𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐒𝐞𝐜𝐭𝐨𝐫 𝐒𝐞𝐞𝐬 𝐒𝐭𝐞𝐚𝐝𝐲 𝐆𝐫𝐨𝐰𝐭𝐡 𝐰𝐢𝐭𝐡 𝐅𝐨𝐜𝐮𝐬 𝐨𝐧 𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐚𝐧𝐝 𝐈𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭

…𝑩𝒉𝒖𝒕𝒂𝒏 𝒔𝒆𝒆𝒔 𝒄𝒐𝒏𝒕𝒊𝒏𝒖𝒆𝒅 𝒈𝒓𝒐𝒘𝒕𝒉 𝒊𝒏 𝒗𝒊𝒔𝒊𝒕𝒐𝒓 𝒏𝒖𝒎𝒃𝒆𝒓𝒔, 𝒃𝒐𝒍𝒔𝒕𝒆𝒓𝒆𝒅 𝒃𝒚 𝒎𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 𝒂𝒏𝒅 𝒊𝒏𝒇𝒓𝒂𝒔𝒕𝒓𝒖𝒄𝒕𝒖𝒓𝒆 𝒊𝒎𝒑𝒓𝒐𝒗𝒆𝒎𝒆𝒏𝒕𝒔

By Lhendup Wangmo

The tourism industry in the country has experienced a significant rise in visitor numbers in 2024, driven by strategic government initiatives focused on sustainability, high-end tourism, and enhanced infrastructure. With growing international interest, the nation is positioning itself as a leading eco-friendly destination, attracting travelers from across the globe.

Between January and November 2024, the country recorded 15,990 tourist arrivals, a significant increase compared to the 8,956 arrivals in the same period in 2023. While November 2024 saw a slight decline in arrivals (6,753) compared to November 2023 (7,034), the overall trend for the year indicates positive growth, with a marked rise in visitors over the previous year.

The government has allocated Nu.144.7 million in support of the tourism sector, aiming to bolster the country’s international presence and improve facilities for visitors. Of this, Nu.52.1 million will be used for marketing campaigns targeting global audiences, and Nu.27 million will go toward enhancing tourism facilities at key sites. Another significant portion of the funding, Nu.30.7 million, will be directed toward the development of an Ecotourism Master Plan, which aligns with the country’s sustainability goals for the tourism sector.

Damcho Rinizin, Director of the Department of Tourism (DoT), commented on the results, saying, “The increase in visitor numbers reflects the effectiveness of our marketing strategies and the growing appeal of Bhutan as a sustainable destination. Many of these visitors are coming for the first time, which signals an expanding interest in what our country has to offer.”

Tourist arrivals have fluctuated throughout the year, with February and March seeing the highest numbers (23,547 and 20,542, respectively). However, the decline in subsequent months, including November, did not offset the overall upward trajectory in arrivals.

In November 2024, India remained the largest source of visitors, contributing 8,895 tourists, followed by the United States with 1,933, the United Kingdom (586), Germany (468), and China (455). For the year-to-date period from January to November 2024, India continued to lead with 84,988 visitors, followed by the United States (10,319) and China (3,923). Other important markets included the United Kingdom, Singapore, Germany, Australia, Taiwan, and Canada.

The government has worked to raise Bhutan’s profile through targeted marketing campaigns and partnerships with international travel agencies. These efforts have helped boost Bhutan’s visibility in key markets, particularly in India, which continues to be a primary source of visitors due to cultural ties and proximity.

Rinizin highlighted the role of specific initiatives, such as the Gelephu Mindfulness City (GMC), which has helped to raise awareness about Bhutan’s tourism offerings. “Projects like the GMC, along with other government policies, have contributed to an increased interest in Bhutan. These efforts are strengthening the country’s position in the global tourism landscape,” he said.

As part of its strategy to ensure long-term growth, Bhutan has maintained its “high value, low volume” tourism policy, which is designed to prioritize sustainability. The country’s Sustainable Development Fee (SDF) ensures that the income generated from tourism is reinvested in preserving its cultural and natural heritage. “The SDF plays an important role in helping us maintain Bhutan’s uniqueness while supporting economic growth,” said Rinizin.

The Department of Tourism is also expanding its tourism offerings to include wellness, adventure, and nature-based tourism, aimed at attracting visitors throughout the year. “By diversifying our tourism experiences, we are able to appeal to a wider range of travelers,” Rinizin explained.

Infrastructure improvements are another critical element of Bhutan’s tourism growth. Investments are being made in air travel connectivity, as well as in upgrading public facilities like restrooms, to ensure visitors have a comfortable and seamless experience. The government is also working to develop tourism infrastructure in less-visited areas of the country, particularly in the central and eastern regions, to promote a more balanced distribution of visitors.

The increase in tourism is also benefiting local communities. Programs like homestays and community-based tourism projects under the GEF eco-tourism initiative are providing opportunities for local families to generate income, while giving visitors an authentic cultural experience. “Community involvement is vital for the sustainable growth of tourism in Bhutan. These programs help local people directly benefit from the industry,” said Rinizin.

Tourism industry infrastructure has been growing as well, with 2,572 registered tour operators and 3,446 tour guides as of November 2024. In the same month, 33 tour operators and 88 tour guides renewed their licenses, demonstrating the continued growth and professionalization of the sector.

Despite challenges, Bhutan’s tourism sector is positioned for continued, sustainable growth. The government’s ongoing investments in marketing, infrastructure, and community involvement, combined with the country’s commitment to preserving its cultural and natural heritage, are contributing to Bhutan’s rise as a sought-after destination for travelers seeking eco-friendly and meaningful experiences.

“The progress we’ve made this year is a strong foundation for future growth,” Rinizin concluded. “By prioritizing sustainability and supporting local communities, we’re ensuring that tourism will continue to benefit both the economy and the environment for generations to come.”

The continued growth of the nation’s tourism sector in 2024 provides a solid foundation for the future, emphasizing sustainability and community engagement. Through strategic investments in infrastructure, marketing, and eco-friendly initiatives, the country is ensuring its tourism industry thrives while preserving its cultural and environmental heritage. As the nation moves forward, its commitment to responsible tourism will help establish it as a top destination for travelers seeking meaningful, sustainable experiences for generations to come.

The data on tourist arrivals includes visitors traveling for Meetings, Incentives, Conferences, and Events (MICE). The government’s continued investment in the tourism sector accentuate its strategic importance and will help drive the country’s ambitions to remain a unique and sustainable tourism destination on the global map.