WELCOME TO BHUTAN
This kingdom is steeped in history, but our gaze is fixed on the future. This is our moment of evolution.
Guardians of some of the world’s most pristine, wild and sacred places, and a rich, deeply rooted culture, we are steadfast as the cypress in our commitment to conservation.
Our future requires us to protect our heritage, and to forge fresh pathways for forthcoming generations.
Those who seek us out are called here. Arriving as guests, you become our partners in this transformative moment, and make a meaningful contribution towards preserving what is priceless.
We see a bright future. And we believe in our ability and responsibility to realise it together, and shine as a beacon of possibility in the world.
In a world that is always on, Bhutan offers sanctuary. It offers earthly pleasures: archery and age-old crafts, dishes of fresh cheese and fearsomely hot chilli, breathtaking treks and restorative hot stone baths.
But there’s another Bhutan, too, that’s hinted at by the prayer flags strung across gorges and fluttering on every hillside. It’s where irreverent humour meets deeply held beliefs, and epic landscapes and slow journeys create room for quiet awe. It offers wellbeing and wonder, elevated experiences and exhilarating adventure.
More than 70% forested, and one of a handful of carbon negative countries in the world, it’s also planting the seeds of science and tech innovation.
There is more than one Bhutan to discover, from storied cities to soaring mountains. The door to the kingdom is open once again to old and new friends.
Druk gyelkhap Lu Jaempaleksho yui. Welcome to Bhutan.
BHUTAN’S SUSTAINABLE DEVELOPMENT FEE
Like many countries, Bhutan closed its borders in March 2020 in response to Covid. 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.
The SDF enables investment in transformative programmes that preserve our traditions, protect our heritage and environment, upgrade infrastructure, create opportunities for our young people, and build resilience. Bhutan has recently introduced incentives to reward longer stays in the Kingdom. For more information, click here.
To mark the reopening of the kingdom after the Covid-19 pandemic and to look to the future, Bhutan created a whole new identity 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.
Few foreigners have experienced Bhutan’s extraordinary nature and culture for themselves. This small nation of only 800,000 people has long practised a policy of ‘high value, low volume’ tourism to protect and preserve its peace, its sacred places and its wildernesses.
Bhutan is rightfully called the guardian of the world’s most pristine, wild and scared places with rich forest cover, scared spiritual places, living cultures and a youthful and educated population. With about 70% of geographical area still under forest cover and over 50% of its total land declared as protected areas, Bhutan is also recognized worldwide for its abundant biodiversity. These are the priceless assets of the country.
The national tagline for Bhutan – Believe – is about believing in the future of Bhutan, believing in what Bhutan is doing differently, and believing in the values, the capabilities, the contributions and the potential of our citizens.
The brand manifesto sums up this optimism with the brand message:
“We see a bright future. And we believe in our ability and responsibility to realise it together, and shine as a beacon of possibility in the world.”
The hope is we become what we believe in. We are asked to believe in ourselves, in our worth, in Bhutan’s future, with hope and conviction.
EXPERIENCES IN BHUTAN
Bhutan is a destination that offers travellers a wide range of experiences, including:
Hiking and trekking
Stunning landscapes and views of the himalayas
A rich and preserved culture
Monasteries and dzongs
Wellness (yoga, meditation, hot springs, hot stone baths, and more)
Camping and glamping
High quality accommodation
Unique highland communities
Wildlife, nature experiences and eco-tourism
White water rafting
Textiles, art and handicrafts
Gross National Happiness
Unique Bhutanese cuisine
Bhutan’s emphasis on sustainable tourism and preservation of its cultural heritage makes it a truly special destination for travelers.