Bhutan on the radar for British travellers
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Welcome to the country that officially recognises Gross National Happiness over GDP
How is Bhutan performing in terms of UK visitor numbers? What are the projections for 2015?
Bhutan is performing well in terms of UK visitor numbers. We have seen an increase in British visitors between 2013 (2,291 visitors) and 2014 (2,680 visitors) and we are expecting a 16% increase in visitor numbers for 2015.
Who visits Bhutan from the UK and why? What trends are you noting?
Bhutan is suitable for a number of different travellers, from adventure minded people looking to explore the Himalayan mountains throughout our Kingdom to culture enthusiasts looking to experience Bhutanese way of life, our traditions, history and temples. It is a unique destination and, as a nation we collectively work to ensure that we maintain the environment and offer a unique travel experience for all visitors.
The Tourism Council of Bhutan has noticed a consistent rise in visitor numbers from the United Kingdom, particularly from seasoned travellers looking to explore a destination that is “off the beaten track”.
What trade initiatives are helping to driving demand?
As a small nation we try to showcase the beauty of Bhutan globally. We participate in global tourism fairs, such as WTM, ITB, JATTA and TITF to name a few. During these trade shows we try to meet with as many of our tourism partners as possible to update them on news and developments from Bhutan. We also participate in advertising campaigns to draw consumer awareness towards Bhutan.
What other factors are helping put Bhutan on the tourism map for UK visitors?
Bhutan’s tourism offerings are the main draw for British visitors. Our cultural offerings are unique in the fact that we still retain many of our traditions and it is very common to see locals still dressed in their traditional outfits while performing day-to-day tasks. Another draw is our trekking and adventure offerings. With many treks across the country ranging from three to 21 days long, there is something on offer for all abilities.
What niche markets does Bhutan suit and how will you raise awareness amongst these groups?
Bhutan is suitable for the following groups:
- DINKS – due to the digital uptake by this group, we target them through social networking natives and online advertising
- Seasoned Travellers & well educated – A large proportion of the travellers to Bhutan from the UK are over 45 years old. They are seasoned travellers who we target through a number of TV, print and online advertising campaigns
- Wellness Travellers – Bhutan is perfect for travellers looking to recoup and rejuvenate. A number of our luxury hotels offer brilliant spa and retreat activities as part of a relaxing itinerary taking travellers to the many temples across the country. We work with our tour operator partners to sell wellness related activities/packages to UK travellers
- Spiritual travellers – Spirituality spans all aspects of Bhutanese life and thus the destinations offers a fantastic getaway for those seeking spiritual enlightenment. Many visitors can book with a tour operator to spend some time with a local monk to learn meditation and discovery.
What new tourism infrastructure is in place in Bhutan?
In 2013, Bhutan Airlines was launched offering flights to Bhutan. The privately owned airline has flights from Delhi, Bangkok, Kathmandu and Kolkata to Paro International Airport. Additionally in 2011 we opened the domestic airport in Bumthang in Central Bhutan offering twice a week flights with Druk Air.
Our Eastern and Southern Bhutan Airports (Trashigang Airport and Gelephu Airport) are currently under renovation to further improve airlinks across the country.
2015 has also seen a number of new luxury hotels open across the country. Two of note are the Le Meridian, Thimphu and Aman, Punakha.
If you could give five top selling points for Bhutan, what would they be?
- The idea of the country prioritising Gross National Happiness over GDP
- Exotic and unique culture
- Pristine natural beauty
- The perception of Bhutan being largely undiscovered
- The perception of Bhutan being Trekkers’ paradise being located in the Himalayan range
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