world tourism conference, melaka, malaysia beyond mass tourism targeting for less to get more thuji...
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World Tourism Conference, Melaka, Malaysia
Beyond Mass Tourism Targeting for less to get
more Thuji D. Nadik, Acting Managing Director, Tourism
Council of Bhutan
21st October 2013
Selamat Datang KeWelcome to
Outline
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1.Introduction on Bhutan2.Tourism Vision3.Guiding Principle - GNH Pillars4.Tourism Development Focus5. Long Term Strategies6. Community Based Tourism
Principles7.Tourism Growth 8. Conclusion
Source: http://www.worldatlas.com/webimage/countrys/asia/bt.htm accessed on 16August 2011
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Facts on Bhutan
Location: AsiaStatus: UN Member CountryCapital City: ThimphuPopulation: 720,679 (2012)Area: 38,394 sq. kmCurrency: Ngultrum (1USD ± 60 Nu)Languages: Dzongkha (English widely spoken)Religions: Mahayana Buddhism, Hinduism (South)
GNH Pillars
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1. Preservation and conservation of the
natural environment
2. Cultivation and promotion of culture
3. Good Governance
4. Sustainable and equitable socio-economic
development
Tourism Vision
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Foster a vibrant industry as a positive force in the conservation of environment, promotion of cultural heritage, safeguarding sovereign status of the Nation, and for significantly contributing to Gross National Happiness (GNH).
Guiding Principle
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“High Value, Low Impact”“Value-led”
tourism development:
we intend to use tourism and not
be used by it
Tourism Development Focus
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1. Responsible Tourism2. Bhutanese Authenticity3. Royalty Fee4. Limits of Acceptable
Change
Long Term Strategies
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• Tariff System
• Quality Control (Accommodation
Standardization & Classification
System)
• Product Diversification (New
products)
• Human Resource Development
Community Based Tourism Principles
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TOURISM COUNCIL OF BHUTAN11
Tourism will not be operated in the community during its peak primary occupation season so as not to impact their regular work/occupation
Community Based Tourism Principles
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TOURISM COUNCIL OF BHUTAN12
Tourism is not a substitute for their primary occupation but a supplementary source to earn additional income to supplement their livelihood
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Beyond Mass Tourism Targeting for less to get more
Major draw cards:Unique cultureNatural beauty
Gross National HappinessUndiscovered
Favorable weather conditionsHoliday timing in source countries
(Exit Survey, TCB 2012)
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Beyond Mass Tourism Targeting for less to get more
70.98% (16.21% strongly agree,
54.77% agree) indicated that Bhutan represents a “good
value for money” destination (Exit Survey, TCB 2012)
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Beyond Mass Tourism Targeting for less to get more
Year/Growth 2010 2011 2012
Arrivals (no.) 40,873 64028 105407Direct earnings (USD million) 35.98 47.68 62.8
Gross receipts (USD million) 87.13 133.43 227.19Average spend (USD per person per night) 309.42 344.9 345.1
Tourism Growth
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2010 2011 20120
20,000
40,000
60,000
80,000
100,000
120,000
40873
64,028
105,407
Arrivals (no.)
Arrivals (no.)
Beyond Mass Tourism Targeting for less to get more
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2010 2011 20120
100
200
300
400
500
600
700
35.98 47.68 62.8
87.13133.43
227.19
309.42
344.9
345.1
Average spend (USD per person per night)
Gross receipts (USD mil-lion)
Direct earnings (USD mil-lion)
Targeting for less to get more Tourism Growth
Average length of stay decreased from 7.53 days in 2011 to 6.9 days in 2012.Tourism tariff increased from US$200 to US$$250
Conclusion
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•Bhutan uses tourism and not to be used by
it
•Bhutanese Way of Life – our way of seeing
the world
culture and environment to the visitors.
•Bhutan’s cautious growth in tourism
adopts the ‘Limits to acceptable change’
principle
World Tourism Conference, Melaka, Malaysia
Beyond Mass Tourism Targeting for less to get
more Thuji D, Nadik, Acting Managing Director, Tourism
Council of Bhutan
21st October 2013
Terima KasihThank-you