Bhutan's Department of Tourism is excited to launch a historic campaign commemorating 50 years of tourism in the Kingdom. This golden jubilee commemorates 50 years since Bhutan first invited international visitors in 1974, coinciding with the coronation of His Majesty the Fourth King of Bhutan. The festivities, which begin on June 2nd and end on December 17th, 2024—Bhutan's National Day—showcase Bhutan's dedication to sustainable tourism, cultural preservation, and conscious growth.
Bhutan's tourism journey began in 1974 with a policy of "high value, low volume" tourism, which aimed to produce cash while preserving the country's unique cultural legacy and pristine environment. This pioneering method was intended to ensure that tourism development did not compromise the country's cultural and environmental integrity.
The first tourists to Bhutan were a group of 14 daring persons from the United States, Spain, and Argentina who travelled by road because air travel to Bhutan was not yet available. Tourism in Bhutan did not completely take off until 1983, when the country's national airline, Drukair, was launched.
Bhutan received around 320,000 visitors per year by 2019, demonstrating its growing popularity as a one-of-a-kind destination. Bhutan remains the only country that charges a Sustainable Development Fee (SDF) of USD 100 per adult each night. The monies raised by the SDF are critical in supporting a variety of activities, including environmental protection, cultural heritage preservation, and free healthcare and education for all Bhutanese inhabitants.
In recognition of this momentous milestone, the Department of Tourism will organise a number of events and activities in partnership with various stakeholders including the commercial sector. The festivities will begin with a blessing ceremony at the Kuensel Phodrang (Buddha Dordenma statue) in Thimphu. In August, Bhutan will host its inaugural tourism awards ceremony, recognising achievement and innovation in the tourism sector.
A TEDx lecture will involve various speakers exploring the growth of tourism, sustainability, and future projects. A jewellery collection and fashion display will also feature Bhutanese-inspired craftsmanship over the last 50 years. Global embassy events will engage worldwide audiences, while Dzongkhag (district) tours will highlight local tourism opportunities. Efforts to retain memories through multiple media, such as a new brand film, printed magazine, coffee table book, mini-documentary, and posters, will be a key focus.
Namgyal Dorji, the Honourable Minister of Industry, Commerce, and Employment (MoICE), emphasised the significance of this festival as an homage to all visitors and contributors to Bhutan's tourist industry. He emphasised Bhutan's amazing natural beauty, rich culture, spiritual depth, and genuine hospitality of its people. Bhutan, one of the world's few carbon-negative countries, incorporates happiness into its development philosophy, providing each visitor with a one-of-a-kind and rewarding experience.
This golden jubilee recognises Bhutan's past tourism successes while also laying the groundwork for future sustainable tourism projects. Bhutan anticipates a future in which tourism continues to benefit the country and develop global links while also honouring its history.
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