Thimphu, Sept 14: The sustainable development fee (SDF) has not stopped a steady flow of people coming into the land of the thunder dragon that welcomes everyone as chief marketing officer of Bhutan Tourism Carissa Nimah assured there is “no capping on number of tourists”. Bhutan, which charges USD 100 per person per night to all foreign visitors except those from India, who pay Rs 1,200 per person per night, has been successfully promoting ‘High value, Low volume’ policy, prioritising environment conservation and sustainability. “Bhutan always had a slightly different approach when it comes to tourism and tourism strategies… So, Bhutan’s tourism strategy is ‘high value, low volume’. Bhutan is not the mass tourism destination. It has never been, it doesn’t want to be.
This statement emphasizes the importance of a positive guest experience in driving sales. Let’s delve deeper into this concept:
**1. Understanding the Guest Experience:**
* The Guest Experience (GX) is more than just a transactional process.
“There is no cap in place, there is a misperception that we limit how many people come here. This is not true. We welcome everyone. In 2019, which was the busiest year for tourism in Bhutan, we welcomed around 3.5 lakh people and this for a population of 7.5 lakh is a considerable number. Still, we did not put a cap on the number of people coming to Bhutan,” she explained. The Kingdom of Bhutan, this year commemorates the 50th anniversary of opening its borders to international tourists. Bhutan started welcoming international visitors in 1974 to share its unique spiritual, cultural and natural heritage.
**Tourism in Bhutan**
Bhutan, a small Himalayan kingdom nestled between India and China, is a unique destination known for its rich cultural heritage, stunning natural beauty, and commitment to Gross National Happiness (GNH). The country’s tourism industry, while relatively small, plays a significant role in its economy. Bhutan’s tourism industry is primarily focused on eco-tourism and cultural tourism.
“When people visit Bhutan for the first time, many people just visit Thimphu, Paro, Punakha or may be they go to Gatshel and Bumthang but there are many more more places to see outside these main five Valleys in Bhutan,” she said, adding that the country is well on track to hit the pre pandemic number of foreign tourist arrivals — over 3 lakh — next year. Filled with abundant beauty and breath-taking landscapes, Bhutan, the world’s first ‘carbon negative’ country, according to Nimah, has something for everyone — ranging from adventure tourism to cultural tourism and more. The land-locked country, almost the same size as Switzerland but with hardly “1/8th of its population”, is constitutionally mandated to have at least 60 per cent of its land covered by forest at all times.
Bhutanese culture is a unique blend of Tibetan, Indian, and indigenous traditions. This blend is evident in their architecture, art, music, and cuisine. The country’s unique approach to tourism is also a key factor in preserving its culture.
The project aims to create a sustainable and harmonious society by promoting mindfulness practices. The project is expected to be a global hub for mindfulness, attracting visitors from all over the world. It will be built on a 100-acre plot of land in the Himalayan foothills, offering breathtaking views of the Himalayas. Mindfulness City will feature a range of facilities and activities designed to promote mindfulness, including meditation centers, yoga studios, and wellness retreats.
