Bhutan launches campaign to celebrate 50 years of tourism to the kingdom

2024 signifies the Golden Jubilee since Bhutan opened its doors to the world in 1974. The festivities will take place throughout the year, culminating on December 17th, 2024, in honour of Bhutan’s National Day.

From the beginning, Bhutan has embraced a “high value, low volume” policy and has remained committed to sustainable tourism. This approach aimed to ensure a balanced and mindful development of its tourism sector. Bhutan has steadily welcomed more guests, peaking in 2019 at around 320,000 guests annually.

Bhutan is the only country in the world to implement a Sustainable Development Fee (SDF) for all guests, which is currently charged at USD 100 per adult per night. The funds from the SDF go towards various initiatives, including preserving the country’s pristine environment, maintaining its cultural heritage, and providing free health care and education.

“We are immensely proud to celebrate 50 years of tourism in 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,” said H.E. Tshering Tobgay, the Honourable Prime Minister of Bhutan.

It plans a series of activities throughout the campaign period including:

• Tourism Awards: Bhutan’s first-ever tourism awards will be held in August, celebrating excellence and innovation in Bhutan’s tourism sector.
  
  
• TedX Talk: Featuring multiple speakers from Bhutan discussing topics related to tourism, sustainability and future projects.
  
  
• Jewellery Collection & Fashion Show: The event will showcase Bhutanese-inspired craftsmanship and design over the past fifty years.
  
  
• Global Embassy Events: Hosting events at Bhutanese embassies worldwide, inviting media and travel trade to learn about Bhutan’s past and future tourism.
  
  
• Industry Collaboration: Other initiatives include launching new itineraries, introducing a loyalty programme, and working with the tourism industry to include the 50-years celebration into the guest experience, among other projects.