Bhutan has secured a remarkable fourth place in Condé Nast Traveller UK’s prestigious Reader’s Choice Awards 2025, ranking just behind Italy, Qatar, and Japan. The annual awards by one of the world’s leading luxury travel magazines celebrate the best destinations, hotels, and experiences across the globe — and this year, Bhutan has firmly cemented its place among the world’s elite travel destinations.
The recognition, according to the Department of Tourism, underscores Bhutan’s steadfast commitment to its “high-value, low-volume” tourism policy, a philosophy that balances economic growth with sustainability and cultural preservation.
“We are deeply honoured by this global recognition reflecting the appreciation for Bhutan’s unique approach to tourism that prioritizes sustainability, authenticity, and community well-being,” said Dawa Yangchen, Marketing Manager at the Department of Tourism’s Marketing and Promotion Division.
“It is a reflection of the collective efforts of our people, tourism partners, and stakeholders. This accolade will help enhance our visibility and attract more visitors who seek meaningful travel experiences.”
The Reader’s Choice Awards are among the most respected accolades in the global travel industry, with over 182,500 readers from across the United Kingdom voting for their favourite destinations this year. For Bhutan, this recognition goes beyond rankings — it highlights the nation’s timeless values and its growing reputation as a destination where travel transforms both visitors and hosts.
A Model for Mindful Travel
Bhutan’s approach to tourism — centred on environmental conservation, cultural integrity, and community welfare — has long set it apart. Visitors to the kingdom are invited to immerse themselves in its pristine landscapes, vibrant traditions, and deeply rooted spiritual heritage, while engaging with a society that values happiness, harmony, and balance with nature.
“Bhutan’s recognition among the world’s top destinations reinforces its standing as a beacon of sustainable and mindful travel,” Yangchen added.
Tourism on the Rise
The country’s efforts are clearly paying off. Over the past ten months alone, Bhutan has welcomed more than 130,000 visitors and received four international travel awards, further demonstrating its growing appeal to travellers seeking authenticity over excess.
As Bhutan continues to open its doors to the world, the Condé Nast honour serves as both a celebration and a reminder — that in an age of mass tourism, Bhutan remains a shining example of how meaningful journeys begin where authenticity and sustainability meet.
