Transformative Initiatives undertaken by Bhutan’s Tourism Sector

The past few months have seen a number of new transformative initiatives undertaken by and within Bhutan’s tourism industry. ?

On September 22, 2022, the Tourism Council of Bhutan (TCB) launched the new national brand ‘Bhutan’ with the tagline ‘Believe’ just a day ahead of the tourism re-opening that coincided with the auspicious Blessed Rainy Day celebration in Bhutan. ?As the kingdom celebrated the reopening of its door to the guests, the country also embraced a brand – new identity created for the country to inspire a new vision of the future to its citizens. The result reflects Bhutan’s character and landscapes, history and ambitions: bold, vivid, richly storied and utterly distinctive – rebranding it for a new future, both for its people and its guests who are seeking a different travel experience.?

Popularly known as the last Shangri La, Bhutan is a Buddhist kingdom perched high in the Himalayas and renowned for its mountains and monasteries, rich biodiversity, pristine forests, rivers, glacial lakes, waterfalls and striking natural beauty. Most importantly, it is loved by visitors for the welcome that its people extend to them. The only country in the world that uses the happiness of its people as a guiding principle that underpins everything, Bhutan may be one of the very few carbon-negative countries in the world (in 2021, Bhutan sequestered 9.4 million tonnes of carbon against its emission capacity of 3.8 million tonnes).?

Few foreigners have experienced Bhutan's extraordinary nature and culture for themselves. This small nation of only 800,000 people has long practiced a policy of ‘high value, low volume’ tourism to protect and preserve its peace, its sacred places and its wildernesses. Like many countries, Bhutan closed its borders in March 2020 in response to Covid-19. During this extended period of closure, the nation reconsidered its relationship with tourism, and developed new policies and plans for the country’s advancement – in particular, for how it can invest in creating sustainable opportunities for its young people. As it reopens to embrace visitors once more, one of the notable changes is the increase in the Sustainable Development Fee (SDF), a daily contribution made by visitors towards Bhutan’s development. The funds raised by the SDF will play an invaluable role in supporting a range of social, environmental and cultural initiatives, as well as Bhutan’s wider aspirations. It’s these plans and programmes that Bhutan’s brand – and new campaign – is built upon. It offers a rallying cry to believe – in the nation’s capabilities, its values, its global contribution, its responsibilities, and its future.?

During the launch of the brand logo, the prime minister of Bhutan Dr Lyonpo Lotay Tshering said that with the new brand, Bhutan will no longer use the destination brand “Bhutan-Happiness is a place” (with blue poppy). He highlighted that the new tagline “Believe’” is targeted towards youth of Bhutan and it reflects the determined focus of the country on the future. The new Brand Bhutan will ensure that the communities and streets are clean and safe, the environment protected and cherished and that Bhutan has everything it needs in place. ?

A group of Bhutanese experts worked closely with the UK-based branding agency, MMBP & Associates, for the national brand. To respond with sensitivity and substance to the brief, the team involved spoke to hundreds of people from Thimphu to Lunana, Punakha and Bumthang to Radi. Conveying the rich tapestry of Bhutan's living culture, which seamlessly weaves together the ancient, the contemporary, and the visionary, quickly became a priority for the new brand. In particular, the younger Bhutanese generations were centered within the brand’s development, ensuring that the new identity reflects their role as key stakeholders in Bhutan’s future.?

A vital element of the strategy was to create a new graphic identity for Bhutan – a contemporary interpretation of the country’s heritage that would offer a pathway towards the future. It draws on the Bhutanese flag’s vibrant yellow and orange, with further colour palette inspiration from nature – the cypress green of the forests that cover 70% of the country, the blue of Bhutan’s national flower, the Himalayan blue poppy, and a soft black referencing the natural soot from the fires burning in the country’s hearths.?

Using these colours, a completely new graphic identity system was created, which draws on traditional Bhutanese iconography such as hand-painted architectural decoration, mythical animals, folklore and symbolism – all re-imagined with boldness, sharpness and dynamism. The vibrant brand identity has already been rolled out across the tourism sector to great acclaim. Soon it will also be seen across government organisations, official websites, National Day celebrations, and even a new postage stamp.

Bhutan’s new tourism policy is part of a nationwide transformation, from the civil service to education and financial reforms. The changes are geared toward forging fresh pathways and creating long-term opportunity for forthcoming generations. The development of the new national brand goes beyond simply creating a new identity, but aims to leverage the power of branding to connect Bhutan, and the stories it wants to tell, with a global audience. ?

Renewed TCB Website and New Visa System?

The Tourism Council of Bhutan’s new website “bhutan.travel” was also inaugurated along with the new online visa system during the reopening events. With the new system, visitors can now apply online for a visa by themselves by completing the application form or they can also apply through the tour operator or hotelier. The added bonus of the new visa system is that the visa will allow visitors to remain in the country for up to 90 days from the date of entry.?

