“Friends of Tourism” initiative to foster high-value tourism

The Department of Tourism (DoT) has launched the “Friends of Tourism” initiative to develop and promote tourism while fostering community development and sustainability.

The programme aims to unite individuals and organizations as partners to nurture Bhutan’s tourism sector, create meaningful experiences, and support the country’s aspirations.

The director of DoT, Damcho Rinzin, said that the initiative is inspired by the Druk Thuksey medal awarded to the tourism industry. “It is our collective responsibility to work hard and build a bright future for Bhutan through tourism. This can only be achieved together, as friends and partners of tourism,” he said.

The “Friends of Tourism” initiative reinforces Bhutan’s “High Value, Low Volume” tourism model, targeting discerning visitors who value the country’s culture, heritage, and environment. “These travelers, willing to pay a premium, are drawn to authentic, meaningful experiences that align with Bhutan’s sustainable ethos,” said Damcho Rinzin.

The director said that the initiative encourages everyone, even those not directly involved in the industry, to take proactive responsibility to generate positive, high-value impacts. “We pledge to provide authentic experiences supported by world-class services and personal care.”

The “Friends of Tourism” initiative will empower stakeholders to take proactive actions, ensuring benefits for both Bhutan and its guests.

The programme will focus on promoting excellence in the tourism sector by fostering capacity building, professional standards, and innovative offerings. It also aims to diversify tourism products, ensuring Bhutan remains a global leader in sustainable, regenerative tourism.

The initiative will also promote excellence and enhance professionalism in the tourism industry by supporting monitoring, capacity building, and knowledge creation. It aims to diversify tourism offerings through innovation and creativity.

In addition, the ‘Friends of Tourism’ will strengthen collaboration and partnerships by fostering mutual support. The program seeks to ensure that Bhutan remains a global leader in regenerative and high-value tourism by adopting high standards and promoting sustainable, green tourism practices along with collective regulation.

The DoT also launched a monthly tourism bulletin to keep stakeholders informed about industry updates.

According to the November 2024 bulletin, Bhutan received 15,990 tourists during the month, an increase of 6,753 compared to November 2023. Of these, 7,034 were international tourists, while 8,956 were from India.

Around 7,986 tourists entered through Paro International Airport, 8,018 through the Phuentsholing Integrated Check Post, 41 through Samdrupjongkhar, and 16 through Gelephu.