Bhutan’s distinctive approach to sustainable tourism has received international recognition, with Dorji Dhradhul, former Director General of the erstwhile Tourism Council of Bhutan, being honoured by renowned travel publication Travel + Leisure for his contributions to the country’s tourism policy.
Recognised alongside 12 influential personalities from the global travel and hospitality industry, Dhradhul’s achievement highlights Bhutan’s growing reputation as a destination that prioritises cultural preservation, environmental sustainability and meaningful travel experiences over mass tourism.
Central to this recognition is Bhutan’s celebrated “High Value, Low Volume” tourism philosophy, which seeks to balance economic development with the protection of the kingdom’s natural and cultural heritage.
Dhradhul attributed the honour to the visionary leadership of Bhutan’s monarchs, successive governments, tourism professionals and local communities, emphasising that the recognition belongs to the nation rather than any individual.
During his tenure, Dhradhul played an important role in strengthening Bhutan’s international tourism identity and advancing policies centred on sustainability. His leadership was particularly significant during the COVID-19 pandemic, when the tourism industry faced unprecedented disruptions, affecting businesses and livelihoods across the country.
Beyond its immediate economic contribution, Bhutan’s tourism model offers an alternative perspective on how destinations can pursue prosperity without compromising their identity.
As destinations worldwide confront overtourism, environmental degradation and mounting pressure on local communities, Bhutan’s experience demonstrates the importance of placing long-term sustainability at the centre of tourism development.
Dhradhul has consistently advocated tourism that benefits visitors, host communities and the environment alike, maintaining that preservation and prosperity need not be competing priorities.
The international recognition therefore represents more than a personal milestone. It reinforces Bhutan’s position as a global advocate for responsible tourism and underscores the relevance of its development philosophy in an increasingly interconnected world.
For Bhutan, the challenge ahead lies in preserving these principles while adapting to evolving global travel expectations.
