Bhutan’s participation in the regional tourism event in the Maldives is expected to strengthen industry partnerships, promote cultural tourism and enhance the international visibility of its hospitality sector.
Seven hotels from Bhutan are set to participate in the 10th South Asian Travel Awards (SATA) in the Maldives next week, marking another step in the country’s efforts to strengthen its presence in the regional tourism industry.
The participating properties, representing the three-star to five-star categories, will join hospitality establishments from across South Asia at an event that recognises excellence in tourism and hotel services. Their participation is expected to provide opportunities for professional networking, knowledge exchange and greater exposure to regional tourism markets.
The selection follows an assessment conducted in June by an international panel of hospitality experts. Of the 21 hotels and resorts evaluated across Bhutan, seven have been invited to participate in the upcoming awards ceremony.
Kunzang Thinley, the programme’s chair in Bhutan, highlighted the significance of the event as a platform for the country’s hospitality industry to engage with established tourism professionals and explore opportunities for improvement.
According to Thinley, participation in regional initiatives such as SATA enables Bhutanese hospitality providers to exchange industry knowledge, understand evolving service standards and develop professional relationships that could contribute to the sector’s long-term growth.
Beyond industry recognition, the event also offers an opportunity to introduce Bhutan’s distinctive cultural identity and hospitality traditions to a wider audience.
Tourism remains an important contributor to Bhutan’s economy, with the hospitality sector playing a central role in shaping visitors’ experiences. Greater engagement with regional industry platforms could help hotels strengthen their competitiveness while showcasing the country’s tourism offerings.
This will be Bhutan’s second appearance at the South Asian Travel Awards. During its previous participation, the country received the Best Leading Heritage Destination award, reflecting recognition of its cultural and historical attractions.
Bhutanese hotels also secured several distinctions across hospitality categories, including heritage accommodation, spa services and wellness tourism.
The South Asian Travel Awards bring together tourism and hospitality businesses from six countries: Bhutan, Bangladesh, India, the Maldives, Nepal and Sri Lanka. The annual initiative recognises achievements across the regional travel industry while encouraging cooperation among participating destinations.
For Bhutan, the upcoming ceremony represents an opportunity not only to gain recognition for its hotels but also to build relationships that could support the continued development and international positioning of its tourism sector.
