Dechen Dolkar

His Majesty the King conferred the prestigious Druk Thuksey (Heart Son of Bhutan) Medal on Bhutan’s tourism industry at the 117th National Day yesterday in Changlimithang, recognising its contributions to the country’s development over the past 50 years.

The award highlights the tourism sector’s steadfast commitment to Bhutan’s “High Value, Low Volume” policy, introduced in 1974. For half a century, the industry has showcased the country’s cultural and natural beauty to the world while championing sustainability.

Bhutan’s unique tourism model has earned global recognition as a benchmark for responsible tourism, balancing economic benefits with cultural preservation and environmental protection.

The tourism industry comprises the Department of Tourism, the Association of Bhutanese Tour Operators, the Hotel and Restaurant Association of Bhutan, and the Guide Association of Bhutan, the Handicraft Association of Bhutan, and the Royal Institute for Tourism and Hospitality.

His Majesty the King, in his address, acknowledged the tourism industry’s role in promoting Bhutan globally. “When I meet foreigners during my visits to different countries, they already know about Bhutan and appreciate our country deeply,” His Majesty said. “Many of them have visited Bhutan multiple times, including prominent business leaders. They expressed their gratitude for the exceptional services they received here and praised the warm hospitality, saying, ‘We love Bhutan.’”

Highlighting the importance of the tourism industry, His Majesty said, “Half of my work is done by the tourism industry, which makes my work easier.”

The director of the Department of Tourism, Damcho Rinzin, expressed deep appreciation for the recognition, calling it a collective achievement for all Bhutanese. “This recognition is for every Bhutanese who plays a significant role in tourism, and we must all celebrate together as partners,” he said.

He further dedicated the Druk Thuksey medal to Bhutan’s international tourism ambassadors and friends of tourism. “Tourism must serve Bhutan. It must create opportunities, strengthen our sovereignty, and promote our Bhutanese identity,” he said. “On behalf of the tourism industry, we reaffirm our commitment to making Bhutan a high-value tourism destination and strengthening Brand Bhutan.”

The chairperson of the Hotel and Restaurant Association of Bhutan, Jigme Tshering, said, “On behalf of everyone who has dedicated themselves to the growth and progress of this industry, we express our deepest gratitude to His Majesty for bestowing upon us the prestigious Druk Thuksey award.”

As of September this year, 95,633 tourists, including 31,073 international and 64,560 regional visitors, visisted the country. The government aims to generate revenue of Nu 15 billion in the 13th Plan from tourism.

In 2023, the tourism industry bounced back with 103,000 tourists visiting the country, contributing Nu 2 billion (USD 26 million) in government revenue.

Tourism began in Bhutan in 1974, with 287 tourists visiting the country that year.