Bhutan, the last Mahayana Buddhist country, has seen a significant increase in the number of Vietnamese pilgrims visiting the country. Despite the pandemic and the decline in tourist arrivals, a group of 238 SDF-paying Vietnamese tourists surprised many in Bhutan. The group’s main interest is in visiting the dzongs or monasteries, including the famous Taktsang monastery, and other sacred religious sites in the region. Bhutan, a high-end destination for pilgrims, has not marketed itself as a pilgrimage destination but has seen a growing interest in the country among Vietnamese.
The interest in Bhutan as a pilgrimage destination may be a one-time occurrence, but it is a significant selling point in today’s marketing context. Bhutan’s preserved and promoted Buddhism, cultures, and traditions, and the belief systems around it, have helped save Bhutan as a destination for those seeking refuge in Buddha dharma. Bhutan’s sacred religious sites and rich religious culture and monuments have attracted some rich Asians willing to sponsor or fund the renovation, restoration, and preservation of these sites, including the creation of retreat centers, old age care for monks, and pension benefits for the monk body.
A visit to a dzong or a monastery is a must on the itinerary for tourists coming to Bhutan to trek or watch birds. Many leave impressed by the richness and uniqueness of Bhutan’s beliefs and how religion guides the normal daily lives of Bhutanese. If Bhutan is to promote itself as a high-end destination, pilgrimage could be one. The reskilling of guides to speak Thai, Vietnamese, Japanese or Korean, training chefs to cook simple and delicious vegetarian food, and the capacity to attend to large groups of pilgrims could add value to make the pilgrimage meaningful and memorable. Special packages to such large groups could make Bhutan affordable to many more.
