The Department of Tourism of Bhutan has unveiled Tashel Melong, an annual publication aimed at assessing and reimagining the country's tourism sector. This initiative, under the Ministry of Industry, Commerce, and Employment, seeks to provide insights into the sector's performance and strategic activities, positioning Bhutan as a high-value, regenerative tourism destination.
Tashel Melong, meaning "tourism mirror," reflects the achievements and challenges within Bhutan's tourism industry, supporting evidence-based decisions for sustainable growth. The publication aligns with Bhutan's national development priorities, such as the 21st Century Economic Roadmap and the Bhutan Integrated Tourism Masterplan 2025–2034. These frameworks aim for tourism to contribute 10–15% to the national GDP by 2050, in harmony with the principles of Gross National Happiness.
In 2025, Bhutan experienced a remarkable 44.33% increase in tourist arrivals, with 209,376 visitors, significantly surpassing the global average growth of 4–12%. Notably, visitors from Countries Other Than India accounted for 40% of arrivals, up from 27% in 2019. Tourism revenue from the Sustainable Development Fee reached $43.31 million (US$43.31 million), a 49.1% increase from 2024.
The report highlights Bhutan's efforts in marketing, digital outreach, and capacity building, enhancing its international visibility. New events, attractions, and sustainability initiatives promote year-round tourism. The introduction of digital platforms like the Tourist Registration System and Tashel ZoomDu aims to improve coordination and engagement with industry partners.
The Director of the Department of Tourism stated, “Tashel Melong is intended to be both a mirror and a compass for Bhutan’s tourism sector, and it is a reflection of the hard work of the tourism industry.” This initiative underscores Bhutan's commitment to regenerative tourism, delivering long-term value for communities and the economy
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