The Himalayan kingdom of Bhutan unveiled a new tourism strategy focused on sustainable development policies, infrastructure upgrades and improved guest experience as it reopened its borders to international travellers today (September 23).

The country recently announced it would raise its Sustainable Development Fee (SDF) from $65 to $200 per person per night to fund investment in programmes that preserve Bhutan’s cultural traditions as well as sustainability projects, infrastructure upgrades, opportunities for youth and free healthcare and education.

Bhutan said it would also be increasing its efforts to maintain its status as one of the first carbon-negative countries in the world. In 2021, Bhutan sequestered 9.4 million tonnes of carbon against its emission capacity of 3.8 million tonnes. 

The government of Bhutan said it had used the Covid-19 shutdown to upgrade roads, trails, temples, monuments and public bathroom facilities and organise rubbish clean-up events. 

Standards and certifications process for tourism providers such as hotels, guides, tour operators and drivers have been enhanced and tourism industry employees were required to participate in 'upskilling' programmes to focus on enhancing service quality. 

The revamp of Bhutan’s tourism strategy comes amid a widespread ‘transformation project’ rolled out across the country, from the civil service to the financial sector. The changes are geared towards developing Bhutan’s human capital by equipping the population with more proficient skills, knowledge and experiences. 

As it reopens to travellers, Bhutan has unveiled a new tagline, 'Believe', to capture its "optimism and renewed ambition". 

Bhutan’s prime minister H.E. Dr. Lotay Tshering said: “Bhutan’s noble policy of high value, low volume tourism has existed since we started welcoming guests to our country in 1974. But its intent and spirit were watered down over the years, without us even realising it. 

“Therefore, as we reset as a nation after this pandemic, and officially open our doors to visitors today, we are reminding ourselves about the essence of the policy, the values and merits that have defined us for generations.”

Dorji Dhradhul, director general of the Tourism Council of Bhutan, added: “We need tourism to not only benefit Bhutan economically, but socially as well, while maintaining our low sustainable footprint. The goal of our new strategy is to create high value experiences for guests, in addition to well-paying and professional jobs for our citizens. This is our moment of evolution, and we invite our guests to become our partners in this transformative moment.”