In 2025, Bhutan’s tourism sector is experiencing significant growth, particularly from the U.S. and Canada, prompting the Bhutan Department of Tourism to engage travel advisors through monthly webinars. The first webinar of a six-part series, titled “Dispelling Myths and Misconceptions About Traveling to Bhutan,” took place on March 10, providing an introduction to the unique South Asian country, located strategically between India and China, and characterized by its lush forests covering 70% of its land.
Visitor numbers from the U.S. saw a 20% increase, while arrivals from Canada surged by 22%. This trend is expected to continue into 2026, bolstered by enhanced airlift capabilities to Paro Airport from key regions including Dubai, Thailand, Singapore, India, and Nepal. Looking to the future, a new international airport in Gelephu, Mindfulness City, is scheduled to open in 2029, further supporting tourism growth.
The Bhutan Department of Tourism has established a new national branding initiative, “Bhutan Believe,” which aims to project the kingdom as a bold and distinctive destination that invites visitors to reconnect with themselves and find inspiration. Phuntsho Gyeltshen, the chief marketing officer, articulates that Bhutan’s appeal lies in its low volume, high value tourism strategy targeting mindful visitors who appreciate the local culture. Gyeltshen acknowledges that despite strong interest in the destination, Bhutan’s capacity limits the number of visitors it can accommodate, emphasizing a journey with the country as a part of its development.
Bhutan enforces a sustainable tourism policy that includes a mandatory Sustainable Development Fee (SDF) of $100 per day for each tourist, aimed at funding free healthcare and education, sustainability efforts, cultural preservation, and infrastructure improvements. Exceptions to this fee exist for children under six years, and a 50% discount applies for children aged six to twelve.
During the webinar, travel advisors noted the feasibility of crafting Bhutan travel packages combined with visits to India, facilitated by local airlines such as Bhutan Airlines and Drukair Royal Bhutan Airlines. Furthermore, the Bhutan Tourism Services Portal serves as a vital resource for travel advisors, allowing them to connect with Bhutanese tour operators, accommodations, guides, and additional service providers through a user-friendly online dashboard. Advisors are also encouraged to directly contact Gyeltshen or market manager Singye Rinchen for further assistance in arranging visits to Bhutan.
