Bhutan celebrates 50 years of tourism, poised to double visitor arrival this year, ET TravelWorld

In a significant move to celebrate the 50th anniversary of Bhutan’s tourism industry, the Department of Tourism, Bhutan, launched a special India roadshow in June this year, which spanned over four major Indian cities—Delhi, Ahmedabad, Mumbai, and Kolkata—highlighting Bhutan’s commitment to its most significant market, India. The initiative was set against the backdrop of Bhutan’s emergence as a top destination for Indian travellers, particularly during the summer months.

Speaking exclusively with ET Travel World on promoting Bhutan Tourism, Carissa Nimah, Chief Marketing Officer of the Department of Tourism, Bhutan, reflected on the nation’s journey over the past five decades. “This year marks our 50th anniversary since tourism began in Bhutan in 1974. It’s been an incredible journey of growth and transformation, and today, our focus remains on high-value, low-volume tourism, ensuring that every guest’s experience is fantastic from start to finish,” Nimah shared.

In 2023, Bhutan welcomed 103,000 visitors, and the country is poised to double that number in 2024, aiming for at least 200,000 arrivals. Nimah emphasised the importance of the Indian market, noting that “India has always been our number one source market. In May 2024 alone, we welcomed around 23,000 Indian travellers, making it our busiest month since reopening after the pandemic in September 2022.”

A gateway to new experiences
The India roadshow was designed to engage with travel industry professionals across four cities and was more than just a celebration of Bhutan’s tourism milestones. The idea was to enhance awareness about Bhutan’s offerings, particularly its summer travel appeal. “Bhutan offers a unique blend of nature, culture, and spirituality that is unlike anywhere else in the world,” Nimah said. The roadshow featured 18 Bhutanese exhibitors, including tour operators, hotels, and airlines, who showcased special offers, packages, and promotions.

Bhutan beyond Paro & Thimphu
Nimah also noted a shift in traveller behaviour, with visitors staying longer and spending more, particularly aligning with Bhutan’s strategy of offering a premium, immersive experience. “The average stay for Indian guests is now five to six nights, while for visitors from further afield—like Europe and the US—it’s around nine nights,” she explained. “This change reflects the deeper exploration of the country beyond the well-trodden paths of Paro and Thimphu.”

One of Bhutan’s current priorities is raising awareness of its less-explored regions, such as Ha Valley and Bumthang. “While Paro and Thimphu are popular, there’s so much more to explore in Bhutan. We’re keen on raising awareness about lesser-known destinations like Ha Valley, Bumthang, and Gangtey, which offer authentic and untouched experiences. Ha Valley, for instance, is the last valley in Bhutan to open to foreigners and offers a truly authentic experience,” Nimah highlighted. “Our job is to tell the stories of these untouched places and encourage travellers to venture beyond the usual routes, ” she explained.

Bhutan is also tapping into niche markets such as motorcycling and adventure tourism. The country’s stunning landscapes and serene environment make it an ideal destination for these activities. “We’ve seen a growing interest in motorcycling, especially among Indian travellers. Bhutan’s roads and scenic routes offer an unforgettable experience for biking enthusiasts,” Nimah noted.

Campaigns & future plans
As Bhutan continues to attract a diverse range of travellers, the Department of Tourism is keen on leveraging digital platforms to reach younger audiences, particularly Gen Z. “We are focusing on digital campaigns to engage with younger travellers who are looking for new and authentic experiences. Influencers and media partners play a crucial role in promoting Bhutan’s values and destinations digitally,” Nimah said.

Bhutan is also diversifying its offerings with new experiences tailored to niche markets. For nature enthusiasts, the country is promoting birding, with Bhutan home to 745 bird species. “Birding has become particularly popular among Indian guests,” Nimah noted. Additionally, Bhutan has recently introduced night rafting and has opened up fishing for the elusive Golden Mahseer, adding to the range of adventure activities available.

India remains a key focus for Bhutan’s tourism strategy, with recent efforts to engage this market through roadshows and targeted campaigns. Looking ahead, Bhutan plans to conduct another tourism roadshow in India in 2024, focusing on a different season to further promote the country’s diverse offerings. “We recognise the growing interest from Tier-II markets in India, where disposable incomes are rising, and awareness of new destinations is increasing. We want to keep the momentum going and continue building strong relationships with our partners in India,” Nimah concluded.

As Bhutan continues to evolve its tourism offerings, Nimah also emphasised the importance of maintaining the country’s core values. “Our long-term goal is to ensure that tourism in Bhutan remains sustainable and beneficial to both visitors and our local communities,” she concluded. “We are excited about the future and the continued growth of tourism in Bhutan, particularly with our strong relationship with the Indian market.