In The Monk and the Gun, Pawo Choyning Dorji’s acclaimed 2023 film, Bhutan’s leap into democracy and modernity takes centre stage. Set against the backdrop of the country’s first democratic elections in 2007, the film weaves in the arrival of television – two milestones that mark the nation’s rapid transformation and hint at the societal shifts yet to unfold.
These shifts have only accelerated in recent years. Bhutan, often called the “kingdom of happiness,” is a secluded gem nestled between India and China, renowned for its rolling hills and unspoiled landscapes. After centuries of isolation, the nation is embracing the outside world, taking bold steps to welcome more travellers. Recent changes include a simplified visa process with no nationality restrictions, a reduced sustainable development fee, and expanded flight options that make the kingdom more accessible than ever. Non-stop and transit flights now connect Paro International Airport to key destinations such as India, Singapore, Thailand, Nepal, and Bangladesh – ushering in a new era of connectivity for this once-hidden paradise.
2024 also marked the golden jubilee of Bhutan’s decision to welcome the world in 1974. The commemorative festivities span six months, culminating on 17 December 2024, Bhutan’s National Day. Adding to the allure, luxury hotel groups such as Aman and Six Senses have long established their presence, offering world-class accommodations in this extraordinary destination.
Until the 1970s, Bhutan remained largely closed to foreign visitors, preserving its unique traditions and culture. The kingdom introduced television only in 1999, marking a cautious step towards modernisation, according to CBS News. These milestones reflect Bhutan’s gradual embrace of globalisation while striving to balance its heritage and progress.
So, what has driven Bhutan’s transformation, and what lies ahead for this Himalayan kingdom?
A High Value, Low Volume Strategy
Bhutan has long been a coveted destination, and its allure is only growing. According to Travel World, the kingdom recorded a staggering 25,003 arrivals between 1 January and 31 March 2024 – double the figure for the same period in 2023.
Preserving its eco-friendly ethos is at the heart of Bhutan’s identity. The kingdom’s “high value, low volume” tourism model is a masterclass in balancing cultural preservation with economic development. First introduced by Bhutan’s Fourth King in 1974, when the country cautiously opened its borders, the strategy prioritises quality over quantity, deliberately steering clear of mass tourism to safeguard its cultural authenticity and environmental heritage.
A cornerstone of this approach is the Sustainable Development Fee (SDF) – a daily levy charged to visitors. The funds directly support Bhutan’s sustainability initiatives and conservation projects, ensuring that the country’s unique charm and pristine landscapes remain intact for generations to come.
“This ensures that the economic benefits of tourism are broadly shared, from local communities to the national level, while minimising potential harm to Bhutan’s environment and cultural integrity,” Damcho Rinzin, Director of the Department of Tourism, Bhutan, told BurdaLuxury. “By maintaining this approach, Bhutan has preserved its authenticity and offers travellers genuinely enriching experiences that highlight the country’s unique heritage. This model does not only safeguard Bhutan’s treasured resources but also serves as an exemplary practice of sustainable tourism, balancing economic growth with the well-being if its people and the protection of its natural and cultural assets.”
Bhutan has always taken a measured approach to preserving its culture and traditions.
“The unique policy of ‘high value, low volume’ and the daily Sustainable Development Fee (SDF) helps Bhutan in preservation of culture,” added Rinzin. This policy reflects Bhutan’s steadfast commitment to balancing the allure of tourism with the preservation of its unique identity. By channeling revenue from the SDF into vital initiatives – such as cultural and environmental preservation and youth upskilling programmes – the country ensures that tourism supports rather than compromises its long-term sustainability. This approach safeguard’s Bhutan’s environment, culture, history, and resources, while prioritising the wellbeing of locals, visitors, and the destination itself. It’s a forward-thinking model that redefines tourism as a force for meaningful, mutual enrichment rather than mere economic gain.
All tours are led by certified local guides, ensuring respectful storytelling of Bhutan’s traditions. Strict regulations protect heritage sites and cultural landmarks, safeguarding the country’s most valued assets from exploitation or harm.
Bhutan’s tourism sector promotes green certifications for accommodations and services, setting clear sustainability standards. Efforts to maintain hiking and birding trails support biodiversity while offering travellers access to pristine wilderness. Additionally, youth training initiatives prepare the next generation for careers in hospitality, ensuring tourism growth aligns with Bhutan’s commitment to sustainability and cultural preservation.
“There are huge investments being made at the national level in terms of upskilling our tourism and hospitality sector, re-certifying our guides and accommodation providers, revamping the tourism infrastructure and creating new and unique experiences for all our guests,” said Rinzin. “We also collaborate with our partners in the Bhutanese travel and tourism industry to work together to attract conscious travellers from around the world.”
