism sectors after the COVID-19 pandemic, there is growing debate about how best to attract more visitors and boost revenues without causing overcrowding and fuelling pollution and harm to the environment.

Sustainability experts said the traditional approach of evaluating tourism through visitor numbers alone was outdated and damaging to the sector, and urged governments to consider ways of welcoming people for longer and more-considered stays.

“(A) sustainability fee is one of the ways to ensure a destination does not degrade,” said C.B. Ramkumar, vice chairman of the Global Sustainable Tourism Council, a U.S.-based non-profit. “It is a good tool for conservation.”

While many countries and cities have some form of tourist tax, few places have followed Bhutan’s lead in ensuring that the cash goes towards conservation or sustainability efforts.

New Zealand in 2019 introduced a NZ$35 ($21) tourist tax to fund conservation and infrastructure projects, while Indonesia’s holiday island of Bali is to impose a 150,000 rupiah ($10) fee from 2024 to help preserve its culture and environment.

Using the tourist tax to boost conservation efforts

Tourism is responsible for around 8-11% of global greenhouse gas emissions - mostly due to transportation - according to the World Travel and Tourism Council (WTTC), an international forum.

It is also among the most vulnerable sectors to the impacts of climate change, with researchers citing soaring temperatures and rising sea levels that can affect visitor numbers.

For example, about 20,000 foreign tourists were evacuated from the Greek island of Rhodes in July, where a wildfire burned resorts and hotels. Greece has said it will offer a week’s free stay on Rhodes in 2024 to visitors whose vacation was cut short.

Overall, demand for eco-friendly tourism is growing, yet very few people are willing to pay more for sustainable travel, according to recent studies and warnings from sector executives.

In Bhutan, the SDF has been revised over the years - with discounts available for visitors making longer trips.

When Bhutan reopened to tourists in September 2022 after more than two years of COVID-19 closure, it raised the tax to $200 from the $65 it had charged for about three decades - saying the money would offset the carbon generated by visitors.

This fee hike, coupled with the pandemic’s impact, hit tourist numbers and resulted in losses for tour operators, hotel owners, and handicraft and souvenir shops in the country.

Bhutan welcomed nearly 60,000 tourists between January and August this year, earning the nation $13.5 million in revenue from the SDF, according to government data.

In 2019, before the pandemic, there were about 316,000 tourists, generating $88.6 million in SDF revenue.

When Bhutan announced the SDF reduction this month, the government said the move aimed to revive the tourism sector, generate employment, and earn the country foreign exchange.

Bhutan plans to lift tourism’s contribution to its $3-billion economy to 20% from about 5% now - yet no time-frame has been set.

Dorji Dhradhul, the director general of Bhutan’s tourism department, said the tourist tax is vital to stepping up the nation’s conservation efforts as it faces climate change threats of melting glaciers and ever-more unpredictable weather.

The SDF has led the country to explore “solutions to balance its revered ecological conservation practices with socio-economic progress”, Dhradhul said by email.

The tax funds free healthcare and education for the country’s citizens and is used to offset the carbon footprint of visitors by planting trees, cleaning and maintaining trails, and electrifying Bhutan’s transportation sector, Dhradhul said.

“Our future requires us to protect our heritage and forge fresh pathways for forthcoming generations,” he said.

Bhutan’s “carbon negative” approach began in the 1970s, when its then-king pushed for an economy built in part on sustainable forest management - balancing conservation and development.

Its forests absorb more than 9 million tonnes of carbon each year, while its economy, which is designed to cut fossil fuel use and waste, emits less than 4 million tonnes, Dhradhul said.

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Bhutan has long been a prime holiday destination for Indian travellers in particular. Entry for Indians had been free until 2022, when a daily tax of 1,200 rupees ($14.50) was introduced.

Mumbai-based tour operator Rakesh Kalyani has a longstanding collaboration with hoteliers in Bhutan, and said he was not surprised by the move to impose a tax on Indian tourists.

“Tourists littered, someone even climbed a stupa (Buddhist shrine) and took pictures. How do you stop that?” asked Kalyani, who said he now has no bookings for Bhutan with many clients instead preferring to visit nearby northeastern Indian states.

The fee for Indian tourists will remain in place for at least another two years as Bhutan prioritises the wellbeing of its environment, culture and people over “quantity in tourism”, according to Dhradhul.

As more and more places worldwide consider tourist taxes, they run the risk of excluding those seeking affordable travel.

“They want to preserve their culture, but not everyone is able to travel now,” said Arjun Verma, who runs Bhutan Divine Tour agency in Siliguri, a district in India’s eastern state of West Bengal, which serves as the country’s gateway to Bhutan.

