Dechen Dolkar 

The government plans to generate a staggering USD 2.56 billion in direct Sustainable Development Fee (SDF) revenue by 2034, according to the draft Bhutan Integrated Tourism Master Plan 2025-34.

Last year, Bhutan generated approximately USD 26 million in SDF revenue. Achieving the target set by the master plan will require a dramatic hundred-fold increase in earnings over the next decade.

Developed by the Department of Tourism (DoT), the master plan aims to position Bhutan as a global leader in regenerative tourism while reinforcing the “High Value, Low Volume” policy.

The comprehensive framework is designed to transform the tourism sector into a sustainable driver of national development, while safeguarding the country’s cultural and environmental heritage.

The tourism sector currently accounts for around 10 percent of Bhutan’s GDP, generating over USD 345 million in 2019 and supporting 52,000 jobs across 7,000 tourism-related businesses.

The director of DoT, Damcho Rinzin, said that the master plan’s primary objective is to align tourism development with Bhutan’s unique cultural values and sustainability ethos while driving economic growth.

“This plan serves as a blueprint for harnessing the full potential of the tourism sector, ensuring its contribution to Bhutan’s socio-economic advancement while preserving its natural beauty and cultural heritage,” he said.

The master plan is built around three core pillars: sustainable growth, strategic market development, and regional inclusivity.

To address regional disparities, the master plan prioritises regional development by promoting tourism benefits beyond western Bhutan. This involves creating authentic local experiences, fostering partnerships, and supporting sustainable employment opportunities across the country. The approach aims to reduce outmigration, diversify local economies, and ensure equitable growth.

The DoT director said that the master plan also focuses on product development and tourism attractions, shared frameworks for tourism development, branding, marketing, and promotion, training and capacity building, which is going to create equitable opportunities across all regions.

“These strategies will ensure that Bhutan remains at the forefront of sustainable tourism excellence and is well-positioned to weather future challenges while contributing positively to societal welfare and environmental stewardship,” he said.

The master plan also seeks to attract private sector investment, targeting over 50 percent participation through regulatory reforms and elevate guest satisfaction scores from 4.1 to 4.5 plus.

The master plan aims to achieve 6.82 percent annual growth in the tourism sector, with market volume projected to reach USD 12.34 million by 2029. The plan also aims to balance the share of Indian and international tourists at a 50:50 ratio between 2026 and 2034.

The plan also emphasises product development, tourism attractions, branding, marketing, training, and capacity building to ensure equitable opportunities across all regions.

The master plan states that by 2034, Bhutan aims to become a global leader in regenerative tourism, combining visitor experiences with the country’s development goals. The master plan will help make tourism a major contributor to economic growth, protect Bhutan’s culture, and care for the environment.