The Bhutan Department of Tourism, in collaboration with the Association of Bhutanese Tour Operators, has launched the inaugural Bhutan International Travel Mart (BITM) 2026. The event, held from 11 to 13 June, brings together over 200 international travel buyers and more than 50 Bhutanese exhibitors, including tour operators, hotels, and airlines, to foster global partnerships and showcase Bhutan's unique tourism offerings.

BITM 2026 marks a significant milestone in Bhutan's strategy to enhance its reputation as a high-value tourism destination. The event features business-to-business meetings, destination showcases, and networking opportunities, allowing international buyers to connect with Bhutanese tourism suppliers. This initiative aligns with Bhutan's focus on sustainable tourism, aiming to attract high-value travellers whilst preserving the nation's cultural and natural heritage.

Damcho Rinzin, Director of the Department of Tourism, emphasised the strategic importance of BITM, stating, "BITM is more than a trade event. It is a strategic platform that strengthens Bhutan’s engagement with international markets whilst showcasing our distinctive approach to high-value, regenerative tourism."

For UK travel businesses, BITM presents new opportunities to develop bespoke itineraries and experiential travel programmes, catering to the growing demand for meaningful and immersive travel experiences. As interest in lesser-explored destinations rises, Bhutan's tourism model offers a compelling option for travellers seeking culture, nature, and adventure.

The Bhutan International Travel Mart is set to become an annual flagship event, providing a dedicated platform for international travel professionals to explore long-term business opportunities in Bhutan's distinctive tourism landscape

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.