As the world emerges from the shadow of COVID‑19, Bhutan’s Department of Tourism (DoT) is spearheading a renaissance in the nation’s visitor economy—one rooted squarely in local stewardship, integrity, and a shared national vision.
Rather than rekindle the influx of “zip‑lining” package tours once coveted for quick returns, policymakers are doubling down on Bhutan’s hallmark strategy: “High Value, Low Volume.” First enshrined by the nation’s monarchy when Bhutan opened its borders to adventurers in 1974, this principle has long balanced economic opportunity against cultural preservation. After a fleeting spike in arrivals in 2019, the DoT is determined to avoid the pitfalls of mass tourism that threatened to dilute Bhutan’s unique identity.
At the heart of the DoT’s plan is a “collaborative, government‑driven, private sector‑led, community‑based” framework that reimagines every resident as both steward and storyteller. “Offering tea to a tourist visiting a remote village not only shapes a visitor’s experience but also reinforces Bhutan’s image as a high‑value, hospitable destination,” observes DoT Director Damcho Rinzin. His rallying cry: “Everyone is a partner and plays a crucial role in making Bhutan a high‑value tourism destination.”
To translate philosophy into practice, the DoT has launched Friends of Tourism (FoT)—a partnership network linking tour operators, guides, hoteliers, and local entrepreneurs. Through FoT, stakeholders on the ground are invited to pinpoint challenges, pilot innovations, and co‑create standards that reflect on‑the‑ground realities. “Our role is to empower them, support them, and create an environment where they can take the lead in shaping the future of Bhutanese tourism,” Rinzin explains.
Professionalism and trustworthiness are also front and center. Under forthcoming regulations, all tourism personnel—from homestay hosts to licensed guides—will undergo mandatory drug screening and regular performance evaluations. The goal: ensure that every visitor feels secure and respected. “We want our tourists to feel safe in the hands of our professionals,” Rinzin adds.
This inclusive drive extends beyond regulatory measures. In late March, the DoT formalized a Memorandum of Understanding with the Hotel and Restaurant Association of Bhutan (HRAB). Joint committees will now monitor service quality, assess accommodations, and deliver capacity‑building workshops for hospitality staff. “It is important to have a system where there is collective ownership and shared responsibility,” notes the director.
Looking ahead, Bhutan’s ambitions transcend mere preservation. The country is weaving tourism into its broader economic tapestry—one that champions a Brand Economy, a Trust Economy, and resilient growth. Signature projects like the Gelephu Mindfulness City will showcase how sustainable design and spiritual heritage can coalesce into an international model of regenerative development.
Ultimately, Bhutan’s tourism revival is as much a social movement as an industry strategy. It seeks not only to replenish coffers but to reaffirm a national ethos: that the warmth of a village cup of tea, the sincerity of a local welcome, and the mindful pace of discovery can leave the world—and Bhutan—better than before. As Rinzin puts it, “This is not just an industry. It is a national endeavour, a shared dream woven into the very fabric of our identity.”
