Bhutan has taken a major step in expanding its tourism footprint by hosting its inaugural Bhutan International Travel Mart (BITM), bringing together global travel industry leaders and local tourism stakeholders in a bid to attract high-value visitors and unlock new business opportunities.
The three-day event has drawn approximately 200 international travel buyers from some of Bhutan’s most important tourism markets, including India, China, Nepal, Singapore and Thailand. Organisers say the gathering marks a significant milestone in the kingdom’s efforts to strengthen its presence in the global tourism marketplace.
Supported by the Economic Stimulus Programme and funded at more than Nu 5 million, the travel mart is being organised by the Department of Tourism under the Ministry of Industry, Commerce and Employment, in partnership with the Association of Bhutanese Tour Operators (ABTO).
Throughout the event, international delegates are engaging directly with Bhutanese tour operators, hotel representatives, airlines and other tourism service providers. The meetings are aimed at creating partnerships, developing new travel experiences and expanding Bhutan’s appeal to overseas travellers.
For many foreign participants, the travel mart is also an opportunity to gain firsthand knowledge of Bhutan’s tourism policies, culture and visitor experiences before marketing the destination to their clients.
Santosh Singh, Director of Spiritual Tour in India, said his company was keen to establish direct connections with Bhutanese businesses. “We are here to understand Bhutan better and build partnerships directly within the country. There is much to learn about its tourism system, regulations and visitor requirements,” he said.
Representatives from Europe also expressed enthusiasm about exploring Bhutan as a fresh destination for international travellers. Kseniya Winska of Ukraine-based Form and Matter Travel described Bhutan as an exciting new market, noting that her organisation was eager to identify local partners and discover unique activities for future tour packages.
Another Ukrainian delegate, Svitlana Havrylenko, highlighted the country’s distinct appeal. “Bhutan’s combination of culture, spirituality and natural beauty creates a truly remarkable experience. It is unlike many other destinations we have visited,” she said.
More than 50 Bhutanese exhibitors are participating in the event, showcasing a wide range of tourism products and services. In addition to established tourism operators, several districts are using the platform to promote lesser-known destinations and encourage visitors to explore beyond the country’s traditional tourist circuits.
According to tourism officials, exhibitors include hotels, tour companies, helicopter services, Bhutan’s two national airlines, as well as representatives from the Gelephu Mindfulness City initiative, cultural heritage sites, community tourism projects and handicraft organisations.
Industry leaders believe the event offers local businesses a rare opportunity to connect with international buyers without the expense of attending overseas trade fairs.
ABTO Vice Chair Chencho Wangdi said bringing global travel professionals to Bhutan allows local operators to market their products more efficiently while creating direct pathways for future visitor arrivals.
The tourism sector remains a critical pillar of Bhutan’s economy. The country welcomed nearly 210,000 visitors in 2025, while more than 76,000 tourists had already arrived during the first four months of 2026, according to official tourism data.
As business discussions continue over the coming days, industry observers will be watching closely to see how many of these new connections translate into future bookings. For now, Bhutan is making a concerted effort to present its unique tourism offerings directly to the global travel professionals who influence where travellers choose to go next.
