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TOURISM COUNCIL OF BHUTAN
Sustainable Tourism Development
Bhutan
12 April 2013
Tourism Policy : Vision
Foster a vibrant industry as a positive force in the
conservation of environment, promotion of cultural heritage,
and for significantly contributing to Gross National Happiness.
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Tourism Development Philosophy
“High Value Low Impact”
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Responsible Tourism
Unique Character
Authenticity Quality
Tourism Benefits
Direct Revenue (foreign Currency) USD 62m
Gross Revenue (GDP) USD 217m
Employment 28,000
Customer Satisfaction Score 86% (2011)
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Tourism Planning and Development
Five Year Plans
Annual Plans
Strategy
Dzongkhag (District) / Circuit Tourism Development Plans
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Tourism Initiatives
Vision 2020
▪ To be a premium exclusive long stay destination for culture, nature & wellness tourism
▪ Contribute to 25% of GDP year on year
▪ Promote the GNH philosophy
Key
Initiatives:
Cross
cutting
themes
Establish an overall governance architecture for adequate capacity, autonomy & empowerment to execute tourism plans
Other enablers : Integrated transport infrastructure, land availability, talent development 1
Develop key tourist amenities (e.g., visa processes, credit card infrastructure, tourist information centres) for convenient access and stay 8
9
Exclusivity and unique philosophy of Gross National Happiness
Strategic
thrusts
Nature: unexplored beauty Culture: ‘living’ culture and heritage Wellness: Spirituality and serenity
Flagship
projects
Supply Creation
▪ Bring FDI through international resort chains to develop properties in identified destinations
▪ Identify and develop heritage properties and homestays as private and community partnerships
Aviation
▪ Build adequate international airport and airline capacity
▪ Commence domestic helicopter/airline services to key destinations
Destination Marketing
▪ Identify 2-3 additional circuits
▪ Design value proposition & market Bhutan as an exclusive, year round destination
▪ Micro-market to tour operators in key source markets
1 2 3
Key
initiatives
Tourism
Sustainable and Responsible
Tourism
▪ Ensure highest compliance to
the protection of environment,
culture and communities
Integrated Destination Infrastructure
▪ Develop integrated infrastructure for
the 3 new circuits in the center
(Bumthang-Trongsa), east
(Trashiyangtse, Trashigang). south
(Manas, Zhemgang)
Supply up-gradation
▪ Roll out the star
classification system
▪ Upgrade hotel quality
and service delivery in
all A & B class hotels
Pricing and channel
▪ Deliver consumer value and
drive competition by liberalizing
the price regime while ensuring
high spends and national
revenues
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CBT in Merak Sakteng
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Eco-Tourism in Phobjikha
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Community Based Eco-Tourism in Manas
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Dangkhar Traditional Village
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Accommodation Classification System
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Hotels/Resorts
G-Houses/Lodges & Apartments
Marketing & Promotion
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Acts and Regulations Governing Tourism
• Tourism Policy and draft Tourism Bill
• Tourism Strategy 2005 and 2012
• Guidelines for Dev. Tourism Infrastructure in Protected Areas.
• Eco-Tourism Guideline
• Forest and Nature Conservation Act of Bhutan 1995
• Trekking Rules and Regulations 1996
• Tour Operators Rules and Regulations 1999
• Familiarization/FOC Regulations 1999
• Rules and Regulations on Accommodation for International Tourists 1999
• Bhutan Filming Regulations 1999
• Environment Assessment Act 2000
• Biodiversity Act of Bhutan 2003
• Forest and Nature Conservation Rules 2006
• Waste Prevention and Management Act 2009
• Guides’ Code of Conduct 2010
• Waste Prevention and Management Regulation 2012
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Thank You
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