Bhutan has reinforced its standing as one of South Asia’s distinctive tourism destinations, securing the region’s top heritage destination honour for the second consecutive year at the 10th South Asian Travel Awards (SATA), held in the Maldives.
The Himalayan kingdom was recognised as the Best Leading Heritage Destination, while seven Bhutanese hotels and resorts collectively secured 10 awards across various hospitality categories. The accolades reflect the country’s growing recognition for combining traditional cultural experiences with modern hospitality, sustainable tourism practices and distinctive accommodation offerings.
Bhutan’s repeat victory in the heritage destination category underscores the importance of its centuries-old traditions, architectural identity and cultural preservation efforts in shaping its international tourism appeal. At a time when destinations across South Asia are competing to attract travellers, Bhutan continues to position its cultural heritage as a defining feature of its tourism industry.
Several hospitality establishments from Paro emerged among the prominent winners at this year’s ceremony.
Paro Kaachi Grand secured two honours, winning the Leading City Hotel (Above 40 Rooms) and Leading Airport Hotel categories. Zhiwaling Heritage, another property in Paro, was recognised in the Leading Designer Hotel and Leading Heritage Hotel or Resort categories.
Zhiwaling Heritage General Manager Rinzin Lhamo welcomed the recognition, saying the property had received two silver certificates and would continue working towards securing gold-level recognition in future editions.
Punakha-based Dumra Farm Resort also earned two distinctions, receiving the Leading Boutique Resort and Leading Eco-Friendly Resort awards. Its success highlighted the increasing prominence of environmentally conscious accommodation within Bhutan’s hospitality sector.
The resort’s owner, Rinzin, expressed optimism about building on the achievement through continued improvements and participation in future regional competitions.
In Thimphu, Hotel Druk received recognition in the Leading Food and Beverage Hotel category, while Dawa Hilltop by Heeton in Paro was honoured as the Leading Hill Hotel/Resort. Le Méridien Paro, Riverfront, added to the country’s tally by winning the Leading Riverfront Hotel/Resort award.
Beyond the recognition of established hospitality properties, this year’s ceremony also acknowledged emerging talent in the sector. Rema Resort in Paro received the Outstanding Young Hotelier award, one of the newly introduced categories.
Its owner, Tshering Phuentsho, attributed the achievement to determination and sustained effort, expressing confidence that young Bhutanese entrepreneurs could compete successfully on international platforms through dedication and hard work.
For hospitality operators, the awards represented more than individual achievements. They also provided opportunities to establish professional connections, exchange industry knowledge and introduce Bhutan’s tourism offerings to a wider regional audience.
Hotel Druk Manager Ugyen Dorji highlighted the value of the gathering as a platform for interaction among hospitality professionals from across South Asia. Such exchanges, he indicated, could strengthen awareness of Bhutan as a destination and support the wider promotion of its tourism industry.
The recognition comes as Bhutan seeks to showcase the breadth of its visitor experiences, from culturally rooted heritage properties and boutique retreats to luxury riverside hotels and environmentally responsible resorts.
Kuenzang Thinley, Chair of the South Asian Travel Awards Programme in Bhutan, said the achievements would contribute to the promotion and development of the country’s tourism and hospitality sectors.
He also disclosed that discussions were underway to bring the next edition of the South Asian Travel Awards to Bhutan. Although the proposal has yet to be finalised, hosting the event would provide the country with another opportunity to engage regional tourism stakeholders and present its hospitality industry to an international audience.
Established in 2016, the South Asian Travel Awards bring together tourism and hospitality representatives from six countries—Bangladesh, Bhutan, India, Nepal, the Maldives and Sri Lanka. The annual programme recognises achievements across different segments of the regional travel industry.
For Bhutan, the latest honours carry significance beyond the immediate visibility generated by the awards. Recognition across heritage, design, food and beverage, environmental sustainability and specialised accommodation categories demonstrates the diversity of the country’s hospitality landscape.
However, sustaining that reputation will depend on how effectively the sector balances tourism development with the preservation of the cultural and environmental assets that distinguish Bhutan from competing destinations.
As Bhutan’s hospitality industry gains greater regional exposure, maintaining consistent service quality, encouraging innovation and safeguarding its traditional identity will remain essential to converting international recognition into long-term tourism growth.
