𝐁𝐡𝐮𝐭𝐚𝐧 𝐒𝐮𝐫𝐩𝐚𝐬𝐬𝐞𝐬 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐀𝐫𝐫𝐢𝐯𝐚𝐥 𝐓𝐚𝐫𝐠𝐞𝐭𝐬 𝐀𝐦𝐢𝐝 𝐆𝐥𝐨𝐛𝐚𝐥 𝐔𝐧𝐜𝐞𝐫𝐭𝐚𝐢𝐧𝐭𝐢𝐞𝐬

…𝑴𝒂𝒓𝒄𝒉 2024 𝒆𝒎𝒆𝒓𝒈𝒆𝒅 𝒂𝒔 𝒕𝒉𝒆 𝒕𝒉𝒊𝒓𝒅 𝒃𝒖𝒔𝒊𝒆𝒔𝒕 𝒎𝒐𝒏𝒕𝒉 𝒔𝒊𝒏𝒄𝒆 𝒕𝒉𝒆 𝒄𝒐𝒖𝒏𝒕𝒓𝒚’𝒔 𝒓𝒆𝒐𝒑𝒆𝒏𝒊𝒏𝒈, 𝒘𝒊𝒕𝒉 14,822 𝒂𝒓𝒓𝒊𝒗𝒂𝒍𝒔, 𝒇𝒐𝒍𝒍𝒐𝒘𝒊𝒏𝒈 𝒕𝒉𝒆 𝒕𝒓𝒆𝒏𝒅𝒔 𝒔𝒆𝒕 𝒃𝒚 𝑴𝒂𝒚 𝒂𝒏𝒅 𝑶𝒄𝒕𝒐𝒃𝒆𝒓 2023

By Ngawang Jampel

In 2018, Bhutan welcomed 274,097 visitors, a number that soared to 315,599 in 2019. However, the most notable growth was observed in 2023 when the country exceeded its projected tourism arrival target by hosting over 103,000 visitors. This achievement is particularly significant given the backdrop of global uncertainties, demonstrating Bhutan’s resilience and appeal as a tourist destination.

Analysis of visitor demographics reveals that approximately 70% of the tourists who visited Bhutan in 2023 were from neighboring India. Each Indian visitor contributed to Bhutan’s sustainable development efforts by paying a Sustainable Development Fee (SDF) of Nu. 1,200. The remaining 30% comprised international guests who paid the full SDF, further bolstering Bhutan’s conservation endeavors.

The momentum continued into 2024, with Bhutan welcoming 25,003 guest arrivals from January 1 to March 31, compared to 12,696 arrivals during the same period in 2023. Moreover, March 2024 emerged as the third busiest month since the country’s reopening, with 14,822 arrivals, following the trends set by May and October 2023.

Despite the challenges posed by the Covid-19 pandemic, the demographic composition of tourists visiting Bhutan has remained consistent. Key source markets include India, the United States of America, the United Kingdom, Singapore, Malaysia, Thailand, Australia, Germany, and Japan. These nations consistently contribute a higher number of tourists to Bhutan, reflecting the enduring appeal of the kingdom’s cultural and natural attractions.

The spokesperson of the Tourism Council of Bhutan stated that, in order to capitalize on this appeal and further enhance Bhutan’s visibility as a tourist destination, the Department of Tourism has been actively engaged in various marketing and promotion activities. These initiatives encompass a multifaceted approach, including issuing regular press releases to share updates and news about Bhutan’s tourism industry. Additionally, efforts are made to build relationships with global press and media outlets, facilitating positive exposure for the country. Diverse festivals, events, and activities are actively promoted to create a vibrant image of the country and attract travelers interested in experiencing its cultural celebrations. Targeted digital marketing campaigns raise awareness about Bhutan as a tourist destination in key source markets, leveraging various online channels to reach a wide audience.

Brand campaigns like “Bhutan Believe” aim to establish a unique and compelling identity for Bhutan, highlighting its cultural richness, natural beauty, and spiritual essence. The department organizes events and roadshows in key markets to engage with travel industry professionals, tour operators, and potential visitors, showcasing Bhutan’s offerings and building partnerships. Emphasis is placed on creating high-quality visual content to showcase Bhutan’s captivating aspects and entice potential visitors. By joining exclusive, high-end travel networks, Bhutan taps into luxury travel segments, attracting affluent travelers seeking unique experiences. Regular webinars with global travel agents provide educational insights and updates about Bhutan, fostering partnerships and collaboration. The department actively supports trips for industry professionals, journalists, and influencers, enabling them to experience Bhutan firsthand and promote it to their audiences.

“Since the reopening of the gates for tourists post-pandemic, we’ve noticed a significant uptick in arrivals. Initially, there was some panic among us as the number of tourists visiting was low. Additionally, the imposition of the SDF initially hampered our efforts. However, the subsequent decrease in SDF has been a relief for us, tour operators, and travel agents, and we’re optimistic for further growth,” said Sithup.

He added, “As of now, the government is doing a commendable job in welcoming more tourists. However, there are some minor improvements that could enhance the overall experience for visitors. For instance, in Paro International Airport, there isn’t a screen displaying flight schedules at the arrival or departure points, which is a common concern among tourists. Addressing such small issues by airport authorities can significantly improve the efficiency of airport operations.”

Sithup emphasized the necessity for increased promotional endeavors in the western region of Bhutan. According to Sithup, while the western areas haven’t faced significant challenges, there is a pressing need for the government to concentrate on boosting tourism in this particular region. He believes that by directing resources and efforts towards this area, Bhutan can expand its tourist offerings and distribute the advantages of tourism more equitably throughout the nation.

This comprehensive approach to marketing and promotion has contributed to Bhutan’s success. It attracts tourists seeking wellness, meaningful travel experiences, and adventures off the beaten path. As Bhutan continues to captivate global travelers with its enchanting landscapes and vibrant culture, the tourism sector remains a vital driver of economic growth and sustainable development for the country.