The Department of Tourism, Bhutan, organized a special India roadshow in June of this year to commemorate the 50th anniversary of the country’s tourism industry. The roadshow covered four major Indian cities: Delhi, Ahmedabad, Mumbai, and Kolkata. It was a significant initiative that demonstrated Bhutan’s dedication to its most important market, India. The campaign was launched against the background of Bhutan’s rise to prominence as a vacation destination, especially for Indian tourists visiting in the summer.
Bhutan Celebrates 50 Years of Tourism: 10 Key Points To Know
- 50th Anniversary of Bhutan Tourism: Bhutan’s Department of Tourism celebrated its 50th anniversary in 2024, marking five decades since tourism began in the country in 1974.
- India Roadshow: A special roadshow was organized in June 2024, covering four major Indian cities—Delhi, Ahmedabad, Mumbai, and Kolkata—to strengthen ties with the Indian market.
- Significance of the Indian Market: India remains Bhutan’s top source market, with nearly 23,000 Indian visitors in May 2024 alone, making it the busiest month since the pandemic.
- Focus on High-Value, Small-Group Travel: Bhutan continues to emphasize high-value, small-group tourism to ensure a quality experience for visitors.
- Expanding Tourist Destinations: Bhutan is promoting lesser-known regions like Ha Valley and Bumthang to encourage deeper exploration beyond popular destinations like Paro and Thimphu.
- Rise in Tourist Numbers: Bhutan is on track to double its tourist numbers in 2024, aiming for 200,000 arrivals, with a long-term goal of 100,000 Indian visitors by 2026.
- Niche Tourism Opportunities: The country is targeting niche markets like adventure tourism, including motorcycle riding, birdwatching, and fishing, particularly attracting Indian tourists.
- Digital Marketing Focus: Bhutan is increasingly using digital platforms to connect with younger audiences, particularly Gen Z, through influencers and social media campaigns.
- Future Roadshows: Bhutan plans to organize another tourism roadshow in India in 2024, focusing on a new season and targeting Tier-II Indian markets.
- Sustainable Tourism: Bhutan is committed to maintaining sustainable tourism practices that benefit both visitors and local communities, with a focus on preserving the country’s cultural and natural heritage.
Carissa Nimah, Chief Marketing Officer of the Department of Tourism, Bhutan, spoke exclusively with ET Travel World about marketing tourism in the country and looked back on the last 50 years. “We are celebrating our 50th anniversary this year since Bhutanese tourism started in 1974. It’s been an amazing journey of development and evolution, and as of right now, we’re still focused on high-value, small-group travel and making sure that every visitor has an amazing time from beginning to end,” Nimah said.
Bhutan is on track to receive twice as many tourists in 2024 as it did in 2023 (103,000) with a minimum of 200,000 arrivals. Nimah underscored the significance of the Indian market, stating, “India has always been our top source market. We attracted almost 23,000 Indian visitors in May 2024 alone, making it our biggest month since reopening after the epidemic in September 2022.”
An entrance to exciting new experiences
The India roadshow was more than simply a celebration of Bhutan’s tourism achievements; it was also a means of interacting with experts in the travel industry in four different locations. The goal was to raise public knowledge of Bhutan’s travel opportunities, especially during the summer. “Nowhere else in the world offers the unique blend of nature, culture, and spirituality that Bhutan offers,” Nimah said. Eighteen Bhutanese businesses, including hotels, airlines, and tour operators, participated in the roadshow and displayed promos, packages, and exclusive deals.
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Bhutan: Beyond Thimphu and Paro
Nimah also saw a change in traveler behavior, with tourists spending more money and staying longer, which is especially consistent with Bhutan’s objective of providing a high-end, immersive experience. “The average stay for Indian guests is now five to six nights, while for visitors from further afield—like Europe and the US—it’s around nine nights,” she said. “This change reflects the deeper exploration of the country beyond the well-trodden paths of Paro and Thimphu.”
Increasing public knowledge of its lesser-known areas, such as Ha Valley and Bumthang, is currently one of Bhutan’s top goals. “Though Paro and Thimphu are well-known, Bhutan offers a plethora of other places to discover.” We are committed to bringing attention to lesser-known locations that provide genuine and unspoiled experiences, such as Ha Valley, Bumthang, and Gangtey. For example, Nimah noted that Ha Valley is the last valley in Bhutan to be accessible to outsiders and provides a really genuine experience. “Our job is to tell the stories of these untouched places and encourage travelers to venture beyond the usual routes,” she said.
Bhutan is also pursuing niche niches in the travel and adventure industries, such as motorcycle riding. The nation is the perfect location for these activities because of its breathtaking scenery and tranquil atmosphere.
We’ve seen an increase in motorcycle interest, particularly among tourists from India. For those who like riding, Bhutan’s highways and picturesque itineraries provide an amazing experience
Nimah
Plans for the future and campaigns
Since Bhutan continues to draw a wide variety of tourists, the Department of Tourism is interested in using digital media to connect with younger audiences, especially Gen Z. In order to interact with younger travelers who are seeking novel and genuine experiences, we are concentrating on digital promotions. According to Nimah, “influencers and media partners are essential in promoting Bhutan’s values and destinations digitally.”
Bhutan is expanding its product line to include additional experiences designed for certain customers. With 745 different bird species found in Bhutan, the nation is encouraging birdwatching among its outdoor lovers.”Birding has become particularly popular among Indian guests,” Nimah said. To further expand the array of adventure sports offered, Bhutan has lately opened up fishing for the rare Golden Mahseer and night rafting.
Bhutan’s tourism strategy continues to place a strong emphasis on India, with new initiatives to reach this market via roadshows and focused advertisements. In order to better highlight the variety of experiences available in the nation, Bhutan intends to undertake another tourist roadshow in India in 2024, this time with an emphasis on a new season. “We acknowledge the increasing interest from India’s Tier-II markets, where disposable incomes are rising and traveler awareness is rising to new destinations,” Nimah said We want to maintain the momentum and go on forging strong bonds with our partners in India.
Maintaining Bhutan’s fundamental principles is crucial, Nimah said, as the nation’s tourist offers continue to change. “Our long-term goal is to ensure that tourism in Bhutan remains sustainable and beneficial to both visitors and our local communities,” she said. “We are excited about the future and the continued growth of tourism in Bhutan, particularly with our strong relationship with the Indian market.”
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