Tourism strategy champions integrity, community, and national vision

Neten Dorji

As Bhutan reimagines its tourism strategy in the wake of the Covid-19 pandemic, the Department of Tourism (DoT) is placing community, integrity, and national vision at the centre of its tourism revival.

The DoT is spearheading a “collaborative, government-driven, private sector-led, and community-based model” that emphasises shared responsibility and grassroots engagement.

Every Bhutanese is a tourism host, and every guest is a friend.

“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,” said DoT director Damcho Rinzin. “Everyone is a partner and plays a crucial role in making Bhutan a high-value tourism destination.”

He said that for Bhutan to become one of the world’s top destinations, it would require the ownership of every Bhutanese.

The country’s longstanding “High Value, Low Volume” tourism policy, a vision shaped by Bhutan’s monarchy, remains the guiding framework.

The goal is not just sustainability but regenerative tourism that enriches local lives and leaves the country better than before.

Bhutan first opened to international tourism in 1974 but resisted the allure of mass-market travel despite economic pressures. The DoT warns against repeating the mistakes of 2019, when the country experienced a brief surge in mass tourism.

“In 2019, we experienced some form of mass tourism, and we must learn from it,” said the director. “For Bhutan, tourism is more than just revenue but also part of our national identity.”

A key initiative under this new approach is the Friends of Tourism (FoT) partnership, through which the DoT is working closely with tour operators, guides, hoteliers, and other stakeholders to encourage greater accountability and innovation in tourism services.

The DoT believes that those on the ground know best where the challenges and opportunities lie.

“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,” said Damcho Rinzin.

The department is also introducing reforms to uphold professionalism and trust in the sector.

These include mandatory drug testing and performance monitoring to ensure the sector is staffed by reliable and trustworthy individuals.

“We want our tourists to feel safe in the hands of our professionals,” the official added.

These developments align closely with the national vision of a Brand economy, Trust economy, and strengthened economy.

Bhutan’s tourism sector aims to integrate with flagship initiatives like the Gelephu Mindfulness City, ensuring that tourism becomes not just a visual marvel but a global example of ethical, regenerative development.

In support of the accommodation sector, the Department recently signed a Memorandum of Understanding (MoU) with the Hotel and Restaurant Association of Bhutan (HRAB) under the FoT programme. The collaboration will include joint monitoring, service quality enhancement, capacity building, and hotel assessments.

“Capacity building and training programmes for hoteliers and hospitality personnel will be jointly conducted with HRAB,” said Director Damcho. “It is important to have a system where there is collective ownership and shared responsibility.”

He said that every Bhutanese has a role in shaping the nation’s tourism future.

“This is not just an industry,” the Director said. “It is a national endeavour, a shared dream woven into the very fabric of our identity.”