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Bhutan reopens its borders with new tourism strategy

22 September 2022

Strategy underpinned by enhancements to sustainable development policies, elevation of guest experience and infrastructure upgrades. Bhutan unveils new national brand: ‘Believe’

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The Kingdom of Bhutan today reopens its borders to international guests following the COVID-19 pandemic. The country has unveiled a new tourism strategy, underpinned by transformations in three key areas: enhancements to its sustainable development policies, infrastructure upgrades, and the elevation of the guest experience.

“Bhutan’s noble policy of High Value, Low Volume tourism has existed since we started welcoming guests to our country in 1974. But its intent and spirit were watered down over the years, without us even realising it. Therefore, as we reset as a nation after this pandemic, and officially open our doors to visitors today, we are reminding ourselves about the essence of the policy, the values and merits that have defined us for generations,” said H.E. Dr. Lotay Tshering, the Honourable Prime Minister of Bhutan.

“We must also ensure that we are a high value society, one that is infused with sincerity, integrity and principles, where people must always live in safe communities, among serene environments and derive comfort from the finest facilities. Typically, “high value” is understood as exclusive high-end products and extravagant recreational facilities. But that is not Bhutan. And, “low volume” doesn’t mean limiting the number of visitors. We will appreciate everyone who visits us to treasure our values, while we also learn as much from them. If that is what you are searching for, there is no limit or restriction. The best conduit to realising our vision are our youth and professionals in the tourism industry. While those working in the tourism sector will represent us at the forefront, the entire nation is the tourism industry, and every Bhutanese a host. The minimum fee we are asking our friends to pay is to be reinvested in ourselves, the place of our meeting, which will be our shared asset for generations. Welcome to Bhutan,” H.E Dr. Lotay added.