“Every Bhutanese citizen is considered a stakeholder in tourism, viewing tourism as a collective responsibility, with each citizen playing a role in welcoming visitors and ensuring that the tourism industry continues to support the nation’s cultural and environmental preservation, while fostering economic growth,” added Rinzin.
Nature’s Paradise
Being in Bhutan is a privilege, with its diverse landscapes and breathtaking beauty offering a truly unique experience. Guest itineraries in Bhutan can be tailored to a wide range of interests, ensuring there’s something for everyone. Whether visitors are seeking adventure, trekking, fashion, culinary delights, festivals, wellness, or spiritual and cultural pursuits, Bhutan offers a rich array of experiences that cater to every taste and curiosity.
Bhutan’s revival of the Trans Bhutan Trail offers adventurers a chance to explore the country’s natural beauty and historical sites. The kingdom is also becoming a top destination for astrotourism, with its pristine skies perfect for stargazing.
Nature enthusiasts are drawn to Bhutan’s rich biodiversity, including over 770 bird species, many rare or endangered. The golden mahseer, a prized fish, also thrives in its rivers, with catch-and-release fishing helping to preserve the iconic species.
Hospitality at its Finest
Bhutan enforces strict regulations for its hotel industry, with only properties holding a three-star rating or higher permitted to host tariff-paying tourists. This results in a more refined and selective range of accommodations. The country boasts a mix of both local and international hotels, all adhering to these regulations while offering exceptional itineraries that highlight Bhutan’s unique attractions.
Gangtey Lodge, nestled in Bhutan’s scenic Phobjikha Valley, is an award-winning 5-star boutique hotel that seamlessly combines luxury with adventure and spiritual experiences.
“At Gangtey Lodge, our core mission has always been to provide guests with a deep connection to Bhutan – spiritually, emotionally, and physically – whilst bringing positive impacts to the community and environment that we serve,” Gangtey Lodge’s co-founder Khin Omar Win told BurdaLuxury. Guests at Gangtey Lodge can indulge in bespoke nature walks, guided meditation sessions with Lamas from the nearby monastic school, and sustainability-driven activities that highlight Bhutan’s unique environment.
Win mentions that they have observed an increase in bookings from Southeast Asian markets, particularly from Indian and Chinese travellers.
“We cater to the interests of these new and returning visitors by providing personalised guided meditation sessions, cultural immersion programmes, and nature treks led by knowledgeable local guides,” she said. “Our goal is to ensure that each guest’s stay is a deeply personal, transformative experience that resonates with their desire for peace, reflection, and connection to nature.”
“Being the last Buddhist Kingdom in the Himalayas and the first country to become carbon negative, guests are drawn to Bhutan for its spirituality, authenticity, and sustainability,” explained Win. “Guests are particularly attracted to Bhutan’s unique approach to tourism, which prioritises well-being, environmental conservation, and cultural immersion. Many have expressed a deeper appreciation for Bhutan’s philosophy of Gross National Happiness, and value the Kingdom’s commitment to preserving its cultural and environmental integrity through its high value low impact tourism policy.”
Meanwhile, Amankora, part of the world-renowned Aman Group, opened its first lodge in Bhutan in 2004 and has since expanded its presence in the country with five lodges.
“Across the five valleys where our lodges are situated, we curate diverse activities centred on wellness, culture, spirituality, culinary arts, and outdoor adventure. Bhutan excels as a destination that seamlessly integrates these elements, and at Amankora, we strive to craft truly immersive and unparalleled Bhutanese journeys,” Theo Cromhout, country general manager of Amankora told BurdaLuxury. The Tiger’s Nest Cabin, located at the trailhead of the iconic monastery, offers a peaceful retreat with stunning views of the cliffside site. Set in a pine forest, it provides private dining options, from a sunrise breakfast to a restorative lunch, enhancing the guest experience.
“Bhutan is a relatively new and emerging destination, so our primary goal in Asia is to increase awareness of the country and the diverse experiences available across the five valleys where Amankora lodges are located,” added Cromhout. To attract this market, they’ve curated unique culinary experiences that spotlight Bhutanese ingredients and local cuisine. These include chef-led cooking classes, visits to farmers’ markets, and immersive dining experiences that connect guests with Bhutan’s agricultural heritage. Outdoor activities like hiking and mountain biking further enhance the experience.
As for bookings, China has been their second-largest market, with strong growth also from Taiwan, Singapore, Thailand, Indonesia, and India. “This growth is largely due to attracting visitors during May to August, traditionally considered low season,” said Cromhout. “Bhutan’s year-round appeal, coupled with effective efforts by Bhutan Tourism to address seasonality through increased destination awareness, has successfully boosted tourist arrivals during these months.”
