Bhutan’s Department of Tourism is celebrating 50 years of tourism from June until 17 December, 2024.
Unveiling a new landmark campaign to commemorate 50 years of tourism in the Kingdom since it first opened to the world in 1974, Bhutan will honour the milestone with festivities to span a six-month period – culminating on 17 December, coinciding Bhutan’s National Day.
Bhutan’s tourism journey began with the Coronation of His Majesty the Fourth King of Bhutan in 1974.
From the outset, the tourism board says it embraced a policy of “high value, low volume” tourism, and has remained committed to sustainable tourism. Their approach, they say, was aimed to generate revenue from tourism while also sharing Bhutan’s rich cultural heritage with the world and ensuring a balanced and mindful development of its tourism sector.
The first group of tourists to Bhutan consisted of eight Americans, five Spaniards, and one Argentinian, who undertook a long and challenging journey by road, as no airlines were operational at that time.
It was in 1983, with the launch of Drukair, the national airline, that tourism began to rise steadily as accessibility improved for travellers.
Bhutan is the only country in the world to implement a Sustainable Development Fee (SDF) for all guests. The SDF is currently charged at USD $100 per adult, per night – with funds going toward various initiatives, including preserving the country’s environment, maintaining its cultural heritage, providing free health care and education for all Bhutanese locals, and supporting sustainable development projects that benefit local communities.
Tourism has risen at a steady rate, with the peak coming in 2019 at around 320,000 guests per annum.
“We are immensely proud to celebrate 50 years of tourism in Bhutan,” said H.E. Tshering Tobgay, the Honorable Prime Minister of Bhutan.
“This milestone is a celebration of what has been achieved since Bhutan opened its doors to the world, establishing itself as a unique, transformative and sustainable destination. As we honor the past five decades, we also look forward to a future where sustainable tourism continues to enrich our nation and connect us with the world. Join us to celebrate this important milestone,” he said.
Namgyal Dorji, the Honorable Minister of the Ministry of Industry, Commerce and Employment (MoICE) added:
“As the only country that incorporates happiness as a development philosophy and one of the three carbon-negative nations in the world, Bhutan truly offers a unique and enriching experience for every traveller,” he said.
The Department of Tourism of Bhutan says that the celebrations will include:
- Kickoff Event: A blessing ceremony will be in Kuensel Phodrang (Buddha Dordenma statue) in Thimphu on June 02, 2024, to formally launch the celebration.
- Tourism Awards: Bhutan’s first tourism awards in August, celebrating excellence and innovation in Bhutan’s tourism sector.
- TedX Talk: Featuring multiple speakers from Bhutan discussing topics related to tourism through the years, sustainability and future projects.
- Jewellery Collection & Fashion Show: The event will showcase Bhutanese-inspired craftsmanship and design over the past fifty years.
- Dzongkhag Visits: Working with districts (Dzongkhags) to help tell their own stories relating to tourism over the past 50 years.
- Industry Collaboration: Other initiatives include launching new itineraries, the introduction of a loyalty program, and working with the tourism industry to include the 50 years celebration into the guest experience, among other projects.
Recently, Bhutan announced a masterplan for a new Gelephu Mindfulness City Special Administrative region to drive development in Bhutan.
Meanwhile, Bhutan has seen a rise of female guides, with 122 women certified and validated by the Department of Tourism as ambassadors for the country, changing the face of tourism.
For more information visit bhutan.travel
