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.

TOURISM COUNCIL OF BHUTAN 14 February 2013 2

Tourism Development Philosophy

“High Value Low Impact”

TOURISM COUNCIL OF BHUTAN 14 February 2013 3

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)

TOURISM COUNCIL OF BHUTAN 14 February 2013 4

Tourism Planning and Development

Five Year Plans

Annual Plans

Strategy

Dzongkhag (District) / Circuit Tourism Development Plans

TOURISM COUNCIL OF BHUTAN 14 February 2013 5

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

4 5 6 7

TOURISM COUNCIL OF BHUTAN 14 February 2013

CBT in Merak Sakteng

TOURISM COUNCIL OF BHUTAN 14 February 2013 7

Eco-Tourism in Phobjikha

TOURISM COUNCIL OF BHUTAN 14 February 2013 8

Community Based Eco-Tourism in Manas

14 February 2013 TOURISM COUNCIL OF BHUTAN 9

Dangkhar Traditional Village

14 February 2013 TOURISM COUNCIL OF BHUTAN 10

Accommodation Classification System

14 February 2013 TOURISM COUNCIL OF BHUTAN 11

Hotels/Resorts

G-Houses/Lodges & Apartments

Marketing & Promotion

14 February 2013 TOURISM COUNCIL OF BHUTAN 12

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

TOURISM COUNCIL OF BHUTAN 14 February 2013 13

Thank You

14 February 2013 TOURISM COUNCIL OF BHUTAN 14