From 8 to 11 May 2025, Bhutan proudly hosted the South Asian Women’s Conference at the Namgay Heritage Hotel in Thimphu. Under the theme “Women’s Economic Empowerment in Rural South Asia: Sustainable Pathways,” the three-day event convened women leaders, policy experts, and changemakers across South Asia to explore the intersection of gender, sustainability, and regional collaboration.
The conference was inaugurated by Her Majesty Queen Mother Dorji Wangmo Wangchuck, Founding President of the Tarayana Foundation. She opened the event by gracing its first panel, “The Arc of Rural Tourism for Regional Integration, Women’s Empowerment and Sustainable Development.” The panel explored how rural tourism in Bhutan, India, and Nepal can strengthen regional ties while empowering women and preserving cultural heritage. Moderated by Mandakini Kaul, Regional Coordinator for South Asia Regional Integration and Engagement at the World Bank, the session spotlighted grassroots tourism models, inclusive policies, and tangible strategies for community-led development.
Organized by the South Asian Women’s Network (SWAN), T-HELP, the International Development Institute (IDI), and the Tarayana Foundation, the conference called for actionable, cross-border solutions to advance sustainable development and women’s economic agency. Key partners included the Bhutan Trust Fund for Environmental Conservation, ICIMOD, the India Bhutan Foundation, the United Nations, and the International Climate Initiative Project, among others, underscoring a shared commitment to sustainability and gender equity.
Bhutan and the rise of MICE tourism
The event also underscored Bhutan’s emerging role in the MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism sector which is a growing domain that blends business with cultural and leisure experiences. While Bhutan is traditionally known as a high-value, low-volume (HVLV) destination, the success of the 2025 Women’s Conference highlights the country’s untapped potential to host impactful, small-scale international events.
Historically, MICE tourism in Bhutan has drawn visitors primarily from Japan, the United Kingdom, Germany, and India, who contribute significantly to the local economy. However, several systemic challenges have limited the sector’s growth: a shortage of large indoor venues, limited international flight connectivity, and a lack of MICE-specific training among service providers. In 2019, for instance, only 904 MICE travellers visited Bhutan.
Turning challenges into opportunities
Recognizing these barriers, Bhutan’s Department of Tourism (DoT) launched a targeted initiative in January 2024 to support MICE events. The program introduced waivers for the Sustainable Development Fee (SDF), a daily fee levied on international tourists—for eligible MICE participants. To qualify, events must be organized by certified Bhutanese operators and include at least seven participants (excluding organizers and speakers). The SDF waiver applies for up to four nights, with simplified visa procedures and growing flight connectivity also part of the government’s broader strategy to expand tourism.
Looking ahead, Bhutan is positioning itself as a boutique MICE destination, offering curated experiences centred on culture, sustainability, and wellness. The upcoming Mindfulness City project in Gelephu—a major initiative rooted in ecological development and spiritual well-being—is poised to further enhance Bhutan’s appeal for niche, high-end events.
A strategic vision for inclusive growth
The 2025 South Asian Women’s Conference was more than a milestone in gender and regional cooperation; it marked a defining moment for Bhutan’s evolving tourism narrative. As the nation works to overcome structural challenges, it has the opportunity to define a unique niche in the global MICE market: hosting intimate, purpose-driven gatherings that reflect Bhutan’s values of balance, community, and conscious growth.
With strategic investments, global partnerships, and a commitment to sustainability, Bhutan can transform itself into a premier destination for exclusive MICE events, serving not just as a scenic backdrop but as an active partner in shaping a more inclusive and empowered South Asia.