The online visa system was operational from 22nd September, 2022. Since the launch of new online visa system till the first week of October, TCB received 73 visa applications. Of which, 36 are international and 37 are regional applications. TCB has issued visa to 37 applicants with the new system. The applicants are 17 international and 20 regional guests. All the payments are also made though payment gateway.?

Tourism Reopening Day on 23rd September ?

Bhutan formally reopened its door for tourism on 23rd September, this year, with music, dance, refreshments and gifts at the Paro International Airport for the visitors arriving in the country for the first time after the pandemic. The day was marked with celebrations at Paro International Airport and also at the four land entry points of Samtse, Phuentsholing, Gelephu and Samdrup Jongkhar to welcome Bhutan’s first guests. The Council also launched the Tourist Information Counters at all these entry points for visitors’ facilitation on the same day.

?Training and deployment of Tourism Information Officers ?

TCB collaborated with stakeholder partners to conduct frontline managers training for the officials of Airlines, Immigration, Customs, Airport and others in Paro for a duration of three days in September 2022. A total of 82 officials were trained in two batches of the training. To provide seamless travel facilitation for visitors, TCB deployed Tourism Information Officers at the Paro International Airport and the four land entry points at Phuentsholing, Gelephu, Samdrupjongkhar and Samtse.

?Revised Sustainable Development Fee (SDF)

The Bhutanese Government revised the Sustainable Development Fee (SDF) a daily levy paid by visitors to support Bhutan's development. Before the revision, guests had to pay SDF of US$65 per person, per night. This was the amount introduced when the kingdom first officially opened to tourism in 1974. After closing doors to tourism for over two years due to the pandemic, Bhutan welcomed back guests on September 23rd, this year, with a revised SDF. The SDF is collected by the national exchequer and funds are allocated to various projects that enhance facilities, services and infrastructure for Bhutanese nationals and visitors, as well as funding free healthcare and education for all.?

For all visitors except those from India, the SDF is US$200 per person, per night. For guests from India the SDF is 1,200 ngultrum, or the equivalent amount in Indian rupees, per person, per night.?

Tourism Rules and Regulations (TRR) 2022?

The Tourism Rules and Regulation 2022 was endorsed by the Tourism Council on 8th September 2022 and approved during the 129th Session of the Lhengye Zhungshog held on 14th September 2022.

TCB presented TRR 2022 to the stakeholders through open zoom webinar on 16th September 2022, with over 300 participants. The new Tourism Rules and Regulations came into effect from 23rd September as Bhutan reopened its door to tourists. Meanwhile, the action plan for the implementation of TRR 2022 has been developed and the modalities for the collection of SDF and fee for the foreign tourist vehicle at the port of entry has been discussed with the relevant stakeholders and being implemented accordingly.

?Assessment and Up-skilling of Tour Guides?

As one of the vital tourism transformation initiatives, the tour guides in Bhutan are being accessed by TCB and also being helped with up-skilling trainings by various agencies including De-Suung Skilling Programme (DSP). According to TCB, there are over 3,000 licensed tour guides in the country. From over 1,300 guides who registered for the Tour Guide Readiness Assessment Phase I carried out by the Tourism Council of Bhutan, about 600 were shortlisted. Of which, 481 got through the assessment and are certified for the service. ?

In the meantime, various agencies are training guides on various professional skills like high-end fly-fishing.?

Validation of Tour Operators and Accommodations

In line with the requirement for all guests to stay in TCB certified accommodations, (3 star and above hotels and homestays), validation of the service providers is being carried out in phases to assess their readiness to cater to tourists. Under Phase I and II, 139 star rated hotels and 83 homestays were validated across the country. The tour operators in Bhutan are also being assessed by the Council. ?

Tourism Infrastructure Enhancement?

The most popular tourist attraction in Paro, the hiking trail to Taktsang monastery, underwent a major renovation involving Dessups and TCB. The enhancement works are now complete.?Similarly, several other popular hiking routes will be enhanced.

Meanwhile, several restrooms maintenance works are also completed at the significant monument sites at Simtokha, Changangkha, Memorial Chorten and Tashichhodzong ticket counter.?The restrooms maintenance works along the trails and campsites of Phajoding, Choechogtse and Bumdra are also planned. The maintenance works are underway in Thangthangkha and Jangothang along the popular Jomolhari Trek. The trail maintenance works are underway in Jomolhari and Drukpath hiking trails. ?

Similarly, some of the tourist attraction sights in and around Thimphu like the Clock Tower Avenue, Dochula Pass are also undergoing renovation and maintenance works. ?

Monument/Sacred sites?entry fees and Others?

Bhutan also introduced monument and sacred sites entry fees, and an online system for applying e-pass has been developed, while onsite ticket booking is also available.

The Tourism Product Development Guidelines was also revised and the Campsites Development Guidelines was developed by involving different stakeholders.?