“When Bhutan opened to foreign tourists in the 1970s, our leadership resisted the temptations to harness a quick fortune from mass tourism and instead, was prescient to formulate a visionary policy of high-value low-volume tourism. The wisdom of our tourism policy has led to the emergence of a strong Brand Bhutan – an exclusive destination,” the King of Bhutan said on 24 May 2019.
Renowned not only for its breathtaking landscapes and culture but also for its unique development philosophy, Bhutan has carved a niche for itself in the global tourism landscape. In 1974 Bhutan opened its doors to foreign tourists, coinciding with the coronation of King Jigme Singye Wangchuk. Instead of succumbing to the allure of mass tourism and quick financial gains, they envisioned a different path — one of high-value, low-volume (HVLV) tourism. This vision has given rise to what is now known as “Brand Bhutan” which is an emblem of exclusivity in the tourism landscape.
Central to Bhutan’s development ethos is the concept of Gross National Happiness (GNH). Unlike conventional measures of progress, GNH emphasizes holistic well-being, aligning closely with Bhutan’s approach to sustainable tourism. Over the years, Bhutan has fine-tuned its tourism policies, focusing on providing enabling conditions for happiness rather than pursuing economic gains at the expense of cultural and environmental integrity.
I have fond memories of traveling to Bhutan a few times. Since my very first visit in 2001, I’ve seen the impact of their forward-thinking approach up close. Bhutan’s dedication to eco-friendly goods and the sincere warmth of its guides, drivers, hotel staff, and the general public have truly stuck with me. My most recent trip in April 2024 only increased my admiration for Destination Bhutan’s strategic acting ability.
I was happy to see that Bhutan has also worked towards making the destination inclusive and accessible. The ramps and accessibility built around Takin Zoo on the outskirts of Thimpu gave the message loud and clear. Similarly, it was good to see the public restrooms have accessible toilets. In my conversation with Deki Zam of Draktsho, a vocational Training Centre for Children with disabilities, it was great to learn that the paintings made by hard of hearing youth are one of the favourite souvenirs of tourists. She expressed her optimism in growing awareness and collaboration in making Bhutan an accessible and inclusive destination as her country ratified the UNCRPD (United Nations Convention on the Rights of Persons with Disabilities) in 2023. She is confident that her organization can work closely with tourism stakeholders toward this goal.
Chime Paden Wangdi, General Secretary of Tarayana Foundation, working to uplift and enhance the lives of vulnerable individuals, expressed her optimism about rural tourism’s transformative power. She strongly believes that tourism revenue should not be confined to urban hubs like Thimpu, Punakha, and Paro but should be spread to remote districts of the kingdom fostering community engagement, inclusive growth, and preserving local cultures. Through initiatives like Tarayana Foundation, Bhutan seeks to empower local communities and preserve their cultural heritage, enriching the tourism landscape while building social equity.
However, Bhutan’s path to sustainable tourism is not free from challenges. Bhutan decided to hike the Sustainable Development Fee (SDF) from US$ 65 to US$ 200 per day when the destination was reopened after the pandemic. Needless to say, the increased SDF was not much appreciated by all stakeholders. It had an adverse effect on Tourist standard accommodation / Homestays, and the jobs of the tour guides and drivers as the number of visitors dropped significantly. Bhutan government didn’t wait very long and revised the SDF to US$ 100 per day showing a much needed pragmatic pricing strategy.
Yet, Bhutan stands at a crossroads. The influx of low-spending regional tourists, predominantly from neighboring India, challenges its model of focusing on quality over quantity. Additionally, quick urban growth and an increasing number of tourists are putting pressure on Bhutan’s environment, risking its sustainable development goals. A recent trend of youth and professionals choosing to move to the Western world resulting in over 30,000 Bhutanese outside is alarming. People tend to joke that Perth is called the 21st district of Bhutan. Tourism can play a major role by creating more jobs that are rewarding and secure.
Nevertheless, Bhutan has become a beacon of hope for sustainable tourism in South Asia. Its success in balancing sustainability with competitiveness serves as a model for other destinations facing similar challenges. Bhutan stands as a shining example of what is possible when vision, values, and action come together. As travellers continue to seek authentic and meaningful experiences, Bhutan’s allure as a sustainable travel destination only grows stronger.