“As tour operators, we are facing a lot of problems.”

In Bhutan, Jigme Tshering, chairman of the Hotel and Restaurant Association, a national federation, said that while the SDF was aligned with the country’s vision of sustainability, it also posed challenges in terms of “the impact on businesses”.

He said he hoped the reduced tax will help the tourism industry grow at a faster pace than in previous months - a view echoed by local businesses seeking more customers and income.

In Bhutan’s Paro, the picturesque valley home to the Tiger’s Nest Monastery, handicraft shop owner Tashi Lhamo said she had cut down spending on family holidays and new clothes due to the loss in business over the past year as tourist numbers dropped.

“Most of our customers are Asians and few are from the United States,” Lhamo said in a phone interview.

“But I am hopeful for more international tourists to come now that they have reduced the SDF. Indians buy small items, but our main business comes from international tourists,” she added.

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Bhutan: Five years to bring tourism to pre-Covid level

Bhutan will take at least five more years to revive the tourism industry to the pre-covid-19 level of 2019, estimated the economic roadmap 2030 taskforce of the country.

Bhutan will take at least five more years to revive the tourism industry to the pre-COVID-19 level of 2019, estimated the Economic Roadmap 2030 Taskforce of the country. 

The global pandemic was no less than a catastrophe for the global tourism industry in 2020. For Bhutan which aimed to achieve the goal of a $10 billion economy through tourism, the pandemic came as a big blow to the dream. 

A report in national newspaper Kuensel, citing the draft of the Economic Roadmap 2030 Taskforce, said the country is likely to receive just 10 percent of tourists in 2021.  The task force identified the tourism sector as the key driver to realize the goals of the Economic Roadmap 2030. 

For recovery of the sector, the draft recommended policy changes, like creating air bubble agreements with potential markets. There is an urgent need for temporary policy measures by the government, it says. The need for modernization in regulatory and legislative frameworks to make policy future proof remains urgent. 

The report also suggested reforms in the country's visa policy and route permit systems . It also recommended the creation of a National Tourism Promotion and Marketing Board. The board must have representatives from the country’s private sector, it added. 

The basics of the industry have changed since the pandemic, the countries that relied heavily on tourism, are already adopting innovative ways to revive it.

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Encyclopedia of Tourism pp 1–2 Cite as

Bhutan Tourism

• Dorji Dhradhul 3  
• Living reference work entry
• First Online: 25 April 2023

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The Kingdom of Bhutan is a small landlocked country located in the southern foothills of the Himalayas, bordering China in the north and India in the south, west, and east (Fig. 1 ). Bhutan has an area of 38,394 km 2 (14,824 mi 2 ) and population of 756,129 (National Statistics Bureau 2021 ) . Bhutan has over 70% forest coverage with its constitution requiring 60% of the country remain under forest coverage. Bhutan is listed among the top ten biodiversity hot spots in the world with a diverse array of flora and fauna.

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National Statistics Bureau. 2021. Bhutan at a Glance , Thimphu, Bhutan. https://www.nsb.gov.bt/publications/insights/bhutan-at-a-glance/

Parliament of Bhutan. 2022. Tourism Levy Act of Bhutan , Thimphu, Bhutan. https://www.tourism.gov.bt/resources/tourism-legislation

Tourism Council of Bhutan. 2019. Bhutan tourism monitor . https://www.tourism.gov.bt/resources/annual-reports

———. 2021. Tourism Policy of the Kingdom of Bhutan . https://www.tourism.gov.bt/news/tourism-policy-of-kingdom-of-bhutan-2021

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Dhradhul, D. (2022). Bhutan Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_846-1

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Bhutan announces new tourism incentives - click here to read more

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Bhutan reopens its borders with new tourism strategy

22 September 2022

Strategy underpinned by enhancements to sustainable development policies, elevation of guest experience and infrastructure upgrades. Bhutan unveils new national brand: ‘Believe’

The Kingdom of Bhutan today reopens its borders to international guests following the COVID-19 pandemic. The country has unveiled a new tourism strategy, underpinned by transformations in three key areas: enhancements to its sustainable development policies, infrastructure upgrades, and the elevation of the guest experience.

“Bhutan’s noble policy of High Value, Low Volume tourism has existed since we started welcoming guests to our country in 1974. But its intent and spirit were watered down over the years, without us even realising it. Therefore, as we reset as a nation after this pandemic, and officially open our doors to visitors today, we are reminding ourselves about the essence of the policy, the values and merits that have defined us for generations,” said H.E. Dr. Lotay Tshering, the Honourable Prime Minister of Bhutan.

