Thinley Namgay
Bhutan has the potential to create a powerful global ‘Brand Bhutan’, considering its unique culture and traditions, Gross National Happiness (GNH), environmental conservation efforts, and status as the last surviving Mahayana Buddhist nation, among others.
Currently, Bhutan is recognised internationally for its GNH-based development, carbon-negative status, and reputation as one of the happiest nations in the world.
To further enhance Brand Bhutan, experts at the Bhutan Innovation Forum recommended investing in electronic, print, and social media to showcase how a small nation can successfully balance economic growth with environmental stewardship.
The film and entertainment industry is also seen as a potential area for investment, showcasing Bhutan’s values and vision to global audiences, attracting eco-tourists, investors, and businesses focused on ethical and sustainable practices.
So far, Bhutan has been promoting its brand by participating in international trade fairs, film festivals, cultural exchange events, promoting local products, investing in sustainable transport, and emphasising well-being, among other initiatives.
The chief marketing officer of the Department of Tourism, Carissa Nimah, explained that Gelephu Mindfulness City is a new brand for Bhutan. “This initiative aims to not only improve the country’s economy but also ensure an even distribution of tourists.”
Currently, tourists are mostly concentrated in Paro and Thimphu.
However, she emphasised that Bhutan’s commitment to promoting high-value, low-volume tourism policy as well as preserving its cultural and environmental integrity, should not be compromised by new developments.
She added that while Bhutan has the infrastructure to accommodate more tourists, the challenge lies in ensuring regional and seasonal distribution.
She suggested focusing on creating diverse itineraries, which are currently lacking, by reshaping hotel infrastructures and developing experiences around wellness, ecotourism, and more.
The Vice President of Sustainability at Warner Bros. Discovery, Heidi Kindberg, highlighted Bhutan’s potential as a filming destination due to its focus on sustainability and renewable energy.
Heidi Kindberg stressed the importance of providing locals with relevant skills, which would not only promote films about the country but also create jobs.
Today, Bollywood, Hollywood, and K-pop are seen as powerful tools for promoting values and culture.
The executive director of the Bhutan Foundation, Tshewang Wangchuk, emphasised that Bhutan offers a unique blend of culture and nature, something highly authentic and distinct about the country.