Until the mid-1960’s Bhutan was a non-monetized economy, operating in isolation from the rest of the world. The last 40 years have seen major change with tourism emerging as one of the country’s foremost industries. For all the change that has occurred, Bhutan essentially remains a very traditional society. The maintenance of tradition, coupled with spectacular natural landscape and the kudos of being the only Himalayan Buddhist Kingdom in the world, has seen demand for Bhutan as a destination increase dramatically in the past 10 years.
For centuries Bhutan – or ‘the land of the thunder dragon’ as the Bhutanese call their country – has been a non-monetized economy, operating in isolation from the rest of the world. Starting from the mid-1960’s isolation was decreasing and interest to the rest of the world was slowly increasing. The tourism industry for instance is a relatively young industry that has grown into one of the country’s foremost industries.
Bhutan is both modern as traditional. The tourism industry therefore is facing a conflict between future tourism strategies with the intention to preserve the traditional culture. With a growth of 300 tour operators in the last 3 years, the National Assembly wanting 60% of the land to be maintained a forest area and knowing that Bhutan is as mountain country, it almost seems an impossible task to conduct a modern tourism policy while preserving a traditional status.
Bhutan’s approach to tourism remains highly unusual and unique. Compared to other countries, tourism is tightly controlled. The country sells itself as an all-inclusive destination which can only be entered by paying US $200 a day. These ‘all-inclusive packages’ can only be sold by inbound tour operators. This creates a barrier for tourists to visit the country. However, the country persistently aims on experienced travelers and high class tourists unlike low-budget travelers.
The high entrance fee for entering the country is seen as a major obstacle in many ways. The high price makes it less attractive to stay longer within the country borders. Mainly because of the mountainous landscape, people are not willing to move around much because it takes too much time; and time loss means a waste of money. For local entrepreneurs the growing tourism industry can also not be seen as a positive impact. While the all-inclusive packages already implement drinks, food etc. it makes it hard for them to set up a business.
Tourist activities in Bhutan fall into two broad categories: trekking tourism and cultural tourism.
When trekking, mountaineering is illegal. The Bhutanese believe the mountains sacred deities and climbing them is seen as disrespectful. This eventually means that trekking tourism only covers a small market. Cultural tourism, strangely, is specified as all types of tourism accept trekking. By using this broad term, it is hard to specify ‘the real’ tourism market. So, what is the actual supply for the country?
The combination of selling the country as an all-inclusive destination by specifying only two tourism categories, makes it almost impossible to build up a structured tourism industry. It therefore seems that the country is trying to improve the industry without actually knowing which future goals and strategies to follow.
The traditional authentic moral still seems to have high influence into modern thinking. So, it is not particularly the question what types of tourism should be offered, but how? Using the scope of modern thinking with preserving a traditional moral, a balance should be found between both which can lead to a great success of improving the national tourism industry.
Sources:
Janet Cochrane (2008), Asian Tourism: Growth and change, first edition
©2008 Elsevier Ltd.
http://books.google.nl/books?hl=nl&lr=&id=F0kf9i2go1sC&oi=fnd&pg=PA273&dq=bhutan+tourism+policy&ots=ji4DpXV5uF&sig=EfH2C3rMjuhL3OrY5l2tHeOPFUs#v=onepage&q=bhutan%20tourism%20policy&f=true
Nicki Grihault (2006), Bhutan is the one to watch
Travel Weekly UK, 12/1/2006, p90-91, 2p
http://web.ebscohost.com.proxy1.dom1.nhtv.nl/ehost/detail?vid=6&hid=106&sid=1d1df69b-2e2e-4707-9b49-2bd25e350472%40sessionmgr110&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=hjh&AN=23394371#db=hjh&AN=23394371

Until the mid-1960’s Bhutan was a non-monetized economy, operating in isolation from the rest of the world. The last 40 years have seen major change with tourism emerging as one of the country’s foremost industries. For all the change that has occurred, Bhutan essentially remains a very traditional society. The maintenance of tradition, coupled with spectacular natural landscape and the kudos of being the only Himalayan Buddhist Kingdom in the world, has seen demand for Bhutan as a destination increase dramatically in the past 10 years.

For centuries Bhutan – or ‘the land of the thunder dragon’ as the Bhutanese call their country – has been a non-monetized economy, operating in isolation from the rest of the world. Starting from the mid-1960’s isolation was decreasing and interest to the rest of the world was slowly increasing. The tourism industry for instance is a relatively young industry that has grown into one of the country’s foremost industries.

Bhutan is both modern as traditional. The tourism industry therefore is facing a conflict between future tourism strategies with the intention to preserve the traditional culture. With a growth of 300 tour operators in the last 3 years, the National Assembly wanting 60% of the land to be maintained a forest area and knowing that Bhutan is as mountain country, it almost seems an impossible task to conduct a modern tourism policy while preserving a traditional status.

Bhutan’s approach to tourism remains highly unusual and unique. Compared to other countries, tourism is tightly controlled. The country sells itself as an all-inclusive destination which can only be entered by paying US $200 a day. These ‘all-inclusive packages’ can only be sold by inbound tour operators. This creates a barrier for tourists to visit the country. However, the country persistently aims on experienced travelers and high class tourists unlike low-budget travelers.

The high entrance fee for entering the country is seen as a major obstacle in many ways. The high price makes it less attractive to stay longer within the country borders. Mainly because of the mountainous landscape, people are not willing to move around much because it takes too much time; and time loss means a waste of money. For local entrepreneurs the growing tourism industry can also not be seen as a positive impact. While the all-inclusive packages already implement drinks, food etc. it makes it hard for them to set up a business.

Tourist activities in Bhutan fall into two broad categories: trekking tourism and cultural tourism.  When trekking, mountaineering is illegal. The Bhutanese believe the mountains sacred deities and climbing them is seen as disrespectful. This eventually means that trekking tourism only covers a small market. Cultural tourism, strangely, is specified as all types of tourism accept trekking. By using this broad term, it is hard to specify ‘the real’ tourism market. So, what is the actual supply for the country?

The combination of selling the country as an all-inclusive destination by specifying only two tourism categories, makes it almost impossible to build up a structured tourism industry. It therefore seems that the country is trying to improve the industry without actually knowing which future goals and strategies to follow. The traditional authentic moral still seems to have high influence into modern thinking. So, it is not particularly the question what types of tourism should be offered, but how? Using the scope of modern thinking with preserving a traditional moral, a balance should be found between both which can lead to a great success of improving the national tourism industry.

Sources:

  • Janet Cochrane (2008), Asian Tourism: Growth and change, first edition ©2008 Elsevier Ltd.
  • http://books.google.nl/books?hl=nl&lr=&id=F0kf9i2go1sC&oi=fnd&pg=PA273&dq=bhutan+tourism+policy&ots=ji4DpXV5uF&sig=EfH2C3rMjuhL3OrY5l2tHeOPFUs#v=onepage&q=bhutan%20tourism%20policy&f=true
  • Nicki Grihault (2006), Bhutan is the one to watch
  • Travel Weekly UK, 12/1/2006, p90-91, 2p
  • http://web.ebscohost.com.proxy1.dom1.nhtv.nl/ehost/detail?vid=6&hid=106&sid=1d1df69b-2e2e-4707-9b49-2bd25e350472%40sessionmgr110&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=hjh&AN=23394371#db=hjh&AN=23394371