“We must also ensure that we are a high value society, one that is infused with sincerity, integrity and principles, where people must always live in safe communities, among serene environments and derive comfort from the finest facilities. Typically, “high value” is understood as exclusive high-end products and extravagant recreational facilities. But that is not Bhutan. And, “low volume” doesn’t mean limiting the number of visitors. We will appreciate everyone who visits us to treasure our values, while we also learn as much from them. If that is what you are searching for, there is no limit or restriction. The best conduit to realising our vision are our youth and professionals in the tourism industry. While those working in the tourism sector will represent us at the forefront, the entire nation is the tourism industry, and every Bhutanese a host. The minimum fee we are asking our friends to pay is to be reinvested in ourselves, the place of our meeting, which will be our shared asset for generations. Welcome to Bhutan,” H.E Dr. Lotay added.

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Tourism sector in Bhutan was started in 1974 as a source revenue and promote unique Bhutanese culture and tradition rich natural environment. Over the years Bhutan is regarded as the most exclusive travel destinations in the world for its authenticity, remoteness and a well-protected cultural heritage and natural environment. Since the inception the Royal Government of Bhutan followed policy of ‘High Value, Low Volume’

Toursim Council of Bhutan ( https://bhutan.travel/ )

• Covid-19-Website
• Ministry of Health-Website
• Covid-19 Vaccination Registration Forms for Bhutanese Living Abroad

Bhutan has a new brand and tagline, BHUTAN: Believe

Believe is about more than just tourism. It is about transforming the nation as a whole.

Bhutan has a new tagline: Believe. 

Introduced by the Tourism Council of Bhutan (TCB), this new brand is the product of careful thought and thorough research. An international team of experts participated in the branding process. They spent a month immersed in Bhutanese culture where they visited sites, interviewed travellers, pinpointed challenges and opportunities, and conducted discovery sessions.

The previous brand was represented by the national flower, the blue poppy, paired with the tagline “Happiness Is a Place”, which was to promote the country to the outside world.

Why replace the old brand?

As the team explored the guiding principles for the rebranding, they discovered that they were really rebranding the whole nation , not just their image as a tourist destination.

Now, their intention is to rope in Bhutanese from every walk of life to live up to the spirit of the new brand. They hope to inspire every Bhutanese to believe that Bhutan can transform and reach new heights. 

“Every Bhutanese has a role to play,” Dorji Dhradhul, Director General of Tourism Council Bhutan remarked in an interview with Bhutan Broadcasting Service (BBS) . “For example, each Bhutanese has to face our challenges, starting with waste management. The country is full of trash; there are many campaigns and efforts to clean the place, but the next day, the area returns to how it was before. Something so simple as taking ownership of one’s own trash is a stepping stone towards achieving Bhutan’s aspirations.”

But first, they wish to invest in their people. As the country is a young nation where the median age is 26.5 years old, the focus is on the youth. The government plans to engage the young Bhutanese in nation-building by creating more opportunities for them.

The rationale behind the tagline “Believe”

Bhutan has been undergoing transformation, with tourism reshaping as part of the larger national metamorphosis. “Believe” is the outcome of that process.

There are five themes to the new brand:

• Believe in the future 
• Believe in self
• Believe in good values
• Believe in the work
• Believe in the nation

The difference between “Believe” and the earlier tagline is authenticity. With “happiness is a place”, they suggest that when visitors come to Bhutan, they would be happy. However, the reality is that this is not really guaranteed. The concept is abstract. On the other hand, “Believe” is holistic and realistic.

Bhutan as a tourist destination

Tourism has been a lucrative industry for a long time and has contributed significantly to the nation’s GDP. Now, Bhutan hopes to rebrand its tourism industry with three new strategies :

• Enhancements to its sustainable development policies
• Infrastructure upgrades
• Elevation of the guest experience

Bhutan has always intended to adhere to its High Value, Low Volume tourism policy, but it has lost its plot over the years. Now, they return to the essence of the policy.

As such, the Bhutanese government recently raised the Sustainable Development Fees (SDF) from 65USD to 200USD . It is going to be an uphill task convincing tourists that Bhutan is worth 200USD a night . Nonetheless, Bhutan welcomes visitors who are mindful, conscious, and who wish to be a part of Bhutan’s transformation. In fact, a big part of this transformation is to enhance the visitors’ experience, hence the Kingdom hopes to attract those who appreciate that the money collected will be reinvested in the people, supporting Bhutan’s economic, social, environmental, and cultural development.

For instance, there will be infrastructure upgrades and increased efforts in sustainability projects, not to mention free healthcare and education for all.

