Known to the world as the Hermit Kingdom, Bhutan is beginning to emerge as a truly unique destination for global travellers.
In August of last year, the country reported a 90 percent surge in foreign arrivals, with numbers standing at 111,536 compared to the 83,241 recorded in the same month in 2024.
This is remarkable, especially given where it began: a mere 287 curious foreign tourists who somehow made their way to Bhutan when the country first chose to open its borders to travellers in 1974.
Today, Bhutan isn’t just ensuring that people see it on the map, but also making sure that they both spread the word about what it has to offer travellers and come back to the country for another visit.
In this feature, we delve into how Bhutan is emerging as one of Asia’s destinations to watch and what improved tourism numbers will mean for the country in the long run.
Making things easier
One thing that is encouraging tourists to consider a trip to Bhutan is the way the country has made its visa application process easier over the past several years, opting not to have any restrictions against race or nationality.
Aside from being inclusive, air connectivity to the country has also improved; in recent years, airlines from Bangladesh, India, Nepal, Singapore, and Thailand have begun offering both direct and transit flights to and from Paro International Airport.
At the same time, the country also halved its Sustainable Development Fee (SDF) from US$200 to US$100 per day for foreign tourists seeking to experience the country for themselves.
The governing aspects of Bhutanese tourism
To understand Bhutan as a destination is to keep three concepts in mind:
- The country’s High Value, Low Volume ethos Bhutan actually keeps a tight rein on tourist arrivals. To be fair: they’re not aiming for volume and are more about giving travellers an authentic experience of the country’s culture, traditions, and environs. Indeed, despite being halved, the amount charged as SDF is still considered steep by many travellers, especially backpackers and budget tourists. But keep in mind where it goes: revenues collected from the SDF initiative go into the improvement of public infrastructure as well as improved services for locals and visitors alike;
- An emphasis on sustainability The SDF also helps fund sustainability initiatives which keep the mountain environment pristine. Bhutan also has strict laws on environmental protection, especially given its almost negative carbon footprint and the fact that over 70 percent of the country is under forest cover; and
- An emphasis on cultural preservation One key beauty of Bhutanese tourism lies in one of the country’s core tenets: Gross National Happiness. The concept was introduced by the country’s current monarch King Jigme Sigye Wangchuk in 2008 and emphasises holistic well-being rather than mere economic growth. As such, even the country’s tourism sector is focused on its key tenets of spirituality, cultural authenticity, respect for the environment, and good governance. As a result, many of the country’s attractions lean towards experiences that are not watered down for the benefit of tourists; rather than bending to the whims of foreigners, those managing Bhutanese attractions and historical sites seek to preserve the authenticity and integrity of their heritage as a way of teaching the outside world about their culture. This even extends to luxury accommodations and holistic retreats catering to foreign travellers, offering the country’s unique approach to wellness and spirituality as a way of helping others.
Admittedly, Bhutan’s tourism infrastructure is still in its developmental phase and most travellers would flinch at their rustic nature.
But for those seeking authenticity and a holistic approach to being happy outside of the pressures of the outside world, then the Hermit Kingdom is definitely worth a visit.
