Bhutan follows a “high value, low volume” strategy, charging $100 per person per night to international visitors and Rs 1,200 to Indians. This approach prioritizes environmental conservation and sustainable tourism practices.
Nimah, who has experience in luxury hospitality in the Maldives and Thailand, told PTI that Bhutan’s tourism strategy focuses on quality over quantity. “Bhutan has always had a slightly different approach when it comes to tourism and tourism strategies. So, Bhutan’s tourism strategy is ‘high value, low volume’. Bhutan is not a mass tourism destination. It never has been and it does not want to be.”
Bhutan is one of the few countries in the world that measures success through Gross National Happiness. This unique approach prioritizes well-being over economic gains, offering visitors the opportunity to experience a nation where happiness is part of everyday life. image.twitter.com/DNIOjvY2zA
— Bhutan Tourism (@tourismbhutan) September 12, 2024
He clarified that while the SDF can influence the flow of visitors, there is no limit on the number of tourists allowed. In 2019, Bhutan received approximately 350,000 tourists, a significant number considering its population is just 750,000.
Read also: Planning your next trip? Discover these 9 must-see wonders of Bhutan
Incidentally, 2024 will mark the 50th anniversary of Bhutan’s opening to international tourists, a practice that began in 1974. Today, tourism contributes less than 5% of Bhutan’s GDP, with most tourists coming from India, followed by the US and the UK. Nimah aims to increase the rate of repeat visitors, which currently stands at below 10%, by changing the perception of Bhutan as a mere “bucket list destination”. It hopes to encourage tourists to explore beyond the popular valleys of Thimphu, Paro, Punakha and others.
Nimah highlighted Bhutan’s unique status as the world’s first “carbon negative” country, boasting a wide variety of attractions from adventure to cultural tourism.
The country is constitutionally required to keep at least 60% of its land covered in forest. “Bhutan is an incredibly authentic destination and, since it has only been open to tourism for the past 50 years, its culture is very well preserved,” Nimah said.
He mentioned an ambitious project announced by Bhutan’s King Jigme Khesar Namgyel Wangchuck: the “Mindfulness City” in Gelephu, which is expected to transform the country’s development. This city, scheduled for completion in five to eight years, will aim to attract businesses that sympathize with Bhutan’s values and contribute to its economic and tourism growth.
(With contributions from PTI)
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