The pandemic has caused a tectonic shift in the way people view the world. Hopefully, this has caused the public to reconsider what is truly important in life. “Please have faith in us if you are searching for a greater purpose, seeking a spiritual encounter, or prioritising values over everything else,” said Prime Minister Dasho Dr Lotay Tshering.

The aesthetics of the campaign

Here is a list of things we can look forward to from the designs of the campaign :

• A bold, confident logotype
• Contemporary, clear thinking
• Traditional, warm feelings
• A responsive, functional design
• A tagline that defines

Expect auspicious designs — beasts from Buddhist mythology — in bold hues. The primary colours are yellow and orange of the Bhutanese national flag , emerald green of the mountains, and blue of clear skies and the national flower, the blue poppy. Traditional motifs will also be abundant.

Bhutan has taken big strides in their expression of self. We wait in anticipation for the greatness in store for them.

Check out this e-flip book about the new Bhutan brand , manifesto, brand colour palates, and symbols of BHUTAN: Believe.

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• 𝐒𝐚𝐦𝐝𝐫𝐮𝐩 𝐉𝐨𝐧𝐠𝐤𝐡𝐚𝐫 𝐈𝐧𝐝𝐨-𝐁𝐡𝐮𝐭𝐚𝐧 𝐆𝐚𝐭𝐞 𝐒𝐩𝐮𝐫𝐬 𝐂𝐚𝐥𝐥𝐬 𝐟𝐨𝐫 𝐄𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐈𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐂𝐨𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧
• 𝐄𝐦𝐩𝐚𝐭𝐡𝐞𝐭𝐢𝐜 𝐒𝐮𝐩𝐩𝐨𝐫𝐭: 𝐁𝐫𝐢𝐝𝐠𝐢𝐧𝐠 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬 𝐟𝐨𝐫 𝐀𝐝𝐝𝐢𝐜𝐭𝐢𝐨𝐧 𝐑𝐞𝐜𝐨𝐯𝐞𝐫𝐲
• 𝐁𝐡𝐮𝐭𝐚𝐧 𝐒𝐮𝐫𝐩𝐚𝐬𝐬𝐞𝐬 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐀𝐫𝐫𝐢𝐯𝐚𝐥 𝐓𝐚𝐫𝐠𝐞𝐭𝐬 𝐀𝐦𝐢𝐝 𝐆𝐥𝐨𝐛𝐚𝐥 𝐔𝐧𝐜𝐞𝐫𝐭𝐚𝐢𝐧𝐭𝐢𝐞𝐬
• 𝐄𝐃𝐈𝐓𝐎𝐑𝐈𝐀𝐋: 𝐅𝐨𝐬𝐭𝐞𝐫𝐢𝐧𝐠 𝐈𝐧𝐜𝐥𝐮𝐬𝐢𝐯𝐢𝐭𝐲 𝐚𝐧𝐝 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐁𝐡𝐮𝐭𝐚𝐧’𝐬 𝐏𝐫𝐨𝐠𝐫𝐞𝐬𝐬

𝐄𝐯𝐨𝐥𝐯𝐢𝐧𝐠 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐏𝐫𝐨𝐦𝐨𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐏𝐨𝐥𝐢𝐜𝐲 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬 𝐀𝐦𝐢𝐝𝐬𝐭 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬

…𝒕𝒉𝒆 𝑫𝒆𝒑𝒂𝒓𝒕𝒎𝒆𝒏𝒕 𝒐𝒇 𝑻𝒐𝒖𝒓𝒊𝒔𝒎’𝒔 𝒊𝒏𝒏𝒐𝒗𝒂𝒕𝒊𝒗𝒆 𝒂𝒑𝒑𝒓𝒐𝒂𝒄𝒉 𝒕𝒐 𝒕𝒐𝒖𝒓𝒊𝒔𝒎 𝒑𝒓𝒐𝒎𝒐𝒕𝒊𝒐𝒏 𝒂𝒏𝒅 𝒕𝒉𝒆 𝒏𝒆𝒆𝒅 𝒇𝒐𝒓 𝒑𝒐𝒍𝒊𝒄𝒚 𝒂𝒅𝒂𝒑𝒕𝒂𝒕𝒊𝒐𝒏

By Sonam Deki The Department of Tourism is actively exploring various avenues to boost tourism. While a Sustainable Development Fee is charged for every tourist, the department adopts a unique approach for social media influencers whom they deem capable of effectively promoting the kingdom. These influencers, known as Key Opinion Leaders, play a vital role in promoting Bhutan. In lieu of financial assistance, the Department of Tourism offers support by waiving the SDF, thus encouraging these influencers to showcase the beauty of Bhutan to their audiences.

