In a bold move to transform its tourism sector, the Bhutanese government has unveiled plans to generate an impressive USD 2.56 billion in direct Sustainable Development Fee (SDF) revenue by 2034. This ambitious target, outlined in the newly released Bhutan Integrated Tourism Master Plan 2025-34, marks a dramatic hundred-fold increase from the approximately USD 26 million the country earned in SDF revenue last year.
Developed by the Department of Tourism (DoT), the master plan seeks to position Bhutan as a global leader in regenerative tourism while upholding its renowned “High Value, Low Volume” policy. This strategic approach aims to ensure that tourism growth aligns with Bhutan’s commitment to cultural preservation and environmental sustainability.
“The primary objective of this plan is to harmonize tourism development with Bhutan’s unique cultural values and sustainability ethos, while simultaneously driving economic growth,” said Damcho Rinzin, Director of the Department of Tourism. “This blueprint will harness the full potential of the tourism sector, contributing to Bhutan’s socio-economic advancement while preserving its natural beauty and cultural heritage.”
Currently, tourism accounts for roughly 10 percent of Bhutan’s GDP, contributing over USD 345 million in 2019 and supporting 52,000 jobs across 7,000 tourism-related businesses. The master plan envisions expanding this economic impact significantly over the next decade.
The comprehensive framework of the master plan is built around three core pillars: sustainable growth, strategic market development, and regional inclusivity. A key focus is addressing regional disparities by promoting tourism benefits beyond western Bhutan. This includes creating authentic local experiences, fostering partnerships, and supporting sustainable employment opportunities nationwide. Such measures aim to reduce outmigration, diversify local economies, and ensure equitable growth across all regions.
In addition to regional development, the master plan emphasizes product development, enhancing tourism attractions, and robust branding and marketing strategies. Training and capacity building are also prioritized to create equitable opportunities and elevate guest satisfaction scores from the current 4.1 to above 4.5.
The Department of Tourism is also targeting over 50 percent private sector participation through regulatory reforms, aiming to attract significant investment into the tourism industry. Projections indicate an annual growth rate of 6.82 percent in the tourism sector, with market volume expected to reach USD 12.34 million by 2029. Furthermore, the plan seeks to balance the share of Indian and international tourists at a 50:50 ratio between 2026 and 2034.
By 2034, Bhutan aspires to be a global frontrunner in regenerative tourism, seamlessly integrating visitor experiences with national development goals. The master plan is designed to make tourism a major contributor to economic growth while steadfastly protecting Bhutan’s cultural heritage and natural environment.
“These strategies will ensure that Bhutan remains at the forefront of sustainable tourism excellence,” Rinzin added. “We are well-positioned to navigate future challenges and contribute positively to societal welfare and environmental stewardship.”
As Bhutan embarks on this transformative journey, the world watches with anticipation, eager to see how this Himalayan kingdom balances economic aspirations with its deep-rooted values of sustainability and cultural preservation.
