Celebrating 50 Years of Tourism in Bhutan: Honoring the Past, Shaping the Present, and Envisioning the Future

Bhutan is celebrating a momentous milestone: the golden jubilee of tourism. From June 2nd to December 17th, 2024, Bhutan’s Department of Tourism is unveiling a landmark campaign to commemorate 50 years since the Kingdom first opened its doors to the world in 1974. This celebration coincides with Bhutan’s National Day, marking a significant period in the nation’s history.

A Journey Through Time

Bhutan’s tourism journey began five decades ago, in conjunction with the Coronation of His Majesty the Fourth King of Bhutan. From its inception, Bhutan adopted a “high value, low volume” tourism policy, focusing on sustainable tourism long before it became a global trend. This approach not only generated revenue but also allowed Bhutan to share its rich cultural heritage while ensuring mindful development.

The first tourists to Bhutan—eight Americans, five Spaniards, and one Argentinian—embarked on a challenging journey by road, as air travel was not available at that time. These pioneering visitors paved the way for hundreds more, and in 1983, the launch of Bhutan’s national airline, Drukair, significantly boosted tourism by making travel more accessible.

Milestones and Impact

Bhutan saw a peak in tourism in 2019, with around 320,000 guests. Notably, Bhutan is the only country in the world to implement a Sustainable Development Fee (SDF) of USD 100 per adult per night. The SDF funds initiatives that preserve the country’s environment, maintain cultural heritage, provide free healthcare and education, and support sustainable development projects.

Golden Jubilee Celebrations

To honor 50 years of tourism, the Department of Tourism, along with various stakeholders, has planned a series of events and activities:

Kickoff Event: The celebrations will begin with a blessing ceremony at Kuensel Phodrang (Buddha Dordenma statue) in Thimphu on June 2, 2024.

Tourism Awards: In August, Bhutan will host its first-ever tourism awards, celebrating excellence and innovation in the sector.

TedX Talk: Featuring speakers from Bhutan discussing tourism, sustainability, and future projects.

Jewelry Collection & Fashion Show: Showcasing Bhutanese-inspired craftsmanship and design over the past fifty years.

Global Embassy Events: Bhutanese embassies worldwide will host events to share Bhutan’s tourism history and future plans with media and travel trade.

Dzongkhag Visits: Collaborations with districts to narrate their unique tourism stories from the past 50 years.

Preserving Memories: Creating content to showcase Bhutan’s tourism journey, including a new brand film, a printed magazine, a coffee table book, a mini-documentary, and posters.

Industry Collaboration: Launching new itineraries, a loyalty program, and integrating the 50-year celebration into the guest experience.

As Bhutan celebrates this golden jubilee, it invites the world to honor its past, engage with its present, and envision a future of sustainable and enriching tourism. Join the festivities and experience the unique charm of the Land of the Thunder Dragon.