Getting involved with the community is integral. “We actively engage in community initiatives for example, in Gangtey Valley, we support a local school in the remote rural area. Additionally, recognising agriculture as a vital part of the economy, we’ve partnered with over 50 farms in a pilot project to source ingredients directly from farmers. This mutually beneficial arrangement provides us with fresh, locally sourced produce at preferred pricing while ensuring farmers receive direct economic support, positively impacting their communities,” said Cromhout.
Six Senses Bhutan has seen a 30% year on year growth in 2024 over 2023. They’re placing a particular focus on India and China as markets. “Both have great potential with India right on our doorstep, Indian guests can visit Bhutan year round as a long weekend destination versus the rest of the world which sees Bhutan as a once in a lifetime destination,” said Claudine Triolo, Six Senses’ Country Director of Sales, Marketing and Journeys. “China is still a small market but there is growing interest in exploring its culture. Southeast Asian countries like Indonesia and Thailand are also growing with Bhutan just a 3-hour flight from Bangkok, but with a completely different climate.”
“Feedback has been excellent. Bhutan is still a mystery to many and touches people at an emotional level when they take the time to discover it,” she added.
Flights
The growth in tourism has been bolstered by improved flight accessibility. Drukair, which started as a single-aircraft operation in 1981, has since expanded to a modern fleet of Airbus A320s. The airline now serves 10 international destinations across six South Asian countries, with Paro International Airport as its base. Additionally, Drukair operates flights to three domestic destinations and offers helicopter services, broadening its reach beyond fixed-wing operations.
“This expansion has been pivotal in opening Bhutan to the global community, boosting tourism, fostering international business, and facilitating cultural exchange,” Drukair’s CEO, Tandi Wangchuk told BurdaLuxury. “Drukair’s role in connecting Bhutan to the world has supported the country’s development by enhancing global access to Bhutan’s unique cultural and natural heritage.”
In line with Bhutan’s Gross National Happiness philosophy, Drukair focuses on reducing its carbon footprint through a fuel-efficient fleet, optimised flight routes, and eco-friendly onboard practices, including minimal plastic use.
The cultural experience begins from the moment you step onboard. “Guests are greeted by our cabin crew dressed in traditional Bhutanese attire, and our in-flight menu features Bhutanese cuisine, allowing passengers to experience a taste of Bhutan even before they arrive,” said Wangchuk. “We also offer a selection of Bhutanese music and films as part of our inflight entertainment. Our aircraft cabin interiors feature subtle Bhutanese design elements, reflecting the country’s rich heritage. This cultural immersion is integral to our brand and enhances the overall travel experience for our passengers,” added Wangchuk.
Drukair has ambitious plans for expansion, including the addition of new aircraft like the Airbus A321XLR, enabling long-haul routes to destinations such as Japan and Australia. In line with the Gelephu Mindfulness City project, they are developing new routes to connect Bhutan to global markets. The airline is also investing in digital transformation to enhance the passenger experience, from booking to boarding, and plans to expand partnerships with international airlines. “These developments are designed to meet the growing demand for travel to Bhutan, while maintaining the high standards of service and sustainability that Drukair is known for,” said Wangchuk.
Attracting Visitors
The Department of Tourism is actively promoting Bhutan through a range of marketing initiatives. These include regular press releases, campaigns like the Brand Believe campaign, festival and event promotions, roadshows, improved photography and videography, and press trips, all aimed at showcasing the country and attracting more visitors.
On January 24, 2025, Ed Sheeran will make history in Bhutan, headlining the country’s first major international concert at Thimphu’s iconic Changlimithang Stadium. The concert is spearheaded by Gelephu Mindfulness City (GMC), a visionary project championed by His Majesty King Jigme, blending sustainable development with Bhutan’s cultural heritage.
Bhutan as a destination is evolving too. “Increasingly, as the world slowly recovers from the pandemic, Bhutan is being recognised not just as a place for sightseeing but as a destination for transformative travel – where visitors experience a different way of living, disconnect from the stresses of modern life and reconnect with nature, culture, and themselves,” said Win.
BurdaLuxury’s Lens
As Bhutan steps boldly into the global spotlight, it continues to offer a unique blueprint for balancing modernity and tradition. The kingdom’s transformation – from an isolated Himalayan enclave to a sought-after destination – is a testament to its commitment to preserving cultural heritage while embracing the opportunities of the global era. For Asian travellers, Bhutan is more than just a scenic escape; it’s an invitation to witness a nation harmonising progress with its deeply rooted values. Whether drawn by its breathtaking landscapes, its rich traditions, or its sustainable ethos, visitors leave with more than memories – they carry lessons on what it means to tread lightly and live meaningfully. Bhutan’s story, much like its famous prayer flags, flutters onward, sending ripples of inspiration far beyond its borders.
