Bhutan’s DoT is reimagining its tourism strategy, prioritizing community, integrity, and national vision through a collaborative, government-driven, private sector-led model. DoT director Damcho Rinzin emphasizes Bhutan’s “High Value, Low Volume” tourism policy, aiming for sustainability and regenerative tourism, involving local ownership and fostering a hospitable environment. Bhutan’s DoT is implementing a FoT partnership to promote accountability and innovation in tourism services, aiming to avoid repeating 2019’s mistakes. DoT is implementing reforms to maintain professionalism and trust in the sector, including mandatory drug testing and performance monitoring to ensure reliable staff.
The national vision of a reinforced economy, a trust economy, and a brand economy is closely aligned with these trends. To make sure that travel becomes more than just a visual wonder but also a global model of moral, regenerative development, Bhutan’s tourism industry seeks to collaborate with flagship projects like the Gelephu Mindfulness City. The Department recently inked a MoU with the HRAB under the FoT initiative to boost the lodging industry. Joint monitoring, capacity building, service quality improvement, and hotel assessments are all part of the partnership. Every Bhutanese, he said, has a part to play in determining the future of the country’s tourism industry.