From September 23, 2022 till now, the Department of Tourism has supported around 35 Key Opinion Leaders (KOL) visits. This number does not include journalists, travel writers, filming groups, etc.

This initiative has significantly increased awareness of Bhutan as a travel destination among high-end audiences and avid travelers. Key Opinion Leaders have also played a crucial role in showcasing Bhutan’s unique culture, landscapes, and experiences. Moreover, since the reopening of tourism in Bhutan on September 23, 2022, till September 21, 2023, Bhutan received a total of 83,599 tourists, out of which 57,707 were Indian and 25,892 were tourists other than Indian. The Department of Tourism collaborates with travel trade partners and influencers in key markets to raise awareness of Bhutan as a destination among their target audiences. Their aim is to establish Bhutan as a destination for everyone, a place you don’t only visit once as a ‘bucket list destination’, but as a must-visit destination and experience.

Additionally, influencer partnerships can foster authentic, engaging content, driving destination interest and stimulating economic growth while promoting responsible and conscious travel.

Influencer marketing is an important and cost-effective marketing strategy for Bhutan. “In our guest feedback survey, almost 20% of people have said that social media influenced their visit to the kingdom,” said the Department of Tourism.

The Department of Tourism has developed a Standard Operating Procedure (SOP) for influencers. This ensures that Bhutan partners with Key Opinion Leaders (KOLs) whose brand and objectives resonate with their values and vision. The DoT said, “We receive dozens of collaboration requests from influencers and KOLs every week, however, we only work with a small percentage of the ones who match our goals and are in line with Bhutan’s ethos.”

Tashi, a tour operator said, “We could utilize social media influencers and opinion leaders to promote Bhutan, but I perceive this as a somewhat desperate move by the Department of Tourism (DoT). The fundamental issue lies in the policy. The policy needs to be reexamined and refined to promote the tourism industry.”

“Many guides and tour operators have contacts with their clients, and through these contacts, we can rely on referral marketing to attract more tourists and maintain a high tourist influx if numbers are what we are aiming for. This can be easily achieved. Furthermore, as operators, we handle our marketing since it’s our business. But now, we wonder what’s in it for us? In the past, many of us marketed but today, DoT has taken over that responsibility, so we’re curious to see the impact it will have,” he added.

“If the DoT is resorting to this type of marketing to enhance the visibility of Bhutan, it will take a considerable amount of time and resources to achieve any significant results. Moreover, Bhutan is no longer in the 1970s when it was isolated and known to only a few. Things have evolved over the decades, and we need to present it differently to today’s tourists,” said another tour operator.

The Department of Tourism collaborates with Key Opinion Leaders (KOLs) and domestic trade partners to promote and boost the visibility of Bhutan in the world tourism market. To support these KOLs in their promotional activities, they offer various incentives which include, but are not limited to, waiving the Sustainable Development Fee (SDF). Sometimes they also help them to plan their itineraries and to meet different people aligned with their objectives and storytelling while they are in the kingdom.

Bhutan is renowned for its unique heritage, values, and commitment to sustainability. To further promote its distinctive charm, they carefully select and collaborate exclusively with Key Opinion Leaders (KOLs) who genuinely resonate with Bhutan’s ethos. They closely work with media and travel partners and engage influencers and KOLs who share Bhutan’s vision for sustainable and responsible tourism. While the sheer number of followers an influencer possesses can be impressive, they prioritize engagement rates and the quality of interactions they foster. “They must also be the kinds of KOLs who have the potential to increase visitor footfall – meaning that we look at the profile and demographics of their followers. A dedicated, engaged audience creates a ripple effect, leading to a more profound and lasting impact.

Furthermore, content quality is paramount; we seek influencers who produce insightful, authentic, and compelling narratives. In this endeavor, our mission is to form partnerships that honor and elevate Bhutan’s unparalleled legacy and vision,” said DoT.

In a recent instance, visitors like Ilario Lavarra and Elena Axinte were welcomed to Bhutan. Their visit was made possible through the invitation extended by Dharma Adventures Bhutan Travel Agency, facilitated in collaboration with the Department of Tourism, Bhutan. As a gesture of support for their local partner, the Department of Tourism facilitated the waiving of their Sustainable Development Fee (SDF).

Upon being approached by the travelers, they expressed their willingness to promote Bhutan on social media platforms in exchange for the SDF waiver. Carrissa Nimah, a representative from the Department of Tourism, explained, “We thoroughly examined their social media profiles and recognized their substantial following. Acknowledging their potential to effectively promote Bhutan, we granted them the SDF waiver in exchange for their commitment to showcase the beauty of Bhutan to their followers.”

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